Duluth Trading Co.

Marketing Research Campaign, learn more by following the google drive icon in the footer, where all my projects are housed.
Unlike other project's I've designed, this project was for a real client, Duluth Trading Co. Over my spring 2025 semester, a team and I conducted professional primary and secondary research to understand Duluth's brand, industry, and competitors. Our goal: make 5-6 well informed suggestions to Duluth's executive and marketing team to support their business and guide them our of a loss in revenue. My suggestions specialized in website design and OOH advertising. When pitching my suggestions to Duluth's Senior VP of Branding and Marketing, Garth Weber, I incorporated research on past financial statements, annual reports, 10ks, and media engagement. My biggest point: revenue rose when Duluth promoted via nationwide TV commercial around sport events, and gained 1M+ views on YouTube during that same timeline up til 2022 when they cut budget to adjust for COVID-19 disruptions. My take: they HAVE to advertise to mass media again to gain awareness with their funny ads, or else they will keep shrinking behind fast fashion, especially since the clothing and fashion industry has low barriers to entry and nearly anyone can compete with Duluth.