Fashion Marketing & Branding
Craghoppers: Live Brief
The Craghoppers project was split into three stages: infographics, 3,000 word report, and a 1-year comms plan. Craghoppers tasked us with finding an actionable insight to use and implement in a 3-year strategic marketing plan. The main goal was for the brand to appeal to a younger consumer, Gen-Z, and become their go-to adventure travel brand.
The Infographics: a set of 3 infographic posters presented to two representaives from Craghoppers. The posters focused on the identified opportunity, and the presentation allowed for live feedback from the brand.
The Report: a 3,000 word report detailing the 3-year marketing strategy tailored to enacting the identifed opportunity.
Comms Plan: an A1 poster that accompanies the first year of the 3-year marketing strategy.
Report Features
Introduction to Report + Brand
The Identified Problem & The Proposed Solution
Research Methodology: Primary & Secondary
Situational Analysis: Macro & Micro Environment, Market Research, Identification & Analysis of Key Trends
Identification & Exploration of Consumer Insight
Consumer Considerations & Pen Portrait
3-Year Strategic Marketing Plan
1-Year Proposal Comms Plan
Conclusive Business Recommendations
3-Year Marketing Strategy Report
Live Brief: Craghoppers
Having identified ‘revenge travel’ as an actionable insight, Craghoppers wanted to become the go-to brand for travel with Gen-Z consumers. Individually, they tasked us with developing a three-year strategic marketing plan, specifically aimed at engaging and attracting Gen-Z consumers.
Craghoppers’ USP is their NosiLife range; a fabric which repels mosquitoes. After completing secondary and primary research, I identified an opportunity for Craghoppers to promote their NosiLife range as a convenient and ‘must-have’ item for Gen-Z travellers. The idea developed from young consumers not recognising that bugs or wildlife were a serious concern when travelling abroad- despite the fact that climate change has caused mosquitoes to become more prevalent in never-before-seen areas. This, coupled with Gen-Z’s desire for convenience, was a valuable and actionable insight.
Furthermore, Craghoppers pride themselves on the sustainability of their operations. However, upon analysis of search results, the brand was nowhere to be found under any results of ‘sustainable outdoor brands’. This presented a clear opportunity to increase brand awareness within the outdoor-wear market.
Key Skills
Branding, Brand Research & Application
Research Findings, Analysis & Synthesis
skill 1
Written & Visual Communication
CAD (Adobe Creative Suite: InDesign, Illustrator)
Opportunity Infographics
Live Brief: Craghoppers
Before writing the 3-year marketing strategy, we were given the opportunity to present our preliminary findings and ideas to two representatives from Craghoppers in the form of three A3 infographic posters. This meant that we could receive valuable feedback from the brand, and apply it to our ideas in order to improve our final reports.
The infographics I created covered: an overview of the brand, the brief, and my research objective; a top-line pen portrait of their target consumer; and an initial proposal for the 3-year strategic marketing plan. On the visual side, I made sure to keep the infographics on-brand, and utilised the Craghoppers logo, colour palette, font, and other key design elements.
After presenting I received overwhelmingly positive feedback from the Craghoppers representatives, and I received new ideas and research avenues to further explore. Although it was daunting, particularly as I presented first, I surprised myself with how calm I remained, and in the end the presentation went really well.
Key Skills
Primary & Secondary Research
Presenation Skills
Written, Visual, & Verbal Commuunication
CAD (Adobe Creative Suite: Illustrator, InDesign, Photoshop)
Infographic (+ Presentation) Features
Brand, Brief, & Research Objective Introduction
Top-Line Target Consumer Profile
Overview of Initial 3-Year Strategy
Detail of Strategy End Goal
'Why it Works' & How it Plays to Craghoppers' Sterngths
Comms Plan Features
Introduction to Comms Plan Objectives & Purpose
Top-Line Target Consumer Profile
Educate / Relate / Infiltrate Framework
Activation Activities & Partnerships
Financial Estimations
KPIs & Metrics
1-Year Comms Plan
Live Brief: Craghoppers
As part of the Brand Environments module, we revisited the Craghoppers live brief to learn how to craft a comms plan.
To structure the comms plan, I used a framework I designed: educate, relate, infiltrate. The first phase was to educate Gen-Z consumers about the need for NosiLife clothing when they travel (as this was previously identified as an educational gap, but a wanted solution). The second phase was to relate the NosiLife range to the consumer, accomplished by raising awareness in a strategic way that has the most impact. The third and final phase was to infiltrate the target consumer(‘s wardrobe); raising brand awareness and strengthening the association Gen-Z has between Craghoppers and gap year/adventure travel.
The comms plan had three objectives (awareness, perception, purchase) and each proposed activity directly related to one of the objectives. Within the comms plan were various activation activities all relating to the central aim of my strategic marketing plan, as well as one large campaign planned. I calculated financial estimations for the plan (sticking to a budget of £20k), as this was required, and also included key performance indicators and metrics to demonstrate how the success would be measured.
After completing the comms plan, I informally presented my ideas to a lecturer and a small group of peers to receive feedback. This was also a great way to improve my presentation skills as this area (comms) was something completely new to me.
Key Skills
Applicaton of Key Research Findings
Applicaton of Comms Models & Frameworks
Branding & Brand Awareness
Presentation Skills
Written, Visual, & Verbal Communication
CAD (Adobe Creative Suite: Illustrator, InDesign, Photoshop)
