SITUATION
Eddie Bauer has been an internationally recognized brand for over 100 years. While rooted in the Pacific Northwest, it had evolved into more of a lifestyle retailer than an outdoor outfitter. We needed to clarify the brand to reduce customer confusion and differentiate it from other mall-based retailers such as L.L. Bean, Land’s End.
Eddie Bauer has been an internationally recognized brand for over 100 years. While rooted in the Pacific Northwest, it had evolved into more of a lifestyle retailer than an outdoor outfitter. We needed to clarify the brand to reduce customer confusion and differentiate it from other mall-based retailers such as L.L. Bean, Land’s End.
TASK
As Creative Director, Copy, I led brand strategy and voice development to reposition Eddie Bauer from a lifestyle brand to an adventure brand—shifting perceptions from pleated khakis and floral dresses to gear, guides, outerwear, and flannel.
As Creative Director, Copy, I led brand strategy and voice development to reposition Eddie Bauer from a lifestyle brand to an adventure brand—shifting perceptions from pleated khakis and floral dresses to gear, guides, outerwear, and flannel.
To achieve this, I led a 3-day workshop with the broader creative and merchandising teams. We used exercises such as, “If Eddie Bauer were a car, what kind of car?” and “Eddie Bauer Is/Is Not.…”
Through these sessions, I established adventure as our North Star and wrote the brand promise:
To be the best global, multichannel outdoor lifestyle brand—the outfitter of choice for life’s adventures.
To be the best global, multichannel outdoor lifestyle brand—the outfitter of choice for life’s adventures.
I also wrote the entire brand book, tagline (Live Your Adventure), target bullseyes, and overarching brand strategy.
KEY VOICE ATTRIBUTES
• Infuse all touchpoints with a unique, ownable brand voice to increase brand relevance.
• Maintain a staccato, energetic narrative to reinforces features, benefits, and an active ethos.
• Maintain a staccato, energetic narrative to reinforces features, benefits, and an active ethos.
• Communicate the right features(s) for the right product and the right audience.
• Use superlatives when highlighting “what it is”—technical features (lightest). And describing ‘what it does”—performance features (warmest)
• Reinforce a technical/performance voice to speak the same language as active, outdoor enthusiasts.
RESULTS
The brand book contributed to an $825M valuation (+188% increase over 4 years) and sparked acquisition interest.
The brand book contributed to an $825M valuation (+188% increase over 4 years) and sparked acquisition interest.
