Building the Craghoppers Brand

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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.

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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.

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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.

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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.

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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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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 womens range
• Real sizing
• Performance needs to be stated but not over sold.

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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 FABs on literture / display cards /
  staff training

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Craghoppers marketing
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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.

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Michael Palin I pack 4 pairs of Kiwi trousers
everywhere I go
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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.

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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.

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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.

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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.

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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.

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Building the Craghoppers Brand
Richard Gourlay from Cowden Consulting www.cowdenc
onsulting.com