I did a positioning research on Fjällräven and realize they have a really strong position on the market. They are on top of mind when it comes to backpacks or low intensity outdoor activities. When I did this research I also came to another realization and I pulled up a concept suggestion to grab an available positioning spot amongst the competition. 

​

Product for dogs. It might not sound clear at first, but outdoor persons usually have dogs or dog persons usually enjoys the outdoor. Another relevant insight is that people who loves the outdoors or dogs do tend to spend a lot of money on these interests. So why not use this information? As far as I know, no one of the big competing brands sell products for dog owners. Fjällräven already offer products for hunting, trekking, camping, every day functional wear and things that are completely relevant for dog owners as well. 

​

Together with their new products for dogs they can launch an app that will give the user useful tips on their breed and help them keep track of both the dog and their own health. Think Runkeeper app but for dogs and their owners. The app should give advice on what to think of when you go trekking with your dog, how you best give them the right exercise, breed facts and more. When you register your personal information and your dogs information you will get exercise and activities adapted for your needs. You can also help others to keep their dogs healthy.