Building the Craghoppers Brand Richard Gourlay from Cowden

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Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

Richard Gourlay – Background 12 years in the outdoor industry o Berghaus – Britain's

Richard Gourlay – Background 12 years in the outdoor industry o Berghaus – Britain's world leading premier outdoor brand. o Recreated and successfully launched Craghoppers Brand o Marketing and Operations Director CCC (now Go Outdoors) o Consultant to Equip Outdoors bought RAB o Established Cowden Consulting - strategic planning – marketing – communications- accountancy. Cowden Consulting your route to business success

1 - Outdoor Market - Overview o Function led equipment primarily designed for active

1 - Outdoor Market - Overview o Function led equipment primarily designed for active use in the outdoors. o 60% clothing – 40% hard wear. o Clothing 3 categories – waterproofs – warmth + base layers footwear. o o Hard wear categories – tents – rucksacks – sleeping bags – climbing equipment – camping equipment – etc. No barriers to entry. Cowden Consulting your route to business success

2. Outdoor Market - Dynamics o 3, 000 retail outlets - from Harrods to

2. Outdoor Market - Dynamics o 3, 000 retail outlets - from Harrods to market stalls. o 2 main seasons winter and summer – 2 trade shows. o o o 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 Consulting your route to business success

3 Outdoor Market - 1995 o Huge growth as a lifestyle market. o Gore-Tex

3 Outdoor Market - 1995 o Huge growth as a lifestyle market. o Gore-Tex moved off the mountain and into Tesco car park o Weekend warriors had come to the high street – brands became important. o Football fans wearing Berghaus – street wear. o Crowded market, diverse brands all following the same route. Cowden Consulting your route to business success

Craghoppers o Founded in 1965 in Batley, West Yorkshire brand which had closed in

Craghoppers o Founded in 1965 in Batley, West Yorkshire brand which had closed in 1995. , a 30 year old o Bought by Keith Black (Regatta) to launch it as new brand. o New identity required The Mouflon logo created. o o First 3 year’s products were all animals which lived in inaccessible places. Targeted the ‘obvious’ opening in the market. Cowden Consulting your route to business success

Craghoppers o o Identified a clear opening for the brand. High quality performance wear

Craghoppers o o Identified a clear opening for the brand. High quality performance wear aimed at all weather users. Feature led products: n n n o 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 Consulting your route to business success

Craghoppers – marketing o o Launch distinctive products with added features. Quick supply –

Craghoppers – marketing o o Launch distinctive products with added features. Quick supply – 2 day turnaround order system – better than anyone. Communicate it. o Offer a 3 year no quibble simple to read guarantee. o Communicate direct Craghoppers performance – adding value. o Explain FAB’s on literture / display cards / staff training Cowden Consulting your route to business success

Craghoppers – marketing Cowden Consulting your route to business success

Craghoppers – marketing Cowden Consulting your route to business success

Craghoppers – route to market o Identified 100 opinion forming clients (early adopters) to

Craghoppers – route to market o Identified 100 opinion forming clients (early adopters) to target o We communicated the nature and direction of the market. o Worked tirelessly with journalists on gear reviews. o Listened and responded – communicated our rationale. o Went the extra mile – Michael Palin. Cowden Consulting your route to business success

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

Michael Palin “I pack 4 pairs of Kiwi trousers everywhere I go” Cowden Consulting your route to business success

Craghoppers - Smart Thinking o Created Smart Thinking image to reflect success and widen

Craghoppers - Smart Thinking o Created Smart Thinking image to reflect success and widen appeal, trade campaign – became industry leader. o o Developed Kiwi summer range – Poly cotton – market leader. Developed Barkham travel range – Polyamide target upper market from Rohan and other brands. o Launched Sun protection Factor SPW performance on ranges. o Marketed ‘smart membranes’. Cowden Consulting your route to business success

Craghoppers – Rucksacks o Launched Dynamic Balance Rucksacks. o Launched using innovative CD. o

Craghoppers – Rucksacks o Launched Dynamic Balance Rucksacks. o Launched using innovative CD. o Brought waterproof rucksacks (dripac) with under water launch to the market. o Created the need – delivered the product. o Supporting products - walking poles. Cowden Consulting your route to business success

Craghoppers – Brand evolution o Upgraded ranges and simplified with Nosquito treatments. o Launched

Craghoppers – Brand evolution o Upgraded ranges and simplified with Nosquito treatments. o Launched Epic Cotton range. o Produced complete merchandisable technical ranges. o Introduced direct sale through shop in shop partnerships. o Started selling direct online and at public shows. Cowden Consulting your route to business success

Craghoppers – Core o Technical Details o. Part elasicated waist with wide belt channels.

Craghoppers – Core o Technical Details o. 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. 485 g weight. Cowden Consulting your route to business success

Craghoppers – Today o 10 million pound turnover UK company. o 650 Outlets selling

Craghoppers – Today o 10 million pound turnover UK company. o 650 Outlets selling the brand. o 50 shop in shop concessions – independents through to Debenhams. o Strength through channels to market and closer to customers o Event waterproof membrane introduced. Cowden Consulting your route to business success

Cowden Consulting your route to business success

Cowden Consulting your route to business success

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

Building the Craghoppers Brand Richard Gourlay from Cowden Consulting www. cowdenconsulting. com Cowden Consulting your route to business success