Haggar is hooked on classics. A leading maker and marketer of men's casual and dress apparel, the company's products include pants, sport coats, suits, shirts, and shorts. Haggar's clothes (including its "wrinkle-free" shirts and tab-waist expandable pants) are sold through about 10,000 stores in the US, Canada, Mexico, and the UK. Its Haggar brand is sold in department stores, such as
J. C. Penney
, and at more than 70 Haggar outlet stores. The men's apparel maker invented the word "slacks" and has sold plenty of them in its 80-plus years in business.
In general, Haggar's lines consist of styles that are more basic and less susceptible to the vagaries of fashion; the focus is more on innovations in the fabrics used. For example, a new line of chinos is made from fabric that includes fibers made from recycled plastic water bottles, to appeal to ecologically-conscious younger men. The company has also emphasized quality, adding a "Quality for Life" guarantee that its clothing will last for the life of its owner.
Haggar has attempted to elevate its brand by expanding its offerings through licensing agreements. To this end, Haggar launched a collection of casual and dress apparel that's sold in more than 800 Sears stores nationwide. In spring 2010, it then launched an online store and refocused its energy on its core business of suits and pants.
Its 2011 purchase of Neema Clothing strengthened Haggar's position in the men's dress and tailored category. The deal also gave Haggar a licensing agreement with Global Licensing Company for the Bert Pulitzer trademark, which allows it to make, market, and sell a variety of apparel items such as men's suits, sport coats, blazers, topcoats, tuxedos, vests, and tailored slacks.