Product-
Timberlands
is well known for its boots and outdoor footwear, both women and men have
similar options for boots and shoes although it seem women have more choice as
there are varied heels and hights of shoes.
The functionality of Timberlands is long lasting, reliable, weatherproof
footwear however Clarks specifies particular features such as Gore-Tex, Active
Air etc. In terms of functions Timberlands footwear offer their name as
security for customers.
Picture A |
Price-
ORDINARILY-
Timberlands offers products at various prices but they tend to be over the £100
mark where as competitors offering the same quality start their prices at
£20/30 and lead up to higher prices when they incorporate more features.
SALE-
Even on sale items there is still a significant price diferencce between
Timberlands and Clarks, their offers are sometime equal in
percentage but the price it is brought down to is the price of a new pair of
shoes offer by competitors such as Clarks. It seem that their products are for
buyers that can afford footwear at luxury prices, even in a sale.
Place –
STORES- Timberlands is a worldwide company with stores in
the UK, US, France, China, Malaysia etc. Its stores are located on city high
streets and follow the same design, usually they incorporate warm colours and
wood, to making their stores recognisable globally. Their competitors Clarks
also have stores around the world but their design is not as welcoming to
customers, making Timberlands more appealing to new customers.
Picture E |
ONLINE- The list of options on the Timberlands website is
specified only to types so it’s easy to differentiate what they offer in
comparison to other websites. However the process for finding footwear suitable
for you requires a lot of scrolling down pages and time, something that busy customers don’t have. If you compare it to the Clarks website where you can
specify size, price, features colour etc. before you even begin browsing shoes
and boots, the
timberlands website, although aesthetically pleasing, is not as simple for
customers as other websites.
Picture D |
Promotion-
ADVERTS-
Timberlands have memorable adverts sometimes laced with humor such as their
advert showing a man being chased through a forest by a bear, a boar and
wolves followed by the slogan “IF YOU’RE NOT FAST YOU’RE FOOD”. Their
advertising campaigns are designed for adults, with clever witty ideas behind
them surrounded by a outdoors theme to target their main buyers. The clarks
adverts are much more elegant for showcasing their female shoes much more than
their male shoes. Timberlands advert stands out and would be more appealing to
men rather than women and their competitors clarks, as is the case with mose
shoe retailers, tend to focuse their adverts on a female audience.
Picture F |
BANNERS-
Timberlands also features interactive banners on their website, so if they have
a new rage or an offer website visitors can click on it and be navigated to the
right page. This is helpful for first time buyers who don’t know
what footwear they want, it helps to showcase the product Timberlands is
currently excited about. Other websites have these banners too but they tend
not to as busy as the Timberlands banner and don’t have explanations making the
Timberlands banner much more helpful.
Conclusion-
It
would seem people choose Timberlands for the name and their heritage rather
than price or features. However the promotions that Timberlands use are expert
at pinpointing their audience and helpful for customers. Their global
recognition adds to the security of ther brand name, it make customes feel
secure knowing they have a brand trusted around the world. Its well known name
and clever advertising makes timberlands stand out from the crowd so if you
want secure outdoor boots or a fashion statement Timerlands is the right place
for you.
References:
Timberlands (2012) Picture A, D, F [Online
Image]. Available from: http://www.timberlandonline.co.uk/on/demandware.store/Sites-TBLGB-Site/default/Default-Start?gclid=CP2l0vaKmrUCFSbMtAodan4AKg [Accessed 01/02/13].
Clarks (2012) Picture
A, E, F [Online Image]. Available from: http://www.clarks.co.uk/?cm_mmc=google-_-trademark-_-tm%20-%20hvk%20-%20exact-_-%5Bclarks%5D&tmcampid=8&tmad=c&tmplaceref=google_desktop&tmclickref=%5Bclarks%5D [Accessed 01/02/13].
Queensgate Shopping (2012) Picture C [Online Image]. Available from: http://www.queensgate-shopping.co.uk/shops/shoes-boots/clarks [Accessed 02/02/13].
Brent
Cross(2012) Picture B [Online Image].
Available from: http://www.brentcross.co.uk/shops/footware/timberland [Accessed 02/02/13].
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