The pinnacle of tailoring
SCC deepens the positioning of the Haglöfs alpine clothing brand
SCC deepens the positioning of the alpine clothing brand HaglöfsBy Ernst Weber Those who climb or ski at icy heights in Haglöfs clothing easily forget that they are even dressed. For the Swedish clothing manufacturer's new series of advertisements, Sennhauser Creative Consulting (SCC), Zurich, photographed mountaineers in tricky situations and documented why you can't feel the clothing.
The company Alpine and Climbing Equipment AG (ACE), based in Amden SG, is at home in the extreme mountain sports sector. Last fall, ACE launched the Swedish leisure clothing brand Haglöfs on the Swiss market. Founded in 1914 by Viktor Haglöfs, the brand is by far the market leader in Sweden with a market share of around 30 percent in the outdoor sector.
A performance that lets the viewer down the rope
The launch was accompanied by an advertising campaign designed by SCC. It implemented the benefits of the clothing quality in a spectacular way. The motifs featured naked ice climbers. The slogan "The less you notice us, the better you feel" emphasized the high wearing comfort of the clothing. A follow-up campaign is now set to deepen the positioning path taken.
"Haglöfs puts the functionality of the clothing above the design. That's why it's at the center of communication," says Richard Bolt, owner of ACE. The breathable garments, which are made exclusively from tested brand fabrics such as Goretex, are characterized by the fact that you can move freely in them, don't freeze and don't sweat, Bolt continues. Another typical feature of Haglöfs is the equality of the men's and women's collections: men's clothing is also made for women.
Haglöfs is making rapid progress on the positioning route, as the sales curve has climbed steeply since the launch. Importer Richard Bolt estimates that the market share is already at five to ten percent. In the current year, ACE is expecting sales of 1.2 to 1.3 million Swiss francs. And for the coming year, he even expects growth of 20 to 25 percent.
The new advertising campaign shows mountaineers who forget that they are clothed. The new slogan "Haglöfs, alpine clothing you can't feel" communicates the USP more clearly than the claim from last year's campaign.
The motifs were photographed in front of and in mountain huts at over 3,000 meters above sea level. "You can't conquer a new market with a casual image campaign, you have to do something strikingly new," comments René Sennhauser on the presentation.
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The company Alpine and Climbing Equipment AG (ACE), based in Amden SG, is at home in the extreme mountain sports sector. Last fall, ACE launched the Swedish leisure clothing brand Haglöfs on the Swiss market. Founded in 1914 by Viktor Haglöfs, the brand is by far the market leader in Sweden with a market share of around 30 percent in the outdoor sector.
A performance that lets the viewer down the rope
The launch was accompanied by an advertising campaign designed by SCC. It implemented the benefits of the clothing quality in a spectacular way. The motifs featured naked ice climbers. The slogan "The less you notice us, the better you feel" emphasized the high wearing comfort of the clothing. A follow-up campaign is now set to deepen the positioning path taken.
"Haglöfs puts the functionality of the clothing above the design. That's why it's at the center of communication," says Richard Bolt, owner of ACE. The breathable garments, which are made exclusively from tested brand fabrics such as Goretex, are characterized by the fact that you can move freely in them, don't freeze and don't sweat, Bolt continues. Another typical feature of Haglöfs is the equality of the men's and women's collections: men's clothing is also made for women.
Haglöfs is making rapid progress on the positioning route, as the sales curve has climbed steeply since the launch. Importer Richard Bolt estimates that the market share is already at five to ten percent. In the current year, ACE is expecting sales of 1.2 to 1.3 million Swiss francs. And for the coming year, he even expects growth of 20 to 25 percent.
The new advertising campaign shows mountaineers who forget that they are clothed. The new slogan "Haglöfs, alpine clothing you can't feel" communicates the USP more clearly than the claim from last year's campaign.
The motifs were photographed in front of and in mountain huts at over 3,000 meters above sea level. "You can't conquer a new market with a casual image campaign, you have to do something strikingly new," comments René Sennhauser on the presentation.
AD Rating
Haglöfs campaign
AdRaters produced divided opinions on the Tages-Anzeiger advertising campaign. Now the extreme raters among the AdRaters are being asked to give their opinion on SCC's ads for Haglöfs. By mouse click, eagerly, at www.werbewoche.ch/adrating
Tages-Anzeiger campaign
Top: 41,57%
Flop: 58,43%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments
