|dc.description.abstract||This bachelor thesis is written in collaboration with our client company Fjällräven.
Fjällräven is an outdoor clothing and equipment company from Sweden, with
subsidiaries in the U.S. Asia and Europe. Fjällräven was founded by Åke Nordin in
the small town of Örnsköldsvik in Northern Sweden in 1960. The name Fjällräven
actually means Arctic Fox in Swedish, honoring the small and highly adaptable
predator that lives in the Swedish mountains under the harshest conditions. From the
small town of Örnsköldsvik, Fjällräven has now expanded to every corner in the
world. The fundamental ideas remain the same; provide functional, durable, and
timeless equipment to make the outdoors more enjoyable for all. However, Fjällräven
has seen a trend in the U.S. that the customers that are buying their products seems to
view them as fashion items instead of outdoor equipment. That is not a problem per
se, but fashion comes and goes while active outdoor people always need equipment to
go hiking. For Fjällräven to establish themselves permanently in the U.S. market,
they need to target the active outdoor people and convince them to buy their products.
Given this situation, the task that Fjällräven has given us for this thesis was to make a
communication plan to attract the active outdoor people. With this assignment came a
request of using as little money as possible to make our recommendations. We
identified five major challenges in solving the assignment. These five challenges will
be the foundation for our analysis and our recommendations.
1. Increase brand awareness among the target market: How can Fjällräven attract the
active outdoor enthusiasts and make them the biggest market instead of the
2. Determine if Fjällräven meets the needs of U.S. outdoor enthusiasts: What are the
differences, if any, between U.S. and European consumers? Should Fjällräven be
positioned differently for the U.S. market?
3. Identify and target the outdoor enthusiasts within Fjällräven’s budget: Fjällräven
wanted us to spend as little money as possible on marketing. What are the least
expensive communication channels that can effectively reach our target market?
4. Sell products through the right channels: Fjällräven has wholly-owned stores in the
U.S. but it could be more appropriate to sell through retailers or online. Should
Fjällräven sell through retailers or focus more on the online shopping?
5. Keep the fashion customers yet keep Fjällräven’s positioning as a provider of high
quality products for outdoor enthusiasts: Currently, what is the impact of the
Fjällräven fashionista segment on U.S. outdoor enthusiasts?
We conducted nine in depth qualitative interviews with hiking enthusiast in the New
York area. We also conducted a mini focus group with four people from Utah, USA.
After this we interpreted our findings and conducted an online survey with 108
respondents from all over the U.S. We analyzed the internal, external and competitive
environment. After our research and analysis we came up with recommendations
including a communication plan which addresses each of these five challenges for
Fjällräven in the U.S. Our recommendations will not only raise brand awareness but
they are also a cheaper alternative to reaching the target market. These approaches
involve different marketing stunts, social media contests, in-store product
demonstrations, product ambassadors and reps, and different PR strategies. We have
also recommended a change in the distribution strategy for Fjällräven in the U.S. that
includes moving over to more retailers than one-brand-stores. Other
recommendations are also described in the thesis. We were asked by Fjällräven to
develop cost efficient marketing solutions and with total costs of $122,000 our
recommendations have an estimated ROI of 1065%.||nb_NO