Translate the Brand Into its First Brick and Mortar Retail Store
The Ask: Create a profitable retail experience that establishes Huckberry as a leader in the future of retail - and develop a marketing plan for the launch of the store.
The Situation: Huckberry is a brand built for guys who live in the city, but live for the outdoors. It's a brand that's unique from other outdoor adventure brands in that it champions all types of adventure - from the oft-overlooked adventures close to home, to the more immediately recognizable adventures in far off and exciting places. Huckberry has a passionate following of fans who crave a physical space to interact with the brand.
Research Methods: Personal interviews, reddit focus groups, secondary research, social listening, Crimson Hexagon, Simmons, online surveys.
To determine the best possible strategy for the store, I dug deeply into the Brand of Huckberry, the mindset of Huckberry fans, and cultural activity surrounding Huckberry.
Brand Truth: Huckberry believes that living in the city doesn't mean forfeiting an adventurous life.
Consumer Truth: People crave more adventurous lives, but continually surrender to the notion of "I can't right now."
Cultural Truth: The definition of adventure is broadening - from a journey or act that is physically risky or dangerous, to anything that pushes the boundaries of your comfort zone. "Adventure" doesn't have to be mountain climbing anymore; it can also be exploring new neighborhoods in your city.
Insight - Implication - Strategy
Making The Strategy Tangible
To translate the strategy into a physical retail space, Huckberry will design the store to accomplish three objectives: Immerse fans in adventures far, Inspire them to go on adventures near, and build a community of adventurers.
Store Launch Plan:
How we're building excitement for the launch, from 1 month out to launch day.