Carhartt has always put their loyal customers at the center of every decision. Founded in 1889 by Hamilton Carhartt, the great grandfather of current CEO Mark Valade, each jacket, overall, work boot and glove they produce is purpose-built to the needs of consumers. Tradesmen, ranchmen, outdoorsmen—and the women who work just as hard alongside them.
Putting Customers First
Carhartt devotes a great deal of time and resources to understanding their consumers’ unmet needs. The brand’s core Carhartt Crew of consumers are quick to give valuable feedback on everything from the heel cup in their Wellington Boots to updates in their most popular unlined bib, the R01. Carhartt is intent on designing products and experiences that solves for their customers’ most important needs on the job.
Carhartt’s longevity speaks to the exceptional quality and comfort of each piece of workwear. But premium workwear and materials come at a price—one that young construction workers, farmers and ranchers, and outdoor enthusiasts may find inaccessible in the beginning of their careers.
Making Products Accessible with Afterpay
“Many of our customers, like young tradesmen just getting started in life, don’t always have the money to purchase right away. We decided on Afterpay because it was the right thing for the consumer. Afterpay helps us make our products more accessible, and that’s something that is very important to us,” says Anna Cole, Director of Global D2C Digital Platforms.
Success by the Numbers
AOV (average order value) of $132, higher than Visa and Mastercard transactions
61% of purchases are coming from the 18-34 age range; Afterpay is helping Carhartt reach a younger demographic
Afterpay sends Carhartt thousands of referrals from its website and app every month; 8% make a purchase and convert
Finding the Right BNPL Platform For Their Discerning Customers
Carhartt had heard of another BNPL platform, but they eschewed the traditional model of high interest rates, which to them felt predatory. “Afterpay is invested in consumer marketing and getting the word out about Carhartt’s partnership with Afterpay. More importantly, unlike other BNPL offerings, Afterpay is interest-free and promotes responsible spending,” says Anna.
Carhartt is unique in the apparel industry in that they have products that have been largely unchanged in the 100+ years they have been in business. Although they continue to iterate, their customers don’t like too much change.
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