Bridgedale Brief

To evaluate the current brand to feed into a brand strategy moving forward. To retain their No.1 position in the UK market. To attract new customers - especially a more diverse and younger audience to protect and grow the brand.

Process

Vivid carried out beyond branding™ workshops, staff and retail manager questionnaires, one to one interviews, quantitative online survey, qualitative focus groups, retail store visits.

Results

In Autumn / Winter 2006 Bridgedale made a strong comeback into the North American market with outdoor sock sales increasing by 30% and ski sock sales increasing by 60%.

In Spring 2007 Bridgedale launched into the home market. One leading multiple retailer experienced their sales of Bridgedale socks increase by 62%. The end result has driven sales up across the board by over 30% year on year.