the aspirational consumer
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the challenge
To analyse the aspirational Jack Wolfskin consumer across 7 key markets (US, UK, Germany, Poland, Italy, Finland and China), to explore their relationship with the outdoors and uncover the core truths that bind the brand’s audience together.
the insight
For the outdoor community, nature plays a key role in their overall lifestyle but not at the risk of being perceived as fashionable as that can erode outdoor credentials. For them, it’s about man thriving in nature not surviving in or dominating nature.
ON ROAD’s research led Jack Wolfskin to develop a retail strategy that focused on presence and advocacy. The strategy was rooted in an understanding that catered to their audience’s daily active moments as well as their big outdoor activities.