Interview With Mr. Stewart Whitney, Vice President Of Timberland Asia Pacific Region

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When p was founded 40th anniversary, the reporter interviewed Mr. Stewart Whitney, vice president and managing director of Timberland Asia Pacific region, Timberland.

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< p > < strong > reporter: in 1973, the brand was renamed "Timberland". What is the origin of this name? < /strong > /p >

< p > Stewart Whitney: in 1973, the brand founder Sydney Swartz wanted to solve a problem, that is, how to keep the shoes of outdoor workers dry, so the brand developed new materials and created a new style waterproof boots.

The waterproof boots, besides the complete waterproof function, attract the attention of the American consumers with the classical style and the bright style of the dumplings with bold colors.

Subsequently, he registered the trademark and printed the tree as logo. This is the first time a trademark has been registered for the commodity and has been named Timberland.

That is to say, there was no Timberland before that because the waterproof boots had Timberland.

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< p > < strong > reporter: the brand logo of Timberland is a big tree rooted in the earth. Can you explain the meaning of this logo? < /strong > /p >

Before P > Stewart Whitney:40 years ago, Timberland made entirely waterproof pure leather boots. It is not only strong and durable, but also protects the feet in the dangerous mountain forest work, which also writes the indissoluble bond between Timberland and the mountain forest land.

This is actually Timberland's green fashion philosophy: uphold the new England aesthetics and shoemaking craft, and defend the coexistence of the earth and nature, so that everyone can enjoy the outdoor time.

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Reporter P: why do you emphasize environmental protection and public welfare? How does Timberland practice what you call "green fashion"? < /strong > /p > strong.

< p > Stewart Whitney: first of all, we emphasize environmental protection because it is part of our brand DNA and is our tradition.

We do whatever we can to make things more meaningful than business sense.

The second reason is that such a company concept can help us attract talents from all walks of life.

The third point is the most important point. Consumers are more and more recognized that in pursuit of fashionable and fashionable products, they also hope that the brands or enterprises behind the products they buy can be a responsible attitude towards the environment.

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P: < strong > reporter: Timberland attaches great importance to environmental protection and public welfare. In addition to the Inner Mongolia desert's tree planting and green activities, what are the global public welfare actions? < /strong > /p >

< p > Stewart Whitney: so far, we have carried out 170 large and small projects related to tree planting all over the world.

Let's take two examples. We also have tree planting activities in Nepal, and then there are also tree planting projects in Haiti. It is worth noting that we planted fruit trees in Haiti. Not only is there a lack of vegetation, but after the earthquake, local food is also very scarce. We choose fruit trees locally.

When it comes to volunteer activities, it includes not only large-scale environmental related projects like Horqin.

We also have more and more activities that allow employees to participate in our daily lives.

For example, in the second week of October, our employees in Shanghai will go to the local migrant workers school to build several ecological corners with their children in school, teach them how to plant flowers and plants, and do some interactive environmental protection games.

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< p > < strong > reporter: what aspects do you think the quality brand needs to support, such as quality, after sale, fashion sense, etc.

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< p > Stewart Whitney: in order to build excellent brands, we think the most important thing is to understand our ultimate consumers and what they really need.

The second point is to really understand consumers' driving factors behind their buying choices, and what drives them to choose those specific products.

With a deep understanding of consumers, we can create excellent products, which will include fashion elements, excellent functions, green materials and manufacturing methods.

In terms of communication with consumers, we will focus on communicating these factors.

I think combining these points, we can create excellent brands and excellent products that support the brand.

In addition, as an excellent brand, we also need to know where consumers like to shop and what products they like to buy. After having these data, we can do a good job in product mix and in store design, shop layout, information communication, and knowledge training for employees, which is in line with the needs of consumers.

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< p > < strong > reporter: Timberland < /strong > a href= http://www.91se91.com/news/index_x.asp > strong > shoes > /strong > /a > strong > quality and comfort. How can we ensure high quality in manufacturing process?

< p > Stewart Whitney: we are not intending to become a fashion brand. We want to become the most reliable and trusted brand to provide customers, but our technology and quality soon attracted the fans of fashion circles to become fans of the brand.

We always strive to keep close relationship with consumers in the footsteps of the times.

We use both hands to touch the pulse of fashion trend and get inspiration from many aspects. The symbol of our tree is also the source of inspiration.

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< p > < strong > who is < a href= > http://www.91se91.com/pioneer/ > Stewart Whitney < /a > /strong > /p >

< p > Stu Venning (Stewart Whitney) is currently vice president and managing director of Asia Pacific region, the two brand of Timberland and Napapijri.

He is headquartered in the Asia Pacific region of Hongkong, and is responsible for managing subsidiaries in China, Japan, Hongkong, Taiwan, Singapore, Malaysia and South Korea, as well as Asia Pacific dealer markets including Australia, New Zealand, India, Thailand and Indonesia.

Mr. situ led the business development of the above two brands in the whole region.

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Prior to joining the Timberland Asia Pacific region, Mr. P served as vice president and general manager of Timberland PRO.

This brand serves many business customers and provides them with professional, durable and durable footwear.

During his first eight years in Timberland, Mr. Stuart built Timberland PRO as the leading brand of industrial footwear in North America.

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< p > Mr. Stuart was pferred to Timberland Asia Pacific in 2008.

Under his leadership, regional business has made great progress in various fields: Timberland successfully introduced the environmental protection concept of Earthkeepers earth guardians into the Asian market; clothing category increased by 20% every year; self retail stores increased to 175.

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Prior to joining P, Mr. Stuart worked in the Lego group from 1990 to 2000 and has rich experience in many fields such as brand management, planning and sales. Timberland

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Mr. P received his bachelor's degree in 1990 from University of Michigan in the United States.

He also received his master of Business Administration degree from Rensselaer Polytechnic Institute in 1999.

Mr. Stuart is an outdoor sports enthusiast, especially in golf, hiking, skiing and diving.

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< p > < strong > < < a href= > http://www.91se91.com/news/index_c.asp > Timberland < /a > Tim Bai Lan > /strong > /p >

< p > 1955, Nathan Swartz bought all the shares of Abington shoemaking company.

In 1973, the Swartz family launched the first pair of real sense waterproof boots, named "The Timberland".

In 1978, the company officially changed its name to The Timberland Company.

In 2011, Timberland was acquired by VF group and renamed Timberland LLC.

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< p > Timberland Tim Pak LAN designs senior leisure footwear, clothing and accessories for men, women and children.

Another Timberland PRO product line is designed to provide professional footwear and apparel for industrial customers.

The global sales network includes self owned stores, websites, independent retailers, senior department stores and professional sports shops.

Total sales in 2012 amounted to 1 billion 500 million US dollars.

It has approximately 7500 employees worldwide and is headquartered in New Hampshire, USA.

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< p > Timberland Timberland is committed to the spirit of Doing Well and Doing Good: by providing first-class products, being a first-class corporate citizen, creating positive values for customers, employees and business partners, and achieving the double success of business interests and social responsibilities.

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