Explore

FALL 2010

EXPL RE AND ACTION!

Our blockbuster men’s Earthkeepers™ 2.0 TV and cinema ads hit the screens

ANOTHER FIRST FOR THE BRAND Previewing our premiere dedicated women’s campaign

UP FOR IT! Read about the recent Timberland challenge

TOP OF THE SHOPS

We profile Timberland’s store of the month

LOOKING FABULOUS - Timberland team up with Glamour magazine

Timberland and

are trademarks of the Timberland Company. Š 2010 The Timberland Company. All rights reserved.

NEW FALL ADS PAGE 13

Galehead Long Down jacket, filled with 800gm down fill for maximum insulation. Signature hard wearing Nailhead canvas - 60% organic cotton, 40% recycled polyester.

Microporous backing repels water yet retains breathability.

Available at all Timberland stores including Westfield and Regent Street, London. Trafford Centre, Manchester.

Find your nearest store at timberland.com

USEFUL CONTACTS Welcome to the first ever issue of Explore magazine – insider information on all that’s going on in Timberland in the UK this season. You will find highlights of all the advertising and windows we are promoting throughout the season as well as lots of other brilliant activities to bring Timberland to the front of consumers’ minds. If you have any queries on what’s happening or want to know anything about marketing in your stores see below for useful contacts from the UK team: Russell Tayler UK Consumer Direct Manager rtayler@timberland.com Mobile: 07709 456582

CONTENTS 4 GETTING GLAM: Timberland teams up with Glamour Magazine and Jones the Bootmaker 8 WOMAN POWER: Our Women’s Fall 2010 collection dominates the press 9 PR PRESS LAUNCH: We tell top style journalists to get on their bikes 10 CALLING ALL HEROES: The new Nature Needs Heroes campaign goes live

David Wilson South East Regional Manager dgwilson@timberland.com Mobile: 07912 120837

13 MEN’S APPAREL: Men’s Fall 2010 campaign goes underground and beyond

Darren Gaskin Acting Northern Regional Manager dgaskin@timberland.com Mobile: 07540 702300

14 TIMBERLAND CHALLENGE: Putting the people of Keswick through their paces

Hannah Scotchmer Wholesale Marketing Manager hscotchmer@timberland.com

15 FALL POS PREVIEW: The season, it’s all about the accessories

Kelly Stagg UK PR Co-ordinator kstagg@timberland.com Mobile: 07738 503476 Alessandra Venturin Wholesale Marketing Co-ordinator aventurin@timberland.com Mobile: 07513 470586 Friha Akhtar Visual Merchandising Manager fakhtar@timberland.com Mobile: 07525 714830 Georgia Irish London Stores Visual Merchandiser girish@timberland.com Mobile: 07702 367949 Maria Leonard European Product Training Manager mleonard@timberland.com Mobile: 07921 688160 Craig Tabiner North Field Service Rep ctabiner@timberland.com Mobile: 07718 975278 Dan Cain South Field Service Rep dcain@timberland.com Mobile: 07894 938111

16 MANCHESTER CHECK IN: Meet the team at our feature airport store 17 NEW TERM, NEW JD POS: Timberland goes back to school with our new JD Campaign 18 TFO NEWS: Take a look inside Bicester’s brand new store 19 TRAINING, TIMBERLAND STYLE: Logging onto timberlandlearning.com

GETTING GLAM THE NEW TIMBERLAND GLAMOUR PROMOTION

THIS SEASON SEES TIMBERLAND LAUNCH ITS FIRST EVER WOMEN’S ADVERTISING CAMPAIGN. Through September to November you will see us appear in national magazines, online and out of home in London, not to mention the most amazing launch with Glamour magazine.

The October issue of Glamour launches with us appearing in a 28-page mini magazine full of great fashion styling for the outdoors.

PAGE 4

GREAT GLAMOUR GUIDE AND 20% OFF WOMEN’S FOOTWEAR IN SEPTEMBER To really push our fabulous Fall 2010 range we’ve teamed up with Glamour magazine.

