Pragma help Berghaus gain further insight into female customers
19th October 2009
Pragma have been working with the Marketing Director at Berghaus, Sarah Wilson, to investigate the attitudes, needs and desires of the female outdoor customer. The objective was to provide Berghaus with an attitude-based segmentation of the female outdoor customer and understand the future opportunity for Berghaus womenswear. Pragma combined qualitative focus groups and customer data to achieve a balanced analysis of the situation.
The project was very well received by the Berghaus team, and their parent company, Pentland Brands and will be integrated into future marketing and product strategy.
Sarah Wilson said of the study: "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"
The project was very well received by the Berghaus team, and their parent company, Pentland Brands and will be integrated into future marketing and product strategy.
Sarah Wilson said of the study: "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"