gemma - timberland report

TIMBERLAND

ASCENT

CONTENTS CONTENTS

EXECUTIVE SUMMARY

This report has been commissioned to detail the launch of a new sub-brand from outdoor retailer, Timberland. Primary research has shown that consumers no longer associate Timberland as an outdoor brand, rather just a fashion label like many others on the high street. Although extremely profitable and successful as a fashion brand, the company have lost some of their outdoor heritage along the way. "I used to love Timberland and bought many shoes and jackets from there, now it’s all a bit too fashion conscious and the quality doesn’t seem as good."

To entice these consumers back, whilst still retaining the success of their new ventures within the fashion market place, Timberland Ascent was crafted. The sub brand will target people with a love for the outdoors, including rock climbers, trekkers, mountaineers, and even existing customers who can turn professional outdoor gear to trends seen on the streets of urban cities. This is a great opportunity for Timberland to capitalise on both the casual wearer and extreme climber.

Timberland have strong knowledge of manufacturing apparel and operate a number of factories across the world, they are also a well known and respected brand in both the outdoor and fashion industry. This venture will help to increase both profits and brand awareness further.Primary research has shown that consumers are willing to spend more on a quality product especially if it is sustainable. The outdoor market puts a lot of effort into protecting the environment their consumers explore, therefore sustainability along with good working ethics will convince consumers to buy into the Ascent brand. Innovation is key for outdoor brands; consumers want the latest when it comes to technical fabrics and design. Timberland Ascent will use specialised Hyvent technology, Gore-Tex, and 100% traceable goose down in their products.

The target consumer for Timberland Ascent is male and females between the ages of 25-34. Mintel predicts an 8% rise across this age group and consumer research shows that they have now become the main clothes shoppers with Mintel’s consumer research showing that 96% have purchased garments in the last 12 months, the highest rate of all age groups (Mintel, 2014). This suggests that it is the optimum time for Timberland to pursue this endeavour. As it is targeted to both men and women, the new product will cater need for both sexes keeping in mind the brand philosophy: "Our mission is to equip people to make a difference in their world." (Timberland, 2015)

Timberland Ascent will send out a consistent brand message across both traditional and non-traditional marketing platforms and will use different promotional methods to reinforce each other. These will include a number of channels including; digital marketing, public relations, visual merchandising, and brand ambassadors, all detailed in this report.

INTRODUCTION

The aim of this report is to justify why Timberland should introduce a new sub-brand specialising in rock climbing, trekking and mountaineering. Fundamental areas of research have been highlighted throughout the report with evidence coming from both primary and secondary research. Primary research included a variety of techniques; quantitative research was conducted in the form of questionnaires, (which were sent out online through social media, emails, and also printed to take to specific locations for consumers to complete) and qualitative research through interviews with industry experts, a small focus group, and store visits to existing Timberland stores and competitors. Secondary research was predominantly collated through Mintel, LSN: Global, and Timberland’s current website. This is extended research conducted over a two-month period following that of the initial research process to find a gap in the market. Research focused on the Timberland brand and what consumers wanted to see from the collection.

Limitations to primary research included the small size of the focus group, lack of females interviewed compared to males, and, that the majority of climbers spoken to largely climbed at indoor walls rather than outside in extreme conditions. The quality of solid and published secondary research in some areas also proved difficult, as there are not many reports available explicitly for the outdoor industry. Accurate business planning was challenging due to the lack of sources that provided evidence of true manufacturing and marketing costs, therefore educated guesses had to be made resulting in a lack of genuine figures to the report.

Further research can be found in the background research pack to support this proposal.

1. THE PROPOSAL

1.1 Company Overview

COMPANY OVERVIEW

"Our mission is to equip people to make a difference in their world. We do this by creating outstanding products and by trying to make a difference in the communities

where we live and work while doing it." - Timberland

Timberland, founded in 1952 by Nathan Swartz is a retail chain offering stylish, rugged apparel, footwear & accessories for men, women & children. It originated as an American manufacturer and retailer of specialised hiking boots. The brand introduced injection-molding technology to the footwear industry. This revolutionary technology fused soles to leather uppers without stitching, producing truly waterproof boots and shoes.

Timberland became well-known in the 1980’s for its iconic Yellow Boot which is still popular today and a big fashion trend. In 1988 Timberland entered the men’s and women’s clothing and accessories market.

Timberland was acquired by the VF Corporation in 2011. As of 2012, Timberland’s sales revenue reached $1.7 billion and is projected to increase to $3.1 billion by the end of 2019. (VF Corporation Full Year Results)

$1.7 BILLIONSALES REVENUE

1.1 Company Overview

60%revenue outside

of the U.S. in 2013

$2.3Brevenue expected in 2017

300factories worldwide

- The VF Corporation

853418

stores in the U.S.

stores in the UK

stores in Canada

"The Timberland brand has a rich history of designing and engineering some of the world’s most iconic footwear, apparel and accessories for the outdoor lifestyle. Yet the brand stands for more than New England ingenuity and great-looking, well-crafted, innovative products. It also stands for environmental and social responsibility, for being a caring corporate citizen and an engaging place to work — qualities that also make the brand a natural fit with VF." - The VF Corporation

OUTLINE OF NEW PRODUCTPrimary research has shown that consumers no longer associate Timberland as an outdoor brand, rather just a fashion label like many others on the high street. Although extremely profitable and successful as a fashion brand, the company have lost some

of their outdoor heritage along the way.

"I used to love Timberland and bought many shoes and jackets from there, now it’s all a bit too fashion conscious and the quality doesn’t seem as good."

Ascent proposes to entice these consumers back to the Timberland brand whilst still retaining the success of their new ventures within the fashion market place. The sub brand will target people with a love for the outdoors, including rock climbers, trekkers, mountaineers, and even existing customers who can turn professional outdoor gear to

trends seen on the streets of urban cities.

Quality is key when it comes to the collection, product will be made from highly technical fabrics, designed for practicality as well as style, and most of all, responsisibly sourced.

UNIQUE SELLING POINTTimberland’s Ascent collection will be designed in-house by a team of experienced designers with the aid of outdoor professionals and brand ambassadors. Primary research has shown that customers are more likely to buy a product if someone they respected or admired was part of the design and manufacturing process. "If you had a well known climber on board it would definitely make me more likely to buy as they

know first hand what you need and what works for the sport and conditions".

Fabrics will be responsibly sourced and clothing ethically made in some of Timberland’s existing factories with the ‘Accepted’ rating, this means "The factory has no serious safety, health, or labor issues and is certified to produce VF or related licensed products for 12 months, at which time an annual review is necessary to maintain an ‘Accepted’

rating (Timberland, 2015).

More information regarding supplier sustainablilty and worker engagement can be found in the CAD Range and Sourcing pack.

ANSOFF MATRIX

NEW MARKET

NE

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RO

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EXISTING MARKET

EX

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PR

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MARKET PENETRATION

DIVERSIFICATION

MARKET DEVELOPMENT

PRODUCT DEVELOPMENT

Timberland is already in the outdoor industry, however this is mainly for their footwear and in recent years their clothing range has become more casual and fashion forward. Therefore the Ascent range sits in the Product Development category of the Ansoff

Matrix as pictured to the right..

Timberland have strong knowledge of manufacturing apparel and operate a number of factories across the world, they are also a well known and respected brand in both the outdoor and fashion industry. This is a great opportunity to increase both profits and

brand awareness further.

2. THE MARKETING MIX

PEOPLETimberland Ascent’s target consumer sits within early Generation Y; these older millenials "have much greater freedom to adjust their spending to match their resources. Few have children or ageing parents to worry about, and even fewer have to service a mortgage taken out at the peak of the pre-crash housing boom."” - Mintel

This lack of responsibility means that millenials are more likely to spend money on luxury items such as new clothes, an expensive meal, or book a holiday. Socialising is very important and many lead busy social lifestyles, all of which ties in with the

concept of Timberland Ascent.

DEMOGRAPHICS

8.3%Males 25-34FEMales 25-34

7% 97%

"Three in ten females are willing to spend more on well-made clothes that will last longer.

Predicted fall in female unemployment will mean women have more disposable income to spend on clothes.

Increase in male employment – The number of employed men is set to increase over the next five years and this will benefit the sector as those in

full-time work are the most active shoppers." - Mintel 2014

25-34 year olds have become the main clothes shoppers, with Mintel’s consumer research showing that 96% have purchased garments in the last

12 months, the highest rate of all age groups.

