Case Studies
Canterbury Clothing Company
Business Problem
Canterbury is an iconic international apparel brand with a strong heritage in rugby.
Business performance had been languishing due to aggressive and well funded global brands claiming historical brand properties and niche markets coming attack from low cost manufacturers. Outside rugby, the Canterbury brand did not have a well defined meaning or broad appeal and brand presentation was unco-ordinated and uninspiring at retail. The brand was being rejected by department store buyers where strong growth opportunity lay.
Approach
Brand Council conducted depth interviews with retail buyers, influencers and staff to understand how the brand and business was regarded and where opportunities for growth might lie.
Working with the senior team over a few days, we articulated the business ambition, strategic target market and competitor set. We then developed the Inspiring Identity for Canterbury and set out to reconcile their legacy with the future opportunity.
It became clear that the imperative was to move into a broader, more contemporary lifestyle offering whilst retaining Canterbury’s strong heritage in rugby. The Unique Organisation Proposition was confirmed to be For the Game of Life. Arriving at this position was a challenge and involved long debates with stakeholders across design, marketing, sales, retail and management.
The brand blueprint was then built around this foundation with the brand promise being Real Clothes for Real People with a supporting personality of energetic, authentic, fun, contemporary and natural.
This strategy work was then briefed into a creative team to develop the brand idea.
Outcome
After initial rejections from David Jones, the Summer 06/07 range was accepted into 17 stores
Canterbury International are keen to embrace the new brand idea and image.
Brand Council is a strategic consultancy with a depth of experience in brand creation, brand building, brand transformation and brand refreshment.
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