Outdoor Insight TM July 2011 outdoorinsightmag.com

Editor in Chief Mark Sullivan [email protected] 646-319-7878 Managing Editor Lou Dzierzak [email protected] 612-618-2780 Editor at Large Cara Griffin Art Director Francis Klaess Associate Art Director Mary McGann Contributing Editors Mike Kennedy Nancy Ruhling Tim Sitek Bob Seligman Publisher Jeff Nott [email protected] 516-305-4711 Advertising Beth Gordon [email protected] 949-293-1378 Jeff Gruenhut [email protected] 404-467-9980 Troy Leonard [email protected] 352-624-1561 Sam Selvaggio [email protected] 212-398-5021 Jess Tendrick [email protected] 201-236-6324 Production Michael Jacobsen 201-396-7005 [email protected] Business Manager Marianna Rukhvarger 516-305-4709 [email protected] Subscriptions store.formula4media.com 04 Outdoor Eye “The folding VF Corp buys Timberland; Decker to cease distributing Simple . knife market will always be

PO Box 23-1318 08 Pet Products evolving and Great Neck, NY 11023 Man’s best friend deserves technical – and fun – equipment, too. Phone: 516-305-4710 changing. Fax: 516-305-4712 10 BackPack Trends The customer Formula4 Media, LLC. Publications will always Sports Insight Vendors know that one size doesn’t fit all, so they are filling the need at retail. Outdoor Insight be asking Insight 14 Knives Team Insight what’s new.” Textile Insight A Sharp Sale. Emotional connections to knives create long-term demand. Bill Raczkowski Running Insight Fiskars Outdoor Soccer Insight 16 Americas, Gerber TM Outdoor Insight is a trademark of do sell, but brand loyalty is being challenged by new players. Formula4Media, LLC. ©2011 All rights reserved. The opinions expressed by authors and 18 Footwear contributors to Outdoor Insight are not necessarily those of the The Trail Evolves. Minimalism pushes outdoor and running brands footwear design. editors or publishers. Outdoor Insight is not responsible for unsolicited manuscripts, photographs or artwork. 24 Apparel Articles appearing in Outdoor Insight Lifestyle Apparel. Outdoor clothes are now ready to wear seven days a week. may not be reproduced in whole or in part without the express permission of the publisher. Outdoor Insight 28 Original Outdoor Brands is published four times each year: January, February, July and August. Woolrich and Filson stay relevant after more than a century in business.

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Postmaster: Send address changes to Outdoor Insight, P.O. Box 23-1318, 34 Trend Insight Great Neck, NY 11023 Stand-up paddleboarding is becoming a cool category for outdoor specialty. Outdoor Insight is a proud member of OIA July 2011 • Outdoor Insight • 3 Outdoor Eye

