Town & Country will launch a new strategy and a new look for the brand at Glee next month to fend off increasing competition in the garden gloves and footwear categories.

The brand retains strong market leadership, but comprehensive research over more than a year revealed that the trade and end users considered the brand’s image to be outdated, even though product quality and customer service continued to be highly-rated.

Collaborating with marketing consultant Jane Lawler (formerly of Gardman and Bayer Garden), the company began a root-and-branch review at the end of 2014.

Key areas identified for development were packaging, POS and display, with a general feeling that more innovation was needed to bring a fresh new look and more excitement to the brand.

Through a structured pitch process, Town & Country selected a top class strategic agency partner that has worked across high profile consumer brands including Sony, Paul Smith and the BBC.

A new brand logo and proposition was developed - "For people who love life outdoors, Town & Country provides the original range of gloves, Wellingtons and accessories to protect and support outdoor activities, created and infused with a passionate dedication to excellence and heritage".

Working with a leading patterns and trends forecaster helped shape the eye-catching new designs that will be unveiled for trade buyers at Glee, on a brand new stand (18M10). Also on display will be innovative new concepts for products, packaging, POS and merchandising displays. 

Town & Country’s chairman, Barry Page, said he was delighted with the results.   “We have worked with a vibrant branding agency and have involved retailers and consumers alongside our own highly experienced sales and marketing teams to ensure a winning outcome that will produce tangible results.  We have already had some extremely positive and encouraging feedback following some initial presentations to customers.”

The company is targeting an increase in turnover to £6.3m next year.

http://www.townandco.com/