Herschel Essay

Introduction Herschel Supply Co. is a Vancouver based lifestyle-fashion brand that manufactures and sells high quality modern backpacks and accessories. Founded by brothers Jamie and Lyndon Cormack in 2009, the company quickly became a global powerhouse brand known for their affordable prices, stylish and sleek designs, and wide range of products. They have established themselves as the go-to brand for bags for a wide range of demographics for everyday purposes. Over 500 investors have already approached the Cormack brothers, looking to get into the company’s growth, and it’s not just the affordability or designs of their products that did the talking amidst such a surge in popularity. Even throughout their infancy, Herschel proved thick

The company embraces the travel lifestyle, and offers consumers the ability to contribute their own photos to be displayed on their Lookbook. These photos are often re-appropriated and used in content marketing platforms such as Instagram, Pinterest, and their web blog. Additionally, they tag active users in their Instagram descriptions. To further engage with their consumers, they have a web blog to intrigue their consumers with educational pieces. They teach their consumers how to pack for traveling, style their clothes, and the best places to travel. Herschel has embraced the travel lifestyle and curated conservations in the travel and style

Herschel uses hashtags as a tool to facilitate a virtual community, where users can connect over a common interest through the brand and the lifestyle of which the brand embodies. Additionally, clients develop familiarity with brand-focused hashtags and tend to include them in their own Instagram posts. They can search for related hashtags, which further connects users. Instagram also provides valuable consumer engagement analytics, as the team is able to gather feedback by looking at the number of “likes” and comments from followers. Additionally, positive comments from users help frame public perception of the