Industry Eye: Case Study - Sea Bear

In contrast to its print catalog, which prides itself on a cutting-edge design, SeaBear’s Web site launched in 1999 and started to smell like day-old fish. It was marred by inconsistency from one channel to the next, poor “shopability” and a feeling of brand anonymity.

“The branding consistency was a disconnect,” says Mike Mondello, SeaBear’s president/CEO. “For someone to go from our catalog to our Web site, it didn’t feel like the same brand. We were losing the ability to build on our brand strength by having people shop in multiple channels. In fact, it was going the other direction.”