Becca Brocard Authentic Filson June 2017 [email protected] Filson Background, Image & Operations in 1897, Seattle Launched a Publi
Becca Brocard Authentic Filson June 2017 [email protected]
Filson Background, Image & Operations In 1897, Seattle launched a public relations campaign that established the city as the only logical starting point for a Klondike Gold Rush Expedition. Merchants sold twenty-five million dollars’ worth of goods in one year and the Clinton C. Filson Company, which operated the Pioneer Alaska Clothing and Blanket Manufacturer was one of those merchants. Family owned until 1970, C.C. Filson greatly expanded its product line from thirty-five items to two hundred and fifty items in 1981. They first introduced women’s wear in 2008. In 2012, Filson (a private firm) was acquired by Bedrock Manufacturing Company, an equity firm founded by Tom Kartsotis who created Fossil and took it public. In 2017, Filson opened its first store in Canada. Filson currently sells watches, coats and jackets, shirts, vests, pants, hats, scarves, belt and suspenders, chaps and bibs, gloves, boots and socks, wallets and leather goods, sweaters, briefcases and computer bags, duffle bags, totes, luggage, filed bags, and blankets. The 2015 annual sales were fifty million dollars as reported by businessoffashion.com
The Filson image has its roots in supplying rugged self-sufficient prospectors, loggers, miners, commercial fisherman, hunters and anglers. One testament to Filson durability is the Mackinaw Cruiser, a sturdy coat of twenty-six-ounce wool, whose design has remained unchanged since 1914. Some of Filson’s products are “Made in the USA” at their Seattle store and are guaranteed for life. Filson merchandise is considered regional, high-quality, no nonsense, functional, original, heritage, durable, specialty, luxury and deeply involved with the outdoor adventure culture.
Filson retail operations have a two-pronged approach. First, they have experiential flagship stores. At the Seattle flagship store, customers can watch garment workers fabricating Filson products or their leather goods, whether bought at Filson or not, embossed at the greeter desk. Upstairs, customers can shop, or relax by the wood-burning fireplace enjoying bearskins and other classic Pacific Northwest decorations. It is easy to purchase with confidence a $350 coat knowing Filson authentic craftsmanship is more than just sales copy. The second retail prong is a local concept store such as the Ballard branch of Filson, occupying a historic small jewel box-like space. Here Filson sells merchandise created for and only available by shopping at this store location. Traditional marine industries, mere steps away from Filson Ballard, inspire the décor. Both stores host events for customer experience on topics such as knife maintenance, fly fishing techniques and how to re-wax the Filson tin cloth coat.
Overall Project Objectives
With their current customer base expiring, Filson must reach their next generation of customers. However, the 18 to 34-year-old age group and specifically the 25 to 45-year-old male prospective customers are less familiar with the Filson company or Filson’s products. Moreover, Filson’s goal is to double top-line revenue by 2020. Filson must communicate their brand qualities of innovation, and heritage to a new customer base that has yet to experience what Filson represents.
Becca Brocard Authentic Filson June 2017 [email protected]
Three Challenges to Authenticity
Infuse Authentic Culture
First, Filson’s core, distinguishing and enduring identity of as both an innovation and a heritage brand may contribute to organizational instability. In their unpublished research on organizational identity, Boston College management scholar Mary Tripsas with doctoral candidate Callen Anthony note that “innovation is about novelty and change, while identity is rooted in stability and endurance”. This is common in an organization when intellectual capital providers (tasked with generating innovative ideas or methods) look for experimental ways to reach a future audience while operational implementers (tasked with solving classic problems) must continue to support ongoing concerns. Both groups may be using different criteria or emphasis to communicate their intended actions. If there is no internal integration of basic assumptions, it is difficult to perceive, think and feel what pursuit is valid. Yet communicating clearly to a new audience requires cohesiveness of espoused values and underlying assumptions of internal stakeholders so that the artifacts ---things that are seen, touched or heard--- clearly reflect Filson ‘s culture. Moreover, authenticity of a company culture is strengthened when internal communications artifacts (in HR, training and information) is aligned with artifacts created for external messages (sales, marketing and PR). According to Mogens-Holten Larsen, author of The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand , if different types of (messages) lack alignment it may be profoundly damaging to the perceived legitimacy and credibility of the organization. To build a solid base with a new audience, Filson’s internal organizational challenge is to answer the questions: Who are we? And Why we do what we do?
