Dear Jamie Products fantastic. Are you focusing on supplying a high grade range for a too smaller group? If you add the romance of an adventurer, to widen the appeal. You have no women in your adverts, just older men (A long time ago a cigarette advert "Never be alone with a Strand" bombed because nobody wants to be alone. Shackleton becoming a "must have" range e.g focus on open water swimmers, and other high activity sports, then the rest will follow as they want to be associated with the lifestyle although there are not active. On adverts location lakeside, a mixed group by camp fire having a barbecue after a open water swim, having fun with the women wearing Men's Shackleton jumpers, keeping warm. With supplying of high grade arctic wear, become a fashion to a wider range group. Just my thoughts. Regards Bernard