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Performance Apparel Markets
Issue 24:
1st Quarter 2008

Product Overview
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Reports in this issue
Fast track: the Ordnance Survey Outdoors Show 2008 (7 pages)
Performance apparel markets: product developments and innovations, 1st quarter 2008 (12 pages)
Waterproof breathable fabrics: new technologies for greater comfort (33 pages)
Profile of Berghaus: a performance apparel producer expanding into fashionable conventional clothing (12 pages)
Performance apparel markets: business update, 1st quarter 2008 (32 pages)

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Profile of Berghaus: a performance apparel producer expanding into fashionable conventional clothing

Buy 'Profile of Berghaus: a performance apparel producer expanding into fashionable conventional clothing' now 12 pages, published in Issue 24, 1st Quarter 2008  
Report price: Euro 395.00; US$ 520.00  

Berghaus is a UK-based manufacturer of clothing, footwear and equipment for outdoor activities such as fell walking, hiking, ice climbing, kite surfing, mountain biking, rock climbing and snow sports. The company proclaims that if someone needs to wear or carry an item of clothing or equipment in the great outdoors then it will endeavour to produce that item. Products are sold under the Berghaus brand name and under four sub-brands: Extrem, Outdoor Active, Ator, and 365Life.

Berghaus, a subsidiary of the brand management company Pentland Group, was founded in 1966 by two British outdoor enthusiasts, Gordon Davison and Peter Locket. It claims to have been the first company in Europe to work with Gore-Tex to produce a Gore-Tex waterproof breathable jacket. Today, as well as waterproof breathable jackets, it also makes outer shell items, fleeces, soft shell clothing and base layer clothing which form part of the Berghaus Layering System. In addition, it offers rucksacks and footwear for outdoor activities.

Retail prices of Berghaus waterproof breathable jackets in the UK range from as high as £350 (US$694) to as low as £75 while its fleeces range from £100 to £30. However, the focus of Berghaus’s product strategy is not on price but on tailoring its core products for their respective markets without compromising on quality. The company has built its reputation by manufacturing products whose functionality is trustworthy and reliable. Also, its products have a reputation for comfort and a stylish look which means that they can be worn “off the hill”, particularly on the high street.

Berghaus supplies an estimated 30% of the UK market for specialist outdoor products by value and is a major player in continental Europe. Outside Europe, it has built a large network of loyal customers in several markets, particularly in Asia. Indeed, Berghaus’s flagship store in Seoul, South Korea, has the same look and sells the same products as its flagship store in the UK.

For future growth, Berghaus will continue to rely on its core competencies of quality, comfort, reliability and style. However, it is pinning its hopes on non-specialist consumers who want to wear Berghaus branded items on flat land, away from extreme weather conditions. To this end, it has launched a new collection of eco-friendly recreational and comfortable clothing called 365Life.

Table of Contents
Profile of Berghaus: a performance apparel producer expanding into fashionable conventional clothing
  • Summary
  • Introduction
  • Company development
  • Products and markets
  • Brands
  • Design, fabric sourcing, manufacturing and testing
  • Distribution, retailing and promotion
  • Outlook

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Related Report  
Product Overview   

Four times a year, Performance Apparel Markets provides an overview of the sector for performance apparel and corporatewear. It provides market data and analysis of new and established markets for performance fibres, fabrics and clothing, and is essential reading for executives who are working in (or supplying) this fast growing sector. It is also an invaluable one-stop-shop where people who are not involved in the industry on a day-to-day basis can find an authoritative source of relevant information which helps them to quickly gain an understanding of the key issues facing the companies in this sector.
Reports in Performance Apparel Markets include:
 reports on major developments in the global performance apparel market, focusing on new products and technologies, innovative fibres and key players;
 detailed, independently-researched reports on one of the following topics: antimicrobial fibres and fabrics, anti-static technology, flame resistant fibres and fabrics, high strength fibres and fabrics, high visibility apparel, microencapsulation, moisture management fabrics, performance swimwear, seamless knitting and stitch-free seaming technologies, smart and interactive textiles, stain protective apparel, stretch fibres and fabrics, surfwear and surf-inspired clothing, temperature regulation, UV protective fibres and fabrics, and waterproof breathable fabrics;
 company profiles, outlining the business, product, market and manufacturing strategies employed by key players in the performance apparel industry; and
 business news and developments affecting global performance apparel markets, majoring on innovations, mergers and acquisitions, investments, joint ventures, and financial performances.
Performance apparel represents one of the fastest growing sectors of the international textile and clothing industry – and market growth is being fuelled by the emergence of new fibres, new fabrics and innovative process technologies. The market is also being boosted by changes in consumer lifestyles. People are living longer and spending more time on leisure activities. New high-tech fabrics are being developed for a wide range of active sports such as aerobics, athletics, ballooning, cycling, hiking, mountaineering, parachuting, sailing, skiing, snowboarding, swimming, and windsurfing.
Exciting innovations are emerging in smart textiles and nanotechnology – and the sector’s growth prospects are helped by the trend in increasing demand for performance features in mainstream fashion.
Performance Apparel Markets is available on subscription – either in printed format only, or in printed and electronic format. If you choose the printed only option, you will receive 4 printed publications a year. Each issue contains five reports (as above).
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In addition, you will be able to download PDF files containing the same information – but the PDF files will be available immediately on publication, so you don’t have to wait for the printing and mailing. You also have all the benefits of electronic files: instant access even when you are away from the office; convenient storage in your PC or laptop; portability; electronic search facility; and copy/paste facility.

You will also receive "Performance Apparel Update" delivered to you by email, free of charge, every month. This free supplement contains an update of business news as well as the latest product developments and innovations.

A subscription to Performance Apparel Markets will support your decision making, and provide the information you need to expand into new markets.

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