Amongst both sexes, this age group shows below-average interest in sales and special offers meaning that they are prepared to pay full price for clothes

they like." - Mintel 2014

SPENDING POWER

Although youth unemployment is still relatively high, graduate salaries have fallen, and people are leaving university with an ever-growing level of debt. Millenials remain extremely positive about their financial situation, 33% of younger Millennials and 40% of older Millennials said that they were at least a little better off. It’s the only generation that, on balance, feels that their finances have improved over the last year. It shows that confidence is as much about an individual’s stage of life and their expectations as it is about

the broader financial situation. - Mintel 2015

Taking this into careful consideration shows that this age group are likely to have increased spending power, they are confident with their financial situation, have less financial responsibility than their generation X counterpart (with many not yet having a mortgage or family to support), and socialising

remains at the forefront of their lives.

94%

MARKETING TYPOLOGIES

NEW VALUE SEEKERS NU TREKKERS ATHENA WOMAN

"New Value Seekers are practical when it comes to shopping. They tend to buy when they need things, and prefer to shop online or go direct to a brand rather than shop at big box retailers. None of them are particularly aspirational when it comes to clothing – window-shopping barely exists in their worlds. ‘I don’t really go shopping any more,’ says Ai.

Those who are more inclined to shop move easily between high and low fashion. H&M basics might be accompanied by casual designer clothing from Paul Smith or pieces from showrooms such as The News in SoHo, New York." - LSN Global

NEW VALUE SEEKERS NU TREKKERS

"Seeking an outdoor escape from urban life, or simply re-engaging with the city through new activities, a new wave of hikers, walkers, bikers and marathon runners are trekking through life and seeking a challenge outside of their daily lives.

Nu Trekkers, aged in their late 20s and early 30s, have grown out of social activities that revolve around drinking and partying. They are seeking a more meaningful hobby that will proactively improve their health and lifestyle.

Traditional and longstanding brands are popular, along with newer names providing good quality, durable clothing and equipment for this consumer." - LSN Global

ATHENA WOMAN

PSYCHOGRAPHIC PROFILE

INN

OVA

TOR

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EAR

LY A

DO

PTER

S

EAR

LY M

AJO

RIT

Y

LATE

MA

JOR

ITY

LAG

GA

RD

S

"Career success and increased spending power are giving rise to a new breed of highly educated, affluent and entrepreneurial woman. These women exude a positive ‘alpha’ spirit, which is empowering rather than aggressive, and collaborative rather than competitive. They seek new products and services that place emphasis on fitness, wellbeing, and mind-body strength to fuel their hectic lives and help them achieve their end goals. In this She-conomy, shrinking and pinking it will no longer suffice. Prepare yourself for the rise of the Athena woman.

They are active women and feel more capable of achieving their goals when they know they look physically strong." - LSN Global

9% 21% 28%36% 6%

NU TREKKERS NEW VALUE SEEKERSATHENA WOMAN

The key marketing typologies that build up the Timberland Ascent consumer each adopt current trends at different times. The curve demonstrates the life cycle of fashion collections and how they dilute through each adoptor. Most of the tribes fall into the early adopter category. This is due to their need for the latest technologies when it comes to outdoor and fitness, financial

power, and social lifestyle.

The Athena Women are quickest to embrace new trends as they are the most social network-savvy, have increased spending power, and love to shop online. Nu Trekkers are big spenders when it comes to purchasing outdoor gear, "traditional and longstanding brands are popular, along with newer names providing good quality, durable clothing and equipment." - LSN

Global.

The New Value Seekers are more practical when it comes to shopping, they only tend to buy things when they need them and are not heavily infulenced by trends. "None of them are particularly aspirational when it comes to clothing – window-shopping barely exists in their worlds." - LSN Global. As a result of the trend adoption pattern, different items in the Ascent

collection will appeal to different tribes.

BUYING ATTITUDE

EMOTIONAL RATIONAL PATRONAGE

Consumers will make an informed decision before buying the product. They will look into the quality, ethics, and price of the product

before commiting to buy.

Consumers wil create an emotional attachment to the product and brand, this is usually created through clever marketing strategies as consumers will aspire to create their own connections

with Timberland Ascent.

Existing consumers will continue to buy the brand out of loyalty and new consumers will be created due to the brands heritage and history

as a trused retailer.

Sam is 32 years old, he lives in Tunbridge Wells, Kent, less than an hours train journey into Central London.

He works as a freelance videographer creating short documentaries and works as a cameraman for ITV. Travelling is a big part of his job which takes him across the world filming in many different

locations each year.

Sam is an avid climber, he climbs 3-4 times a week at his local indoor centre and loves to climb outdoors whenever he can depending on his work load, and the weather. Bowles Rocks, a popular outdoor climbing destination is just a 15 minute drive away from Sam’s three bedroom house which

he shares with his fiance, Jess.

Sam takes pride in his fitness and appearance and leads a healthy lifestyle. He buys mens grooming products and enjoys both shopping in stores and online. On the weekends he likes to have a drink at

the local pub with his climbing friends or go out for meals with his fiance.

Money is spent on two activity filled holidays each year either skiing in the Alps, or climbing in different countries. He likes to buy clothing from brands such as Patagonia, All Saints, French

Connection and Timberland. He buys all of his climbing equipment from DMM.

"Style and fitness important to me, I like to buy from outdoor brands such as Patagonia and Timberland."

TARGET MALE CONSUMER

Katie is 26 years old, she lives in Elephant and Castle, London with her boyfriend Alex and works as a lifestyle journalist for InStyle magazine.

Katie mainly climbs indoors as an alternative way of of keeping fit rather than going to the gym. She is a member of The Arch Climbing Wall in Bermondsey and

goes three times a week.

Along with climbing, Katie also enjoys yoga and playing tennis. She loves going on short, active breaks to Center Parcs and goes on holiday abroad once a year.

She has just booked a two week holiday to Thailand with her boyfriend.

Katie sits within the C1 NRS social grade and tries to add to her savings each month. She likes to spend money on going out with friends, eating out, books, and clothes. She is fashion conscious and buys clothing from Whistles, French

Connection, Tommy Hilfiger, and Cos.

"I climb to keep fit and to socialise with friends, fashion is important to me and I tend to buy clothes at high street brands rather than outdoor brands. I feel that outdoor retailers are not fashion forward

enough, especially in womenswear."

TARGET FEMALE CONSUMER

2.2. PRODUCT

PRODUCT OVERVIEW

‘Timberland Ascent’ will launch its first collection in Spring/Summer 2016. With a focus on trekking, climbing, and mountaineering, the product will be durable, breathable, flexible, and of high quality. The Timberland brand prides itself on being sustainable and ethical, this has continued to be of the upmost importance when developing the new range; not only this, as a recently popular fashion brand, style

remains a vital part of the design process.

Targeted to both men and women, the new product will cater need for both sexes keeping in mind the brand philosophy: "Our mission

is to equip people to make a difference in their world."

MATERIALSFabrics in the Timebrland Ascent collection will first and foremost be responisbly sourced. Specialised materials with new technologies will be a

vital part in the selection and production of fabrics.

HyVent Tech, a waterproof material with breathable technology that utilises a polyurethane (PU) coating that consists of a tri-component, multi-layer formula for waterproof protection, moisture permeability and durability will

be a key material used throughout the collection. (Taunton Leisure, 2014)

100% traceable goose down will also be used in product for unbeatable warmth and quality.

Timberland also partners with Bluesign technologies which works at each step in the textile supply chain to approve chemicals, processes, materials and products that are safe for the environment, safe for workers and safe for

the end customers.

Other specialised materials including Gore-Tex and Thermoball will also be used throughout the Ascent collection.

For more information, please see the CAD Range Plan and Sourcing pack.

DESIGN & MANUFACTURETimberland’s Ascent collection will be designed in-house by a team of experienced designers with the aid of outdoor professionals and brand ambassadors. Primary research has shown that customers are more likely to buy a product if someone they respected or admired was part of the design and manufacturing process. "If you had a well known climber on board it would definitely make me more likely to buy as they know first hand what you

need and what works for the sport and conditions".

Clothing will be ethically made in some of Timberland’s existing factories with the ‘Accepted’ rating, this means "The factory has no serious safety, health, or labor issues and is certified to produce VF or related licensed products for 12 months, at which time an annual review is necessary to maintain an

‘Accepted’ rating.” - Timberland.

More information regarding supplier sustainablilty and worker engagement can be found in the CAD Range Plan and Sourcing pack.

INSPIRATION

PRODUCT CONCEPTTimberland’s Ascent collection aims to be a leader in outdoor apparel with the latest fabric technologies and design. Product will be practical and will suit an array of outdoor conditions. At Timberland we pride ourselves as an innovator of style as well as technology, therefore the Ascent collection will be

both functional and stylish.

