Building the Craghoppers Brand Richard Gourlay from Cowden Consulting.

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Building the Craghoppers Brand Richard Gourlay from Cowden Consulting
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Transcript of Building the Craghoppers Brand Richard Gourlay from Cowden Consulting.

  • Slide 1
  • Building the Craghoppers Brand Richard Gourlay from Cowden Consulting
  • Slide 2
  • Cowden Consulting your route to business success 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. Richard Gourlay Background 12 years in the outdoor industry
  • Slide 3
  • Cowden Consulting your route to business success 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.
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  • Cowden Consulting your route to business success 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.
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  • Cowden Consulting your route to business success 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.
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  • Cowden Consulting your route to business success Craghoppers Founded in 1965 in Batley, West Yorkshire, a 30 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 years products were all animals which lived in inaccessible places. Targeted the obvious opening in the market.
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  • Cowden Consulting your route to business success 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 womens range Real sizing Performance needs to be stated but not over sold. Craghoppers
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  • Cowden Consulting your route to business success 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 FABs on literture / display cards / staff training Craghoppers marketing
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  • Cowden Consulting your route to business success Craghoppers marketing
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  • Cowden Consulting your route to business success 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. Craghoppers route to market
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  • Cowden Consulting your route to business success Michael Palin I pack 4 pairs of Kiwi trousers everywhere I go
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  • Cowden Consulting your route to business success 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.
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  • Cowden Consulting your route to business success 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. Craghoppers Rucksacks
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  • Cowden Consulting your route to business success 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. Craghoppers Brand evolution
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  • Cowden Consulting your route to business success 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. Craghoppers Core
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  • Cowden Consulting your route to business success 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. Craghoppers Today
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  • Cowden Consulting your route to business success
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  • Building the Craghoppers Brand Richard Gourlay from Cowden Consulting www.cowdenconsulting.com