Abstract
The name 'Le Routard' might sound very familiar for all French speaking travelers. This brand is basically known for producing a large line of travel guides, and they also have a collection of clothes, shoes and accessories. In our work we will develop all the tools we need to set up a good communication plan for Le Routard's collection of clothes. We have been asked to elaborate a strategic plan of communication for the line of clothes and accessories in January 2010. The current positioning of Le Routard is defined for 'technical clothes for leisure, offering the consumer a good balance between quality and comfort with no fashion effect'. In this positioning they have insisted on the 'technical' function of the clothes. It is one attribute that is significant in the mind of the consumers and for which the brand is as strong as its competitors. We really consider this as an opportunity to develop the brand, as we saw it in our SWOT analysis. We don't totally agree with it's existing positioning. According to us, Le Routard has a confusing positioning. People have a wrong image of what really Le Routard is. That is why we think that a repositioning is needed.
