Wilderness Wear publishes numerous advertisements annually to the topics of new product or events and causes. Published in Australia’s Outer Edge magazine, this advertisement features a Sydney-based climber with an ambassador role for the client in promotion of a women’s adventure outdoor film festival.
The company has been working with Wilderness Wear and its online presence for many years, having seen a number of upgrades put in place. Work through 2017/8 saw changes to the home page and standard content page designs along with upgrades to content formats to easily allow addition of product reviews, media commentary, technical information, personnel profiles and the like. The site is driven by Magento Community, which naturally sees limits pushed, and has seen a number of custom options added to serve its growing use as an e-commerce site.
As part of Wilderness Wear’s marketing mix, an overhaul to the brand’s social media activity was put in place in the first half of 2017, with Instagram being chosen as the primary media for the purpose. The strategy involved a variety of post types including competitions, product information, company information and process, all of which are recognised as useful points of engagement for discerning users of technical outdoor goods, including clothing. Posting weekly, the effort is seeing an increase in followers, improved engagement on a one-to-one level, opportunities for product testing and review, as well as leads to retail and sponsorship.
Project inputs included client workshops, process determination, creative direction, writing and photography, as well as posting and engagement with individual followers of the client’s Instagram account.
With the introduction of numerous new products into their sock range, Wilderness Wear adopted a change-over packaging concept for all items. There are sixteen packs in the new set, each with a unique photographic image, with the remainder being updated within production cycles. The packs are made up of two components: a custom designed and screen printed polypropylene hanging card, with a printed sleeve. Together these forms are a more economical packaging solution than previous and provide a stand-out presence for the product in one-to-one settings.
After an absence of update for some years, design of the 2016 product catalogue for Wilderness Wear took a lead from an impressive set of new product. Work on the project saw new content from cover to cover and involved extensive copywriting, location and still photography, along with updates to information relating to materials, design and technology.
The search for new materials for use in the technical outdoor clothing market is a highly competitive activity. So when Wilderness Wear developed an original hybrid material from Australian Merino wool and Schoeller polypropylene it saw rise to a new line of product branding and packaging for the product. Utilising a combination of natural and technical patterns, the positioning of MerinoFusion™ promotes ‘the best of both worlds’. Execution of the design has extended to online campaigns, catalogue features, retail display, public relations information and technical summaries.