PASSPORT TO THE WORLD
On a quest to create a unified brand statement, Timberland tests a new prototype in London.
By John Ryan, European Editor The nearly 40-year-old Timberland has brought its outdoor retail brand across the globe, growing to more than 1100 retail and franchise stores in 90 countries. With a goal to further expand its retail presence, the New England-based retailer set out to re-imagine its retail experience with a new prototype design that would “bring to life not only the brand’s New England heritage but also viscerally bring the outdoors indoors,” says Bevan Bloemendaal, Timberland’s senior director, global creative services. The intent was to create a premium brand environment that was recognized globally. The brand also wanted to recruit new consumers, specifically younger shoppers, as well as continue
34 FEBRUARY 2012 | vmsd.com
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Table of Contents for the Digital Edition of VMSD - February 2012