Bergans Category Intelligence

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defining the categories to lead in multiple dimensions

BERGANS OF NORWAY

what

Bergans operates inside many different categories of outdoor and sports clothing. The company is very well positioned within the hiking and kids category, less so within ski touring, resort skiiing padling and lifestyle. In order to implement and manifest the leading position in more categories XY01 was tasked with a very audience-specific intelligence project. 

how

After establishing the relevant metrics,  a combination of emotional attributes, design, technical features and general requirements within the categories, the team conducted live interviews with select target audience representatives, several focus groups, as well as additional quantitative research to confirm thesis and facts brought up by the qualitative sessions. 

solution

The result of this category intelligence is a management report and “action kit” to guide both designers and product managers to create the perfect clothing lines within different categories, as well as communication elements to define, prove and conquer a new position. Amongst others deliveries and intelligence results included: 

  • Ski Touring
  • Padling / Ally & Packraft
  • Resort Skiing
  • Hiking
  • Kids & Youth
  • Lifestyle
  • Positioning Statements
  • Audience Focus
  • Strategic Implementation
 
 
 
 

who to talk to

Robert Leinders-Krog | CEO, Principal
Brand Management & Strategy
+47 92 88 01 11
[email protected] 

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