Market Analysis

Innovation, Technology, Design

Seasons, Summer, Winter, Autumn, Spring

Climate, Exotic, Humid, Tempe rate, Cold

Inspire, Enthuse, Energise

Heritage, British, Icelandic, Scandinavian

Activity, Trekking, Hillwalking, Climbing, Skiing, Sailing

Quality, Reliability, Adaptable, Longevity

Family, Friends, Children, Community

Adventure, Discover, Explore, Challenge

Athletic, Healthy, Wholesome

Protection, Weather, Comfort, Versatility

Nature, Organic, Sustainability

Travel, Journey, Escape, Experience, Lifestyle

Challenges

Mature market highly competitive.

Wider sports & lifestyle brands as competition.

Delivering authentic product to core customers & attracting wider audience.

Inspiring the next generation of the digital age.

Identifying new routes to market & new consumer habits.

Grabbing consumer attention.

Developing new relationships with outdoor novices.

Appearing wholesomely sustainable.

Opportunities

Finding new relationships through digitisation, opening up new markets.

Use of credibility & expertise, unique to outdoor sector. To build strong brand identity in a developing designer brand market.

Focus on user, personal identification with brand.

Inspiring the outdoor lifestyle.

Families & children as target groups.

Environmental & sustainability becoming prominent consumer & societal demands.

Hands on customer service, practical, functional, honest & authentic.

Truly connecting to consumers through experiences, adventures & through a long living product that facilitates & makes the journey with the user