The store with the iconic yellow boot has just embarked on a new
retail trend which may define future retailing according to Forbes magazine.
Timberland
says that the age of the standard footprint store, rolled out to multiple national
and global locations is no longer appropriate. They are experimenting with
“pop-up” stores that meet the needs of a particular location and can be set up
in 3-6 days, not weeks.
A Timberland spokesperson said “The thing with retailing today is every store
shouldn’t be the same. Every store can’t be the same.” Timberland say that
setting up stores that respond to local conditions and demands is already
paying dividends.
The
other concept that Timberland is experimenting with is their TreeLAB store.
TreeLAB is a store that concentrates on telling a story based around one single
component or theme of the Timberland product range. It's first story was called
“Streetology” and focussed on their combination boot/sneaker range.
Being
smaller, and more flexible seems to be the philosophy here.