Outdoorwear is becoming increasingly popular on the streets of urban cities, with many consumers purchasing specialised clothing to wear day-to-day. This is a great opportunity for Timberland to capitalise on both the casual

wearer and extreme climber.

Apparel will have a focus on the latest trends when it comes to colour and shape, this will make it stand out amongst its competitors and draw a range

of customers into stores.

MEN’S PRODUCT WOMEN’S PRODUCT

CAD RANGE PLAN MEN’S COLLECTION

MEN’S STORM JACKET WITH HYVENT

WATERPROOF TECHNOLOGY

MEN’S SANDERS JACKET WITH HYVENT


MEN’S KNOX GILET WITH HYVENT


MEN’S CRAG MID-LAYER JACKET WITH HYVENT


The AW 16/17 range for Timberland Ascent has 36 lines, 15 for men, 15 for women, and 6 accessories. These products come in a selected range of colours to provide the consumer

with options and is manufactured from high quality fabrics.

For more information please see the CAD Range Plan and Sourcing Pack and Appendix.

MEN’S BOSTON CREW JUMPER MEN’S KENNEDY OXFORD SHIRT

MEN’S CHANCE LAKE SHORT

MEN’S CARTER FRONT POCKET HOODIE

MEN’S SWIFT CREW TEE

MEN’S TREKKER LIGHTWEIGHT TROUSER

MEN’S PARAMOUNT TROUSERMEN’S DUAL POINT ALPINE PANTS

WOMEN’S COLLECTION

MEN’S CONWAY LONG SLEEVE TEE MEN’S SPENCER BASELAYER TIGHTSMEN’S BOLT BASELAYER TOP

WOMEN’S HILBURY JACKET WITH HYVENT


WOMEN’S JOSEPHINE JACKET WITH HYVENT


WOMEN’S CARA GILET WITH HYVENT


WOMEN’S NATALIE JACKET WITH HYVENT


WOMEN’S FLOW VEST WOMEN’S ESME CREW TEE WOMEN’S KRISTIN LONG SLEEVE CREW TEE

WITH FRONT POCKET

WOMEN’S CLEO SHIRT WOMEN’S FAYE MERINO WOOL ROLL KNECK JUMPER

WOMEN’S MIA HIGH WAISTED LIGHT-WEIGHT SHORTS

WOMEN’S GEORGIA GOOSE DOWN SKIRT WITH HYVENT


WOMEN’S TREKKER LIGHTWEIGHT TROUSER

WOMEN’S BARTON BASELAYER TIGHTSWOMEN’S PARAMOUNT TROUSERWOMEN’S DUAL POINT ALPINE SUIT

ACCESSORIES

Timberland Ascent will also have a small range of accessories, from large hiking rucksacks, to small chalk bags. These come in a range of colours that feature in both the men’s and women’s collection. For the full accessories collection, please see the CAD Range and Sourcing Pack.

SOURCINGFabrics will be responsibly sourced and clothing ethically made in some of Timberland’s existing factories that hold the ‘Accepted’ rating, this means "The factory has no serious safety, health, or labor issues and is certified to produce VF or related licensed products for 12 months, at which time an annual review is necessary to maintain an

‘Accepted’ rating.

While Timberland owns and operates a factory in the Dominican Republic, the remaining manufacturing facilities where our products are made are owned by third-party contract manufacturers and suppliers. We don’t control the practices of factories that we don’t own, but we do insist they comply with our Global Compliance Principles. This helps to ensure that every facility creates high-quality products in a way that respects the environment and the

human rights of the people who make them.

Timberland products are therefore produced in approximately 375 factories per year, all factories may not have produced for the entire 12 months. As a result, Timberland has approximately 300 active factories (on average) at

any given time. - (Timberland, 2015)

SUSTAINABILITYTimberland puts as much recycled content as possible into product design and works to ensure

these choices are cost effective.

As an outdoor brand, Timberland have always gone to great lengths to make gear that lasts for a long, long time. And because they value the outdoors, they strive to do it in a way that’s sustainable. Timberland encourage their product creation teams to choose environmentally-conscious materials like Green Rubber” material made from recycled rubber that would otherwise go into landfills,

recycled PET (the stuff plastic bottles are made of), and organic content.

Add to all that craftsmanship and old-fashioned Yankee ingenuity ” and you’ve got Timebrland’s product philosophy.

Timberland use 78,3% of renewable, organic or recycled materials of all its footwear shipped and approximately 36,7% in its apparel for the year 2013. (Timberland, 2015)

2.3. PRICE

PRICING POLICY

PRICING ARCHITECTURE

Market-orientated prices will be used to appeal to consumers, this means setting a price based upon analysis of competitors and research from Timberland’s target market. Premium pricing will be taken into account, (setting the price just above the competition) to establish the range as a high quality product with longevity. Prices will be similar to key competitors such as The

North Face and Patagonia, as product will be on a similar technical level.

The entry price for Timberland Ascent will sit at £15 for small accessories such as socks and hats with the exit price being as high as £550 for a coat. The average price of casual items such as shirts and tops will sit in line with key competitors such as Jack Wolfskin, The North Face, and

Patagonia.

MEN’S COLLECTION WOMEN’S COLLECTION

BASIC BASIC

MEDIUM MEDIUM

PEAKPEAK

This pricing archictecture visually shows the entry and exit prices for the Timberland Ascent Collection. Outdoor coats with specialised materials have the highest price point as they are the most expensive to produce and are the essence

of the collection. At the lower end of the scale is small accessories such as hats and t-shirts.

ENTRY ENTRY

EXIT EXIT£540 £320

£18£20

£145 £120

HILBURY

CARA

LEAHTOMMY

KNOX

STORM

PRICE BAND MATRIX

MEN’S COLLECTION

WOMEN’S COLLECTION

ENTRY PRICE EXIT PRICEMID PRICE

£600£0 £300 £400 £500£200£100

This chart highlights the lead-in, mid point, and exit prices for the Timberland Ascent collection.

As previously mentioned, prices will sit in line with key competitors and will be set to match consumer expectations as established from primary research. This research has shown that men are more likely to spend more on an item than women, espeically on long lasting, durable piece such as a winter coat. "If it was something that I would wear a lot and had to cope with all weather conditions then I would definitely spend more money on it."

To target a wider set of the market, prices will start at as little as £15 for a hat and will reach up to £550 for premium coat. Research has shown that up to 42% of male consumers would spend up to £500 for a coat that had specialist materials and 34% of women up to £300 max.

(Based on a survey of 100 people)

2.4. PLACE

DISTRIBUTION STRATEGY

STOCKISTS

CONSUMER CONSUMER CONSUMER

RETAILER RETAILER

WHOLESALER

REGENT STREET FLAGSHIP144 Regent StreetLondonW1B 5SQ

WESTFIELD LONDONWestfield Shopping CentreAriel Way, Unit 2141-2143LondonW12 7GF

WESTFIELD STRATFORDWestfield Stratford City2 Montfichet RoadOlympic ParkLondonW15 2JU

BRENT CROSS Brent Cross Shopping CentrePrice Charles DriveLondonNW4 3FP

KINGSTONThe Bentall CentreWood StreetKingston Upon ThamesKT1 1PT

MANCHESTERTrafford Centre48 Peel Avenue (Service Yard 4)Lancashire, ManchesterM17 8AA

YORK87 Low PetergateYorkY01 7HY

LIVERPOOLThe Met Quarter34 Whitechapel Unit 27LiverpoolL1 6DA

BATHSouthgate Shopping CentreBathBA1 1AP

BLUEWATERUnit L126, Lower Guild HallBluewaterGreenhitheDA9 9SN

GLASGOW91 Buchanan StreetGlasgowG1 3HF

BELFASTUnit 2 Capital HouseUpper Queen StreetBelfastBT1 6LS

DUBLIN31 South Anne StreetDublin 2IE

SELFRIDGES CONCESSIONSelfridges 400 Oxford Street LondonW1A 1AB

WHOLESALE ACCOUNT ELLIS BRIGHAM(10 UK Stores)

E-TAIL:

Timberland.co.uk

READINGThe Oracle Shopping Centre, Unit 217 Kings RoadReadingRG1 2AG

MILTON KEYNESIntu Milton Keynes47 Midsummer PlaceBuckinghamshireMK9 3GB

CAMBRIDGE4 Petty CuryCambridgeCB2 3NE

BIRMINGHAMMidlands Bullring CentreBSU2 Upper LevelBirminghamB5 4BG

SHEFFIELDMeadowhill Shopping Centre61 High StreetSheffieldS9 1EN

OMNI-CHANNEL RETAILING FLAGSHIPSTimberland stores across the UK, including the Regent Street Flagship store in London, concessions in leading deparment stores, partnerships with climbing walls across the country, and e-tail options create the ultimate omni-channel

experience.

