Haggar Clothing is ramping up its digital operations, specifically mobile, as core Baby Boomer customers increasingly use smartphones. To assist with this goal the company created a new position, chief digital officer, to be filled by Eve Richey.
The men's apparel producer, which supplies to major chains such as Kohl's, JCPenney, Macy's, Target, Sears, Belk and Amazon, is seeing more of its sales move online at stores and in direct-to-consumer business, reported the Dallas News.
While online sales account for about 10 percent of Haggar's business, online has increased 50 percent in the past year. It's no surprise. A recent survey by SmartFocus revealed that 27 percent of Baby Boomers prefer to shop online.
Retailers are depending more and more on brands like Haggar to sell merchandise online. Though Haggar currently ships merchandise to retail customers, Michael Stitt, Haggar's CEO, believes retailers will be asking brands to perform more of their fulfillment needs in the next three to five years.
Richey was previously the VP of global digital marketing of Toms Shoes, where she led the digital marketing team, including the mobile and social strategy. Toms has been at the forefront of mobile and recently partnered with PayPal (NASDAQ: EBAY) so that shoppers can pay on its mobile commerce website with just the swipe of a finger.
One of Richey's first tasks will be launching a new mobile website in time for holiday shopping. As much as 32 percent of Haggar's website traffic comes from mobile, up from 22 percent last year.
Haggar's core customer base—shoppers in their 40s, 50s and 60s—is driving 70 percent of online sales with an online return rate of 10 percent.
"What energizes me most about Haggar is the tremendous opportunity to infuse digital into a brand with such an amazing history and heritage," Richey said. "At Haggar, innovation is in their DNA and I look forward to working with a talented team, and our retail partners, to serve and delight the Haggar consumer through digital methods."
-See this Dallas News article
-See this Haggar Clothing press release
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