Research Outline

Herschel Supply Co. Marketing Strategy


To develop an in-depth and clear understanding of Herschel's entry into North America, specifically 1) brand positioning (vs. Europe), 2) assortment and pricing strategy, 3) distribution choices, and 4) performance.

Early Findings

Herschel Brand Positioning

Summary of Findings

Based on initial research, since the founding of Herschel Supply Co. in 2009, its positioning has been geared towards the traveling enthusiast, including sports fans. Importantly, the brand primarily targets teenagers, college students, and backpack lovers in general. The brand's positioning in the U.S. and Europe follows the same concept, hence there are no major differences in how the brand positions its backpacks in the two regions.