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We wanted to give people a taste of this ‘modern trail’ lifestyle
linjinlin

linjinlin

7 October 2016
6:46am

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I got my first pair of Timberland boots at sixteen years old. They were the classic, yellow work boot. My mother commented on the merits of their durability for hiking while in the store — an absurd comment in my teenage mind. These boots were going nowhere near dirty trails, I thought as I buffed the pristine toe unnecessarily.timberlands boots men,

Back then, I represented just one of Timberland’s many, diverse customer demographics — I was the it-boot wearing high-schooler. But in the years since that purchase, my customer profile has morphed. My boots have shifted their utility at various points of my life. They’ve climbed mountains, raked leaves,mens timberland boat shoes, trudged through snow and rain, and were even revisited as a wardrobe favorite 10 years later. My “Timbs” have come a long way from the fashion accessory they were when I bought them.

You can see how this poses a unique obstacle for Timberland. The iconic boot has long been the touchstone of its brand. It stands for quality, authenticity, and heritage. It has stood the test of time — while the brand roots can be traced to 1918, the boot itself came to market in 1973 —black leather timberland for men, and means so much to so many different people. But Timberland’s brand has grown beyond its staple boot. The brand has expanded globally and are selling a range of footwear, apparel, accessories — even tires — and now must balance the representations of the product the brand was built on.
“Globally, we have over 80% awareness of the brand depending on region. That’s impressive. Other brands aspire to have that. But everyone knows us for one iconic product and depending on who you are, this product means something different to you,” Jim Davey, Timberland’s VP of Marketing explained, “This product is incredible — it helps us reach so many different people, but it’s time that we use that reach to expand how people see us,”

Jim’s right about the diversity of the brand’s customers. “As a kid, you might have worn your Timberland boots hiking. Or you were remember their role in 90s hip-hop. For Europeans, you might remember it as a fashion trend. Maybe, you’re coming in early and you’re a 16-year old teen and this is the new it-boot,”mens timberland 6 inch, he said, as I see myself falling into more than one of those categories.

So how does Timberland sell a men’s dress boot or a women’s jacket? With consumer demographics as diverse as theirs — and with a flagship product that has dictated how their customers have come to think of the brand, this is especially hard.

In 2011, Timberland was acquired by VF, and its marketing team took the opportunity to revisit who its customers were. Investing in a massive segmentation study of customers, the brand got to know its customer and redefined the pitch — and product — to them. The end result was a clear picture of the global target, dubbed “The Outdoor Lifestyler,” abbreviated around the office as OLS.

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