VF-Timby... It’s not how big, but how the company can serve the smaller retailer Timberland execs in key positions. Timberland COO Ken Pucker left the company several years ago and now works with investment groups that have stakes in MBT and other brands in the outdoor lifestyle space. Doug Clark, Timberland’s Chief Innovation Officer, left the company in 2008 and formed New England Footwear, which then acquired the GoLite footwear license from Timberland. VF has proven it can develop talent internally and tends to promote from within. When Mike Ejeck, the president of The North Face, was promoted to head up VF’s outdoor brand coalition in VF Corp says it agreed to unclear on how to embrace its Social Responsibility that 2004, he was succeeded by buy Timberland to “make a big new urban customer. When focused on Service, Product, Steve Rendle, who has since brand bigger.” But its ultimate the urban trend cooled down Energy and Workplaces. And been promoted to a larger role. success in the outdoor market for the brand, it had nothing in even prior to that, the company The North Face did not miss will depend on its ability to the pipeline to replace it and as led a number of service a beat during that transition. make the big brand relevant to a result Timberland lost some initiatives that focused on giving Timberland should benefit from specialty retailers. credibility with independent back to communities in which the infusion of VF talent into its By most accounts, the deal stores and outdoor It’s a win for VF management ranks. is a win-win. It’s a win for VF, specialty retailers. The North which adds another Timberland acquired which adds another plum brand Face, on the other hand, has plum brand to its SmartWool in December to its outdoor and action sports also had a decade of explosive outdoor and action of 2005 in what has been a portfolio joining The North Face, growth. Its soft shell sports portfolio. well regarded move. Vans, Jansport, Eagle Creek, have become the for SmartWool has been a leader Reef and Kipling. And it’s a urban and suburban teens alike. it did business. The company in the “natural” fiber movement, win for Timberland, a global But TNF managed the growth also created a Path of Service expanding from socks into power brand, but one that has and expanded distribution very Program that allowed for 40 and other apparel struggled at times with market well. For example, in New York hours a year of paid leave so categories, and SmartWool segmentation, sourcing and City, TNF was featured in a full- employees could do community should benefit greatly from apparel — all things that its new page, four-color ad in The New service. Occasionally, those the support of VF’s apparel daddy is real good at it. York Times for Bloomingdales initiatives became flashpoints expertise and sourcing clout. and highlighted in the windows for retailers, employees and Timberland has struggled VF reported sales of numerous boutiques on lower investors during the times when with its brand in the apparel of $7.7 billion and Broadway that appeal to college the company’s profitability category, and in 2007 licensed announced plans students at nearby New York sagged, but few have doubted the name to PVH, the huge to grow to $12 billion University. Meanwhile, TNF Jeffrey Swartz’s sincerity. He apparel conglomerate that in five years. has also put resources behind personally is involved in many produces under Despite racking up annual supporting the brand in core charitable endeavors and with license from Calvin Klein, revenue of $1.4 billion in its outdoor stores and running an estimated $63 million take Donna Karan, Kenneth Cole last fiscal year, Timberland specialty retailers, developing from the sale, he is in position and other brands. For its last has had its problems. Its first product and marketing to continue those efforts, or, as fiscal year, VF reported sales quarter earnings were down 30 programs to support these some have speculated launch a of $7.7 billion and announced percent from its previous year channels. If VF can provide career in politics. plans to grow to $12 billion in and despite its growth over the the same sort of channel Over the years, Timberland five years. With The Timberland past two decades, the company segmentation for Timberland, has also had trouble acquisition, the company is has struggled with its identity the brand will certainly benefit. building continuity in senior already a third of the way there. at times. About 10 years ago, On the plus side, Timberland management. Many VF has apparel expertise in Timberland got red hot as an was an industry leader in executives in the industry everything from underwear to inner city brand, but company green and corporate social spent time at Timberland, but to outdoor performance management had trouble responsibility. In 2008, ended up leaving and moving apparel. They will no doubt managing the growth. It loved Timberland released a long term on to other companies. New apply that to Timberland’s the sales bump, but seemed four prong plan of Corporate Balance is rife with former apparel business quickly. l

4 • Outdoor Insight • July 2011 outdoorinsightmag.com

Outdoor Eye

Textile Report

GE Wins PrimaLoft Contract WIth Reinforces Italian Military European Manufacturers Sales Network GE Energy has won PrimaLoft has hired a contract to supply Bartosz Lassak as PTFE membrane to sales agent for the Italian military garment Eastern European manufacturers. market. Lassak will GE’s waterproof/ head up sales and breathable membrane, marketing, managing known as eVent all represented protective membrane, PrimaLoft brands, The Simple has been selected by as well as dealers brand was Lovers Srl and Tessitura in Eastern Europe launched in 1991 Majocchi Srl as the and Russia. preferred waterproof/ Lassak served as a breathable supplier for sales representative Deckers To Cease Simple, Emphasize Sanuk the Italian Army. for W.L. Gore in Eastern Europe since Deckers Outdoor says it has made the strategic decision to cease distribution of its Lovers has been 2001. In June 2002, Simple Shoes brand. In a statement, Angel Martinez, president, CEO and chair of the awarded the contract Lassak founded Board of Directors, commented: “Simple Shoes was the first brand to prove it’s to supply waterproof/ his own successful possible to make eco-conscious footwear, and we’re proud to have accomplished breathable camouflage sales and marketing all that we have. Given that there is some degree of overlap between Simple and Sanuk jackets and pants, agency, representing consumers, and Sanuk’s positive outlook and global appeal, we make this difficult decision and a windproof vest Nokia and a number knowing it is in the best interests of the brands, the company and its shareholders.” The to the Italian Army of other notable move will take effect December 31, 2011. l for the fourth year in a row. The company brands and clients. has supplied 210,000 sets to the army and will deliver 57,600 sets Hyosung as part of the latest Introduces contract. Majocchi has Key Directions been selected as the for 2013 lamination provider as Hyosung, one of part of the contract. the world’s largest GE will supply PTFE producers of nylon, membrane to Majocchi. , and Together, the group of spandex fibers, will companies will work co-exhibit with mill to produce one of partners such as Princeton Tec products the most waterproof/ Samsung trading, are made in breathable outfits a Mikwang, Pucheon, the USA soldier can wear. Paka and Ifits to “We’re pleased to feature trend right, Princeton Tec Introduces Customization Program use our expertise to performance fabrics Product customization that caters to consumers’ desire for unique and personalized create dependable, for backpacks, products has achieved a certain status in the sewn goods world. Manufacturers such protective garments outerwear, and as Nike, Vans, , Timbuk2 and Rickshaw have successfully tapped into consumer for the Italian Army active apparel. The demand for originality. Meanwhile, the customization trend has largely remained supporting Lovers and key directions going unexplored for more technical hard goods. Majocchi,” said Glenn forward for Spring Princeton Tec has introduced The Spectrum, a consumer-direct customization Crowther, product line 2013, are endurance, platform providing hundreds of design options for their Fuel and Remix headlamps. leader for performance fast track, unity and The first program of its kind in the outdoor lighting industry, Princeton Tec’s new fabrics at GE. motion. Hyosung customization platform will give consumers creative control to self-select and GE also supplies also will introduce design their headlamps by mixing and matching from ten body colors, four PTFE membrane to Mipan AquaX for button colors and two strap options — providing hundreds of options. companies supplying cool touch, moisture Once configured, the headlamps will be assembled in Princeton Tec’s domestic the United States management, and UV production facility. There are no minimum quantities required so consumers can order military and the protection and wind/ a single customized headlamp to fit their specific needs and applications. People’s Republic of water resistance in The consumer customization site is planned to go live September 1, 2011 with beta Korea military. wovens. l testing starting in June and continuing throughout the summer. l

