REI Ranks #9 Among Fortune’s 100 Best CompaniesOutdoor gear and clothing retailer, REI achieved a #9 ranking among Fortune Magazine’s ‘100 Best Companies To Work For 2006’. REI broke into the Top 10 this year, after ranking #45 in last year’s ranking; a huge accomplishment for this fast-tracking retailer. This is the 8th year in a row that REI has made the top 100 list.
Fortune Magazine compiles the ranking based on an evaluation of the policies and culture of the companies it cites, as well as the opinions of their employees. Two thirds of the score is derived from an annual survey by the Great Places to Work Institute in San Francisco, CA. The survey tracks criteria such as attitude toward management, job satisfaction and camaraderie. Fortune additionally rounds out its evaluation by scoring companies in the areas of credibility, respect, fairness and pride.
In its 2006 ranking, Fortune noted that REI’s strength is a “shared passion for roughing it” that “unites employees with consumers.” The article quoted one REI employee who stated, “REI is a way of life.” REI is one of only a handful of retail firms included in the top 100 ranking.
David Lemley, of Lemley Design, a Seattle based retail brand design consultancy, cites REI’s “branding from the inside out” approach as a result of its recently revitalized brand identity and positioning, which Lemley was charged with developing. “This is the ultimate goal of a successful internal branding program. Employees who take ownership of the brand, who become brand ambassadors, are the most crucial element to building trust, loyalty and long term success for employees, management, customers and the company. REI is now accelerating its success, and the retailer’s exponential growth and recognition are based on a strong brand foundation that will support it for many more decades.”
For more information on Lemley Design’s core services as well as an in depth portfolio of their work for REI, please go to www.lemleydesign.com.
Lemley Design is a retail brand design consultancy with over twenty years of experience. The firm collaborates with retailers on a full range of brand identity and brand communication initiatives. Lemley Design’s clients are some of the most recognized and respected names in the retail industry including Starbuck’s, Home Depot and Nordstrom. These companies believe that connecting with the customer on an emotional level leads to brand loyalty and the building of significant brand equity. Lemley Design has a proven track record of achieving this goal by successfully defining the retail brand within the relevant cultural context.
Contact: Diana Fryc 206.285.6900x202 diana@lemleydesign.com |