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Lonsdale's shift in strategy

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by

Paul Anca

on 16 July 2015

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Transcript of Lonsdale's shift in strategy

Hugh Cecil Lowther
the 5th Earl of Lonsdale
1891
London, Year 1960
Bernhard Hart
boxing
founder
1960
today
clothes
accessories
1979
sportswear
streetwear
footwear
underwear
boxing equipment
bags
2002
Europe
Asia
Australia
Lonsdale's main markets
Positioning today
back to the roots
boxing tradition
heritage
acquisition by Sports Direct
Lonsdale's answer
Campaigns
Sponsorships
Africa United Football Club
Christopher
Street Day Köln
Selective retailing
Canelation of contracts with certain retailers
+
+
Revenues in Germany fell by 75%
Far-right group stopped buying the brand
Confirmation of the German Office for the Protection of the Constitution
Politically neutral people stopped buying the brand
The results
Recommendation
Lifestyle
There is barely any online promotion from Lonsdale
Repositioning
use various colors
Promotion
promote both sexes
without mentioning it explicitly
New Sports
What went wrong?
NSDA = Nationalsozialistische Deutsche Arbeiterpartei (Nazi Party)
Banned by the German retailer Quelle
Politically neutral consumers stopped buying
Professional boxer vs. Fitness Boxer
No special product range for boxer wannabes
Target audience issue
Youth
Hard to reach through traditional advertising
Lack of effective social media presence
Audience width
But what happened to their symbols?
London, Year 1960
Worked well in Italy
Was not promoted accordingly in other markets
Using London as a brand
The clash
Going down
The way up
Chapter II
Chapter III
Chapter IV
Chapter I
The origins
Chapter I:
The origins
Authors: Paul Anca, Peter Dobosz, Julian Leutgöb, Andrea Barth, Nasya Söğüt
Chapter II: The Clash
Chapter III:
Going down
Chapter IV: The way up
early 2000s
Lonsdale's shift in strategy
Book title: Lonsdale's shift in strategy
Traditional
+
Sports
Lonsdale
Product
Promote
Partnerships with gyms
Event marketing
Contest “Best Lonsdale Moment”
page
Currently
announcements of boxing fights
no promotion of products
only boxing
products are difficult to find
page
all sports
lifestyle section
+
print media
Goal
Find out more in the printed version
Summary
'Skate shoe company model'
using the
Full transcript