With figures showing that 83% of readers say Glamour influences what they buy, we’re putting a special 28-page guide to what’s hot from Timberland this season in the October issue, out in September. As well as showcasing our latest Scottish Road Trip photoshoot and products including the Cabot boot, there’s a competition where readers can win one of four fantastic UK weekends away. What’s more, the guide is giving Glamour readers the chance to get their hands on our Fall 2010 collection for less, with 20% off Timberland products at our stores and Jones the Bootmaker.

20% off

Women’s Timberland footwear with Glamour Magazine ...

Terms & Conditions apply,

ask staff for details.

20% off

Women’s Timberland footwear with Glamour Magazine...

Terms & Conditions apply, ask staff for details.

Cabot Boot

GET GLAMOUR FOR LESS

GET A 12 MONTH

SUBSCRIPTION TO

MAGAZINE WHEN YOU SPEND £100 ON ANY

TIMBERLAND WOMEN’S FOOTWEAR

Since its launch back in 2001, Glamour magazine has gone from strength to strength and now leads the way with a total circulation of over half a million and over 61,000 subscriptions. As part of our October promotion with Glamour, we’re giving shoppers the chance to snap up a subscription for much less than usual. Because with all Timberland women’s purchases of £100 or more in our stores or any Jones the Bootmaker, customers will be offered a 12 month subscription for just £1. How cool is that?

Mount Holly Boot

PAGE 6

£1 FOR

Jones the Bootmaker / Glamour POS

.COM

EXCLUSIVE REGENT STREET EVENT

You can also check out what’s hot for Fall 2010 with our dedicated content page on Glamour.com where customers can see if they fit into one of our four ‘Outdoor Glamour’ personalities based on ‘the looks’ made up from the Timberland range, places they visit, food they eat and holidays they go on.

The page also includes: • Stunning image galleries with magnifying tool • Behind the scenes footage of our Road Trip photoshoot in Scotland • Reader offer to win one of four fantastic weekend breaks away with Timberland, which you can find out more about by reading the article below.

150 lucky Glamour readers will get the chance to be at an exclusive event this October at our Regent Street store.

The windows and store will be taken over by the Fall 2010 Road Trip theme and Glamour editors will be showcasing their favourite products from the range, with the Executive Fashion Editor hosting the event and giving a trends talk.

FAVOURITE PRODUCTS FROM THE RANGE

MPETITION READER CO

GREAT ESCAPE! Along with all the other exciting things that are going on this October, we’re running a cool competition in conjunction with Glamour magazine to give readers the chance to get out in the great outdoors on 4 fabulous weekend breaks to some of Britain’s most beautiful places.

Not only that, but we’ll also give them £500 to spend on the latest Timberland gear to make sure they’re fully equipped for the trip too!

Earthkeepers™ Mount Holly Boot

Long Sleeve Check Shirt with Front Pockets

Earthkeepers™ Chauncey Buckle Mary Jane

ross the country to customers right ac Because we want Glamour, we’re r partnership with make the most of ou aker - stockists of th Jones the Bootm also teaming up wi s will be pushing ne Jo of our products. n tio lec se d ite lim a Subscription offer d the £1 Glamour both the 20% off an ing yet another their stores, this be in more than 70 of d. the Timberland bran good way to promote

Coriander Versatile Bag

WOMAN POWER!

This season Timberland are advertising women’s footwear for the first time

Fall 2010 will see another first for the iconic Timberland brand. As well as the promotion we’re running with Glamour, and the impactful merchandising we’ll be running instore, we’re going to be promoting our latest women’s range with press advertising in a number of national titles.

Look out for the two ads, featuring the women’s Cabot and Mount Holly boots, which will be running in Glamour, Elle, Cosmopolitan and Company in the November and December issues (on sale October and November), giving readers two opportunities to see them.

They’ll also appear in the Sunday Times Style and Saturday Telegraph Stella supplements. Dealer tagged with the Jones the Bootmaker logo, both ads will take the Timberland brand to a much wider audience than ever before and drive more shoppers into our stores.

