Jaywing beats off all to pick up outdoor retailer Rohan

Outdoor clothing and footwear specialist Rohan has appointed Jaywing to deliver a brand and creative strategy centred on growth.

Following a competitive pitch, Jaywing has been tasked with developing the brand and broadening Rohan’s audience and reach.

Founded in 1972 by husband and wife team Paul and Sarah Howcroft from their home in Skipton, Yorkshire, the company now has more than 50 stores, although three of its outlets have been closed permanently, partly due to the Covid-19 pandemic.

Having traditionally advertised its products through catalogue, sales and direct marketing, Jaywing’s team will gradually shift Rohan’s brand positioning, distilling segmentation and audience analysis into more accessible messaging for its target audiences.

Rohan’s segmentation work will be used to build a creative and brand strategy that is both measurable and strategic, with this streamlined approach designed to ensure the Rohan brand better competes in an omnichannel environment.

Rohan marketing director Giles Polito said: “We were blown away by the work and capabilities of Jaywing’s team of brand and marketing experts, and immediately fell in love with the creative approach.

“The Jaywing team have inspired us to think differently and evolve our brand’s direction. We wanted the work to start the next day. We’re eager to see where this new partnership will take us and are confident that Jaywing’s data-informed decisions will take our brand to the next level.”

Jaywing managing director Maria Vardy added: “With our creative and brand expertise and Rohan’s 50-year heritage, we’ve got an exciting partnership ahead of us. We are delighted to be working with Rohan to simplify their brand and simultaneously make it more powerful and accessible to diverse audiences. Through our data-led creative and brand strategies, our team will work collaboratively with Rohan to drive growth and expand their reach.”

TOPICS:data-driven marketing Jaywing retail marketing