prAna

Anchored in the outdoor industry, prAna was an early player in yoga and climbing. In the early 2000’s however, prAna lost market share in the ever exploding category of yoga, and found itself up against a ceiling in both the world of climbing and distribution opportunities in the outdoor marketplace. The challenge in late 2009 was to devise the multi-channel strategy and implementation plan that would leverage the key brand ethos and expand product distribution channels into new communities to spur growth.  The starting place was a clear understanding of the paths customers took to loyalty and the key beliefs prAna customers valued most.  

The resulting brand strategy lead to the implementation in the Fall of 2010 of a new relational database, direct to consumer catalog, eCommerce website, fully integrated social media, and customer acquisition tactics. 

“For the first time in two years the program is really pushing past our expectations. In many ways it validates the strategy. It was a lot of work, but I wanted to say thank you for all your efforts in getting us on this path.”

/ RICH Hill, VP OF SALES 

  • Fastest growing company in the outdoor industry 2010-2013 
  • Doubled the wholesale business 
  • Tripled the direct business 
  • Direct went from 14% to 20% of total sales in three years 
  • The company as a whole grew 4x in five year

Growth 2010-2012

45%

52%

41%

Segment

Casuals

Loyalists

Cheerleaders

Growth 2010-2012

45%

83%

43%

KPI's

Contribution Dollars

Overall Customer File

Loyal Customer File