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

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.

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.

Cowden Consulting your route to business success 3 Outdoor Market  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 Consulting your route to business success Craghoppers  Founded in 1965 in Batley, West Yorkshire, a 30 year old brand which had closed in  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 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

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

Cowden Consulting your route to business success Craghoppers – marketing

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

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

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’.

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

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

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

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

Cowden Consulting your route to business success

Building the Craghoppers Brand Richard Gourlay from Cowden Consulting