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Building the Craghoppers Brand. Richard Gourlay from Cowden Consulting. Richard Gourlay – Background 12 years in the outdoor industry. Berghaus – Britain\'s world leading premier outdoor brand. Recreated and successfully launched Craghoppers Brand

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building the craghoppers brand

Building the Craghoppers Brand

Richard Gourlay from Cowden Consulting

slide2

Richard Gourlay – Background

12 years in the outdoor industry

  • Berghaus – Britain\'s world leading premier outdoor brand.
  • Recreated and successfully launched Craghoppers Brand
  • Marketing and Operations Director CCC (now Go Outdoors)
  • Consultant to Equip Outdoors bought RAB
  • Established Cowden Consulting - strategic planning – marketing – communications- accountancy.

Cowden Consultingyour route to business success

1 outdoor market overview
1 - Outdoor Market - Overview
  • Function led equipment primarily designed for active use in the outdoors.
  • 60% clothing – 40% hard wear.
  • Clothing 3 categories – waterproofs – warmth + base layers - footwear.
  • Hard wear categories – tents – rucksacks – sleeping bags – climbing equipment – camping equipment – etc.
  • No barriers to entry.

Cowden Consultingyour route to business success

2 outdoor market dynamics
2. Outdoor Market - Dynamics
  • 3,000 retail outlets - from Harrods to market stalls.
  • 2 main seasons winter and summer – 2 trade shows.
  • Winter - Waterproofs/warmth layers/ skiwear/ heavy footwear/large rucksacks.
  • Summer – Tents – camping equipment – travel equipment – day sacks.
  • Ordering culture – 6/9 months forward order – small top up of core lines.

Cowden Consultingyour route to business success

3 outdoor market 1995
3 Outdoor Market - 1995
  • Huge growth as a lifestyle market.
  • Gore-Tex moved off the mountain and into Tesco car park
  • Weekend warriors had come to the high street – brands became important.
  • Football fans wearing Berghaus – street wear.
  • Crowded market, diverse brands all following the same route.

Cowden Consultingyour route to business success

craghoppers
Craghoppers
  • Founded in 1965 in Batley, West Yorkshire, a30 year old brand which had closed in 1995.
  • Bought by Keith Black (Regatta) to launch it as new brand.
  • New identity required The Mouflon logo created.
  • First 3 year’s products were all animals which lived in inaccessible places.
  • Targeted the ‘obvious’ opening in the market.

Cowden Consultingyour route to business success

craghoppers7
Craghoppers
  • Identified a clear opening for the brand. High quality performance wear aimed at all weather users.
  • Feature led products:-
    • Retained drawstrings – hem – waist - neck
    • Full sized integral map pockets
    • Double front stands.
    • Full women’s range
    • Real sizing
  • Performance needs to be stated but not over sold.

Cowden Consultingyour route to business success

slide8

Craghoppers – marketing

  • Launch distinctive products with added features.
  • Quick supply – 2 day turnaround order system – better than anyone. Communicate it.
  • Offer a 3 year no quibble simple to read guarantee.
  • Communicate direct Craghoppers performance – adding value.
  • Explain FAB’s on literture / display cards / staff training

Cowden Consultingyour route to business success

slide9

Craghoppers – marketing

Cowden Consultingyour route to business success

craghoppers route to market
Craghoppers – route to market
  • Identified 100 opinion forming clients (early adopters) to target
  • We communicated the nature and direction of the market.
  • Worked tirelessly with journalists on gear reviews.
  • Listened and responded – communicated our rationale.
  • Went the extra mile – Michael Palin.

Cowden Consultingyour route to business success

michael palin i pack 4 pairs of kiwi trousers everywhere i go
Michael Palin “I pack 4 pairs of Kiwi trousers everywhere I go”

Cowden Consultingyour route to business success

craghoppers smart thinking
Craghoppers - Smart Thinking
  • Created Smart Thinking image to reflect success and widen appeal, trade campaign – became industry leader.
  • Developed Kiwi summer range – Poly cotton – market leader.
  • Developed Barkham travel range – Polyamide target upper market from Rohan and other brands.
  • Launched Sun protection Factor SPW performance on ranges.
  • Marketed ‘smart membranes’.

Cowden Consultingyour route to business success

slide13

Craghoppers – Rucksacks

  • Launched Dynamic Balance Rucksacks.
  • Launched using innovative CD.
  • Brought waterproof rucksacks (dripac) with under water launch to the market.
  • Created the need – delivered the product.
  • Supporting products - walking poles.

Cowden Consultingyour route to business success

slide14

Craghoppers – Brand evolution

  • Upgraded ranges and simplified with Nosquito treatments.
  • Launched Epic Cotton range.
  • Produced complete merchandisable technical ranges.
  • Introduced direct sale through shop in shop partnerships.
  • Started selling direct online and at public shows.

Cowden Consultingyour route to business success

slide15

Craghoppers – Core

  • Technical Details
  • Part elasicated waist with wide belt channels. 9 pocket construction. 2 hand pockets, 1 security pocket , 2 zipped rear pockets. 2 cargo pockets both with extra zip section. Zip off legs with deep ankle zip for easy removal & ventilation. Mobile phone pocket. Key clip. Nosquito insect repellent & antibacterial treatment. 100% Polyamide. 485g weight.

Cowden Consultingyour route to business success

slide16

Craghoppers – Today

  • 10 million pound turnover UK company.
  • 650 Outlets selling the brand.
  • 50 shop in shop concessions – independents through to Debenhams.
  • Strength through channels to market and closer to customers
  • Event waterproof membrane introduced.

Cowden Consultingyour route to business success

building the craghoppers brand18
Building the Craghoppers Brand

Richard Gourlay from Cowden Consulting

www.cowdenconsulting.com

Cowden Consultingyour route to business success

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