PAGE 8

We’re also taking over the underground, dominating Oxford Circus during November with 6-sheet, 48-sheet and escalator posters right through the station.

We’ll also be getting noticed in October with three 96-sheet posters and fifty 6-sheet posters throughout the Westfield shopping centre.

WINDOW SHOPPING WITH WOW! During the month of September we’ll be using a variety of instore POS to promote the exclusive and unmissable 20% off offer available in our brilliant Glamour guide. Looking ahead to October, we’ll then be encouraging customers to make sure they don’t miss out on the equally brilliant £1 Glamour subscription offer throughout all Timberland stores and in over 70 Jones the Bootmaker outlets, again with some stunning POS. To create real stand out with our customers, the work will feature visuals from the women’s Fall 2010 campaign and across both months the aim is to create a real WOW! factor with our female audience and turn window shoppers into bona fide buyers.

And, in key stores we will be making the instore space more inviting with new furniture to display our women’s collections on, including recycled corrugated cardboard units and dusky pink infill panels. All aiming to make the women’s areas feel more feminine and inviting...

Watch out as they are on their way...

PEDDLING OUR SPRING/SUMMER 2011 COLLECTION Looking ahead, at the UK Cycle & Style event taking place on 7th September we’ll be showing the best of our Fall 2010 and upcoming Spring 2011 women’s collections to journalists from Elle, Glamour, Tatler and some of the other leading style titles.

In keeping with our eco-credentials, these journalists will be driven by hybrid car to London’s Regent’s Park to meet the Timberland and IPR teams. Swapping 4 wheels for 2, guests can then get in the saddle of a Dutch bike, complete with a basket loaded with Timberland goodies. Riding along the Regents Canal, they’ll end up at the Waterhouse Restaurant in Dalston to enjoy lunch and a preview of the Spring/Summer 2011 collection.

Based on a similar event held in New York by Timberland USA, we’ll be tweeting en route and encouraging our guests to do the same.

So get on Twitter and be part of it!

SEP 10 WOMENS CAMPAIGN TIMELINE

PRESS GLAMOUR ONLINE OOH

OCT 10

NOV 10

DEC 10

Nature Needs Heroes press ad

CALLING ALL HEROES

Lost bottle TV Ad

This October Timberland launches our biggest men’s campaign yet. As in previous years we’ll be running our latest TV ad during huge audience football matches, including the ITV Champions League and Sky Sports Premiership fixtures, with dates to be confirmed in the weekly updates.

PAGE 10

Also this season we’ll be advertising at cinemas nationwide for a 5 week stint. So pick up your popcorn, take your seat and look out for us in the opening weeks of Wall Street, Mr Nice and Saw VI. The ad this season is an epic in itself, representing a great move forward for

the brand and promoting the amazing Earthkeepers 2.0 range. It’s a high impact, action packed, Bourne-meets-Bond blockbuster in which our hero chases across the countryside to save an abandoned plastic bottle. In short, it’s all our values wrapped up in one high energy ad.

timberland.com

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Timberland

, and Earthkeepers are trademarks of The Timberland Company or its affiliates. ©2010 The Timberland Company. All rights reserved.

Within the Nature Needs Heroes campaign we’ll also be turning heads with a dynamic, dedicated primary window plus POS in a number of our key wholesalers.

In place between 27th September and 15th November, the window will reflect the campaign creative and feature men’s and women’s designs from the Earthkeepers 2.0 range. To really bring things to life, the window will appear in 3D in Timberland’s flagship Regent Street and Westfield stores, where customers will be invited to pick up a pair of 3D glasses to check out the window in all its realistic glory.

Also at Westfield, between the 8th and 10th October, Robert Bradford will be doing a live ‘boot build’, creating the boot featured in the Nature Needs Heroes ad.

At the same store, we’ll also be bringing the outdoors in with a range of customer challenges and a showcase of all the different Earthkeepers products.

