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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

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Building the craghoppers brand l.jpg

Building the Craghoppers Brand

Richard Gourlay from Cowden Consulting


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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


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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


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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


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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


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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


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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


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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


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Craghoppers – marketing

Cowden Consultingyour route to business success


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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


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Michael Palin “I pack 4 pairs of Kiwi trousers everywhere I go”

Cowden Consultingyour route to business success


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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


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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


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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


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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


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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


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Cowden Consultingyour route to business success


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Building the Craghoppers Brand

Richard Gourlay from Cowden Consulting

www.cowdenconsulting.com

Cowden Consultingyour route to business success


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