Outdoor performance apparel: peaks, valleys, and green fields "
“Outdoor is a metaphor for freedom, adventure, adrenalin, extraversion, creativity, dynamism, and personal power.” Mike Lipkin, president of Lipkin/Environics
Report extract: Outdoor brands have benefitted from the overall casualisation of apparel, while maintaining a “cool” factor based on an implied lifestyle of adventure, leisure, and sport. The pricing of high-end technical apparel makes these brands aspirational, while the mid-level and mass market brands benefit from outdoor apparel’s cachet.""
Worldwide sales of outdoor apparel in 2013 were over US$25bn, driven by double-digit growth rates in emerging markets.
In 2014, the outdoor industry is at a crossroads, challenged by changing demographics, sourcing issues, and competition from the active sportswear industry. The small specialty retailers who represent the heart and soul of the industry are threatened by big box chains, the digital revolution, and the apparel brands who are now marketing directly to the consumer.
This report examines the current status and future prospects of the outdoor industry, identifying leading brands and retailers, and the most promising markets for future growth. It looks into innovative marketing concepts and efforts to diversify on the part of industry brands and retailers, and features the opinions of several industry stakeholders. It also illustrates how the outdoor apparel market will increasingly overlap the active and lifestyle apparel segments, as it continues to grow in relevance and value.
This report provides essential information, including:
“Brands constantly need to enhance the way they position themselves online so they are user friendly, engaging and resonating with target consumers. The entire mobile experience from start to finish must be efficient enough to keep consumer’s attention, but appealing enough to establish brand loyalty.” Greg Thomsen, managing director of Adidas Outdoor USA.
Chapter 1 Taking it outside
Defining the outdoor industry
Who is the outdoor customer?
Global markets differ in participation
Outdoor sales growth by country
Chapter 2 Outdoor retailers may need to adjust the compass
Omni-channel is also driving outdoor sales
Specialty retailers find strength in numbers
Chapter 3 Outdoor brands are stealing retail share
The leaders of the pack
Growing categories and regions
Chapter 4 Performance textiles and technologies define the genre
Ingredient brands target outdoor consumers
The performance conundrum
No, no, nano-silver
Getting down with down
Enhancing comfort, performance, and wellness
Wearables and the outdoors
Chapter 5 Finding the next generation of outdoor consumers
Urban millennials and the outdoors
Less is more
Encouraging the post-millennials
Becoming more inclusive
The untapped potential of women in the outdoors
Chapter 6 The future outlook
Sourcing’s shifting sands
Trade legislation favouring the outdoor industry
The outdoors knows no boundaries
The growing cycling sector
Yoga stretches ahead
Adventure knows no boundaries
More of us want to fish and hunt
Climbing to work out
The future of outdoor performance apparel
List of figures
Figure 1: 2013 market share for outdoor categories in Europe
Figure 2: Fastest growing outdoor activities in the US, 2010-2013
Figure 3: Key regional figures for outdoor apparel retail sales, 2013
Figure 4: Full-year 2013 sales results from core outdoor retailers
Figure 5: Key outdoor brands, sales, and distribution, 2012-2013
Figure 6: Women as percentage of total participants in recreation activities, 2011-2013
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