Schaefer Outfitter

Brand Strategy / Art Direction / Catalog / Website / Film / Digital / Print / Social

SITUATION

Schaefer Outfitter is a premium western wear brand. They had been operating as an annual catalog company since the 80s and Schaefer’s core customers had been with them for decades. Now under new ownership, the company wanted to significantly increase its sales, so we needed to update its brand image and attract new customers without alienating its base, all while transitioning them to being more digitally driven, and less dependent on catalog sales.

SOLUTION

I led a team that repositioned the brand and relaunched it with a new brand platform “For Land. For Life.” It expanded the brand beyond its core and reached a whole new audience. We created new photo and video assets across all platforms, redesigned their catalogs, and developed a new website on a robust e-commerce platform. We developed an integrated digital campaign and increased their audience through social campaigns in specific regions of North America for media efficiencies.

IMPACT

The task was tall but in partnership with the client, we delivered. Online sales increased by 85%. New website users increased by 22%. And our AOV increased by 18%. 30% of new sales came from social media campaigns (primarily Facebook). And for every dollar spent on social, we saw 10 times the increase in our return on investment. Their audience continues to grow and the quality of the brand now mirrors the premium quality of their products. With such a niche market, it was a balancing act of staying authentic to the brand yet modernizing it to connect more in a digital world.