Dubarry Limited

4 . Future Direction

While Dubarry is still very much in the process of streamlining its new web site, ideas are already being generated as to the possible future direction.

Overseas marketing for the company as a whole is becoming more ‘event-linked’. Along with partnerships with events such as the Volvo Ocean race, the company is becoming involved in other ‘outdoor’ related events such as show jumping, the Chelsea Flower Show and Crofts Dog Show. The web site will reflect these linkages and where possible provide additional information on the events for visitors. The company is also linking up with brands, which target the same market but are not competing. In the sailing area for example, there are partnerships with equipment suppliers. Dubarry has just opened its first retail concept store on the Fulham Road in London.

With the database growing on a daily basis, the company also has direct access to its consumer base and there are several ways in which it might exploit that. Walsh is interested in running online competitions or developing an online newsletter. He is keen however that whatever activity is undertaken, it reflects the quality of the brand. “The worst thing you can do is promise something and not deliver. How we interact directly with our consumers will effect how they perceive us as a brand,” he says.

On a more practical level, the company is receiving enquiries from potential distributors in areas where it does not yet have representation. It has decided to include a section for these inquiries on its business-to-business section of the web site.