It looks like The Timberland Company (TBL) is facing a bit of a challenge this year. The company reported a fourth-quarter net income of $38.3 million, compared to a $46.9 million net income two years ago at the same time.
Perhaps the unusually warm weather we’ve been having is to blame, but I also believe that changes in hip hop fashion also have something to do with the company’s decline in sales. Remember when every hip hop mogul was sportin’ Timberlands? (That’s “Timbaland” in the hood, ya’ know). Now these hip hop/rap artists have come out with their own clothing lines and have put the Timberlands in the back of the closet...The company has a lot of rebranding to do.
Jeffrey B. Swartz, Timberland‘s President and CEO said, "Through these changes, we have remained committed to our mission and values as an enterprise and brand. We recognize that to capture our full potential, we will need to take aggressive steps to better serve our consumers and improve our performance."
Source: fibre2fashion.com
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