p12-13 Outdoor Craghoppers:SGBGolf_NEW_template 02/11/2009 10:28 Page 12
Craghoppers
Craghoppers’
steals the show
Craghoppers will launch a range of permanent insect-repellent clothing next
summer under the label NosiLife. Paul Lee, from Craghoppers’ marketing team,
explained to SGB what we can expect when this award-winning line is released.
W
ith a prestigious OutDoor award under its insect-repellent SGB: And how have you
belt, NosiLife is heading in the right direction for done that?
Craghoppers. We asked Craghoppers’ Paul Lee about the PL: We’ve done it in
innovative line and what retailers can expect. association with a
company called
SGB: NosiLife is getting a lot of attention – tell us about it… HealthGuard. We’ve
Paul Lee: In 2002, the company developed some anti-insect clothing, worked closely
which was called Nosquito and is to be known as Nosi from SS10 onward. with them,
This was proven, by The London School of Medicine and Tropical Disease to literally to
prevent 90% of insect bites, which is great for a travel, outdoor brand. The develop the
market in mind, when Nosquito was launched, was international medical clothing for the
professionals, aid workers etc people actually out in the field working, who requirements
required professional grade protection. That’s how the need originally arose of Craghoppers
for the clothing. However, after 35 washes Nosquito or Nosi effectively loses customers.
its key feature because the repellency eventually washes out. So for We’ve actively
spring/summer 2010 we’re launching NosiLife (pronounced Nozzy Life), a developed
man-made fabric, which offers continuous repellency and protection for the clothing that
lifetime of the product. It’s permanent insect-repellent clothing. repels insects and
prevents bites.
SGB: So it’s permanently insect repellent?
PL: Yes, it’s permanent insect-repellent clothing, and that’s how we’re SGB: Obviously
going to market the range. It will be flagged as NosiLife, permanent-insect Craghoppers is a well-
repellent clothing in the form of a really good logo, on a blood red known brand. Is this a
background. Our communication will be very straightforward making it easy new line of garments or is this a treatment that you’re adding to your
to grasp from a consumer perspective. existing range?
It’s a world exclusive! PL: Spring/summer 2010 is a fresh, clean colour palette, it’s new clothing.
We’ve fused an element of fashion with the functionality of the product. It’s
all brand new gear.
SGB: How does it differ from existing Craghoppers apparel?
PL: New designs, new colours available for spring/summer ’10, all with the
NosiLife repellency.
SGB: Is there any particular reason that you’ve gone down the route of
creating a ‘sub-brand’, rather than creating an add-on to the existing
Craghoppers brand? What problems does that present for you in terms of
marketing it?
PL: All our NosiLife marketing material, will feature the Craghoppers brand
name. But we feel it’s important to lead with NosiLife and explain the USP
and features and benefits of the product(s) to the retailers and to the
customers. We hope NosiLife will become a successful brand in it’s own
right. It shares many of Craghoppers values, including, of course, that it’s
quality, innovative clothing at an affordable price.
12 SGB OUTDOOR OCTOBER 2009
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