The challenge was to devise the multi-channel strategy and implementation plan that would leverage the key brand ethos and expand product distribution channels into new communities to spur growth. The starting place was a clear understanding of the paths customers took to loyalty and the key beliefs prAna customers valued most.
Breathe
Anchored in the outdoor industry, prAna was an early player in yoga and climbing. And yet, in the early 00’s prAna lost market share in the ever-exploding category of yoga and found its growth stagnating.
Our Partnership
Focus
The resulting Brand Compass lead to the implementation of a new relational database, direct to consumer catalog, eCommerce website, fully integrated social media campaign, customer acquisition tactics, and a focus on customer migration, per CompassIQ.
Demonstrated Impact
In a span of three years Prana became the fastest growing company in the outdoor industry, doubling its wholesale business, growing direct sales 30%, and the company overall 4x. In terms of KPI’s, contribution dollars grew 45%, the overall customer file doubled, and the loyal customer file grew 43%; all leading to its acquisition by Columbia for $190M.