This semester while teaching the Problems in Retail class at UT Austin, I took on the task of learning more about a brand I’d never purchased before. This was not a paid analysis. I thought since my students were writing about new internships we should all look at a perceived problem for the brands/companies. I chose Merrell because I’ve been learning a lot about outdoor clothing companies lately. I realized that Black people aren’t really represented as employees, but then I realized that Black people don’t know the companies exists (generalization). You can’t hire an employee who isn’t walking in the building and who doesn’t use the product.
I initially took the approach that outdoor companies should make an attempt to reach the African-American consumer. I thought Merrell fit this analysis, until I began to research the company and found the ambassadors they sponsored were just as diverse as any sneaker company roster. My entire position changed.
Merrell didn’t need to reach out to Black people, the marketing that was being created was, and is, extraordinary and it featured Black people. The problem wasn’t that Merrell needed different marketing and to shift to some path that would be more commercial and less outdoor. The problem is the brand needs more of the content they are creating utilized in different ways. As the semester ended I finally realized that Merrell also didn’t need to create more commercial products. What I thought was a company building products for old White hikers, is not that at all. There is a smart, innovative and stylish product mix buried in all of the mocs and hiking boots.
I finished the semester by buying three pair of shoes for my wife for Xmas. This last purchase led to a final analysis. Merrell has a website that needs serious product photography enhancements and a better flow between segments.
The shoes I bought were discovered since my wife signs off on most purchases, she saw them. That gave me the chance to do this video and show you three shoes hidden inside of the Merrell site that would make incredible gifts for the ladies in your life (mom, sister, daughter, wife and mistresses if that’s your thing – hey it’s presidential now – Kanye shoulder shrug. I feel gross, lol).
The Women’s Trembulant Wedge Bluff Waterproof: https://www.merrell.com/US/en/tremblant-wedge-bluff-waterproof/884506809523.html
The Women’s Roam Mid:
https://www.merrell.com/US/en/roam-mid/884506819843.html
The Women’s Haven Mid Lace:
https://www.merrell.com/US/en/haven-mid-lace-waterproof/884506824007.html
