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