A little over a year ago, SwelledHead gave British baby stroller/buggy maker Maclaren a hard time over its dismal US marketing. Innovation and heritage had been stripped from the brand’s identity, condemning it to the market as an overpriced also-ran. The situation, exacerbated by manufacturing having moved to China (quite reasonably for reasons of cost), called for emergency ‘lifestyle’ repositioning to reintroduce the values that had originally brought success. We put this to Maclaren, both directly and in this blog. Well, either they were listening, or figured it out for themselves.
A visit to Maclaren’s website today is an experience that really has changed for the better. Yes, obvious things like improved design and navigation are there, but what stands out is the presentation of the products based around rediscovered brand values: Design, Safety, Innovation, Durability and (we’re so glad they realised this) Britishness.
And this is all on the home page. Just one click more and you’re into the story of the brand, with details of its history and world-beating design all communicated with style and class. A smattering of celebrity endorsement does favours now that it’s no longer hidden away. Oh yes, that is Prince William you see ensconced in a Maclaren original!
So, SwelledHead gives Maclaren a deserved well done and presents it as an example of how undervalued, mismanaged or forgotten British brands can be introduced or reintroduced to find success in the US market.
But wait! Something is missing. It’s all very well to develop a great identity, but pointless if people don’t get to know about it. The fact is that media coverage of Maclaren is thin on the ground (PEG Perego, the main competitor, has more than double the clippings according to our latest review).
This is a brand all dressed up with nowhere to go; action needs to be taken to bring it to the attention of its target audience. As a relatively small firm, an extensive advertising campaign is probably not an option, so SwelledHead’s advice is to instigate a vibrant yet cost-effective PR programme.
Here are some ideas:
- Exploit the traction already gained with celebrities to become über-desirable. How about a Maclaren-sponsored “Stroller Watch” in conjunction with one of the celebrity-watching titles.
- Make more of the brand’s design history and engineering skills. How about a folding stroller for six babies? Expectant parents of sextuplets would no doubt appreciate the assistance and it would make a great news story.
- How about enabling customers to design their own stroller - the fabric of the seat could be custom made and woven on demand using new technology designed for this purpose. Follow the Nike-ID model for a truly engaging way to sell online.
- Reflect the aspirational lifestyle of target customers by organising keep-fit clubs for mothers with kids still of stroller age. Attached to this could be a charity stroller run event.
- And keep right on top of those journalists that matter most, to ensure Maclaren is featured in all relevant articles and reviews about babies’ products.
Though we’d love to help, we’re more than happy to give these ideas for free. Come on Maclaren – finish what you’ve started and watch your sales expand!



Recent Comments