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You probably could have guessed that a store specializing in pocket knives, camping gear, and a jacket featured on the TV show Yellowstone would appeal to fathers. But Filson is nonetheless doubling down on Father’s Day this year in an effort to engage customers beyond the winter holiday season.
“We’re always going to be a primarily holiday driven brand,” Neil Morgan, VP of retail, told Retail Brew. “So much of our sales happen in Q4, November and December.”
Beyond the usual holiday bump, Morgan explained, Filson also has a reputation as a cold weather brand. But now the company is getting more focused on connecting with customers throughout the summer, he said, and Father’s day is an opportunity to do that.
“I think Father’s Day has become a holiday that, from a sales standpoint, may not be one of the top ones, but I think what it does is imbue the loyalty that people have with the brand,” he said.
The company recently introduced shorts and a number of items using lighter-weight materials.
“It absolutely is an opportunity to kick off the summer a little bit and get things activated,” Morgan said. “You’re kind of getting out of holiday and trying to remind people that there are still opportunities to come shop.”
In addition, Filson is doing a series of in-store promotions around Father’s Day, including leather coaster and keychain making, pizza and oyster tastings, and free black-and-white family portraits at its NYC and Seattle flagship stores.