Workwear Group subsidiary KingGee has changed its brand positioning to target the next generation of tradies.
It has shifted from its ‘Comfort is King’ slogan launched in 2018 to its new ‘You wear the Crown’ slogan.
Workwear Group head of marketing Jayne Willmott said the next generation of tradespeople are evolving in demographics, business models and across a wider variety of trades.
In particular, she said there is a rise in entrepreneurs in the industry, as well as more women taking on trades.
“There's just a new level up in terms of the craftsmanship,” Willmott said. “And tradies are not just appearing on-site all disheveled but coming in and looking very professional in their approach, because they're very proud and very skilled in what they do.
“We wanted to obviously tap into some of those changes that are happening in the industry.”
Willmott said while KingGee’s previous positioning ‘Comfort is King’ spoke to a key product attribute, the latest positioning is focused on both the end-consumer and the 97-year-old uniform brand.
“After a strong period of calling on the quality and leadership of our product, this positioning looks to the qualities of those who love and support our business and also work hard each day forging new and exciting paths for themselves,” Willmott said.
“It aims to reflect a sense of loyalty and pride within the trades and connects our brand to their achievements.”
She said the new positioning is an aspirational statement for KingGee and directly ties into the brand’s consumer insights that show trades are more respected today than ever before.
“And KingGee has evolved right alongside them,” she said. “Naturally, we’ll continue to showcase our brand’s credentials in comfort, design, durability, fit, UV protection, and heat management technology. Because we’ve always been about helping tradies to perform at their very best.”
The first iteration of the new creative went live on October 18 and will appear in outdoor advertising, via subscription television networks Kayo and Foxtel, on radio and across a selection of digital channels.
Full service agency DPR&Co led the strategic and creative development of the brand repositioning off the back of research and the examination of customer value propositions.
“Over the past 20 years or so, tradies have risen greatly in society’s esteem and they’ve done it on their own terms,” DPR&Co cofounder and executive creative director Richard Ralphsmith said.
“Today, being a tradie is a badge of honour. In celebrating this, KingGee is taking a powerful leadership stance. They’re in a unique position to do this, having supported tradies through good times and bad since 1926.
Ralphsmith said KingGee underwent three rounds of research and an intensive scrutiny by DPR&Co.
KingGee was founded in 1926 by Robert Adcock in Sydney, beginning with the original KingGee overall.
Today KingGee provides trade and commercial workwear, lightweight workwear and lifestyle garments, including its new TRD.MK line.
It’s key stockists today include Lowes, Totally Workwear and Catch.com.au