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Author Topic: we can design accordingly  (Read 970 times)


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we can design accordingly
« on: December 10, 2019, 05:53:25 am »

One of the most recognisable and popular brands in the world, premium outdoor lifestyle brand Timberland has truly

universal appeal, with many people across the globe having owned a pair of its iconic yellow boots at some point in

their lives. Recently, the brand has undergone an intensive Creative Vision project in which it looked back at its rich

heritage of workwear and products designed for the outdoors, with a passion for nature at its core. In addition, the

move reinforced Timberland’s identity and ethos, emphasising the brand’s commitment to responsible design and

sustainability timberland 6 inch boots

sale uk
goals through better sourcing and raw material farming initiatives.

Last year the brand appointed Christopher Raeburn as Global Creative Director, while Nick Barber continues to shape the

stylistic direction of the clothing division as Global Apparel Design Director. A key strategy that is set to lay the

foundations for future success is diversification beyond the brand’s classics to offer the Timberland community a full

breadth of products for their outdoor lifestyle. Apparel, and especially outerwear, plays a very important role in that

diversification strategy, as well as “leveraging the footwear and apparel design hubs to design closer to the consumer

and truly timberland outlet uk boots understand and cater to their fashion

needs,” as Nick explains.

With the brand represented in most core markets across the world, including the Americas, EMEA and APAC regions, and

targeting further growth across all of these territories, the challenge is to capture the design DNA and to stay

authentic to the brand’s unique selling point while referencing geographical considerations for each market. According

to Nick, this boils down to having genuine insights into the target audience of each country and being in tune with the

end consumer – wherever they may be based. “From a business perspective, it’s important that we bring authenticity

to every Timberland cheap womens timberland boots collection. When it comes to

trends, we find that Asia, heavily influenced by Japan, often leads the way.

A good example of this is the oversized workwear look we were designing for Asia back in 2016; only recently have we

noticed this look gain relevance with EMEA and NORA regions,” he says. The brand employs an insights team who provide

regular updates on its design targets and consumer profiles. “The reports incorporate anything from their hobbies and

activities to their attitudes about fashion to what social and environmental concerns they might have – so we’re

really in touch with our audience. We also travel within our biggest regions ahead of each season to see first-hand how

trends and consumer tastes are evolving within the marketplace. This ensures the team is always well-informed of what

really matters to vans old skool womens the Timberland

community in our key markets, and then we can design accordingly,” he adds.
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