The finest repositioning for Glenbrae

Since late 2014, Propaganda have been working closely with Spectrum Yarns, an original spinning mill in Huddersfield, to develop a growth and repositioning strategy for their brand – Glenbrae.

As producers of the finest quality knitwear they are a well-known name within the golf wear sector and produce club-crested knitwear to some of the finest golf clubs in the country, including Gleneagles. In a bid to broaden the brand’s reach, Propaganda completed a strategic audit of their market position. Through this process, we identified that whilst Glenbrae is already trusted by the UK’s top clubs, there was still 40% of the golf market that was untapped. Additionally, our research found that whilst club members were enjoying the quality of their club-crested knitwear, they weren’t aware of the brand behind it.

With a heritage which stems back to the early 1900’s, Glenbrae uses the worlds most advanced machinery and weaves in the knowledge and expertise of their craftsmen to create their exceptional hand finished knitwear. Propaganda identified that it was vital to leverage this insight when developing the future direction of the brand.

During the development, and whilst analysing Glenbrae’s extensive customer list, Propaganda identified a new route to help generate growth for the brand. It was apparent that whilst the brand was best known for golf crested knitwear it was already producing crested corporate wear for some of the UK’s most well known and prestigious names, including Maybach, Porsche and Leander Rowing Club. And thus a new strategy was developed to broaden its target customer base with a fresh offer: ‘Glenbrae Plus’.

The new proposition has been developed to target organisations with a need for crested knitwear, and broadens business opportunities to new audiences beyond the traditionally targeted golf sector. As a result, Glenbrae anticipates the move will open up significant new sales channels for the brand.

The repositioning has launched with a new visual identity, created and developed by Propaganda, which reflects the heritage and quality of the brand, with a suite of premium sales collateral and new e-commerce website – which focuses on retailing non-crested Glenbrae knitwear direct to consumers. Initial results have been exceptional, with one customer asking if the changes were going to mean an increase in price to reflect the quality of the branding. Quite a compliment!