6 • Outdoor Insight • July 2011 outdoorinsightmag.com Polartec Announces 2011 North American APEX Award Winners Polartec, the developer, manufacturer and marketer of Polartec performance fabrics, announced the North American Marmot men’s Zion APEX Award winners for 2011. This award is presented designed by to select Polartec-based garments that will be available to Aubrey Vaughan MSRP: $375 consumers in the fall of 2011. A panel of judges selected the winners based on the style, function and fit of the garments as well as innovative and appropriate uses of Polartec fabrics in the designs. The judges selected 13 North American APEX winners. In addition to a Tiffany crystal award the manufacturers can participate in a custom hangtag program promoting the winning garments at the consumer level. Polartec also provides additional marketing support through product placement with media and events. l

Winners include: Patagonia Northwall Jacket and Pants BARE SB System Midlayer Cabela’s Thermal Zone Special Op Forces Protective Combat Uniform Westcomb Apoc Marmot Zion Athleta Tagalong Athleta Tagalong Orvis Targhee Full Zip Fleece designed by Amy McCusker Dragonfur Polartec Power Dry FR Hi-Viz MSRP: $79 Tyndale Polartec Baselayer Thermal Top & Bottom Big Bill Polartec Power Shield FR Jacket The North Face Jammu Jacket LL Bean Bean’s Insulated Fleece Jacket Pet Products

sales. In essence the pet category is no different to any other in outdoor. It is not a “Field of Dreams” (i.e., stock it and they will come), but when added to Dog the sales line it can make a difference to the bottom line. products continue to Impulse or Planned Purchase? sell well at Dog products range from organic snacks, brightly colored toys, collars and outdoor leashes to technical packs with as much attention to detail as the packs the specialty dog’s owner carries. Pet owners will make spur of the moment purchases as well as compare feature sets across brands. At Ruffwear, Strible reports an uptick in sales of collars and leashes. ”People like to refresh colors and designs and they are low price points. We are seeing a lot more sales in those areas.” Toys are also selling well. “Once you find a food that your pet likes, you stick to it. But toys are different. We all want new toys. So, if there is something new, consumers have a tendency to try the ‘new thing’ if it their needs,” says Nazimek. “We try to bring out new toys so our customers stay with our brand and buy our new toys.” Brand managers note that over time even lower-priced products garner scrutiny. “When it comes to smaller items, definitely impulse buying is there,” says Hook. “And to a certain extent even the bigger items are a little impulse at first. Maybe that is because it’s still unexpected and so there is a moment of impulse. However, people are quite discerning when it comes to choosing specific products to do the right job for their dog.” Technical gear like dog panniers, booties and flotation receive more attention and product comparison. “Outdoor gear products tend to be considered purchases. They know their lifestyle and seek out items that allow their pet to join their outdoor adventures,” says Smith.