Consumers are able to access the brand through a number of different platforms which will increase brand awareness and drive sales.

Timberland’s flagship store on Regent Street, London has recently gone through a great transformation, the re-designed store employs cutting-edge design to remind customers of the brand’s history and even includes a timeline feature

on one of the walls.

This is a great store to showcase the Ascent Collection and it will offer the full range in a wide range of sizes and limited edition colours.

CONCESSION CLIMBING WALLS

Timberland Ascent will create partnerships with a number of UK climbing walls, including: The Arch Climbing Wall (Bermondsey, London), Boulder Brighton (Brighton), Craggy Island (Sutton and Guildford), White Spider (Tolworth), and Nottingham Climbing Centre (Nottingham). These partnerships will help to increase brand awareness and build respect for the new brand amongst the climbing community. For the first week of

launch, these locations will offer a 10% discount on apparel for members of the centre.

Having the range available in climbing centres will generate sales directly from the targeted market.

Timberland will introduce a new concession in Selfridges on Oxford Street to increase brand awareness and promote the exclusivity of the brand. The Ascent collection will be a prodominent feature with products from the top end of the pricing architecture available to buy in-store. Ascent campaign images will also be part of

the concession visual display to promote the new range.

E-TAIL

INTRODUCING TIMBERLAND

JUST LANDED ICON MEN WOMEN KIDS ASCENT SALE BLOG

SIGN IN MY ACCOUNT CUSTOMER SERVICES STORES

NEWSLETTER SUBSCRIPTION

ASCENTSHOP NOW

MENHOME > > COATS AND JACKETSASCENT >

ASCENT DOWN JACKETHYVENT WATERPROOF TECHNOLOGY

£140

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ICON

ASCENT

MEN

COATS AND JACKETSMID LAYERSBASE LAYERSTROUSERS AND SHORTS

COATS AND JACKETSMID LAYERSBASE LAYERSTROUSERS AND SHORTS

WOMEN

ACCESSORIESHATS, GLOVES AND SCARVESPACKS AND CHALK BAGS


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FREE STANDARD DELIVERY AND RETURNS

2.5. POSITION

PRICE STYLE MATRIXCompetitors for Timberland range from well known global brands such as The North Face and Pata-gonia, to smaller brands such as PrAna. These brands specialise in the outdoor industry and have a particular focus on rock climbing and mountaineering within their product offering and branding. They are relatively high priced due to the performance technology in their products, however still

appeal to their target consumers.

The Price Style Matrix on the right demonstrates Timberland Ascent’s positioning within the mar-ket. The collection will sit alongside brands such as The North Face and Jack Wolfskin with the

product aiming to be more fashion forward than the likes of Patagonia and Prana.

PRICE HIGH

PRICE LOW

FASHIONCLASSIC

PRICE BAND MATRIXThe North Face and Patagonia have very similar price points for their products, they both produce highly technical clothing and the prices of these items reflect this. Their technical clothing goes up to over £500 however they also offer casual apparel which although is much cheaper than their ecit price, it is still expensive to casual high street retailers. Both brands sell cheap accessories such as socks, hats, and scarves at a much lower price

point to make it accessible to a wider range of consumers.

Jack Wolfskin clothing is slightly more affordable than the likes of The North Face or Patagonia as they are a newer company, only established in 1981. The North Face and Patagonia produce highly techincal clothing for extreme sports including mountaineering and skiing. These three brands have relatively high price points and sit at the upper end of the high street. Like The North Face and Patagonia, Jack Wolfskin offer small accessories at a lower price points to attract a wider range of consumers and to persuade add on sales.

PrAna are the lowest price of these compeitors however this is because they produce a limited amount of technical clothing as they focus on climbing in warmer climates and

yoga.

£570£12.99 £200

£550£15 £220

£325£120£8

£150£85£15

ENTRY PRICE EXIT PRICEMID PRICE

The North Face brand was established in 1968, in Sanfrancisco by Kenneth Hap Klop and Douglas Tompkins. The two had founded a climbing equipment store in 1966 which they renamed two years later. The idea of The North Face originated after a hiking trip on the Eagle Mountain in Minnesota. The north face of a mountain in the northern hemisphere is generally the coldest, iciest and most formidable route to

climb.

To start, the store only offered highly selected merchandise targeted to climbers and backpackers. By the 1980s, skiwear

was added, followed by camping equipment.

Today, The North Face is a wholly owned subsidiary of the VF Corporation. - (The North Face, 2015)

Patagonia is a clothing company, focused mainly around high-end outdoor clothing. The company’s roots are in clothing for rock and alpine climbing, originally producing climbing equipent under the name Chouinard Equipment (now known as Black Diamond Equipment). In the 1970’s they started selling clothing; today they now offer a diverse mix of apparel targeted towards climbers, skiers, surfers, and

others. - (Patagonia, 2015)

Though Patagonia is considered to be a sport-specific apparel manufacturer, some of the company’s most popular products are general apparel. Patagonia fleeces, rain jackets, and coats are some of the most widely-worn products in the

outdoor apparel industry.

"Jack Wolfskin is a German-based producer of outdoor wear and equipment that was founded in 1981 and is now owned by the American company The Blackstone Group. The company claims to be one of the biggest suppliers of outdoor products and at the same time most successful franchiser in the German specialist trade market of sports equipment. Their products include mountain and leisure clothing, footwear,

rucksacks, sleeping bags, and tents.

The brand is popular not only among hikers and mountaineers but predominantly worn in everyday situations; Jack Wolfskin clothes and accessories are fashionable amongst urban Germans Wilderness chic." - (Jack Wolfskin, Wikipedia, 2015)

prAna is a premium clothing company offering sustainable apparel for yoga, climbing and outdoor lifestyle enthusiasts.It was founded in 1992 by Beaver Theodosakis and his wife Pam

who started prAna in their garage in Carlsbad, California.They sewed the first pieces themselves and labeled them with tags from homemade recycled paper. The clothes were originally shipped in fruit boxes they gathered from the local

grocery store. - (Prana, 2015)

Columbia Sportswear Company have purchased prAna for a $190 Million Cash Transaction in late 2014. - (Columbia, 2014)

COMPETITOR EVALUATIONLooking into the key competitors that Timberland Ascent will face, it is clear that although they are all extremely successful, they still face a number of problems. These range from being too accessible, to not accessible enough, not being fashion forward especially in their womenswear departments, and being too expensive. This provides opportunity for a new brand to fill the gap,

offering fashion forward outdoor-wear at a considered price point.

One thing they all excel in is their commitment to the environment. As retailers, which specialise in the outdoor industry, it is important they do all they can to protect the world their customers love to explore. This is something that will be a key focus for Timberland Ascent as it is highly respected amongst consumers and is already an important factor within Timberland’s company culture. Being a sustainable company isn’t cheap, however with current issues relating to global warming and other environmental problems becoming an increasing concern in the world, it is important that any company setting out to create new products

recognise this.

Social media and marketing campaigns is an area where all of these competitors thrive, however with the growing rate of technology and new social media platforms, they need to do all they can to keep up the pace especially if they want to target

younger consumers.

Timberland is already great example of a brand that has managed to attract a wider consumer through clever marketing and celebrity endorsement, it is no longer just seen as an outdoor brand but a key player in the fashion market place. Although this has been extremely successful and the new range can take inspiration from this, they need to ensure they are respected as a quality

outdoor retailer as well as a successful fashion brand.

PrAna is definitely a company to watch out for over the couse of the next few years, their recent aquisition from Columbia could increase their popularity and create a much stronger brand awareness throughout the UK making them hot competition for

Timberland Ascent.

2.6. PROMOTION

LOGO DEVELOPMENT

Primary research has shown that consumers already have a great awareness of the current Timberland logo and feel that it represents the brand well. It was initially questionned whether a secondary logo for the Ascent collection was necessary. Further research established that consumers felt a new logo that related to the Ascent concept which still kept the essence of the Timberland brand would be a

great way to entice both new and existing customers to the collection.

After researching famous brand logos and other outdoor retailers, the logo for Timberland Ascent was created. The core structure of Timberland’s existing logo, including the tree and iconic colour was

retained and mountains were added to bear relavence to the collection.

INTEGRATED MARKETING STRATEGY

Timberland Ascent will send out a consistent brand message across both traditional and non-traditional marketing platforms and will use different promotional methods to reinforce each other. These will include a number of channels including; digital marketing, public relations, visual merchandising, and

brand ambassadors. For more details, please see the Integrated Marketing Strategy Pack.

