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.
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:
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.”
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.
If you’d like to get in touch simply drop one of our team an email or call us. We’d be delighted to have an initial exploratory conversation with you.