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Eddie Bauer

Discipline

Brand Innovation

“Bulldog helped guide our executive team through an intensely collaborative process that helped define a new growth path forward for Eddie Bauer. They challenged us to look critically at the past, hard edit and then focus on our core competencies to drive our brand turnaround.”

ADAM DIAMOND, CMO

Charting A Turnaround Path For A Troubled Brand
Challenge

Eddie Bauer is the original American outfitter with a rich history of firsts—from the down jacket to outfitting Everest expeditions. Unfortunately, they had lost their way. Over time, financial owners had stretched the brand across too many categories and diluted its focus. Golden Gate Capital’s newly appointed leadership team knew that to become focused and competitive once again they had to return to their core, understand their consumer and reposition the brand in a way that would win back old fans and create new ones.

Result

Together with key leaders from across the organization, Bulldog Drummond crafted a new brand vision for the company. With the vision crafted, we developed a new articulation of the brand and clear company values. In an organization where design happens months before product hits the shelf, it was imperative that we embed these values and clear design principles across all departments in the organization. This ensured all teams were actively collaborating and working from the same place as they framed and planned for the upcoming seasons. The new brand platform connected all parts of the company, unifying and focusing product development, marketing and retail for the first time in many years.

Firestone Walker
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