BRAND DNA PYRAMID

ESSENCE

POSITIONING

PHYSICAL BENEFITS

ATTRIBUTES

EMOTIONAL BENEFITS

VALUES

PERSONALITY

What is the brands USP?

Why the benefits are trueWhat are the key ingredients?

What Timberland does for the consumerIt makes them...

What Timberland gives the consumerIt makes them feel...

What the Timberland consumer believes in

Who is the Timberland consumer?Who do they aspire to be like?

Premium, Quality, Innovative, Durable, Enduring and Functional Products

"Our mission is to equip people to make a difference in their world. We do this by creating outstanding products and by trying to make a difference in the

communities where we live and work while doing it." - Timberland

High Quality Sustainable

Responsibly SourcedTested

Durable and Functional

ProtectedWarm

FlexibleConfident

ConfidentStrong

Achievement

QualityPerformance

SuccessInnovation

ActiveDaring

AdventurousExplorers

The Brand DNA Pyramid to the right makes evident the key associations that certify the brand.

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SWING TICKETS PACKAGING

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TIMBERLAND

MEN’S STORM JACKET WITH HYVENT WATERPROOF TECHNOLOGY

SIZE MEDIUM

CHARCOAL GREY

PRICE: £540

OUTFOR ANADVENTURE

Fabric Description: Nylon plain weaveFabric Composition: 100% nylonOutershell Description: Hyvent®

waterproof technology laminationCentre Back Length: 27"Lightweight waterproof

Funnel neck2 waterproof front pockets

ASCENT

LABELLING

By Timberland

TIMBERLAND A

SCENT

CARE INSTRUCTIONS

Close zipper before washMachine wash cold

Wash separatelyOnly non-chlorine bleach when needed Tumble

dry low Cool iron when neededDo not iron trim and decoration

Do not dry clean

Fabric Composition: 100% nylonOutershell Description: Hyvent® waterproof

technology lamination

Each product in the Ascent collection will have branded buttons, zips, and labels. Each label is individual to the item with care instructions and fabrics listed in detail. These aditional details show that the product is an original Timberland Ascent piece and highlights the quality and

design of each item.

EXPERIENTIAL RETAILING CONCESSIONSTo stand out amongst their competitiors, experiential retailing is key for Timberland. In-store shopping is enhanced with interactive interfaces where consumer can browse online for products that may not be in stock, virtually try on items, and interact with social media. Bespoke lazer cutting machines are a key feature allowing consumers to personalise their goods, all of which come together to create a unique

experience for each individual consumer.

Timberland’s concession design will match that of existing stores, wood flooring, brick walls, and black metal fixtures. Ascent campaign images will

also be an integral part of displays to promote the new sub-brand.

VISUAL MERCHANDISING E-COMMERCE


JUST LANDED ICON MEN WOMEN KIDS ASCENT SALE BLOG

SIGN IN MY ACCOUNT CUSTOMER SERVICES STORES

NEWSLETTER SUBSCRIPTION

ASCENTSHOP NOW

The Timberland Ascent collection will be sold through the existing website under a new sub-section. Upon the first two weeks of the launch, it will be featured on the home page

of the website and customers will be able to click through to it instantly.Visual merchandising in existing Timberland stores and Timberland concessions will incorporate a climbing theme throughout. Climbing equipment will be used in creative ways around the shop with ropes and quickdraw used for displays and to hang items of clothing. Fixtures will also include wooden and black metal materials to give a rustic and heritage feel,

linking to the current theme of Timberland stores.

PR ACTIVITY

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DIGITAL CAMPAIGNS

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Timberland Ascent will use PR to create brand awareness and generate sales. This will include events, free gifts to customers when they purchase goods and, celebrity gifting. They will also have online and in-store competitions to generate brand interest. Apparel will be given to professional climbers for free to help promote the new range to potential consumers. Timberland Ascent will also support charities such as Climbers Against Cancer and will support climbing wall charity events to help generate a good brand image. They will be present at UK trade shows such as the Outdoor Adventure and Travel Show to make other outdoor retailers and consumers

aware of their new sub-brand.

To promote the launch of Timberland Ascent, digital billboards around towns and cities across the UK will feature aspirational images of climbers with the Ascent logo in the corner of the ad. The idea is to catch the eye of passers by and make them question what brand the advertisment is for. These ads will also be featured on the London Underground, buses, bus stations, and overground train stations. These

will be seen daily by commuters, tourists, and many passers by.

TARGET MEDIA

Although the Timberland Ascent is prodominantly aimed at the outdoor consumer, it may also follow the likes of other outdoor brands such as The North Face and Canada Goose which have become popular fashion pieces. Therefore print campaigns will be targeted to a range of male and female magazines inlcuding fashion magazines, climbing specific publications, health magazines,

and free supplements such as The Evening Standard magazine, Shortlist, and Stylist.

BRAND AMBASSADORS

Research has shown that consumers would be more likely to buy into a brand if a well known climber was associated. They wanted these ambassadors to have a say throughout the design process as they

are more likely to know what consumers want, as in theory, they are the consumer.

Brand Ambassadors for Timberland Ascent include:

Leah Crane

Shauna Coxsey

Tommy Caldwell

Kevin Jorgeson

For more information, please see Integrated Marketing Pack.

MEN’S PRINT CAMPAIGNS

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To the right is an example of one of the men’s print campaigns which will be featured in a number of UK magazines, this helps the brand reach a wider audience and become

repected within the outdoor and fashion industry.

Research has shown that men pay more attention to campaigns that are shocking and inspirational as they are eye catching and captivating to the viewer. This particular campaign image features brand ambassadors Tommy Caldwell and Kevin Jorgeson on

their legendary ascent of El Capitan’s Dawn Wall.

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WOMEN’S PRINT CAMPAIGNS

To the right is an example of one of the women’s print campaigns which will be featured in a number of UK magazines, this helps the brand reach a wider audience and become repected

within the outdoor and fashion industry.

The main concept of the women’s print campaign is to show that women are just as strong as men and it sets out to inspire other women who perhaps have never tried climbing before.

SOCIAL MEDIA

Social media will be a predominant feature within the marketing strategy of Timerland Ascent. Research has shown that almost all consumers (90%) access at least one social network more than once a day. and feel that it is a good way to interact with brands they ‘like’ and ‘follow’.

Campaign images will be shared on a variety of social platforms such as Instagram and Facebook. Lifestyle images will also be used to connect with consumers on a personal level.

With the rise of viral videos, video marketing will be a prodominent feature on all platforms with sneak peaks into Timberland’s feature documentary and more.

FILM CAMPAIGN LAUNCH EVENT

#MYASCENT

EXCLUSIVE VIDEO

#MYASCENT

EXCLUSIVE VIDEO

Timberland will host a special launch event at their flagship store on Regent street. Industry professionals will be invited along with brand ambassadors, famous climbers, press, climbing wall members, and existing

Timberland customers.

The event will include an exclusive screening of the ‘My Ascent’ documentary, the day before it is made public on the Timberland website. A special competition including an in-store climbing wall will also be a feature point for

guests to win product from the collection. Drinks, nibbles, a live DJ, and a free gift.

As part of the main marketing strategy for the Ascent launch, Timberland have partnered with a number of climbers and film makers to come up with a feature length documentry. This film includes accounts of some of the most difficult climbs in the world with the worlds best climbers. Sneak previews and trailers will be released on the

Timberland website during the run up to launch and the film fully released online the day of launch.

MY ASCENT APP

My Ascent

My Ascent

My Ascent


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ENTER

My Ascent

MY ASCENT

Create Account

E-mail

PasswordMy Ascent

AW16/17 LOOKBOOK

MY ASCENT

FEATURED

Running alongside the launch of the collection will be the ‘My Ascent’ app. This will be a free app available to all smart phone users. Mobile technology, especially mobile marketing is now essential to any brand and by having their own specialised app puts Timberland ahead of their competitors.

The app appeals to both the casual consumer who wants to look at the latest collections and the active climber who can track their progress and read featured new stories.

For more information on the ‘My Ascent’ App, please refer to the Integrated Marketing Pack.

2.7. PERSUASION

BRANDING DESIGN AMBASSADORS QUALITY SUSTAINABILITY ETHICS INNOVATION ASPIRATION

Research has shown that consumers are willing to spend more on a quality product especially if it is sustainable. The outdoor market puts a lot of effort into protecting the environment their consumers explore, therefore sustainability along with good working ethics will convince consumers to buy into the Ascent brand. Innovation is key for outdoor brands, consumers want the latest when it comes to technical fabrics and design. Timberland Ascent will use specialised Hyvent technology, Gore-Tex, and 100% traceable goose down in their products. One of the main persuasion features for Timberland Ascent is their own consumers aspiration. They aspire to achieve and want to own the best gear and clothing to help them along the way.

