DEEPLY UNDERSTAND CONSUMER NEEDS
IDENTIFY THE TARGET, SIZE THE OPPORTUNITY
RETURN ON INSIGHT:
A TIMBERLAND® BRAND CASE STUDY
REFINE THE BRAND DNA
A critical factor in VF’s success is our
deep insight into consumers – what they
wear … what they think … what they value …
EXPLORE THE MARKET
who they are. These insights are the product
BRING DNA TO LIFE
WITH BRAND PLAYBOOK
of a rigorous and intensely collaborative
process between our brands and our
Consumer Insights team. This illustration
portrays the interactive approach that
connected the Timberland®brand
with consumers in an authentic and successful way.
Discovery
Strategy
It begins as a journey of discovery …
from market surveys to hours spent
one-on-one with consumers. We uncover
their preferences and deeply understand
their needs. We talk to people who live
the category lifestyle; in this instance,
men and women who live in or near the
city, care deeply about style, and need
footwear and apparel that can keep up
with their spontaneous outdoor lifestyle.
We use what we learn t o refine or even
rebuild the brand’s DNA and to inform
a strategy that defines the brand’s real
sweet spot – not only to satisfy, but to
inspire the consumer.
BUILD THE BRAND
LONG-TERM
GUIDE PRODUCT DEVELOPMENT
AND MARKETING
Future Growth
Execution
This cycle of investing time and money
is an effort that plays out over and over
again – keeping our strategies on track
to build our brands and connect with consumers over the long term. It helps
define One VF as a c
ollaborative
organization t hat delivers a great
brand experience and first-rate total
shareholder return.
Our insights guide product development
and marketing, and create a retail
experience that will consistently win
with consumers. We stay close to the
consumer; we adjust and fine-tune as
our learning evolves.
OPTIMIZE STRATEGIC
CHOICES
CREATE A WINNING
RETAIL EXPERIENCE
20
21