PAGE 12

Nature Needs Heroes: The app As part of the campaign collateral, we’re also launching the Nature Needs Heroes app, available for selected Nokia handsets and the iPhone.

The idea behind the app is to get people to park the car for certain journeys, such as getting to work, and walk or cycle instead.

Using the phone’s in built GPS function, the app tracks and records the total miles travelled, whether on two feet or two wheels.

As their tally racks up, users will be given the opportunity to claim rewards at certain key stages such as 50 miles, 100 miles etc.

However, the ultimate goal is for users to clock up 750 miles. On achieving this, we will plant a tree on their behalf – in keeping with the key proposition of the Nature Needs Heroes campaign and benefitting the planet for us all.

Nature Needs Heroes App

Innovatively designed and easy to use, the app also features a function where others using the app can be located at any moment in time.

TIMBERLAND HITS HARRODS WITH HIGH IMPACT WINDOW DISPLAY

MAXIMUM MEN’S APPAREL EXPOSURE For maximum impact and exposure, Nature Needs Heroes is a fully integrated campaign, which means that alongside the TV and cinema ads and instore activity running, we’ll be getting noticed in all the leading men’s magazines.

We will be running two ads alongside one another; one featuring the 2.0 boot from the TV ad and the other the premium down filled Galehead parka. These will run throughout October and November in several titles including GQ, Men’s Health, Stuff, Esquire, Rugby World, National Geographic, Sport and Shortlist.

Street underground, placing huge 96-sheet posters at Holland Park roundabout and no less than fifty 6-sheet posters at Westfield shopping centre.

So keep an eye out for the all the ads.

With so much going on, it should be hard to miss us!

Men’s Apparel Harrods Win dow

In October we have an amazing opportunity to take over 3 of the famous Harrods windows with our men’s fall advertising campaign.

We will showcase the best of our apparel advertising with the Galehead Jacket as we know that Harrods shoppers love to buy early and will love our new performance snorkel coat.

At the same time we have the opportunity to showcase our women’s advertising, promoting our brilliant snow boot Mount Holly. As always everything featured comes from our Earthtkeepers collection – constantly sharing our values in the product we offer.

At the same time, we’re also going to be making a splash with outdoor advertising, using posters to dominate the exit at Oxford

SEP 10 MENS CAMPAIGN TIMELINE

PRESS TV CINEMA OOH

OCT 10

NOV 10

DEC 10

The great outdoors are at the heart of the Timberland brand. And to reinforce this to our consumers and strengthen our position with our wholesalers, we recently held our Trail Challenge event in Keswick, in the heart of the Lake District.

Taking place near Timberland wholesaler Rathbones from the 10th to the 20th of August, the Challenge featured an installation where customers were encouraged to take on various challenges, including cycling and sailing, to win plenty of cool Timberland goodies. They could also check out Timberland’s sailing and multisport ranges.

The installation also featured Earthkeepers and walking sections - highlighting our eco credentials and offering a family orientated challenge where groups could follow one of 3 routes around the area and take a picture of themselves to earn Timberland giveaways.

Altogether, the Trail Challenge was a big success, with around 1,500 visits to the installation daily.

Well done to everyone who took part!

PAGE 14

FOCUS ON FALL POS

ALLIS FIRE TOWER, VERMONT

Timberland know that our store windows and the outside of our outlets provide the perfect place for eyecatching POS. While we all know how exceptional our products are, POS allows us to promote our latest collections and offers, communicate our USPs and brand values and push all that our stores have to offer to our customers.

Train yard

1

1

ACCESSORIES TRIAL This season many of you will have been involved in the new accessories trial. We have landed new fixturing into key stores and a more defined package of accessories including; socks, belts, hats, scarves and product care.

Where the trial has taken place we have seen double digit growth across all the stores showing that if we focus as a brand on offering additional extras to customers then they will buy from us.

Look out for how this progresses as we head towards the holiday season.