Persuasion will be achieved through each of the key headings above. Having a consistent brand image will make it recognisable to consumers and each design will be unique to Timberland Ascent providing consumers with style and function, something that has been a key focus from the findings of primary research. Brand ambassadors will be a key form of persuasion as consumers look up to and relate to these figures, they trust them and therefore will trust the brands they associate themselves with. Quality is an important factor for Timberland Ascent, especially the company started out producing equipment which must be of the best quality, and the new apparel range will be no different.

3. BUSINESS PLAN

ESTIMATED SALES

YEAR 1£6,498,876

YEAR 2£18,550,263

TOTAL ESTIMATEDSALES

OVER 2 YEARS£25,049,139

ESTIMATED MANUFACTURING COST

YEAR 1£5,952,749

YEAR 2£5,952,768

TOTAL ESTIMATEDCOST

OVER 2 YEARS£11,905,517

Manufacturing costs for Timberland Ascent are estimated to be the same, if not similar over the first two years. The collection will not launch until September 2016, therefore the range will still be generating brand awareness throughout 2017. Depending on the sucess of Timberland Ascent in the UK, it is proposed that the range will become available first in the US, and then other regions after three years. Manufacturing costs will then rise as more stock will

need to be produced and distribution costs will grow.

RAW MATERIALS

DISTRIBUTION WAGES & SALARIES

ADMIN COSTS

PATENTS & LICENSING

The estimated sales for Timberland Ascent have been worked out by estimating the number of products sold per-item-per-week, (as researched through existing brands sales of product) multiplied by the amount of stockists, multiplied by the number of weeks in-store. This has been based on the AW16/17 range running through 16 weeks as seen in Appendix 3, 4, & 5. The figure above are based on sales over 16 months as the collection does not launch until September

2016.

It is estimated that the SS17 range will generate higher sales as it is a longer selling season. The largest proportion of sales is predicted to come from the men’s collection, followed by women’s, and lastly

accessories. 20% of sales will come from online.

MEN’S£14,338,821

WOMEN’S£8,382,638

MARKETING COST

YEAR 1£3,122,300

YEAR 2£904,550

TOTAL COSTOVER 2 YEARS

£4,026,850

MY ASCENT APP

DIGITALMARKETING

PRINT MEDIACAMPAIGNS

BRANDAMBASSADORS

CONSUMER EVENTS SPONSORSHIP

ASCENTWEBSITE

Marketing is a fundamental investment for Timberland Ascent, it is important to generate strong brand awareness and brand image to persuade consumers to buy the product and therefore generate sales. The key promotion costs include The My Ascent App, Digital Marketing, and Print Media Campaigns, these costs are broken

down fully in Appendix 2.

£12,500 £37,250 £332,000 £1,483,000 £220,000 £29,000 £42,000

(INCLUDING DATA ANALYSIS)

- See Appendix 3

INTAKE MARGIN

AVERAGE MARGIN

69%

MEN’S RANGE

69%WOMEN’S RANGE

66%ACCESSORIES

71%

CAPITAL INVESTMENT

$971,895,000CASH & EQUIVELENTS

YEAR 1£9,075,049

YEAR 2£6,857,318

TOTAL NEEDEDOVER 2 YEARS

£15,932,367

Timberland is solely owned by the VF Corporation, a company who own over 30 brands specialising in Outdoor & Action Sports, Jeanswear, Imagewear, Sportswear and Contemporary Brands. In 2014 their total sales revenue exceeded $12bn. Timberland is one of the corporation’s best performing brands with sales reaching $1.7bn in 2013, and projected to hit $3bn by the end of 2019. - (VF Corporation, Full Year Results, 2014)

The VF Corporation’s full year results (see appendix for details) shows that the company have $971,895,000 in cash and equivelents. This alongside strong performance year on year, and the amount of money they contribute to investments suggests that they would fund this project solely through their own means.

The total capital investment required for this venture is £15,932,367 (costed over 2 years). This includes both manufacturing and

marketing costs as laid out in Appendix 2.

PROJECTED PROFIT/LOSS

YEAR 1 PROFIT£-3,304,485

YEAR 2 PROFIT£11,692,945

TOTAL PROFIT£8,388,460

Taking into account total manufacturing and marketing costs, the total projected proft for Timberland Ascent after the first two years (16 months of trading) is just over £8.3million. This is a reasonable profit considering the high marketing costs associated with the launch and only trading for 4 months in the first year. This is a figure that will increase further as the Ascent range gains more awareness, moves into new territories, and continues to produce innovative,

high quality products.

By generating press around the Timberland brand and drawing more customers into their stores, Timberland as a whole may also

see increased profits as a result of the Ascent launch.

4. SWOT ANALYSIS

STRENGTHS WEAKNESSES

- Timberland is a well-known and trusted brand

- Research has proven there is a demand for this endeavour

- The range will be fashion forward as well as functional

- There is a rise in the targeted age group of 25-34-year-olds

- It is priced alongside competitors

- High quality products

- A focus on sustainability and ethics will persuade consumers to buy

- Great brand ambassadors

- Strong integrated marketing and PR strategies

- High distribution costs transporting product from the manufacturers to the UK

- Not being produced in the UK

- Climbing is a very niche market

- It will only launch in the UK for the first 2 years

- It will be expensive to make the product sustainable and ethical

- It takes away merchandising space away from existing Timberland product

- High marketing costs

- TImberland have not manufactured clothing products of this nature before

- Lead times will be long as product is coming from abroad

OPPORTUNITIES THREATS

- Creating a sub-brand will create higher sales revenue

- Making it available in more UK stores

- Expansion into the global marketplace if it is successful in the UK

- Attracting a wider range of consumers to the brand

- If climbing becomes an Olympic sport sales may rise

- The popularity of climbing increasing

- Making a childrenswear range

- Sponsoring more athletes and events

- Partnerships with climbing equipment companies

- Competitors such as The North Face, Jack Wolfskin, and Patagonia

- Not having direct moutaineering/climbing experience

- Distribution not being delivered on time

- The changing exchange rates

- The economic climate changing with another potential recession

- Cost of manufacturing rising as countries become more developed

- Online survers going down during busy periods

- Consumers not liking the product

- If demand grows too quickly supplies will not be able to keep up disappointing consumers

5. CONCLUSION

Timberland Ascent has the potential to become a leading brand in outdoorwear. The product and the ethics behind it is the heart of the brand, the collection has been meticulously designed to meet consumer needs and, to top it off, looks good. Issues of sustainability, the environment, and worker ethics have become increasingly important in the fashion industry, especially in recent years. This will continue to be paramount when designing future collections. Timberland Ascent understand that these issues are important to their consumers who care about the world in which they explore, and put them at the forefront when creating their product. This ensures that they sit alongside competitors such as Patagonia, who are known in the outdoor industry for their commitment to the environment, and with strong marketing campaigns, Timberland Ascent has the opportunity to challenge these brands.

A strong marketing campaign is crucial for the success of this venture and Timberland has covered all areas. From digital marketing, PR, print campaigns, and inspiring brand ambassadors, Timberland Ascent have created a strong integrated marketing strategy that is sure to entice consumers, and will build respect amongst existing players in the outdoor market. This marketing however comes at a high cost and is a risk if sales are not as high as anticipated. Opposing this is that advertising could create a surge in demand for product and Timberland factories may not have the capacity to keep up with orders and distributing product on time.

If successful in the UK, Timberland Ascent has great prospect to expand into other markets, such as the US and Asia, where they already have a strong brand following. As the brand achieves popularity there is opportunity for collaborations, charity involvements and expanding the product offering. As the popularity of climbing increases and the potential for it to become an Olympic sport, Timberland Ascent has a heightened chance of being a notable, go-to climbing brand.

BIBLIOGRAPHY

For list of illustartion please see separate book.

