Jack Wolfskin has realigned its brand positioning. From now on, the outdoor brand from Idstein near Frankfurt would like to inspire people to follow it, “to connect with nature and to experience transformative outdoor moments together with others”. To this end, Jack Wolfskin develops “performance clothing, shoes and equipment with German engineering and the highest standards of technology, design and sustainability”.
“Jack Wolfskin was born around a campfire over 40 years ago. We are now returning the brand to its roots,” says CEO Richard Collier. The “joy of discovery and shared moments” is “more important than achieving specific goals”. “Jack Wolfskin is a brand for anyone who follows their curiosity,” says Collier.
Jack Wolfskin adapts product architecture
As part of the strategic realignment, Jack Wolfskin has also modernized its product and technology architecture.
Selected activities and “catchy technology names” should offer customers “the best possible orientation” in the future. “In this way we want to be a central part of selected individual outdoor activities such as hiking, cycling, trekking and ski touring,” says Collier.
Jack Wolfskin tackles sustainability
As part of the new positioning, Jack Wolfskin also wants to focus on the topic of sustainability. In development, the brand is guided by its “German design ethos, which is characterized by durability, reliability and performance”. The company claims to “provide the best and most sustainable solutions with which it wants to minimize its impact on our planet”. According to the brand, customers will find “unique technological innovations and approaches for recyclable products” in the 2022 autumn/winter collection presented at the same time as the new brand orientation.
In addition, sustainability will have priority at Jack Wolfskin in all business areas from product development to the supply chain, as the company announced. As a result of the realignment, Jack Wolfskin has committed itself “to acting even more strongly than before”. Together with researchers and opinion leaders, the brand “is committed to the ecological restoration of ecosystems” and shows “opportunities for everyone to become active here themselves,” it said from Idstein.
Jack Wolfskin has been a member of the Fair Wear Foundation since 2010 and a Bluesign system partner since 2011, which checks the entire supply chain for sustainability. The company also offers products with the “Green Button” label.
Jack Wolfskin wants to expand globally
In addition to the realignment of the brand, CEO Richard Collier presented a roadmap for the global expansion of the brand: in addition to the large growth markets of China, the USA and Russia, Jack Wolfskin also wants to expand further in Europe. The focus is on the Netherlands, Belgium, Great Britain, Poland and Italy. The DACH region remains an important core market.
Digital-Offensive im Marketing
According to reports, Jack Wolfskin also intends to attach more importance to the digital business in the future. By expanding the existing omnichannel model, customers should receive the best service at all touchpoints worldwide. In marketing, Jack Wolfskin will also launch a digital offensive and be much more present in digital channels, especially social media. Targeted marketing campaigns should support the repositioning of the brand.
Jack Wolfskin was founded in 1981 and, in addition to the German headquarters in Idstein, has a North American location in Park City, Utah, and an Asian branch in Shanghai. The outdoor brand has more than 490 stores and over 4,000 points of sale in Europe and Asia. The company currently employs over 1400 people worldwide. In January 2019, Jack Wolfskin was acquired by Callaway Golf Company.
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