VVV

Across all stores, the POS will be supplied in the same format – canvas POS in frames – and we are yet again using vertical drops to create key focal points within the women’s section of our stores. To find out more, take a look at ‘Creating Desire’, which includes all the information needed to successfully implement VM for Fall 2010.

VVV

The new Fall 2010 POS has been designed to communicate outdoor experiences through relevant product stories and bold, heroic visuals. This is supported by more generic imagery used to create a sense of the outdoors throughout the entire retail environment.

VVV

1

FEATURE STORE: MANCHESTER AIRPORT The team: Carl, Ashley, Stephanie, Michael, Liisa, Vanessa, Leanne, Craig.

Opened in December 2009, Timberland’s Manchester Airport store provides an altogether different experience for the team of 8 who work there.

To begin with, being in an airport means having to go through security at the start of every shift and the store opens at 4am everyday and is open 120 hours a week.

These early mornings can be tiring for the team and make dealing with admin, transfers, training and other tasks quite a challenge, but there’s nothing that Store Manager, Carl Watson and his team can’t handle.

the company, saying: “Everyone wants you and your store to succeed, no matter how big your store is or where you are. There’s a huge support network that all want what’s best for you.”

With flights coming in and out of the airport at all times of the day, trading can be quiet between 12-2pm and 4-6pm while there’s often a rush of customers between 6-9am.

And while Saturday is traditionally the busiest trading day on the high street, at the airport this tends to be Thursday.

Finally, the team report that one plus to working at the airport is that customers, on the whole tend to be happier than they are on the high street. After all, few things put a smile on your face like going on holiday!

Getting the stock package right can be hard too. Because even if it’s cold and wet in Manchester, customers who are jetting off to sunnier climes want t-shirts and flip-flops, not warm jackets and boots.

However, despite this, what Carl and his team love about working for Timberland is the fantastic family feeling that runs throughout Store Manager Carl, and some of the team at Manchester Airport

KINGSTON STORE NOW OPEN! This October, Timberland will be proudly opening another fortress city store in Kingston-on-Thames’ famous Bentalls Centre.

A fully integrated store fit, Kingston marks yet another first for the brand, featuring new fixtures from the latest 2.0 store refit. The result will be a modern, contemporary store that will still retain the sense of ruggedness customers expect from Timberland.

Front of Store

PAGE 16

And talking of rugged, what better way to launch the new Kingston store than with the help of our new sponsorship partners – Harlequins Rugby Club. We’re hoping to get some of the players on side to help us celebrate the opening in style.

WHOLESALE FEATURE

ANYONE FOR FREE SOCKS? Who says you don’t get something for nothing in this life? You do if you buy any pair of Timberland’s Earthkeepers shoes or boots from selected retailers throughout October.

That’s when we’re running a special promotion where customers can claim a free pair of Timberland socks with every pair of men’s Earthkeepers purchased.

Open to independent retailers who agree to take our Nature Needs Heroes window and POS, we’re expecting plenty of uptake. Or to put it another way, we think they’ll be plenty of people who want to get their hands on our socks.

ALL SET FOR SCHOOL Helping kids go Back to School cool, during August Timberland have been promoting the exclusive Caulderbrook and Parkers Town footwear designs available at JD Sports stores nationwide.

The campaign which included instore mechanics, such as window displays, wraps, boxes, decals, tri feature shoe display stands and more, targeted the younger fashion-driven audience who wanted the latest designs from a desirable brand. At the same time it had to meet the approval of parents looking for practical footwear in keeping with school rules.

To really appeal to this younger audience the campaign moved away from Timberland’s typical outdoor-themed styling, going for an altogether more urban feel by using a clean graffiti style.

Part of the thinking behind this is that JD Sports feel that showcasing the product in a graphic ‘big shoe in a box’ type way works best for their consumers. After all, the work needed to attract the typical JD Sports customers while still being true to the Timberland brand and its values.

Positioning JD Sports’ Timberland products as the ultimate ‘must have’ school footwear, the campaign has been receiving top marks all round. Keep an eye out in November, when the campaign will get another boost, being supported by a burst of outdoor advertising.

