Cel­e­brat­ing Out­door Life­style

VM&RD - - INTERNATIONAL VM CAMPAIGN -

Tim­ber­land, a brand hail­ing from New Hamp­shire, USA, dons a re­newed look and gushes its new iden­tity -- po­si­tion­ing as an out­door life­style brand. Its store in the heart of Lon­donRe­gent Street- un­der­goes a makeover to show the new face of Tim­ber­land.

Adapt­ing to cus­tomers is a vi­tal to any brand. Tim­ber­land started off as a pre­dom­i­nantly boot company and later on ven­tured into life­style mer­chan­dise as well. Tim­ber­land views its cus­tomers as peo­ple who splurge on their life­style and this comes through clearly in the brand’s Re­gent Street store. In the midst of a re­vamp, Tim­ber­land pays close at­ten­tion on its brand DNA. The fact that the brand was orig­i­nally a shoe-mak­ing company is re­flected in the dif­fer­ent facets of the store. A fresh at­ti­tude, a trib­ute to her­itage, a stylised at­mos­phere and a sig­na­ture of authenticity pretty much ob­jec­tify the store. The store front dis­play it­self is a peep hole to the new saga un­fold­ing at Tim­ber­land. “Bring­ing the out­doors into the city” are the in­tro­duc­tory words. De­pic­tion of the London Eye on a bed of ar­ti­fi­cial lawn with com­ple­ment­ing props cre­ates an im­agery of what out­door means to the city of London. The win­dow dis­play, although tem­po­rary, proves apt to in­tro­duce the make-over at Tim­ber­land. The 500 sq mt store set across two lev­els houses men’s, women’s and chil­dren’s col­lec­tions. Ad­her­ing to the essence of the brand, the shoes’ cat­e­gory is taken to a whole new level. The pur­chase of shoes at Tim­ber­land is an ex­pe­ri­ence by it­self. The ded­i­cated footwear area serves as a brand ex­pe­ri­ence room where the cus­tomer can opt to have his own boots made us­ing unique studs, patches and an ar­ray of laces to choose from. Also, if the cus­tomer hap­pens to come to the store on the two spe­cific days of the week when the laser ma­chine is on-site, he can have his own tat­too on his boots. The store will also serve as a venue to showcase up­com­ing il­lus­tra­tors and graf­fiti artists. Although rooted in tra­di­tion, the store caters to the mod­ern day cus­tomer and his pref­er­ences. The props de­pict the roots of the brand -the Amer­i­can town of New Hamp­shire, but

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