BERGHAUS

Customer Segmentation

About the brand

Berghaus is an outdoor clothing and equipment manufacturer founded in 1966 by climbers and mountaineers Peter Lockey and Gordon Davison, initially as an importer and distributor of outdoors products. They called their brand ‘Berghaus’, which is a literal translation of ‘mountain house’ in German.

About Berghaus
Challenges for Berghaus

The Challenge/Task

Berghaus was interested to learn more about the current female buyer of its products and similar brands today – who they are, and how they shop for and come to choose to buy (or not buy) Berghaus – and also to identify the optimal female customer target for the future. To provide such insight, Berghaus commissioned a research study from Pragma that focussed on understanding the female outdoor clothing shopper. The objectives of the work were:

  1. To provide guidance with respect to identification of potential future female target groups, identifying their needs and the key ways in which they differ from the current customers
  2. To segment the current female buyers of Berghaus, profile their personal characteristics and understand their shopping habits, attitudes and activities

What We Did

Pragma combined qualitative focus groups and customer data to achieve a balanced analysis

We conducted research with loyal customers, light users of Berghaus gear and non Berghaus customers of varying age segments in order gain a wide spectrum of understanding around the Berghaus brand and outdoor attitudes

Pragma worked with generic outdoor customer data to provide a specific analysis of the female buying behaviour

“Pragma delivered a high quality study that has given us a mix of in-depth customer understanding and measurement. Pragma’s recommendations will give a really positive impact to our marketing and retail strategy for womenswear.”

Marketing Director, Berghaus
Berghaus Results

The Result

An attitudinal-based segmentation of current and potential customers provided a clear picture of female outdoor buyers. Pragma analysed the Berghaus potential within each segment and suggested actionable strategies to address the most commercially attractive segment opportunities. The findings provided recommendations in the areas of range, customer communication and distribution strategies.

The project was very well received by the Berghaus team, and their parent company, Pentland Brands and will be integrated into the future marketing and product strategy.

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