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Branding Snowboarding Lifestyle

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Branding Snowboarding Lifestyle Branding snowboarding lifestyle A case study of Burton Snowboards’ brand narrative of gender equity Laura Muukka Department of Media Studies / Centre for Fashion Studies MA Thesis 30 credits Spring 2018 Supervisors: Dr. Andrea Kollnitz and Dr. Philip Warkander Abstract The purpose of this thesis was to find out how snowboarding lifestyle and gender equity are visible in Burton Snowboards’ branding on their Instagram accounts as well as in their retail stores. Thus, the research questions were “How is (snowboarding) lifestyle and gender equity visible in Burton Snowboards’ branding on their Instagram accounts and in their retail stores?” and also, “How does branding differ in the two accounts and in the four stores?” The theory part of this thesis looks into consumer theories, such as branding and marketing communication. Also, the theory part concentrates on theories from social sciences mainly from the point of view of gender studies. In addition, the study is deepened by theoretical connections that are relevant for the overall research. The empirical part of the thesis is a qualitative study, which was carried out by mixing two different research methods. First, an extensive visual analysis of Burton Snowboards and Burton Girls Instagram accounts was conducted. Secondly, in-store observations were carried out in four different Burton Stores, three of them in the USA and one in Finland. Based on the findings of the study, Burton Snowboards’ is advancing gender equity by building and developing a lifestyle brand where actions and expressions are actively oriented towards reducing gender stratification. Keywords: Burton Snowboards, lifestyle, fashion, gender equity, branding 1 Table of Contents INTRODUCTION 2 AIMS AND RESEARCH QUESTIONS 5 METHODOLOGY, MATERIALS AND DELIMITATIONS 6 PREVIOUS STUDIES 11 THEORETICAL FRAMEWORK 14 BRANDING 14 LIFESTYLE 15 GENDER AND GENDER EQUITY 16 OUTLINE 20 CHAPTER 1: BURTON’S LIFESTYLE CODES AND TANGIBLE ELEMENTS 21 CHAPTER 2: INSTAGRAM ACCOUNTS 29 BURTON SNOWBOARDS 29 BURTON GIRLS 34 CONCLUSION 38 CHAPTER 3: STORES 41 BURTON FLAGSHIP / HEADQUARTERS, BURLINGTON 41 BURTON FLAGSHIP, BURLINGTON 44 BURTON FLAGSHIP, NEW YORK 46 BURTON STORE, HELSINKI 49 CONCLUSION 51 CONCLUSION 54 BIBLIOGRAPHY 58 Introduction I’m the happiest when I'm active, I enjoy doing yoga and all yoga-related activities but what I love is snowboarding. It is the only activity where I’ve ever experienced the flow feeling. I feel that inside I'm a very anxious person, but it is snowboarding that makes me feel very grounded. My friends have told me that I mostly talk about snowboarding - the trips I’m planning and the snowboarding clothes I’ve recently purchased. Soon I will be in slopes wearing them! Truly, it is more than just the riding, it is the whole snowboarding lifestyle. This narration of my passion depicts well how emotionally invested one can be to a lifestyle. It is here where many brands have taken hold of, as “firms do not produce goods as such, but instead produce worlds in which goods exist.”1 This notion by sociologist Maurizio Lazzarato’s could easily have been the vision for the snowboarding brand Burton Snowboards, if only Lazzarato would have said it in 1970s when the brand was founded by Jake Burton Carpenter. Indeed, not only has Burton Carpenter pioneered in creating ground-breaking snowboarding products and pushing the sport to even higher levels, literally, he and the company have also made some branding history.2 Burton Snowboards, or in short Burton, is an American snowboarding company which manufactures and sells globally not only snowboarding gear and tools but also its extensive range of fashion goods. A large part of the products is categorised under the brand’s name Burton Snowboards. However, the brand also has a separate line for goggles, helmets and related accessories such as neck warmers and helmet hoods, called Anon Optics. Also, Analog Clothing, an extension for the men’s apparel line is part of the company’s brand portfolio. The company has its offices in Australia, Austria, Canada, California, China and Japan, while the headquarters are in Burlington, Vermont, USA. The brand has altogether 31 retail stores world- wide: eleven flagships, nine outlet stores and ten importer-led stores, and also one surfing 1 Celia Lury, Consumer Culture (Cambridge, UK: Polity Press, 2011), 102. 