Features: Launch Pad
Swedish brand now amongst the European Elite?
Fjäll Räven are keen to exploit the British market. This has potential benefits for retailers . . . F
ounded over 50 years ago by Ake Nordin, Fjäll Räven has been inspired by the conviction that outdoor equipment could be improved upon. Since their inception, the brand has launched products which have had an impact on outdoor equipment including an innovative backpack frame launched in the 1960s, the world’s first double layer tent in 1964 and it’s hardwearing and adaptable G-1000 fabric. The brand has continued to grow and develop and now distributes all around the world. The flagship product has been their range of outdoor trousers where they pride themselves on being
Greenland Jacket Lifestyle
the European market leader with over 50 different cuts and styles. However the company has strong ambitions for the UK market. This year sees the introduction of tents into the UK market, initially through a national network of specialised retailers and supporting this with a focused consumer advertising campaign. The continued expansion into the UK market means there are significant incentives for outdoor retailers looking to stock Fj llr ven products.
“Retailers benefit from an extremely high level of marketing support” said Ralph White of Fjäll Räven. “As well as a focused advertising campaign, product placement and attendance at consumer events such as the Scandinavian Show last year, retailers also benefit from a year-to- year continuity of product and colours so that they have very little need to clear stock at the end of the season, helping to maintain their profit margins.”
increased foot traffic into stores and as our apparel does not overlap very much with other brands, we have a range of niche products attractive for both retailers and consumers alike.”
Along with being able to maintain clear profit margins, the growing brand profile means retailers can directly benefit says Fjäll Räven spokesperson.
Fjäll Räven Friluft 45
As well as tents, products high on the agenda for 2012 are the continued focus on the G- 1000 fabric. The fabric is suitable for a large array of outdoor activities as it provides protection from insects, undergrowth, UV and the wind and rain. The fabric can also be used to adapt to weather conditions with Fjäll Räven’s own Greenland Wax. Applying wax to the fibre increases its weather-resistance and whilst in warmer weather the wax can be washed out for greater breathability. With the increasingly high profile nature of the Fjäll Räven brand, retailers can benefit
“ Evidence collated from consumer events shows that our brand has a very broad based appeal that embraces outdoor trekkers, global backpackers, mountain walkers, expeditions and country lifestyle pursuits such as hunting and shooting. This means the brand can bring
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www.sgboutdoor.co.uk
from the profit margins they are able to offer. The company are also worth considering as they have successfully negotiated themselves into the fashion market with products in high-end fashion retailers such as Oi Polloi. With the brand becoming sought after, retailers should look to capitalise on this increase in popularity and should certainly consider investment in this fledging European brand.
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