Enjoy the outdoors and take in the New England rustic landscape. A crisp fall day and the typical '90s American' joins the outdoor trend. There was once a popular go-to spot for outdoor fashion: Timberland. Best known for their quality boots used for hiking and mountain climbing, Timberland has grown into an 'outdoor giant' and quickly disappeared into what I like to call- "The Corporate Black Hole". The vision began in 1918, when Nathan Swartz sewed boots by hand at a small Boston shoe company which he later purchased. In 1955, Swartz created Timberland as a family business with he help of his sons. By the 1960s, the Swartz family created one of the first truly waterproof boots. These boots became a signature product of Timberland (the idea was to create a unique waterproof boot...in yellow). In the 1970s the company expanded and added casual and boats shoes to their p
roduct line. Shortly after, the company went international and became known for their quality boots and devotion to the outdoors. This image quickly shifted and their target market was ignored. So what exactly went wrong? As Timberland sold casual footwear and clothing, the urban market bought in. Timberland quickly became a staple in the hip hop community. The company experienced a rise in sales and demanded more. Hip-Hop artists began marketing the Timberland brand by wearing the clothing and the company's iconic yellow water proof boot. Timberland even received a 'street name'- "Timbs". The company's website now features a custom section which allows customers to create a boot according to their specifications. One can include graffiti and browse through a range of colors (instead of the traditional...or ICONIC yellow, black or brown boot). The urban market once a
gain bought in and many can be spotted wearing red, blue or even pink "Timbs". Unfortunately, Timberland missed the mark and thei
r target market- outdoor mountain climbers and the casual suburbanite. These consumers were limited and Timberland stopped creating products that benefit the outdoors experience. Timberland became an urban brand. The typical Joe who enjoys camping out in the woods with the family will not wear red or pink boots and a jacket with graffiti. Consumers felt betrayed and went elsewhere; specialty stores like EMS, Burton REIand Eddie Bauer. Unfortunately, Timberland was just a fad for the urban market and ironically, those consumers turned to specialty stores such as North Face, Burton and EMS. Now, Timberland is stuck. I must say that the company has tried to regain their title by going back to their original 'look'. I think that Timberland should have realized that the urban market bought in because they strive to become like the original Timberland consumers: the outdoors type. Companies should always stick to their mission because that's what motivates them to succeed... you have to do something that you take pride in. However, I do applaud Timberland's recent efforts. All of their stores offer shoppers a rustic setting that sets the mood and displays the true culture of the brand. Timberland has also gained some free publicity by going green. The company eliminates glue and ink on all shoe boxes and instead places a nutrition label that states the product's environmental and community impact, and where i
t was made and manufactured. "We are accountable for what we do...and are not ashamed of telling the truth" says Jeffrey Swartz, Timberland's CEO. I feel that the best way for Timberland to make a successful comeback is by launching a campaign that displays short inspirational stories about mountain hikers, snowboarders, campers etc. and why they use Timberland's products. The company can also market their casual line by featuring a New England family wearing Timberland products by a fireplace during the winter season. I think they have what it takes but they just need to remind themselves of the spirit and culture that Timberland was built upon.
Enjoy the outdoors and take in the New England rustic landscape. A crisp fall day and the typical '90s American' joins the outdoor trend. There was once a popular go-to spot for outdoor fashion: Timberland. Best known for their quality boots used for hiking and mountain climbing, Timberland has grown into an 'outdoor giant' and quickly disappeared into what I like to call- "The Corporate Black Hole". The vision began in 1918, when Nathan Swartz sewed boots by hand at a small Boston shoe company which he later purchased. In 1955, Swartz created Timberland as a family business with he help of his sons. By the 1960s, the Swartz family created one of the first truly waterproof boots. These boots became a signature product of Timberland (the idea was to create a unique waterproof boot...in yellow). In the 1970s the company expanded and added casual and boats shoes to their p
roduct line. Shortly after, the company went international and became known for their quality boots and devotion to the outdoors. This image quickly shifted and their target market was ignored. So what exactly went wrong? As Timberland sold casual footwear and clothing, the urban market bought in. Timberland quickly became a staple in the hip hop community. The company experienced a rise in sales and demanded more. Hip-Hop artists began marketing the Timberland brand by wearing the clothing and the company's iconic yellow water proof boot. Timberland even received a 'street name'- "Timbs". The company's website now features a custom section which allows customers to create a boot according to their specifications. One can include graffiti and browse through a range of colors (instead of the traditional...or ICONIC yellow, black or brown boot). The urban market once again bought in and many can be spotted wearing red, blue or even pink "Timbs". Unfortunately, Timberland missed the mark and thei
r target market- outdoor mountain climbers and the casual suburbanite. These consumers were limited and Timberland stopped creating products that benefit the outdoors experience. Timberland became an urban brand. The typical Joe who enjoys camping out in the woods with the family will not wear red or pink boots and a jacket with graffiti. Consumers felt betrayed and went elsewhere; specialty stores like EMS, Burton REIand Eddie Bauer. Unfortunately, Timberland was just a fad for the urban market and ironically, those consumers turned to specialty stores such as North Face, Burton and EMS. Now, Timberland is stuck. I must say that the company has tried to regain their title by going back to their original 'look'. I think that Timberland should have realized that the urban market bought in because they strive to become like the original Timberland consumers: the outdoors type. Companies should always stick to their mission because that's what motivates them to succeed... you have to do something that you take pride in. However, I do applaud Timberland's recent efforts. All of their stores offer shoppers a rustic setting that sets the mood and displays the true culture of the brand. Timberland has also gained some free publicity by going green. The company eliminates glue and ink on all shoe boxes and instead places a nutrition label that states the product's environmental and community impact, and where i
t was made and manufactured. "We are accountable for what we do...and are not ashamed of telling the truth" says Jeffrey Swartz, Timberland's CEO. I feel that the best way for Timberland to make a successful comeback is by launching a campaign that displays short inspirational stories about mountain hikers, snowboarders, campers etc. and why they use Timberland's products. The company can also market their casual line by featuring a New England family wearing Timberland products by a fireplace during the winter season. I think they have what it takes but they just need to remind themselves of the spirit and culture that Timberland was built upon.
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