Supporting Retailers Like most outdoor product categories, merchandising plays a critical role in attracting consumer interest and sales. Ruffwear offers a branded freestanding display unit for retailers. The modular design can be used to Man’s Best Friend create a store within a store. Planet Dog has introduced a new tabletop display that helps retailers merchandise a variety of Orbee-Tuff products. The display won the Best in oday’s campers and hikers may have names like Scamp, Scout Show Point of Purchase Display at the 2011 Global Pet Expo in Orlando, FL. l and Benji. These four-legged canine adventurers offer outdoor specialty retailers opportunities for incremental sales even in a flat economy. Americans certainly love their pets. Overall sales of pet related products have reached $50 billion in the United States. T“That number surprises a lot of people. It is an area that many outdoor channels have not capitalized on,” explains Lanette Fidrych, owner of Cycle Dog. “It is often an afterthought, but given the size of the market, it is a huge opportunity for outdoor retailers. The retailers that do focus on it usually have owners or buyers who are pet people, and they do quite well.” While the majority of that $50 billion in sales comes from products outside of the recreation-related items, brands have taken notice of the opportunity. “The pet industry as whole is getting more competitive, but there are still only a handful of companies that really specialize in outdoor or technical gear for dogs that join their people on hiking and camping expeditions,” says Kristen Smith, Planet Dog’s brand ambassador. Susan Strible, director of marketing, Ruffwear reports the brand’s outdoor specialty partners are expanding their selection of the brand’s products. Even a slow economy hasn’t blunted interest in dog products. “The pet industry is relatively bullet proof. The industry as a whole is definitely growing. We find that the more you have to offer, the more the store owners will order,” says Jill Nazimek, owner of Katie’s Bumpers. “The outdoor industry has finally taken notice of their customers dogs. There are dog friendly outdoor stores everywhere.” D-Fa’s Angela Hook comments,” Successful retailers commit to the category and work to sell through the idea and the product. Those who are less successful are ones that don’t support their stock with point-of-sale or training and aren’t using their knowledge of their existing customers to drive Left to right: Planet Dog Orbee, Ruffwear Beacon, Planet Dog Woodchuck, Ruffwear Sqwash.

8 • Outdoor Insight • July 2011 outdoorinsightmag.com

Backpacks

Backpack designs evolve to match user One Size Doesn’t Fit All preferences

utdoor enthusiasts are clearly gear junkies, always on the specialty retailers. hunt for the next best new piece of equipment to take on Suspension designs, ventilations details and construction materials are their next adventure. Central to this accumulation of stuff is important elements that separate brands. a backpack to carry everything in. “Granite Gear has never used an aluminum stay that is so common in other As consumer’s preferences swing back and forth between manufacturer’s multi-day pack. Most of our packs throughout the years have tightly focused application specific packs to multi-purpose used a molded 3-dimensional frame sheet. The philosophy behind that allows Oone-size-fits all models backpack brands are expanding their product lines the pack to follow the contours of your to accommodate both interests. back so you don’t have pressure points,” “We have a lot of application or use-specific packs and that part of our explains Dave Johnson, sales manager at line has grown. But the attractiveness of a ‘quiver of one’ style pack is very Consumers Granite Gear. “We’ve also been a pioneer relevant,” says Gareth Martins director of marketing for Osprey packs. in the use of materials. Extensive in-house “Osprey’s customers are looking for both styles.” are looking testing of materials has given us an edge in John Sears, Gregory’s director of new product development says, for innovative picking materials that are very light but as “Consumers are certainly looking for more versatile packs. They are looking features and durable as they can be. We are not a me-too for innovative features and value.” company. We don’t change a product or Black Diamond’s customer is still purchasing packs specific to the end value.” introduce a new product unless we feel we use. “Most of the people we are selling to have at least a summer and John Sears, Gregory’s can introduce something that we feel is a winter pack. If they are into backpacking that’s an additional pack. Maybe significant innovation.” a hydration backpack too,” reports Nathan Kuder, softgoods category Well-known in European markets, Deuter is committed to raising its brand director, Black Diamond Equipment. “Like shoes and , they tend to presence in North America. Keeping backpackers cool with ventilation buy packs for specific seasonal use.” technology is brand’s central value propositions. With a proliferation of brands and models, backpack manufacturers “Deuter has been building packs since 1898. We believe we are one the are taking care to differentiate themselves in the eyes of consumers and bigger players. We’ve earned our wings. Deuter has been building packs

s s s Deuter Gregory Arc’Teryx

Deuter will promote the This Savant is designed for over- The Kata series are new 2012 Aircontact packs night trips and trekking, offering a designed for all-mountain with a free gift with full, traditional feature set without versatility for climbing, purchase promotion. excess clutter. trekking or travel.