JD Window De

JD Alarm Cover

cal

TIMBERLAND FACTORY OUTLETS: BICESTER Set in the beautiful Oxfordshire countryside, just an hour from London, Bicester Outlet Village is home to over 130 designer names, including Timberland.

business with Regent Street TSR at number 2.

Having been in its current location for the last 11 years, the store is moving to a new position in the centre of the village. It will be managed

by Victoria Davies, who joined us 3 months ago, having previously worked for Tog 24.

Big things are expected from the new store, based on the fact that the previous Bicester outlet finished 2009 +7.5% on budget and +14.7% on the previous year. Such impressive figures meant the store ranked number 1 in sales in 2009 in the total European TFO/TSR

WHAT’S GOING ON @ TIMBERLAND.COM? FOLLOW US ON

This season at Timberland.com, the Fall 2010 campaign really comes to life.

With content in American English, British English, French, German, Italian and Spanish, the site enables two-way communication between the brand and customers across the globe.

PAGE 18

An example of this is the feature allowing visitors to upload photos of themselves in their boots along with their stories.

which can be viewed in 3D and the Abington microsite – built without the use of Flash so it can be viewed on the iPhone and iPad.

Site visitors can also view a variety of videos, and click through to a number of microsites, including the Nature Needs Heroes microsite

www.timberland.com

TRAINING, TIMBERLAND STYLE To help each and every Timberland employee be the best they can, we’re following the likes of Nike, Tesco, B&Q and 1000s of other big businesses by introducing e-learning. As you can probably guess from the name, e-learning is a secure web-based training tool where all Timberland staff can log on and access a range of interactive training modules.

But online access isn’t the only benefit. E-learning allows a company like Timberland to deliver simultaneous training to

At Timberland, we believe in pulling on our boots and making a difference. Pulling on our boots to build a playground, clean up a park or mentor a child. Each day, we act on this commitment, strengthening our relationships with our shareholders, customers, employees, and communities. Serv-a-palozza is just one example of how we put our values into action and build relationships around the powerful ethic of community service.

Serv-a-palooza is a company-wide global initiative uniting employees, vendors, community partners, and youth in a day of community service. Introduced in 1997, Serv-a-palooza’s success continues to grow year on year so keep an eye out in October and see how your store can get involved.

a much larger number of employees than ever before. It’s flexible too, allowing employees to train when it’s convenient for them and giving you the opportunity to revisit certain topics and modules as often as needed.

As for the results, managers can check out how everyone’s progressing quickly and easily on screen and measure performance against sales and other factors. Being online also means topics and training modules can be easily updated, whenever necessary.

The e-learning portal will also be somewhere Timberland staff can go to find out about new products, get the latest (Corporate Social Responsibility) news and sign up for training sessions via the Calendar function.

All you’ll need to do is go to www.timberlandlearning.com To begin with, we’ll be trialling e-learning during September, testing the system and content in all English speaking regions.

A full roll out, where content will be available in all EU languages will then follow in January next year.

PERFORMANCE MEETS POWER Timberland are delighted to announce our partnership with Harlequins rugby club, as we become the Aviva Premiership teams’ official casual wear supplier for the 2010/11 rugby season.

For for all upcoming home and away matches, Harlequins players and back room staff will be fully decked out in Timberland’s rugged apparel and revolutionary Earthkeeper boots. Constructed with recycled materials, the Earthkeeper boots instill Timberlands environmental values while providing the Harlequins team with stylish and practical footwear off the pitch.

Timberland, , Go Out And Be You, and Earthkeepers are trademarks of The Timberland Company. Green Rubber is a trademark of Elastomer Technologies Ltd. All other trademarks or logos used in this copy are the property of their respective owners. Š 2010 The Timberland Company. All rights reserved.

NEW FALL ADS PAGE 8

Putting our environmental values into action.

This book is printed with vegetable-based inks on FSC accredited paper manufactured from 100% recycled fibre.

Design & production: