Orvis
In 1856, Charles F. Orvis founded the Orvis Company in Manchester, Vermont, offering superior fly-fishing equipment. Today, Orvis is the leading trusted brand for discovery and adventure in the natural world. They are the premier provider of gear for fly-fishing, wingshooting, dogs, and apparel for men and women.
STRATEGY • IDENTITY • CAMPAIGN • CREATIVE DIRECTION • STORYTELLING
Brand Strategy
The Orvis brand is grounded in a deep connection to adventure and the wonder of the outdoors. Rooted in 160 years of tradition held by four generations of the founding family, it values nature, heritage, and quality above all else. At its core, Orvis is a fly-fishing and wingshooting brand, and these origins are reflected in every product and service offered.
Storytelling
Storytelling is an essential part of the brand—Orvis shares knowledge of and passion for the outdoors with heritage customers and newcomers alike.
2015 Holiday Campaign
2016 Women
Case Study:
Orvis Women - Rebrand
Challenge:
Orvis Women’s was struggling. The business had declined steeply with a very mature customer (75+). Early attempts to update the women’s product and look accelerated the decline, and this attempt failed to connect with a contemporary woman–or the Orvis Brand. Instead, customer focus groups indicated that the target customer wanted an updated, more youthful style. The groups also said they liked the look to better connect to the brand.
Goals:
Update and elevate the look. Connect to the women’s brand belief that “style is a powerful form of self expression.” Begin to define the Orvis women’s look.
Idea:
Test a new look (using current product) that was inspired by the Orvis brand’s connection to sporting lifestyle. Utilize the focus group studies and research to create a more updated look appealing to an active woman. Test the new look against the control “old” look in emails and digital experiences. If successful, apply the new look to digital experiences, Pinterest, and look books.
Results:
The “New” look significantly outperformed the control
(+28% to +108%).
This new look was rolled out in Spring/Summer 2015 and changed the three-year decline in sales. The increases were primarily from new and younger customers.
Beyond Style - Women Outdoors
We created authentic content highlighting women experiencing the outdoor lifestyle, from fly fishing to gardening. This women's initiative included supporting women's events, product development, and ambassador programs.
Women’s Fly Fishing Initiative
50/50 on the Water
In 2016, The Orvis Company launched 50/50 on the Water, an aggressive initiative to introduce more women to the sport we love and to promote those already making a mark in the fly fishing world. Two women from Orvis who are leading the charge–Jackie Kutzer and Christine Atkins are the faces of 50/50 on the Water, and are doing a lot of the heavy lifting for the project. This corporate initiative was critical to the brands evolution.
Case Study:
Orvis Fly Fishing Catalog
Challenge:
Buying fly fishing gear can be complicated. Orvis' presentations needed to clarify the differences between products or their benefits. As a result, customers would need clarification on the shopping experience and begin to shop for other brands. Frustrated customers would go to a local fly shop that sold multiple brands to look for advice, resulting in lost sales. Orvis needed to clarify, elevate and simplify the product presentations.
Goals:
Simplify and elevate the shopping experience to improve conversion. Position Orvis as the leader in fly fishing gear.
Idea:
Create clear product positioning (Good, Better, Best, Specialty) and define the product's unique selling proposition. Giving each product a clear purpose, personality, and defining characteristics will make it easier for the customer to shop. In addition, calling out the product's unique selling proposition would separate the Orvis product from the competition and elevate Orvis' authority in the market.