ABOUT

Objective
When three motorcycle industry managers decided to go it alone, WDA assisted in the creation of their new brand distribution company, TriMotive. Having reached agreements to distribute a range of established helmet and accessory brands (one being an existing client of WDA), TriMotive were finding it a challenge to sign up a complimentary apparel brand, so took the bold move to create their very own. WDA were again consulted, and armed with a blank sheet of paper set about devising an edgy, mid priced brand to initially house a range of leathers, textiles and gloves with a focus on innovation, style and affordability.


Strategise
A new brand has to instantly connect, especially true in a sector currently flooded with ‘container’ brands – products manufactured down to a price point, often originating from East Asia. TriMotive’s new brand had to be differentiated away from these products which are generally sold purely on price with little else to distinguish between them. With a clear focus on creating a quality image, WDA took inspiration from days gone by when Japanese apparel brands were synonymous with premium quality. At the same time we wanted to create something to convey the ‘protection’ theme running through all product ranges; and something which felt more ’high street retail’ than ‘back street bike shop’. The final name ARMR moto (pronounced ‘Armour’-moto) is phonetically similar to lots of recognised Japanese brands in the sector (think Kawa-saki, Mori-waki, Yoshi-mura). It also obviously references protection, whilst the new Japanese warrior inspired ’blade’ icon also conveys attack. The ’Battle Ready’ brand positioning is designed to powerfully connect with riders desire to feel ‘ready for the fight’. Small ‘blade’ details on zippers, clasps and helmet straps reinforce the ‘Battle Ready’ feeling as the rider goes through their kit ritual.


Create and Engage
The push / pull marketing strategy was phased in two parts with efforts in the first year focussing firmly on the trade, and getting as many retailers signed up as possible in a short space of time. In order to be taken seriously and to gain instant credibility within the trade, TriMotive recognised the need to invest in the distribution brand itself, so WDA created a whole brand identity, collateral and new websites – both trade (see ) and consumer (see ). With all this in place ARMR could be launched on the Tri-motive stand along with Renntec and MT helmets at the Motorcycle Trade Expo in January 2012. Combined with a PR campaign and trade advertising teasers, the stand was amongst the most visited of the show, with many dealers signing up on the spot. With product now on the shelves further investments are planned in store with new POS systems already on the drawing board. 2013 will naturally focus on generating consumer demand (the ‘pull’), with a powerful new campaign platform being created to convey the ARMR brand difference. Routes to market will be via a new consumer facing ARMR website, and integrated social and online advertising campaigns, all of which will be implemented by WDA.


Monitor
Underpinned by good product, great service and a sound business model, the decision to invest in developing the brands, and in the case of ARMR creating a completely new one, was an important part of Trimotive’s strategy from day one. The resultant month on month sales growth, as reported in the trade press has generated revenues to support next-level expansion in both infrastructure and personnel, and further re-investment in the brands going forward – critical in preserving the strength and integrity of the brands they have now established.