Timbuk2 Online Case
- 1. Timbuk2 Authenticity got lost along the way
- 2. Timbuk2 History • Founded in 1989 by Rob Honeycutt in San Francisco, a former bike messenger looking for a bag built for his needs. • Thanks to the distinctive three-panel design and subtle swirl logo, the bag’s popularity spread during the 1990’s • Company grew quickly without any advertising spend, something that remains true today. • Everyone from artistic types, environmentalists, outdoor enthusiasts, and everyday bikers carry the bags. anything the company actually acted upon.
- 3. The Timbuk2 Dilemma • The Marketing Department of Timbuk2 came to us wanting to clarify who there users are and how they see the brand. • In working groups of two account planners and a creative team, we set out to get a better sense of what was really taking place with Timbuk2.
- 4. The new kids on the block 80’s 90’s 00’s • Mid- to late-90’s saw a boom in new competitors entering the market • Within the last 5 years, most fashion brands have entered the market
- 5. The Research • We hit the streets of San Francisco, performing on the street intercepts of Timbuk2 owners and other messenger bag owners. • We visited independent cafés and bike shops, as well as hitting the rush-hour crowd in San Francisco’s Financial District.
- 6. Responses “The old ones... I've carried some crazy s**t in mine on my bicycle over the years.. a car battery.., 50+ lbs of plexiglass, 60-70 lbs of suspension parts from my VW, enough malt and hops to brew 10 gallons of “If Timbuk2 were a friend, it would be a college beer.. and its still totally waterproof. “ friend I have spent a lot of time with and have had a lot of shared experiences ” “If Timbuk2 wore sneakers, it would pick Converse All-stars.” “If there were any rebellious bags out there, the Chrome bag would be the motorcycle gang of messengers” “I picked my Timbuk2 backpack because I’m short and just needed something that fit me. Didn’t really care what brand I bought.”
- 7. In Good Company - What Happened - In the 1970’s and 80’s, the newly introduced punk Having created blue jeans in 1853, the In the 1990’s, hipsters pick up Dickies backpacks and movement of London took to Dr. Martens - a 1947 company grew dramatically in the 1960’s and sweatshirts. Before long, work-wear is the trendiest workboot developed as an alternative to military 70’s as society embraced casual fashion. Levi’s thing in street-wear. Production explodes, as the boots. From the punks, it gradually spread into jeans were the epitome of cool, symbolizing brand mainstream fashion circles, peaking sometime in the the entire Baby-boomer generation. 1990’s. - How They Responded - Levi’s expanded to meet demand, but were Dickies expanded production to meet demand, and Dr. Martens took up the “fashion” shift, producing a always too slow to respond to newer started distributing their clothing in more fashion whole range of boots in different colors, lengths, and generations. In the 80’s, new competition focused retail spaces - Walmart, KMart, and targets. For a few years, the mainstream ate it up - from the Gap and other brands made jeans JCPenney. Their products didn’t change much, even with every teenager playing “punk” for a little while. ubiquitous. Levi’s responded by maintaining a with so much attention by sub-cultures, but let the Dr. Martens pumped up the marketing and shifted all focus on “cool”. brand become more than just work clothes. production to Thailand and China in 2003. - Where They Ended Up - As a brand, Levi’s still struggles to remain relevant. They own an icon of world fashion, Out of all three of these brands, Dickies has escaped Today, the iconic boots are barely focused on and the 501 jeans, but have weakened its strength as the most intact. There clothing is still sought out have been all but forgotten about. The company has by trying to segment the market. Today, there by hipsters, but they remain a relevant work-wear tried backpedaling to it’s heritage somewhat, offering are Premium 501’s. Eco-501’s, and cheaper brand sought out by hard-working individuals. They “vintage” models of the boot, but maintain their 501’s. Rather than remain true to one thing, may have gained attention by the fashion world, but focus on a full “fashion” line-up. and produce consistent products, they never let it change their identity. they keep chasing what’s cool.
- 8. The old Timbuk2 users vs. the new users “Urban Explorer” “Boutique Mama” • Original Timbuk2 users • Recent Timbuk2 users • Looking for the hardest to find • Looking for the newest in and unusual styles trendy styles • Purchase decision made on need • Purchase decision made on to stick out socially need to fit in socially • Respond to brands with • Respond to changes in fashion authenticity and social purpose - less brand loyal
- 9. Our Recommendations and Key Insight • Refocus Timbuk2 brand on the “Urban Explorer” target • Allow the target define the brand more by focusing on their desires • Given the example set by Levi’s, Dickie’s and Dr. Marten’s, following the path toward fashion-forward products will ultimately backfire • Though asked to produce large outdoor ads, we believed a guerilla campaign and printed materials would best reach our target
- 10. An Brand Experience • We came up with an interactive brand “scavenger hunt” - a guide designed around the urban explorer’s desire to discover new sites • Guides would be city specific - connecting with the true locals and new residents alike
- 11. Guerilla Branding Rather than using traditional media buys, our campaign would connect back to the guides. Stickers would come with guides, and Buttons or Patches would be available for users.