Fjällräven
Six seasons of Fjällräven Retail Marketing rollouts and fifteen new store openings provided great opportunities to showcase the Swedish heritage of durable outdoor apparel. Overall premium aesthetic was key to make the connection with guests in the retail footprint and tell the story of Åke Nordin and his now famous brand from
Örnsköldsvik. The Kånken backpack has become a worldwide trend, but the real depth of the product line is a true gem that stands out clearly at retail. Images, graphics, and copy were needed to bring the trekking story to life and maintain the authentic feeling of spending time in nature.
Brand Marketing
Clear messaging for each seasonal campaign was the top focus for each storefront. Identifying the key products, call to action, and hero images created a unified story to drive traffic and excite guests. Using window vinyls, lightbox images, product placement features, and natural elements supported the overall campaign messaging and reinforced the theme of “Never Feel Cold Again.” Supplementary graphics highlighted the story of the Expedition Down Jacket and allowing for a tangible mood board.
Interior Displays
Adapting the seasonal campaign storytelling with smaller tabletop marketing and visual merchandising brings the guest into the store to touch and feel the product. Signage, graphics, and colors are built to support the key messaging and follow brand standards. Smaller, intimate details capture the attention of guests and give them an opportunity to spend more time in store.
Retail Programs
Fjällräven offers Tailor & Repair services, as well as a Demo Program for guests to try trekking equipment prior to making a purchase. Visual elements are needed to support these programs and promote them in both print and digital formats. By using imagery to connect the product to the service, a clear connection is made to encourage use and manage expectations.
