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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 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 • 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 • 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 • 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 • 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 • 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
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
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
Craghoppers – marketing Cowden Consultingyour route to business success
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” Cowden Consultingyour 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’. Cowden Consultingyour route to business success
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
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
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
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 Brand Richard Gourlay from Cowden Consulting www.cowdenconsulting.com Cowden Consultingyour route to business success