Tough Duck

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For more than 80 years, Tough Duck has been creating high quality, durable workwear for some of the toughest environment and industry conditions in the world. It did this through sheer will, hard work, strong values and a sensitivity to the ever-changing market demands of the clothing retail industry. The mission of its parent company, Richlu Manufacturing, has always been to create apparel that works and plays as hard as the people who wear it. From its humble beginnings as a pants manufacturer, this third generation, family-owned business has expanded into a full range of apparel and footwear and is considered a global player in the emerging Hi-Vis market.

Based in Winnipeg, Canada, Tough Duck and Richlu have maintained their core values as a company, actively participating in the local community, donating its time and resources to important causes and organizations, while also caring deeply for employees and their families. With a new focus on activating and engaging brand advocates through social media channels, Tough Duck has made considerable and speedy inroads towards becoming a very popular and higher-end choice for customers worldwide. Tough Duck asked Manoverboard to create a new, ecommerce-ready web platform that would reposition its brand and product line for its current and next generation of active, passionate customers.

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Product Showcasing

Products are showcased individually on the new site to provide a sense of connection between Tough Duck’s product and the people who proudly wear the brand. Individual product pages are linked to unique customer stories about how the product was used (and even saved lives). Product pages throughout the site help demonstrate the breadth and quality of the entire Tough Duck catalogue.

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The Community

The new website introduces the Tough Duck community by telling customers’ personal experiences with the product, highlighting brand ambassadors and showcasing sponsored athletes. The community portion of the site also serves as a vehicle for keeping the brand image current while providing a site visitor with a feeling for the caliber, purpose and substance of the Tough Duck brand. This section also motivates Tough Duck customers to share their experiences with the brand through social media and become a part of the growing work-to-play and play-to-work movement.

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