According to statements from the retailer, the communication was too focused on a young audience, says Knirps. The umbrella manufacturer is therefore now focusing on stronger segmentation of the target group and a broader target group approach.
“We listen carefully to the feedback from our partners, because no one has more of an ear to the market and the end consumer than the retailer themselves. The expansion and stronger segmentation of the target groups ensures that the product is advertised and communicated in different channels depending on the target group can be. In this way, we can also ensure that the U.Series is optimally presented in all its diversity and with all its unique features,” says Bernhard Lindner, Sales & Marketing Management Knirps.
In addition to the high functionality of the umbrellas such as low weight, UV protection and size, the new approach should also emphasize the ageless design and versatility. Models of different ages, genders and ethnic backgrounds should reflect the diversity of the target group. The advertising campaign relies on a stylized, graphic representation of the umbrellas and a color contrast between the protected area under the umbrella roof and the outside world.
Knirps will also equip a larger number of designs with the aforementioned Heat Shield technology in the future. This innovation also offers heat protection and, according to the provider, 99.95% reliable protection against UVA and UVB rays.
