Berghaus was interested to learn more about the current female buyer of its and similar branded products 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:

• To segment the current female buyers of Berghaus, profile their personal characteristics and understand their shopping habits, attitudes, activities etc
• To provide guidance with respect to identification of potential future female target groups, identifying their needs and the key ways in which they differ from the current customers
  

What we did:

Pragma combined qualitative focus groups and customer data to achieve a balanced analysis of the situation. We conducted this 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 outdoor data to provide a specific analysis of the female buying behaviour

Result:

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 area 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 future marketing and product strategy.

"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"
Sarah Wilson, Marketing Director