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Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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Page 1: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

Building the Craghoppers Brand

Richard Gourlay from Cowden Consulting

Page 2: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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

Page 3: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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.

Page 4: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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.

Page 5: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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.

Page 6: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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 year’s products were all animals which lived in inaccessible places.

Targeted the ‘obvious’ opening in the market.

Page 7: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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 women’s range Real sizing

Performance needs to be stated but not over sold.

Craghoppers

Page 8: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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 FAB’s on literture / display cards / staff training

Craghoppers – marketing

Page 9: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

Cowden Consulting your route to business success

Craghoppers – marketing

Page 10: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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

Page 11: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

Cowden Consulting your route to business success

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

Page 12: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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’.

Page 13: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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

Page 14: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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

Page 15: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

Cowden Consulting your route to business success

Technical DetailsPart 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

Page 16: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

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

Page 17: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

Cowden Consulting your route to business success

Page 18: Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

Cowden Consulting your route to business success

Building the Craghoppers Brand

Richard Gourlay from Cowden Consultingwww.cowdenconsulting.com