When I first moved here last year I quickly noticed the Herschel bags that were created here in Vancouver. I also noticed them when I went home to Sweden for the summer so I began wondering how new this brand really was, as I was surprised how quickly the company was able to reach global market. I also realized I had never actually see an ad for the brand but instead had noticed it in stores (specifically little burgundy shoe store) and of course being carried by various young
adults throughout Vancouver and UBC. Marketing mag explains the marketing strategy of the two brothers who created not a product but a brand. Firstly they saw an unfulfilled need of bags that weren’t just gym bags like all the others but instead where more “utilitarian nostalgic, but really modernized”. And secondly they were not planning on mass marketing the brand with magazine a
ds but instead the partner relationships that they established. They worked together with Stussy to use some of their fabric patterns in their bags, and new balance creating special compartments in their bags for these shoes. So why these brands? They were the brands they grew up with and who’s aesthetics they really understood. They took not chances with collaborating with different brands but instead were very picky. Another collaborator who is of course of great benefit to Herschel co. is apple who is not selling their products on their online store all of the world, for me specifically the fact that there was a specific compartment for my laptop in the bag was one of the main reasons I purchased the bag. Their marketing strategy was to focus on a target audienc
e that would benefit from their bag in relation to other products that they would already have or buy, instead of placing ads everywhere they believe they are doing more with less.
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