Lawson's Surf Gear: Revitalizing a Brand for a Younger Segment

Steven Hoornaert
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Steven Hoornaert: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - ULCO - Université du Littoral Côte d'Opale - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Bridey Lawson is the CEO of Lawson's Surf Gear, a surf apparel and accessories family business located in Queensland (Australia). The company reported another loss of 1.2 million Australian dollars (AUD) for 2023. Bridey was struggling to retain and recapture the brand's existing customer base of 35- to 49-year-old men and wanted to attract new customers from a younger segment of 18- to 34-year-olds. She wants to investigate how she can revive the brand in 2024 and attract a younger segment. The case tasks students to evaluate the past and present sources of brand equity and analyze its fit with the target audience, prioritize actions to rebuild its customer base, design a (simple) digital marketing campaign, and apply the brand personality framework.

Date: 2025
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Published in 2025

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