The Herschel Little America backpack, a stylish and modern retake on the hiking sack, is synonymous with teen fashion and culture. The design, equipped with striped lining, unique hues and chic straps, has allowed the Vancouver based company to grow exponentially, with its outreach in almost 40 countries.

However, despite Herschel’s current success, Lyndon and Jamie Cormack, the founders of the Herschel Supply Co. Brand, are aware that relying on trendy teenagers may not be a sustainable way to ensure the company’s consistent growth. Hence, Herschel has created 3 sub-groups with products created to cater to the high-end, mid-range and low-cost spender.

Like many players in fashion, the success of a brand may face sudden success (and abrupt unpopularity) due to trends. Remaining one-dimensional in terms of the target customers and only focussing on certain types of products may compromise on the company’s ability to adapt to changing times and fads. In Herschel’s case, the company has chosen to widen the target market. However, Herschel should also ensure that its current consumer group (teenagers) remain interested and committed to the brand by varying the products design, having a larger marketing outreach and by establishing themselves as a house brand to secure customer loyalty.

Citation:

1. http://www.theglobeandmail.com/report-on-business/small-business/sb-marketing/sales/can-herschel-backpacks-go-mainstream-and-keep-their-cool/article12201755/