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About Fjallraven
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Started in northern Sweden, Fjallraven became the first company to make framed backpacks Fjallraven means “arctic fox” in Swedish They strive to provide functional, durable, and timeless equipment to make the outdoors more enjoyable Dedicated to heritage and sustainability Persona: 25-40, enjoys outdoor activities such as camping, hiking, or skiing. Looking for durable equipment to last through use and weather
Website Optimization https://www.fjallraven.us/ Pros ● ● ●
Consistent branding Clear and readable Easy to navigate
Cons ● ●
Bland photos of products Harder to find through keywords, only comes up on Google for ‘swedish’ backpacks or equipment
Customer Relations Marketing Pros ● ● ● ● ●
Clear path to purchase Easy to contact/locate More than one way to contact Easy to navigate Information about the company’s history and mission
Cons ● ● ●
Could better engage the audience Implement a newsletter, different from the email marketing Expand their ‘Events’ page
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Do something similar to Patagonia’s campaign to raise money to protect the environment REI’s Opt Outside Program Creates positive brand recognition
Social Media Marketing Instagram: 93k Twitter: 5k Facebook: 23k
Instagram ● Biggest social media channel ● Mix of product photos and photos of the outdoors ● High-quality ● Consistent aesthetic ● Fox Friday
Twitter The aesthetics are inconsistent with the look of their Facebook and Instagram ○ Different logo used ○ Very similar content to Facebook ● Could use Twitter to post about current events concerning wildlife (foxes) or the environment ● Interact and respond to customers ● https://twitter.com/patagonia ●
Facebook ● Same content as Twitter ● Usually less than 100 likes per post and only 1 or 2 shares despite having over 23,000 people following the page ● To better engage the audience, post about events they are hosting or videos ● Feature customer photos
https://www.pinterest.com/patagonia/
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Areas of Improvement for Social Media
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Integrating Snapchat, a Youtube Channel, and Pinterest page as different ways to engage customers Diversifying Twitter and Facebook
Blogging
Pros ● Interesting, relevant topics ● High-quality photos Cons ● Not updated frequently ● Hard to find ● Needs more concise articles
Mobile Marketing
Email Marketing
Happy Birthday, _____! Adventure awaits, take 25% off to get you started! #FOXFRIDAY Come gear up with us at fjallraven.us‌ and then get outside!
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Visual Media Use
Overall visual media is used well, with appropriate subject matter Professional Could go even further, along with enhancing social media to engage customers and increase website optimization
Thank you!