“It went dark for around 18 months.”īut stores and shops-in-shop in Japan will begin opening next month, and they will incorporate the new branding, he said. Although Eddie Bauer had worked with licensees in Japan and Europe in the past, when the company was purchased by Authentic Brands Group in May of 2021 that business “paused,” he said. Then he turned his attention outside the borders of North America. “It’s a really big move, but we will do it with a lot of humility.” The logo will be used on the company’s e-commerce and social sites this fall and will make its appearance on product next year, he said. “We brought back the goose,” Bantle said, adding that it had been used on and off since the company’s inception. The new brand features a goose in flight along with the company’s name in block letters, the words Outdoor Outfitters and the date of its founding. Not only was it challenging to put on product, but young people today are no longer taught to read cursive writing, so it needed to be changed. The logo was actually the name Eddie Bauer in script. But I quickly recognized that our brand mark could use some love.” “This is one of the great Americana outdoor brands and it was very open to a refresh. ![]() “When you come into a 100-year-old brand, the first thing you have to ensure is that you do no harm,” he said. ![]() Step one was to immerse himself in the company’s rich archives, even reading as much as he could from the documents left by Eddie Bauer himself. ![]() So Bantle started to put the wheels in motion on a “moderate repositioning and rebranding” that would address those missed opportunities. While it did have a deal with Kohl’s to sell its outdoor-inspired product and there had been limited international distribution, neither was enough to really move the needle. The company was founded in 1920 by a Pacific Northwest sportsman named Eddie Bauer and was almost exclusively direct-to-consumer, selling through its own fleet of stores in the U.S.
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