Propel Group, Inc.

Hatco, Inc.

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Overview

Stetson Hats, and its subsidiaries Resistol and Dobbs, needed new advertising and new packaging concepts to minimize losses due to dealer-returned damaged goods which plagued their industry. Additionally, Stetson had expanded into the baseball cap arena and needed new product development as well as point-of-sale materials.

Solutions

Using brightly colored graphics and headlines that had some guts to them proved to be the winning concept direction. Propel Group researched engineering concepts for crush-proof, corrugated boxes to reduce returns by 88%. Propel also developed designs for and a baseball cap product line and point-of-sale displays to launch the new item. Pictured here are “first-time” gift card/boxes making it easy to give a custom-made hat as a gift which dealers have claimed to be a big hit for additional sales revenue.

Impact

Across-the-board revenue increases have been enjoyed by both the manufacturer and the retailers. Both Resistol and Stetson are major sponsors of rodeos worldwide; their banners hang throughout stadiums everywhere. All program advertising was converted to this recognizable format. Stetson and Resistol remain household names and continue to dominate the western wear hat industry.