Convey Authentic Messages
Next, from authentic culture, like a nurse log perhaps, grows authentic messages that can withstand and manage conflicts. In The Expressive Organization, G.G. Shaw explains how stories of understanding from internal sources can create a more believable, memorable “why”. These stories become intellectual capital assets that can be shared with customers. Authentic messages reflect core values and organizational norms to external stakeholders, sharing opinions on how things ought to be and shapes favorable or unfavorable judgements.
Consumers most often attribute authenticity to a brand’s consistency rather than a company’s perceived moral behavior or knowledge of their brand’s tradition. A communication style that emphasizes clarity and traceability are minimum requirements for today’s digital world. When oriented toward the consumer’s real self-perception, a brand can maximize strong emotional bonds which enhances customer loyalty. In turn, this affects their willingness to pay a premium price.
A perceived cultural fit between the consumer and the brand exerts the strongest effect on brand authenticity whereas romantic messages that speak to ideal self-congruence can evoke negative feelings if the ideal seems out of reach. Messages that promote the target audience’s self-congruence satisfies the need for self-enhancement and supports the consumer’s self-esteem. To speak to their new audience, Filson’s external message challenge is to answer the questions: What does our story mean to you? And What does our product do for you?
Becca Brocard Authentic Filson June 2017 [email protected]
Share Authentic Approach Lastly, Filson’s challenge is to answer the question “How do we show our new customers that we connect with their beliefs?” Filson wants to honor both innovation and heritage, without gripping too tightly to the old wonder years of the organization. It is one thing to have something to say (message) but another thing entirely to have it heard (approach). And the new generation’s resistance to previous marketing approaches defies explanation by many wise people.
Certainly, it is a fact that today’s informed, cautious consumer look first for a specific item through web content and virtual communities. Therefore, if a company has made explicit value-based choices concerning their actions and appearances, the use of all communication instruments or distribution channels will convey a brand’s original essential identity. A blend of physical and digital marketing may align Filson’s innovation with customer engagement.
However, demonstrating brand uniqueness and originality does not necessarily mean implementing all available cutting-edge technologies. Often an overwhelming number of approaches results in consumer fatigue. Despite changing digital buying behaviors, the right method on the right device at the right time can be found as long as testing on the approach method is constant and feedback is absorbed.
Solutions: Grow the Tree of Authenticity
Paradoxically, a standing tree consists of only 5% living matter but when it falls, it becomes “nurse log” --a nutrient rich base--- that raises spruce, hemlock and cedar seed above competing elements on the forest floor. A nurse log captures the process of forest evolution from generation to generation at a moment in time. A nurse log provides dense nutrients for as many decades as stood the upright tree. As the seedling takes root, layers upon layers of trunk develop each growing onto the other and ever pushing outward. Using such concentric design, Filson’s message can build a strong, connected trunk. When succumbing to natural elements or proper woodland management, the tree opens a clearing that allows the light to reach new branches. Branches –or Filson’s communication approach—are viable only if supported by the trunk. Through biomimicry, or approaching innovation by emulating natural systems, Filson can authentically exist in both the past and the future.
Becca Brocard Authentic Filson June 2017 [email protected]
Culture: The Nurse Log Identify together Filson’s unique qualities of the present beyond innovation and heritage. Ignoring culture clashes between old guard and new hires weakens the impact of Filson’s foundation story. A cohesive story that combines self-reflected memories from the past will break down barriers and encourage gatekeepers to share in universal truths, passion and group authenticity. Expose more core distinguishing enduring Filson qualities.
• Exhibit a mission statement on the Filson website • Bring internal values forward in HR career or hiring copy • Highlight talents of employees that the group can put to task e.g. restoration
Message: The Trunk
Use the clarified company culture to create focal points for external stakeholders that can be mapped and interrelated. Addressing a new audience means Filson identity must be represented in signals that can be easily processed. This links intended image (what Filson wants others to think) and construed image (what Filson thinks that others think) closer together. A strong, genuine and credible theme makes a solid company reputation---what others truly think about Filson and will share.
• Add value, educate and entertain with content • Connect to the customer in real time in all possible ways • Research and test what resonates for the customer
Approach: The Branches There are many reliable best practices in retail which match Filson’s culture that can be tried. Look to existing staff to present the best options. Testing an approach on Filson’s target audience means Filson can “out behave” competitors by forming a co-produced customer journey. Unobtrusive technology instruments blending physical and digital worlds are requirements.
• Use mobile as an entry to new audience while maintaining Filson’s existing base • Closer Partnerships with current providers like Farfetched