Building the Craghoppers Brand

1. Building the Craghoppers Brand Richard Gourlay from Cowden Consulting

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. Craghoppers – marketing Cowden Consultingyour route to business success

10. 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

11. Michael Palin “I pack 4 pairs of Kiwi trousers everywhere I go” Cowden Consultingyour route to business success

12. 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

13. 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

14. 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

15. 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

16. 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

17. Cowden Consultingyour route to business success

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