Timberland goes increasingly urban with Flyroam sneaker, apparel range
When mentioning Timberland, it is hard not to think of its renowned yellow Nubuck leather boots, but the VF Corp. brand is now keen to show it can cover more ground. Hence Timberland's increasing focus on a lifestyle positioning, with looks that are patently urban, as embodied by the Flyroam sneaker line. Looks that are light-years away from the check-shirt lumberjack or the baggy-jeans rapper.
The stars of the Flyroam range are undoubtedly the sneakers made with Timberland's proprietary AeroCore technology, offering "lightness, protection and cushioning." Streamlined and snug on the feet, they look as though they will easily slot in among similar models by leading sport brands, and their launch slogan fits this approach to a T: "Be light. Be fast. Be free." The Flyroam line features several models in different materials, colours and heights, as well as an apparel range including wind-breakers, sweatshirts, 'chino-joggers' and zipped tops.
"By introducing sneakers we are targeting our younger consumers, living in a globalised world and eager to stand out. The Timberland look hasn't changed, but continues to evolve constantly thanks to our innovations, offering products that are suitable to all urban adventures," said Giorgio D'Aprile, Marketing Director of Timberland Europe.
Nevertheless, Timberland's new style doesn't overlook the brand's signature products. The US brand has recently launched a proprietary sole technology, Sensorflex, to add lightness and flexibility to its shoes. Spearheading the new product line are the Radford boots, a new, more comfortable take on the Yellow Boots.
Last February, VF Corp. reported Timberland's results for 2016. The brand's revenue rose 1% over 2015, reaching $1.8 billion, with direct retail sales growing by nearly 20%, while wholesale revenue was up approximately 5%. The group is very active with new retail openings in Europe, both directly owned and franchised.
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