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Customer Influenced Design at Moosejaw

Posted on 10.17.2010

Few companies are  expert at marketing their products and even fewer are closely connected with their buyers.

Michigan-based outdoor retailer MooseJaw is the exception. The company just launched its latest apparel line designed with input from their customers, a group dubbed The Humans of Influence.

“We wanted to get the best ideas and opinions from the people who matter the most to us - our long-standing customers,” said Allison Capaldi, Moosejaw Brand Manager.

The Humans of Influence helped decide features such as colors, pocket placement, thumb holes and mp3 compatibility. To acknowledge their impact on the line, Moosejaw decided to name each piece after a member of The Humans of Influence.

“The story here isn’t that we launched a new line, it’s that our customers feel like they are part of the process at Moosejaw and we want to encompass that into everything that we do,” said Moosejaw’s CEO, Harvey Kanter.

Keeping a unique brand following is nothing new at Moosejaw. Customer interaction has been at the forefront of Moosejaw’s marketing that has gained national recognition within the outdoor retail and ecommerce communities.

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