2 Burton Snowboards, “Who We Are,” accessed October 24, 2017, https://www.burton.com/it/en/about-us. 2 focused store in California. Around half of all the stores are located in the states while the rest are in major Asian cities and central European ski destinations, with the exception of a store in Helsinki, Finland.3 Burton’s core values and vision builds on a set of plan the company labels ‘The Stance’. Citing directly the Burton Snowboards webpage: At the heart of The Stance is the understanding that riding is not just a sport. It’s an attitude, a mindset, and a culture that extends far beyond the mountain. This is a year-round lifestyle, a way of being, and a way of doing without seasons, borders, or limits. By rallying around this understanding, we’re able to keep progressing and strengthening our community on and off the mountain.4 Indeed, the point for Burton Snowboards’ existence is not solely to sell snowboarding goods but rather to create a style of living around snowboarding. Having its origins in extreme sports, the company has started to enhance not only the role of lifestyle but also, and more importantly, gender equity in their brand narrative. Turning to journalist Annie Fast: “Burton’s focus on gender equity arose in 2003 […]. It was Jake who realised during a global directors meeting that of the 25 people at the table, only three were women.”5 After this Donna Carpenter, the wife of Jake, returned to the company, first taking on the title of founder and director of Burton Snowboards Women’s Initiatives and later the title of CEO of the whole company. As Donna Carpenter explains: “We were pulling from the ski, skate and surf industries, and we kind of took on this male-dominated culture that we hadn’t planned for”.6 This led to the realisation that “women don’t feel welcome in this company or the snowboard community”, Carpenter 3 Burton Snowboards, “Where We Are,” accessed April 10, 2018, https://www.burton.com/it/en/about-location. 4 Burton Snowboards, “The Stance - These are Burton’s Core Values,” The Burton Blog, accessed December 12, 2017, https://www.burton.com/blogs/the-burton-blog/innovation- leadership-and-fun-these-are-burtons-core-values/. 5 Annie Fast, “Burton Ceo Donna Carpenter Prioritizes Gender Equity on and off the slopes,” Rei Co-Op Journal: Stories of a life outdoors, accessed December 12, 2017, https://www.rei.com/blog/snowsports/burton-ceo-donna-carpenter-prioritizes-gender-equity- on-and-off-the-slopes. 6 Fast. 3 continues. 7 Not only has this understanding changed the company’s hiring practices but importantly their image too. Consequently, leading the brand to increase their product range to fashion goods for men, women and children. Therefore, in order to bring the lifestyle of snowboarding alive, the company’s branding approaches must have expanded in order to endorse these new products. For Burton, alike most brands today, Instagram is a fundamental platform to captivate the consumers’ attention. However, having a recognised brand enables the company to maintain and develop their own stores too, which is rare in today’s retail market. This is an advantage as the consumers can physically visit these stores and actually feel the brand. In agreement with scholar Holly Thorpe: Certainly a central issue in the contemporary snow field is branding. Today, more than a hundred companies provide snowboarding-specific clothing in an abundance of styles. Snowboard clothing carries status based on understanding the nuances of the culture. To the initiated member, decoding a combination of clothing and equipment graphics and other visual signifiers is an automatic process.8 7 Ibid. 8 Holly Thorpe, Snowboarding Bodies in Theory and Practice, (Hampshire, UK: Palgrave Mcmillan, 2011), 128. 4 Aims and research questions The purpose of this thesis is to find out how (snowboarding) lifestyle and gender equity are communicated in Burton Snowboards’ branding. I aim to understand and thereby explain the portrayal of gender equity as well as the role of lifestyle in their branding narrative. I will be looking at the phenomena in the brand’s two main Instagram accounts; Burton Snowboards and Burton Girls, as well as in four Burton stores; Burton flagship and headquarters flagship in Burlington, Vermont and Burton flagship in New York and also Burton Store Helsinki. Thus, I will look into these research questions: -How is (snowboarding) lifestyle and gender equity visible in Burton Snowboards’ branding on their Instagram accounts? -How does branding differ in Burton Snowboards and Burton Girls Instagram accounts? -How is (snowboarding) lifestyle and gender equity visible in Burton Snowboards’ branding in their retail stores? -How does branding differ in the four Burton Snowboards’ retail stores? Also, my study is guided by the hypothesis that Burton Snowboards’ can achieve gender equity by building and developing a lifestyle brand where actions and expressions are actively oriented towards reducing gender stratification. Given these points, and in order to delimitate my research, I will follow the same guideline as scholar Belinda Wheaton, citing directly: It is not my objective to contribute to debates about nomenclature as numerous comprehensive commentaries on what lifestyle/action/alternative/extreme sports are, their histories, and how they at least initially differed from more traditional sporting forms and cultures already exist.9 9 Belinda Wheaton, “Introducing the consumption and representation of lifestyle sports”, in The Consumption and Representation of Lifestyle Sports, ed.
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