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Industry / Company
Global Outdoor Apparel
Five Paths to Growth. One Strategic Anchor.
Category-level targets unlocked adjacent category growth while one Strategic Target unified the brand
CHALLENGE
- A well-established brand selling gear for adventure travel and outdoor exploration wanted to expand into 5 adjacent categories across 3 continents.
- As they expanded, we needed category-specific targets to unlock near-term growth and ONE overarching Strategic Target to maintain a cohesive brand across all categories.
SOLUTION
- Deep qualitative consumer research in each country in each category to develop hypotheses on highest-potential targets.
- Used those learnings to design and place quantitative research in each country that identified the highest potential targets in each country.
- Developed a clear targeting strategy for the brand supported by data-based rationale.
RESULTS
- Category-level targets for each of the 5 new categories.
- One unifying, overarching Strategic Target to keep the brand cohesive.
- High-growth prospects (i.e. low-hanging fruit) within the ST to enable each country to get quick wins in each new category.
Client Feedback
“LPA’s WHO work helped the team identify feasible high growth prospects in large adjacent categories that leveraged the brand’s unique points-of-difference increasing the odds of success.”