Timberland spins off premium collection

by James Quilter, Marketing 03-Aug-05

Timberland is aiming to revitalise its brand and sales with the launch of a premium clothing range under the name Timberland Boot Company.

Two retail outlets will open in London at the end of this month to house
the collection, which will operate independently of the rest of
Timberland's lines.

Euro RSCG KLP has been hired to devise an awareness-building

campaign.

Inspired by heavy-duty apparel, the brand is being positioned as
offering 'classic design and craftsmanship'.

Timberland hopes that the shift in brand direction will help it win back
its premium tag, which it has lost over the past decade as it has become
more mainstream. Between 2003 and 2004, Timberland's UK sales fell for
the first time in five years, from EUR76.5m (£52.7m) to EUR76.3m
(£52.6m).

The firm has had a turbulent time with its ad agencies in the past few
years. Cave Anholt Jonason was hired as its first dedicated European
integrated agency in February 2001, but was replaced by Fallon later
that year. Fallon subsequently lost the $10m global account to
Arnold Partners in February 2004.