Fjällräven leveraged Nepa’s AI-driven insights and
brand tracking to optimize marketing decisions and
real-time performance in key markets.
THE OVERVIEW
Fjällräven
CLIENT
Fjällräven
Fjällräven
Year
1960
1960
Industry
Apparel & Gear
Apparel & Gear
SOLUTIONS
Brand Funnel Analysis
Competitive Performance Tracking
Brand Position Development
Media Investment Analysis
Brand Funnel Analysis
Competitive Performance Tracking
Brand Position Development
Media Investment Analysis
Founded in 1960 by Åke Nordin, Fjällräven began with a simple vision: to make nature more accessible through functional, comfortable gear. Expanding from Scandinavia to over 40 countries, it evolved into Fenix Outdoor in 2002, maintaining a strong presence in the Nordics.
THE CHALLENGE
Navigating market complexity for brand growth
Navigating market expansion
Fjällräven needed a consistent brand tracking system while expanding beyond the Nordics. Aligning stakeholders was key to ensuring long-term brand measurement.
Understanding brand performance
Fjällräven required a structured approach to analyze brand performance, adapt to regional differences, and refine strategies for diverse target groups.
Enhancing stakeholder engagement
In 2023, Fjällräven partnered with Nepa to implement brand tracking. Onboarding stakeholders ensured they saw the value of data-driven insights.
Customizing insights for market needs
Each market had unique challenges. Fjällräven used Nepa’s dashboard to adapt strategies, address diverse demographics, and maintain brand consistency.
The Approach
We convert data
into opportunities for growth
Marketing is an investment
Many brands are seeing budget cuts. But focusing only on short-term goals means you can miss the contribution of long-term brand building to growth. To demonstrate the ROI of your marketing you need a team that is experienced in linking your brand KPIs to your company’s financial performance, over time. We help you make those connections, which are essential for making marketing decisions that drive growth.
Ensure brand relevance
As technologies, trends, and industries shift, so do your customers. You need to keep on the pulse of people’s perceptions and behaviours by understanding how your brand is used, its personality, and how your communications are working in order to make adjustments over time.
Select the right channels
Assessing the strength of each individual media channel helps you to focus on the right investments. But most media measurement does not integrate and evaluate all the different channels now available. Our Media Mix Modelling assesses the ROI of all media investments including social, allowing brands to make decisions around budgets for every media, execution, campaign duration, and creative.
Increase market share
There are several ways to increase market share. Sell more to existing customers. Expand your customer base. Sell through new channels. However, in order to choose the right option, you need to understand your potential customer base.
Our Market Segmentation gives you clear, useful information on both current and potential customers. It splits people into different groups based on needs and values, offering insights on how to grow your brand in these different markets.
Improve campaign performance
As media changes, so do people and their behaviour. To improve performance, you need to evaluate and evolve your campaigns constantly, so that you can make and measure adjustments over time. We help you find the right mix of channels, messaging, creative, and format to increase your impact and ROI.
“Fjällräven’s continuous focus on providing durable and functional products in a responsible way, along with our mission to inspire more people to spend time in nature, has led us on an exciting global expansion journey. Through our collaboration with Nepa, we gain actionable insights into our brand development. We use the dashboard to track both short- and long-term effects in markets worldwide.”
THE RESULT
Data-Driven Growth: Fjällräven’s Insight-Led Strategy
The brand funnel analysis, combined with competitive performance tracking and brand position development, gave Fjällräven a deep understanding of their performance in key markets. The insights provided through Nepa’s dashboard were instrumental in shaping the company’s marketing decisions. Nepa also integrated AI-driven trend insights through AI trend boost and media investment data into the brand tracker, enabling Fjällräven to get real-time feedback on short-term marketing effects.
50+
Markets researched globally
300+
Blue chip clients worked with annually
7,500+
Brands and campaigns tracked daily
“Nepa is always there to discuss results, insights, and development. They act quickly but are also deeply engaged in understanding our business challenges.”
“The Nepa brand tracker supports us in many areas of our business. For example, we’re learning how specific product associations perform and how they correlate with our sales data. This comprehensive view really helps us get the full picture and make informed decisions.”
CASE STUDIES
Advancing together strongly
Learn from successful collaborations how our insights fuel transformation and drive sustained business growth.
Turning crisis into clarity – how Dafgårds used insight to regain consumer trust. Read the full success story in this post.
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Standing out in a sea of sameness: Hemköp’s strategic transformation with Nepa. Read the full client case with results here.
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From insight to impact: How SBAB transformed its market strategy and accelerated growth with Nepa’s analytics suite
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Measuring brand advertising impact for If Insurance across the Nordics — and turning insight into momentum
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Transform data into business success
Turn complex data into clear, actionable strategies that drive
business growth and customer satisfaction.
TRUSTED BY
100+
brands