One of the biggest brands from the 90s is poised for a huge comeback
But over the past few years, the brand began to fade into the apparel oblivion.
Now, the brand is posed for a massive comeback, Phil Wahba of Fortune reports.
This, in part, is because the brand is repositioning itself - and also in part because it was acquired by VF in 2011. VF is behind many successful and iconic brands, including North Face, Lee, Vans, and Jansport.
Wahba notes that before the acquisition, the brand's sales were stagnant. Now, Fortune reports, the brand is on track to hit $3.1 billion in revenue 2019.
Previously, the brand was lost and trying to appeal to everyone. "The marketing identity crisis ultimately confused consumers, failing to make clear enough what set Timberland apart," Wahba writes.
As brands like American Apparel and Abercrombie & Fitch have proven, you can't be everything to everyone. An identity crisis is a fast ticket to retail woes.
Timberland knows this, too. "When you go after lots of consumers, with lots of messages, the odds are higher for a misfire," Timberland brand president Stewart Whitney said to Fortune.
Now, the brand is trying to appeal to those who love a #ModernTrail.
The brand's Instagram bio reads, "the Modern Trail is about everyday adventures, connecting with fellow explorers and sharing what's discovered. Show us your #ModernTrail."
The #ModernTrail is not the Appalachian Mountain. In fact, it's probably somewhere in Prospect Park or in Portland.
The brand is pretty transparent about who it's trying to cater to - its Instagram captures a particular aesthetic and shows off highly filtered fall-friendly gourds and hipster capital Brooklyn: