Based on our extensive research, we developed a positioning that appropriately reflects the current and aspired position:
Believe in tomorrow. Explore today.
These five simple, yet undeniable powerful words encompass the essence of the brand. Bergans believes in the power of nature, caring for each other, the quality of its products and the experiences they provide. They strive for innovation, forward thinking, and a better future for our planet and everyone on it. They thrive through exploration, by thinking differently, creatively, and by pushing into new frontiers. And they do so with a contagious sense of urgency and excitement.
Using this positioning strategy as a guiding star, we are developing brand rules, communication strategies, management philosophies, as well as clear and strategic CSR perspectives.
Bergans will be an internationally relevant outdoor brand. For more than great clothes in all kinds of weather.