Merrell: Urban Lifestyle

Heritage hiking brand Merrell was looking take advantage of the sudden enormous fashion interest in hiking style and culture. We designed and ran a foundational study exploring consumer expectations from retail tiers – from exclusive to mainstream. We followed it up with in-person workshops in London and Copenhagen with local voices in fashion. They guided the team on how to adapt the design and marketing message to help Merrell adapt to the European lifestyle market. We armed the client team with an extremely strong case for entering the lifestyle space as a fashion brand (not as an apologetic hiking brand). The UK team subsequently launched a new line Merrell 1trl which has been rapidly growing its presence and influence in culture. Check it out here: https://www.instagram.com/merrell_1trl/