A new Fjällräven Local Guide program has launched, and we chatted with a company insider, Sarah Tava, to learn all about it! —Vita Daily
Hi Sarah! Please tell us a bit about yourself to start.
Sure thing! My name is Sarah Tava and I’m the director of brand stores for Fjällräven North America. I’ve spent most of my career in retail with a majority of that time working for lululemon. Since joining the Fjällräven North America family a little under a year ago, I’ve been able to combine my personal love with an outdoor brand that speaks to heritage and sustainability in a way that is ornately organic to my own well-being.
What is Fjällräven's Local Guide program? When and why did it launch?
The Local Guide program launched in May of 2019 and was created to carry on our brand’s investment into our local communities. It all began with our founder Åke Nordin back in 1960, when Fjällräven first became a company. Åke referenced local outdoorsmen in Sweden as “Golden Foxes”. Since then, our heritage continues and that title that has honoured people who have made a significant contribution to the development of the outdoors. Our Local Guides are leaders in our communities who are committed to inspiring others to get into nature.
When and why did the brand's Retail Ambassador program launch? How do the two programs relate/connect?
The purpose of the Local Guide program is to continue spreading our mission statement, “to inspire the world to discover and walk with nature” in an authentic and hyper-local way. It’s designed to work closely with our brand centers (retail stores) for hosting events and outdoor experiences. Each store finds local leaders through their outdoor network who share a common goal of pursing sustainability. When a local leader becomes an official guide, they collaborate with our stores on the adventures happening in their own lives and communities. Our guides will be able to speak from their own personal experiences with nature and look to inspire others to also “get outside”. The ambassador program will have high-level influencers who will be based in Fjällräven’s social and media channels. This program will still interact with our brand centres but on a larger-scale marketing platform.
How do these programs support and propel forward Fjällräven as a company, as well as its brand philosophy?
Nature is for everyone, it’s why we exist as a company and we would be lost without it. That’s why Fjällräven acknowledges local leaders who potentially need a platform to inspire more around them to get into nature. That platform is through our retail locations which is built on a foundation closely tied with local communities that include the guest who walks through our doors, the staff who works the floor, and anyone else within our four walls who all love nature. Fjällräven is happy to be that foundation for these guides and supports them in the endeavors, adventures and every day life. This program supports that feeling of nature being open to anyone and everyone.
How can customers get involved in these two programs?
It’s easy to get involved with the Local Guide program. Our stores host community events on a monthly basis. We welcome everyone to come in to see when the next event will happen and to meet their guides. They may recognize a friendly face from their community! While in our stores, customers can get help preparing for an adventure, learning great tips to be more sustainable, or getting clothing tailored/repaired.
What are these programs' plans for the future?
The Local Guide program is still fairly new and we’re establishing its foundation as we continue into 2020. We’re utilizing our Guides for product testing and feedback, which provides them a voice about what’s needed to be successful in the outdoors. They’ll continue to host events, speak on sustainability, and showcase their own personal traits and talents that can be shared with our Fjällräven customers.