Brand History at the Root of Filson's Success

Marketing History in a Modern World
While connected to its past, Filson realizes it must evolve with the times to continue to grow its brand. The retailer uses multiple marketing vehicles — email, catalogs, paid and organic search, behavioral retargeting via banner ads — to tell its story. One area where Egler sees an opportunity for Filson, and one in which he plans to invest, is video. The fact that Filson is one of the very few apparel retailers out there that also manufactures its products is a differentiating factor that consumers need to be aware of.