HerschelSUPPLY CO. BRAND
•Launched brand vs. Product•Broad appeal, moms and kids also enjoyed brand•Multi-million $ sales volume over last 4 years•Utilitarian nostalgic, modernized bag•Gold, Kerry. "Herschel Supply Has It in the Bag | Marketing Magazine." Marketing Magazine Herschel Supply Has It in the Bag Comments. Rogers Publishing Limited., 25 Oct. 2013. Web. 25 Nov. 2013.
Opportunities & Problems
• Partnership with niche brands
• Old style with new esthetic • Maintaining the illusion of a
niche brand while enjoying mainstream appeal
• Distribution with Apple • Gold, Kerry. "Herschel Supply Has It in the Bag | Marketing Magazine." Marketing Magazine Herschel Supply Has It in the Bag Comments. Rogers Publishing Limited., 25 Oct. 2013. Web. 25 Nov.
2013.
The Marketing Process
• Need = Bag• Want = Modern, trendy, nostalgic,
urban• Demand = Sales grew 900% in first
year• Value Prop – Create a long life
product that is modern, and fashionably detailed
• Target Market – Unique, trendy, hipsters
• Collaboration with New Balance & Stüssy
• Gold, Kerry. "Herschel Supply Has It in the Bag | Marketing Magazine." Marketing Magazine Herschel Supply Has It in the Bag Comments. Rogers Publishing Limited., 25 Oct. 2013. Web. 25 Nov. 2013.
Current Strategies – Doing more with Less
• A place in the market place that has not yet seen saturation
• Occupy everything from niche to mainstream
• Massive photo-studio & in-house photographer
• Tradeshows helped gain exposure• 700 Herschel bags & 3 distinct product lines• Cool brand with micro-markets• Novel Duffle bag voted top items of 2012• Gold, Kerry. "Herschel Supply Has It in the Bag | Marketing Magazine." Marketing Magazine Herschel Supply Has It in the Bag
Comments. Rogers Publishing Limited., 25 Oct. 2013. Web. 25 Nov. 2013.
Current Strategies – Doing more with less
• Seasonal ads in magazines in Japan, Hong Kong, Italy, France, Australia, and North America
• 90,000 Facebook followers, 125,000 Instagram followers, 6000 followers on Twitter
• Matching bags with New Balance Kicks• Nostalgic factor: Grandfather was raised
in Herschel, Saskatchewan • Gold, Kerry. "Herschel Supply Has It in the Bag | Marketing Magazine." Marketing Magazine Herschel Supply Has
It in the Bag Comments. Rogers Publishing Limited., 25 Oct. 2013. Web. 25 Nov. 2013.
Capture Value from Customers
• Continuation of innovation & selective collaborations
• Product development – bikes, skateboards, helmets, etc.
• Develop a customer loyalty program• Flagship store in major destinations • Continue to customer based on
location & retailer • Gold, Kerry. "Herschel Supply Has It in the Bag | Marketing Magazine." Marketing Magazine Herschel
Supply Has It in the Bag Comments. Rogers Publishing Limited., 25 Oct. 2013. Web. 25 Nov. 2013.
Questions
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