The Art of Building a Brand: The story of Duluth Trading Company

by Steve L. Schlect, Sally Collings

uluth Trading Company has grown from a one-product startup in 1989, through a company known for its humorous catalogs, to what it is today: a much-admired brand with a flair for creating apparel that solves problems for its customers. People who take a self-reliant approach to life appreciate the Long-Tail T-shirt to remedy plumber's butt, or the Armachillo range with its cooling, jade-infused fabric. The Art of Building a Brand shows how the company's evolution took place, the elements that contributed, and the obstacles overcome. Sure, it showcases the quirky, sophisticated catalog illustrations that its customers love, but it also depicts the thinking that has driven Duluth Trading's success. The Art of Building a Brand is the story of how the original premise, "there's got to be a better way," has led to the emergence of a truly authentic brand, distinguished by innovative products and imbued with a sense of self-sufficiency.This is a book about "brand" in the larger sense: not just how the company appears to the outside world, but the work behind the scenes that makes it unique. Storytelling, innovation, risk taking, respect, and striving for growth are just some of the shared values that make the whole of the Duluth Trading Company more than the sum of its parts

113 pages, Hardcover

Published January 1, 2018

Reviews

[heidi · Rating 4 out of 5]

Pretty, and with some observations about market focus that were super valuable. I'm impressed that Duluth Trading talked about how they finally figured out how to market to women without any hint of the word lesbian. Because at least at my local store, it is straightish dudes who like dude things, and queer women who want practical pants that also don't fit like men's clothes.