Columbia (2014) ‘Columbia Sportswear Company Completes Acquisition of prAna Lifestyle Apparel Brand’ [online] at http://investor.columbia.com/releasedetail.cfm?ReleaseID=851790 (Accessed on 4/10/14)

Jack Wolfskin (2015) ‘Jack Wolfskin’ [online] at www.jack-wolfskin.co.uk (Accessed on 4/10/14)

LS:N Global, (2009) ‘Nu Trekkers’ in LS:N Global [online] at https://www.lsnglobal.com/tribes/article/4061/ nu-trekkers (Accessed on 4/10/14)

LS:N Global, (2014) ‘The New Value Seekers’ in LS:N Global [online] at https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/16565/the-new-value-seekers (Ac-cessed on 4/10/14)

LS:N Global, (2014) ‘Athena Woman’ in LS:N Global [online] at https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8319/athena-woman

Mintel. (2014) ‘Consumers and the Economic Outlook: Quarterly Update - UK - October 2014’ [online] at http:// academic.mintel.com/display/720990/ (Accessed on 4/10/14)

Mintel. (2015) ‘Consumers and the Economic Outlook: Quarterly Update - UK - February 2015’ [online] at http://academic.mintel.com.ucreative.idm.oclc.org/dis-play/715686/ (Accessed on 4/10/14)

Mintel. (2014) ‘Menswear – UK - March 2014’ [online] at http://academic.mintel.com/display/679715/ (Accessed on 4/10/14)

Mintel (2014) ‘Womenswear – UK - May 2014’ [online] at http://academic.mintel.com/display/679833/ (Accessed on 4/10/14)

Patagonia (2015) ‘Patagonia’ [online] at www.patagonia.co.uk (Accessed on 4/10/14)

Prana (2015) ‘Prana’ [online] at www.prana.com (Accessed on 4/10/14)

The North Face (2014) ‘The North Face’ [online] at www.thenorthface.com (Accessed on 4/10/14)

The VF Corporation. (2015) ‘VF Reports 2014 Fourth Quarter and Full Year Results; Announces Outlook for 2015’ [online] at http://www.vfc.com/news/press-releas-es?nws_id=0EF80514-889E-6030-E053-A740E3EA6030 (Accessed on 4/10/14)

The VF Corporation. (2014) ‘VF CORPORATION 2013 ANNUAL REPORT PDF’ [online] at http://reporting.vfc.com/2014/ (Accessed on 4/10/14)

Taunton Leisure (2015) ‘The North Face Hyvent’ [online] at http://www.tauntonleisure.com/the-north-face-hyvent/f76?ca1=276&sc1=8&br1=10&p=2 (Accessed on 4/10/14)

Timberland, (2015) ‘Timberland Responsibility’ [online] at http://responsibility.timberland.com (Accessed on 4/10/14)

Timberland, (2015) ‘Timberland’ [online] at http://www.timberlandonline.co.uk (Accessed on 4/10/14)

APPENDICES

APPENDIX 1:VF CORPORATION FULL YEAR RESULTS

MonthManufacturing CostsTotal Marketing CostsSales RevenueProfit / Loss

WebsiteSocial MediaCampaign LaunchNew Logo DesignPrint Media CampaignSponsorshipsData AnalysisMy Ascent AppDirect MarketingVisual MerchandisingFeature DocumentaryBrand AmbassadorsConsumer EventsDigital MarketingTotal Mktg Costs

Capital Investment Profit / Loss

LAUNCH MARKETING BUSINESS PLAN (Year 1)

Mar

ketin

g Co

sts

Jan Feb March April May0 541,159 541,159 541,159 541,1590 0 11,000 14,500 13,5000 0 0 0 00 -541,159 -552,159 -555,659 -554,659

0 0 0 0 00 0 0 0 00 0 0 0 00 0 0 1,000 00 0 1,000 1,000 1,0000 0 0 0 0

0 0 0 2,500 2,5000 0 0 0 00 0 0 0 00 0 0 0 00 0 10,000 10,000 10,0000 0 0 0 00 0 0 0 00 0 11,000 14,500 13,500

£9,075,049.0-£3,304,485.0


June July August Sept Oct 541,159 541,159 541,159 541,159 541,159114,500 272,000 1,067,450 1,058,700 295,250

0 0 0 1,694,850 1,593,150-655,659 -813,159 -1,608,609 94,991 756,741

0 2,500 2,500 2,500 1,0000 0 200 200 00 0 500,000 500,000 00 0 0 0 0

1,000 250,000 500,000 500,000 250,0000 0 2,000 2,000 2,000

1,000 1,0002,500 2,500 2,500 2,500 1,000

0 0 250 500 2500 1,000 20,000 0 0

100,000 5,000 0 0 010,000 10,000 10,000 10,000 10,000

0 0 0 10,000 01,000 1,000 30,000 30,000 30,000

114,500 272,000 1,067,450 1,058,700 295,250


Nov Dec Totals541,159 541,159 5,952,749132,950 146,950 3,122,300

1,523,401 1,687,475 6,498,876849,292 999,366 -3,304,485

500 500 9,500200 200 800

2,000 2,000 1,004,0000 0 1,000

100,000 100,000 1,704,0002,000 2,000 10,0001,000 1,000 4,0001,000 1,000 18,000250 250 1,500

1,000 10,000 32,0000 0 100,500

10,000 10,000 100,0000 5,000 15,000

15,000 15,000 122,000132,950 146,950 3,122,300


MonthManufacturing CostsTotal Marketing CostsSales RevenueProfit / Loss

WebsiteSocial MediaCampaign LaunchNew Logo DesignPrint Media CampaignSponsorshipsData AnalysisMy Ascent AppDirect MarketingVisual MerchandisingFeature DocumentaryBrand AmbassadorsConsumer EventsDigital MarketingTotal Mktg Costs

Capital Investment Profit / Loss


Mar

ketin

g Co

sts

Jan Feb March April May496,064 496,064 496,064 496,064 496,064130,200 38,850 33,850 28,850 30,850

1,695,320 1,496,582 1,500,145 1,534,125 1,495,3451,069,056 961,668 970,231 1,009,211 968,431

250 250 250 250 250200 100 100 100 100

0 0 0 0 00 0 0 0

100,000 0 0 0 02,000 2,000 2,000 2,000 2,0001,000 1,000 1,000 1,000 1,000500 250 250 250 250250 250 250 250 250

1,000 10,000 0 0 00 0 0 0 0

10,000 10,000 10,000 10,000 10,0000 0 5,000 0 2,000

15,000 15,000 15,000 15,000 15,000130,200 38,850 33,850 28,850 30,850

£6,857,318.0£11,692,945.0


June July August Sept Oct 496,064 496,064 496,064 496,064 496,06429,850 30,850 316,850 43,850 29,850

1,540,074 1,500,222 1,581,092 1,532,150 1,489,1251,014,160 973,308 768,178 992,236 963,211

250 250 250 250 250100 100 100 100 100

0 0 0 0 00 0 0 0 0

1,000 1,000 250,000 0 1,0002,000 2,000 10,000 2,000 2,0001,000 1,000 1,000 1,000 1,000250 250 250 250 250250 250 250 250 250

0 1,000 10,000 0 00 0 0 0 0

10,000 10,000 10,000 10,000 10,0000 0 5,000 0 0

15,000 15,000 30,000 30,000 15,00029,850 30,850 316,850 43,850 29,850


Nov Dec Totals496,064 496,064 5,952,76829,850 160,850 904,550

1,497,083 1,689,000 18,550,263971,169 1,032,086 11,692,945

250 250 3,000100 100 1,300

0 0 00 0 0

1,000 125,000 479,0002,000 2,000 32,0001,000 1,000 12,000250 250 3,250250 250 3,000

0 5,000 27,0000 0 0

10,000 10,000 120,0000 2,000 14,000

15,000 15,000 210,00029,850 160,850 904,550


APPENDIX 2:LAUNCH MARKETING BUSINESS PLAN

Range Plan for Timberland Ascent

STYLE SKETCH FABRIC COLS SIZES RRP Actual Margin Total Total Total£ Cost achieved quantity Cost Margin

STORM GREY £540.00 £173.80 67.81% 550 £95,590.00 £297,000.00 67.81%

BLUE £540.00 £173.80 67.81% 400 £69,520.00 £216,000.00 67.81%

SANDERS YELLOW £480.00 £159.40 66.79% 500 £79,700.00 £240,000.00 66.79%

RED £480.00 £159.40 66.79% 500 £79,700.00 £240,000.00 66.79%

KNOX GREY £145.00 £52.30 63.93% 1110 £58,053.00 £160,950.00 63.93%

BLUE £145.00 £52.30 63.93% 800 £41,840.00 £116,000.00 63.93%

YELLOW £145.00 £52.30 63.93% 500 £26,150.00 £72,500.00 63.93%

CRAG RED £100.00 £32.50 67.50% 1300 £42,250.00 £130,000.00 67.50%

BLUE £100.00 £32.50 67.50% 1300 £42,250.00 £130,000.00 67.50%

BOSTON GREY £85.00 £18.90 77.76% 1600 £30,240.00 £136,000.00 77.76%

RED £85.00 £18.90 77.76% 1600 £30,240.00 £136,000.00 77.76%

Total Retail

STYLE SKETCH FABRIC COLS SIZES RRP Margin Total Total Total£ Cost achieved quantity Cost Margin

