Final answer:
Helly Hansen targets outdoor enthusiasts and professionals needing performance wear for harsh conditions. They offer gear for activities like sailing and skiing, as well as casual wear, and place a focus on innovation and sustainability to appeal to a broad market.
Step-by-step explanation:
The target market of Helly Hansen products primarily includes outdoor enthusiasts and professionals who require durable and high-quality performance wear. Helly Hansen specializes in gear for harsh weather conditions and challenging environments, making their clothing and equipment particularly appealing to those involved in sailing, skiing, mountaineering, and workwear for extreme conditions. They also produce a range of casual wear suitable for everyday use among consumers who prioritize functionality and style.
Helly Hansen's marketing strategy focuses on individuals with active lifestyles who value technical apparel that protects against the elements. The brand is renowned for incorporating innovative technologies to improve comfort and performance in their outdoor apparel lines. With a commitment to sustainability, they have also expanded their appeal to environmentally conscious consumers.
Over the years, Helly Hansen has cultivated a strong brand reputation among professionals and hobbyists alike, ensuring that they remain a preferred choice for those in need of reliable outdoor clothing and gear.