Store Analysis: Timberland Part 1

Timberland. Whenever this brand comes to my mind, two words appear: rustic and adventure. This is very much evident in the choice of colors in their murky mustard brown boots especially and also their earth-toned apparel. And even though there are a few other outdoor wear apparel brands in Singapore I believe, Columbia or The North Face, but none beats branding better than Timberland from a consumer perspective.

Take a look at their store, and you’ll know; this one below is taken from their outlet at Somerset 313. The illuminated ‘Timberland’ words with their logo in the top center of the store, the brown pillar at the corner, the wooden plinths used in the window display, and not forgetting the eye-catching logo facade located at the right corner of the store, all screams ‘Timberland’ in your face, making it impossible to ignore.

At the corridors, iconic mustard yellow (very Timberland indeed!) banners are hung that can be seen from other floors, help promote the opening of the new store and direct customers there.

And if that hasn't yet lured you into the store, then the store front should! I love elongated store fronts like these as they allow space for a wide window display as well as maximizes the exposure of product range even without having the customer walk in. This works for me as being me; I'm not the kind of customer who will go into a new store randomly without first being persuaded the need to or something WOW enough to attract me, all the more when the store is EMPTY with a BUNCH of salespeople. So in this case, I might have managed to catch at least 60% of the range of products without even stepping into the store. How? The Magic of Mannequins!

See the number of mannequins exposed from the picture? I can count 8, including the one on the right at the very back. So many styles! That was when I noticed, the store is actually divided into half sections for men and women. It’s not hard to notice really, just look at the darker browns used for flooring and paint in the men’s section as compared to the women’s cream background. Even the windows are also done separately!

This store seems to have paid attention to lighting too; from the outside, it looks like they do have adequate lighting for the store and merchandise that makes the place look bright. This is crucial here, considering earth-tones tend to cause the place look dull and boring, and sometimes even evoke the ‘dirty’ feel, which most adventurous outdoor people wouldn't mind…But hey, you wouldn't want to stop a cleanliness freak in his or her steps right?

xoxo,
Yuhan