KENNEDY RED CHECK £60.00 £16.20 73.00% 2000 £32,400.00 £120,000.00 73.00%

BLUE CHECK £60.00 £16.20 73.00% 2000 £32,400.00 £120,000.00 73.00%

CHANCE YELLOW £55.00 £17.40 68.36% 500 £8,700.00 £27,500.00 68.36%

RED £55.00 £17.40 68.36% 1100 £19,140.00 £60,500.00 68.36%

BLUE £55.00 £17.40 68.36% 1100 £19,140.00 £60,500.00 68.36%

CONWAY RED £40.00 £12.00 70.00% 2200 £26,400.00 £88,000.00 70.00%

BLUE £40.00 £12.00 70.00% 2200 £26,400.00 £88,000.00 70.00%

CARTER GREY £80.00 £21.50 73.13% 1700 £36,550.00 £136,000.00 73.13%

BLUE £80.00 £21.50 73.13% 1600 £34,400.00 £128,000.00 73.13%

SWIFT GREY £25.00 £6.20 75.20% 2000 £12,400.00 £50,000.00 75.20%

RED £25.00 £6.20 75.20% 2000 £12,400.00 £50,000.00 75.20%

BLUE £25.00 £6.20 75.20% 2000 £12,400.00 £50,000.00 75.20%

SPENCER GREY £40.00 £13.90 65.25% 1100 £15,290.00 £44,000.00 65.25%

Total Retail

BOLT GREY £30.00 £10.40 65.33% 1100 £11,440.00 £33,000.00 65.33%

ALPINE RED £170.00 £52.60 69.06% 300 £15,780.00 £51,000.00 69.06%

PARAMOUNT GREY £85.00 £26.70 68.59% 1200 £32,040.00 £102,000.00 68.59%

RED £85.00 £26.70 68.59% 1200 £32,040.00 £102,000.00 68.59%

TREKKER BLUE £70.00 £21.50 69.29% 1200 £25,800.00 £84,000.00 69.29%

YELLOW £70.00 £21.50 69.29% 800 £17,200.00 £56,000.00 69.29%

TOTAL £3,995.00 £1,269.60 69.39% 37,460 £1,017,853.00 £3,324,950.00 69.39%

APPENDIX 3:ASCENT MEN’S CAD RANGE PLAN

BOLT GREY £30.00 £10.40 65.33% 1100 £11,440.00 £33,000.00 65.33%

ALPINE RED £170.00 £52.60 69.06% 300 £15,780.00 £51,000.00 69.06%

PARAMOUNT GREY £85.00 £26.70 68.59% 1200 £32,040.00 £102,000.00 68.59%

RED £85.00 £26.70 68.59% 1200 £32,040.00 £102,000.00 68.59%

TREKKER BLUE £70.00 £21.50 69.29% 1200 £25,800.00 £84,000.00 69.29%

YELLOW £70.00 £21.50 69.29% 800 £17,200.00 £56,000.00 69.29%

TOTAL £3,995.00 £1,269.60 69.39% 37,460 £1,017,853.00 £3,324,950.00 69.39%



HILBURY PURPLE £320.00 £111.80 65.06% 800 £89,440.00 £256,000.00 65.06%

JOSEPHINE OFF WHITE £270.00 £98.40 63.56% 800 £78,720.00 £216,000.00 63.56%

RED £270.00 £98.40 63.56% 500 £49,200.00 £135,000.00 63.56%

CARA OFF WHITE £120.00 £41.20 65.67% 1200 £49,440.00 £144,000.00 65.67%

RED £120.00 £41.20 65.67% 1200 £49,440.00 £144,000.00 65.67%

NATALIE RED £70.00 £21.50 69.29% 550 £11,825.00 £38,500.00 69.29%

PURPLE £70.00 £21.50 69.29% 550 £11,825.00 £38,500.00 69.29%

FLOW GREY £22.00 £7.20 67.27% 1100 £7,920.00 £24,200.00 67.27%

RED £22.00 £7.20 67.27% 1100 £7,920.00 £24,200.00 67.27%

OFF WHITE £22.00 £7.20 67.27% 1100 £7,920.00 £24,200.00 67.27%

Total Retail

APPENDIX 4:ASCENT WOMEN’S CAD RANGE PLAN

OFF WHITE £110.00 £34.90 68.27% 400 £13,960.00 £44,000.00 68.27%

BARTON GREY £35.00 £12.40 64.57% 1100 £13,640.00 £38,500.00 64.57%

ALPINE RED £190.00 £64.10 66.26% 280 £17,948.00 £53,200.00 66.26%

TREKKER GREY £75.00 £26.70 64.40% 1000 £26,700.00 £75,000.00 64.40%

RED £75.00 £26.70 64.40% 1000 £26,700.00 £75,000.00 64.40%

PARAMOUNT GREY £80.00 £25.50 68.13% 1000 £25,500.00 £80,000.00 68.13%

OFF WHITE £80.00 £25.50 68.13% 1000 £25,500.00 £80,000.00 68.13%

TOTAL £2,516.00 £853.60 66.19% 24,380 £657,108.00 £1,943,800.00 66.19%


ESME GREY £20.00 £6.20 69.00% 1100 £6,820.00 £22,000.00 69.00%

RED £20.00 £6.20 69.00% 1100 £6,820.00 £22,000.00 69.00%

OFF WHITE £20.00 £6.20 69.00% 1100 £6,820.00 £22,000.00 69.00%

KRISTIN GREY £45.00 £17.40 61.33% 550 £9,570.00 £24,750.00 61.33%

PURPLE £45.00 £17.40 61.33% 550 £9,570.00 £24,750.00 61.33%

CLEO RED CHECK £50.00 £14.00 72.00% 1100 £15,400.00 £55,000.00 72.00%

PURPLE CHECK £50.00 £14.00 72.00% 1100 £15,400.00 £55,000.00 72.00%

FAYE GREY £70.00 £22.50 67.86% 850 £19,125.00 £59,500.00 67.86%

OFF WHITE £70.00 £22.50 67.86% 850 £19,125.00 £59,500.00 67.86%

MIA OFF WHITE £65.00 £20.90 67.85% 1000 £20,900.00 £65,000.00 67.85%WITH PRINT

GEORIGIA GREY £110.00 £34.90 68.27% 400 £13,960.00 £44,000.00 68.27%

Total Retail

OFF WHITE £110.00 £34.90 68.27% 400 £13,960.00 £44,000.00 68.27%

BARTON GREY £35.00 £12.40 64.57% 1100 £13,640.00 £38,500.00 64.57%

ALPINE RED £190.00 £64.10 66.26% 280 £17,948.00 £53,200.00 66.26%

TREKKER GREY £75.00 £26.70 64.40% 1000 £26,700.00 £75,000.00 64.40%

RED £75.00 £26.70 64.40% 1000 £26,700.00 £75,000.00 64.40%

PARAMOUNT GREY £80.00 £25.50 68.13% 1000 £25,500.00 £80,000.00 68.13%

OFF WHITE £80.00 £25.50 68.13% 1000 £25,500.00 £80,000.00 68.13%

TOTAL £2,516.00 £853.60 66.19% 24,380 £657,108.00 £1,943,800.00 66.19%



YOSEMITE BLUE £145.00 £43.20 70.21% 450 £19,440.00 £65,250.00 70.21%

RED £145.00 £43.20 70.21% 450 £19,440.00 £65,250.00 70.21%

GREY £145.00 £43.20 70.21% 450 £19,440.00 £65,250.00 70.21%

ORIGINAL PURPLE £85.00 £23.90 71.88% 600 £14,340.00 £51,000.00 71.88%

RED £85.00 £23.90 71.88% 800 £19,120.00 £68,000.00 71.88%

GREY £85.00 £23.90 71.88% 1000 £23,900.00 £85,000.00 71.88%

VENTURE YELLOW £20.00 £6.30 68.50% 1000 £6,300.00 £20,000.00 68.50%

PURPLE £20.00 £6.30 68.50% 1000 £6,300.00 £20,000.00 68.50%

RED £20.00 £6.30 68.50% 1000 £6,300.00 £20,000.00 68.50%

TOMMY BLUE £20.00 £5.40 73.00% 1000 £5,400.00 £20,000.00 73.00%

GREY £20.00 £5.40 73.00% 1200 £6,480.00 £24,000.00 73.00%

LEAH PURPLE £18.00 £5.10 71.67% 1000 £5,100.00 £18,000.00 71.67%

RED £18.00 £5.10 71.67% 1000 £5,100.00 £18,000.00 71.67%

Total Retail


TOTAL £826.00 £241.20 70.98% 10,950 £156,660.00 £539,750.00 70.98%

Total Retail

APPENDIX 5:ASCENT ACCESSORIES CAD RANGE PLAN

gemma - timberland report

Documents