About the Brand

Consumer Research

The CORDURA® Brand…Known and Preferred by Consumers Where Durability Counts

Conducting market research uncovers new insights about our customers’ preferences and behaviors. We monitor the CORDURA® brand routinely to measure brand awareness and recognition, and to gather constructive feedback. Awareness of the CORDURA® brand is high, in fact in a 2010 Nationwide consumer survey, nearly 50% of frequent travelers and outdoor enthusiasts surveyed were familiar with the CORDURA ® brand.  Our  consumers also continue to report that durability is one of the most important attributes that they look for when making a purchase decision.

Results based on 2010 Online consumer market research. N=1000

The strong preference that consumers have for products made with  CORDURA® brand fabric is reflected in this chart.  A high percentage of  consumers who use work wear, daypacks and technical packs, luggage and backpacks stated their willingness to pay more for these products if they are made with CORDURA® brand fabric.

Results based on 2010 Online consumer market research. N=1000

Fabric durability is a key consideration for consumers who use work wear,  daypacks and technical packs, luggage and backpacks as illustrated in this chart.  Durability is the key benefit CORDURA ® brand fabric brings to products