Kathmandu has just launched its new 2015 winter range, a timely release that coincided with a cold snap in many of its major Australian markets.
The new winter season marketing campaign was launched via YouTube, with a 30 second video having over 100,000 views in its first week.
The video was shot in Oregon USA, America’s outdoor playground, where the new range created by Kathmandu’s in-house design team was gear tested by Summit Club members. General Manager, Marketing Online and International, Paul Stern said the theme for the campaign “Embrace the Cold” was timely given the change of season.
“Our new winter gear is about inspiring adventure and making the outdoors accessible, whatever the weather, ‘Mr Stern said.
Kathmandu has one of the most dynamic ranges of insulated jackets available, and all are tested for five different qualities; warmth, water repellence, weight, being windproof and packability.
The characteristics of the winter range embody Kathmandu’s four design principles; original, engineered, versatile and sustainable.
This winter the range was influenced by heritage designs, using modern innovations and technologies.
Winter website refresh to provide better customer experience
As part of the winter launch Kathmandu has recently refreshed its website to provide a better experience for customers. It now has a more contemporary look and feel, with new page templates that allow for richer imagery, improved site navigation and menu, improved brand alignment and an updated masthead, a new homepage, and greater emphasis on content.
Customers can now review Kathmandu products online, and read feedback from others.
Mr Stern said that choosing the right outdoor gear was crucial, and customer feedback was taken seriously and funnelled into the development of new and improved products.
Information is now easier to find on the website, with answers to questions about ordering and shipping, Returns & Exchanges, Summit Club Membership, and products to be found in a new Help Centre section.
To cater for its 1.2 million Summitsummit club members Club members, the Winter Summit online magazine is easily accessible providing an immersive and rich experience for customers, with video and stories from the latest photo shoot.
Kathmandu is also aware that its customers are concerned about its environmental impact, so a new section has been created to provide detail on everything from product stewardship to supply chain management.