Haggar Clothing Company | Company Profile, Marketing Contacts, Media Spend, Brands
Haggar Clothing Company manufactures, markets, and distributes men's apparel and accessories. The company, headquartered in Dallas, TX, markets their clothing lines to retail customers throughout the U.S. and abroad, as well as through online operations.
|Main Telephone||(214) 352-8481|
Haggar Clothing Company ContactsContacts (5/6)
|Eve R.||Chief Digital Officer||TX|
Sample of Associated Brands
|Michael S.||Chief Executive Officer||TX|
|Paul O.||Senior Vice President, Marketing||TX|
|Karen R.||Vice President, Retail Marketing||TX|
|Mindy D.||Senior Director, Consumer Marketing||TX|
|Haggar Clothing Company||*****|
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INTERVIEW: Haggar Clothing's new Marketing SVP discusses brand direction
has appointed Rich Honiball, a marketing and brand development guru with 24 years’ experience, as senior vice president of marketing to guide brand’s direction, communication, and digital development.
Honiball (pictured right) most recently was VP of product development, design, and trend at JCPenney’s men’s private label.
Now he is extremely excited to fill Jon Ragsdale’s previous position at.
The new SVP of marketing sat down with WinmoEdge to chat about his new role, vision and passion for the brand, and the company’s innovative philosophies and relationships.
Honiball found his way to his by deciding it was time for a change. He had had several conversations with Tim Lyons, president of Haggar, who he was introduced to by an old friend who used to work for him.
“About 15 minutes into our first conversation, I loved his passion and love for the Haggar brand.” Honiball said. “After a follow up conversation with Michael Stitt, our CEO, it was really as simple as, this was a story that I wanted to be a part of—a story of an American iconic brand.”
The men's clothing company was founded in Dallas, Texas in 1926, by Lebanese immigrant Joseph M.
Haggar. Haggar Clothing Co., formerly known as Haggar Apparel Co., is specializes in men’s fine apparel, including casual pants, dress pants and suit paraphernalia.
In the 1940’s, the apparel brand worked with Tracey Locke Advertising Agency--a forerunner of advertising giant DDB Needham, who helped the company coin the term "slacks."
“If you look at Haggar throughout its history, we were the first menswear company to advertise in print, on national television and to introduce wrinkle resistant products,” Honiball stated. “The history of innovation is not only from a product standpoint but a marketing perspective. This is a story that not only needs to be told, but needs to develop.”
Haggar slacks wereand then paraded on television the following two decades during sporting events.
Haggar is a sponsor of both the Pro Football Hall of Fame and Hockey Hall of Fame Legends Classic. Each player is given a golden Haggar blazer, better known as the.
This tradition began in 1979 as a gentleman’s agreement over a simple handshake. A few years ago, however, the relationship became more official. Honiball said that the company is very proud of these relationships and intends to start talking more about it.
Life Khaki, the most well-known brand by Haggar, is the company's way of reinventing the khaki business, as the brand leverages its heritage off of it, according to Honiball. Since last year, the brand has grown exponentially.
The “life” part of the khaki is referent to the fiber it is made from, which is purchased from , is a polyester made from recycled water bottles. In fact, last year the fiber prevented more than 14 million water bottles from ever hitting landfills.
What are you focusing on as SVP of marketing?
Honiball: I will be focusing on two areas: The first goal is to drive a very consistent and engaging brand message.
A lot of times when you are out there, you will do some cool things with marketing perspective but if it’s not tied together with a very strong powerful brand message. It ends up raining on the ocean.
You are not really driving long term equity. This is a strong focus for 2013.
The second is we are utilizing marketing, especially, by having a two way dialogue with our customers. One of the wonderful things about how technology and marketing is involved is, instead of pushing down messages to consumers, you can create a real-time conversation with customers that allows you to connect with them on a much greater level.
Our current relationships and strategies will evolve, but right now we are thinking strategically: What it is we want to stand for. Everybody will tell you, “We believe in quality and style.” and “Customer is number one!” But do those become empty promises? Advertising is the brand looking beyond trying to sell you the one product on the one sale.
We are trying to find out who it is we truly are and the long-term relationship with the product and customer. It is hard today because of buzzwords and new brands. We want to fight through that noise and talk about who we really are.
What are you looking for when agencies reach out to you right now?
Honiball: We try as best we can to be open and to listen but sometimes that can be limited to a five minute phone conversation because of the amount of opportunities that are out there. If I sat down and let everyone give a presentation that would probably be all I would be doing.
Right now, we are really focused on the customer and doing things internally. As we look externally, the thing that I value is somebody who truly understands heritage brands and innovation almost from an entrepreneurial perspective.
There are obviously big successful agencies that have tons of resources and would love to add you as a client but what I have found to be more exciting and rewarding is to work with people who work more like two kids in the back of the garage who decided to invent that original apple computer. I like to see people who want to make every dollar work, every product count and be very innovative in the way that they approach it.
According to The List, Haggar's AOR is .
Haggar Clothing Company
11511 Luna Rd.
Dallas, TX 75234 USA
Marketing Director, Visuals/Promotions/Digital
Marketing Production Manager