Scruffs Overview 2017

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Garey Pope
6 years ago
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1 Scruffs Overview 2017

2 Scruffs - Overview Brand Positioning - Scruffs is the Technical Performance Workwear Brand that delivers Durability, Comfort and Style, with the Best Value-for-Money proposition to Tradespeople, aged 16-45, who expect their Workwear to Look Professional and Work as Hard as they do. Brand territory - Work-related apparel, footwear & accessories for everyday use by tradespeople. Scope - 'Generalist' workwear, footwear and accessories for tradespeople involved in activities which are not heavily legislated. In Scope - General Builders, Plumbers, Joiners & Roofers, Electricians, Aircon and Ventilation Engineers, Bricklayers, Plasterers, Groundworkers & Pipelayers, Landscapers & Pavers,, Tilers, Glaziers, Civil Engineers, Scaffolders, Mechanics (2nd tier: Horticulturalists, Agriculturalists, Engineers, Machinists, Warehouse Operatives, Decorators, General DIYers Out of scope - Services ( Fire Police Military Ambulance, Prison) Chemical, Gas, Oil, Nuclear, Power, Rail, Mining etc.

3 Scruffs - Overview Scruffs is the UK s fastest growing workwear brand, outperforming all other workwear brands in 2016: 2016 sales circa 14M +14% sales growth versus market average of +3% Scruffs market share circa 6% vs Dewalt (9%), Dickies (7%) & Snickers (4%) Set to take the no.2 position in the market by sales volume in % brand awareness amongst tradespeople

4 Scruffs - Overview Significant impact from continued and growing marketing investment: 70% more people saw, read and heard about Scruffs in 2016 Scruffs is recognised as the best value for money workwear brand Scruffs is the most appealing brand amongst the younger trade audience Scruffs is only one of 3 major brands offering a full head-to-toe solution Source: Independent research Note: 2016 figures due Feb 2017

5 Scruffs - Overview In November 2016 Scruffs was voted the Best Boot Brand and Best Workwear Brand by followers of On the Tools - the UK s leading online community for tradespeople, with over 1.2 million followers.

6 Scruffs - Overview Hero Products - Best Sellers Switchback Launched March 2013 Version 2 - Tan, Black, Brown 2016 Sales - over 1.3M 3D Trade Trouser Launched March 2014 Version 2 - Black & Graphite Sales - nearly 2M

7 Scruffs - Consumer Feedback I've tried most boots now including Timberland, Makita and Dewalt and none come close to the comfort and wear of these Scruffs Better than anything else on the market. Great fit, great quality and great value for money Forget Snickers. Scruffs are the.best workwear range now. I wear their trousers and this new hoodie is tougher and warmer than Snickers new range. Best hoodie yet for site. I am very happy with the Scruffs trousers, 15 cheaper than the Snickers equivalent and they last about 6 months longer. I would definitely recommend this product. I am very happy with them Best work trousers I've ever owned and I have been in the building trade for 35+ years. Highly recommend This is the best work top I have bought. It has a hide away hood and reinforced elbow patches which gives it that extra durability. Overall I am happy with the purchase and would highly recommend this even over Dewalt clothing. When done Scruffs you have done a good job!.

8 Scruffs - Customer Feedback JEWSON `We love the Scruffs range. Customers are asking for it more and more` RIDGEONS We have had a great year this year with the Scruffs range, Sales have been much better than anticipated when we took the range on ENTERPRISE WORKWEAR We've recently stopped dealing with Snickers, they are too expensive and the sizing is complicated. We are opening a bigger showroom next door and as we sell more Scruffs than any other brand there will be a dedicated Scruffs area. HOWARTH TIMBER Its fantastic to see the new Scruffs range, the feedback from customers has been hugely positive against our old Dickies range

9 Scruffs - Marketing Significant investment is made each year in supporting the Scruffs brand e.g. radio campaigns, advertising, online & social media, point of sale...

10 Scruffs Marketing 2016 Autumn/Winter Campaign Headlines - 131M total media reach Radio adverts heard 40M times 736k 360 brand film views 8.5M social media reach Digital advertising vans National radio campaign Web & social media activity Online advertising Talksport promotion

11 Thank You

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