There is not Bad Weather, Just the Wrong Clothing

Jeff Knowlton wrote this exclusive article for us. He is the National Account Manager of 66North.com.

66°NORTH Ltd. is among Iceland’s oldest manufacturing companies. It was established in the year 1926 and has throughout the decades been a leading producer and innovator in the making of working clothes used on sea and land, made for the toughest outdoor working conditions on the Planet. In the past decade, 66°North has leveraged its expertise into a wide selection of outdoor clothing for sports and leisure. It has received numerous awards for its designs and marketing campaigns.

There is not Bad Weather, Just the Wrong Clothing

Even though 66 North has been in business for over 80 years, we are relatively new to the United States. Our stylish and functionable brand is instantly recognizable and has been well received stateside. That being said, along with trying to expand our retail carriers, the internet ordering system has been a huge success. Whether it is a celebrity such as Quentin Tarantino wearing our product in an interview, or sponsoring the 2007 Syndicate CMJ Conflict of Interest party, 66 North has taken great steps in promotion and sponsorship programs. These avenues help with our brand recognition, and the reward has been an increase in web orders.

The online shopping phenomenon has moved from such a term to in actuality, a commonplace form of consumerism. Everything is readily available at an instant and customers have a myriad of products to choose from. Because of this, we see a shift in the industry in regards to how products are being marketed. Outerwear marketing is geared to a slightly younger demographic, with emphasis on creating a relationship via MySpace pages, posting pictures on company websites and essentially making their online experience a bit more interactive.

Currently, all internet orders go through our Iceland office, but in a few months they will all be handled here in our New York office. As our retail distribution grows, along with the viability of ordering online, it is my belief that 66 North will make great strides in becoming a premier outerwear brand in the United States.

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