Bridgedale

Pushing an established brand to the next level

Outdoor technical sock brand Bridgedale needed to put their foot down to keep competitors at bay retain number one position in the UK and to grow in a wider global market.

Challenge

Bridgedale have heritage going back over 100 years and manufacture the worlds most technical socks for the outdoor market from their factory in Newtonnards in Northern Ireland. We were bought in by the Sales & Marketing Director to carry out a brand review to establish what Bridgedale needed to do to meet their 5 year objectives.

Bridgedale Logo

Strategy

We interrogated the market by engaging consumers online and in focus groups, interviews with retail buyers and in-country distributor visits. We crafted a new brand strategy that included a new identity and positioning for Bridgedale, reduced SKU’s with an increase in the women’s specific range, new packaging and in-store POS, lifestyle photography in Europe and a new website.

Solution

We beta tested the new range in a London store of Cotswold Outdoor and over 70% of consumers chose the new branded packs over the existing brand and competitors. Following the full brand re-launch, sales of ski socks in the US rose by 60% and sales of outdoor socks rose 30% in the UK.