10 • Outdoor Insight • July 2011 outdoorinsightmag.com

Backpacks

s s s Black Diamond Arc’Teryx Go Lite

The new Black Diamond women’s- The Nozone series are Go Lite is introducing the new specificO nyx uses Active Frame mountain-focused packs that can LiteRail AT Series. These packs Technology and features the new be stripped of certain features have full adjustability and weigh ergoACTIV XP suspension. for specific activities. well under four pounds.

since 1898,” says Christian Mason, director of sales and marketing, Deuter tools and retailer sales people backpackers have become more USA. “We invented the ventilated back panel and offer users a value sophisticated in evaluating backpack suspensions and bag designs. proposition of reducing perspiration by 25 percent.” “Consumers understand the technology. The onus is on us to describe Like all outdoor product categories, positive price/value equations and sell that to the consumer,” says Martins. “We believe that a good attract consumers. Mountainsmith follows this business approach. “If technical suspension that transfers the weight on to the hips and across you were to split outdoor products into A, B and C level, we strive to the back and carries comfortably is far better than something that is so bring A quality product to the market at a B level price. This results in a stripped down and light that it doesn’t carry well.” huge value to the customer and when we define value, it means delivering Sears adds, “Consumers are becoming more educated and discerning product that outperforms its price tag,” explains Jay Getzel, director of about what’s comfortable and what’s not. The extreme lightweight trend sales and marketing. that we saw come and go happened because it is all about comfort. It takes “Product design is spawned out of the right amount of build in the suspension to give the consumer the ultra three main research projects for us. comfortable experience. Finding the balance between the weight of the First is sales representative and dealer There’s both bag and the suspension build is something consumers are getting more feedback. Second competitive analysis specificity and sophisticated about. Consumers are purchasing products that carry well.” that allows us to identify potential soft spots or holes in the market and third generalization One backpack or three? sales trends both internally and on an and I think you Weekend backpackers, ultra-distance thru-hikers and climbers all look for industry wide level make up the third can have both. distinct features in the backpacks they use. Outdoor brands have offered component of the research involved in broader selections to fit every consumer niche and application, but are our development process.” Dave Furman, Mammut USA consumers being overwhelmed with choices? Can’t one pack do it all? Go Lite has carved a market niche The North Face builds packs for a wide range of enthusiasts and by focusing on lightweight packs. Like Osprey, paying attention to applications. “We know that there isn’t a one-size-fit all pack solution environmental issues has also helped differentiate Go Lite. “We have for our customers, so I think where The North Face excels is with the always been about lightweight packs that are not overbuilt. The most sheer number of options we have available,” notes Scott McGuire The significant evolution we have made in the last several years was using North Face director of equipment. “Since our packs are athlete tested mostly sustainable materials in all our packs, “ notes sales director Kevin and expedition proven, we have something for you whether you’re Volz. “The industry is evolving and finally catching up to us in terms of headed to the top of Mount Everest, running 100 miles of trail or heading their focus on lightweight and sustainability.” out on a day hike.” With experienced gained from previous pack purchases, brand education At the other end of the spectrum, Dave Furman, Mammut USA’s hardgood

12 • Outdoor Insight • July 2011 outdoorinsightmag.com expert, offers a commonly heard consumer appeal. “Why do I need five One feature that has changed in recent seasons is the decline in average different packs for the things I want to do? I’d like to have two and do backpack volumes. “Our windows of playtime are shrinking as a culture everything with those.” Furman responds to that question. “That opens and packs have followed this trend,” reports Getzel. “There is significantly up some room for people who want to generalize. There’s both specificity less business being done in the 5-7000 c.i. range. I heard a stat that 65 and generalization and I think you can have both at the same time.” percent of all packs sold now are under 2500 c.i. When we redesigned Harder core enthusiasts are willing to pay for narrowly defined feature our pack line two years ago, we certainly focused on the one to three and sets.” At the higher price points, activity-specific packs are really three to five day sizes more than the larger packs” strong players. These include backcountry Noffsinger agrees,” We have seen a drop in pack volumes due to these snow packs or trail running hydration functionally specific bags and a move away from the larger, do-it-all packs.” packs,” explains Derick Noffsinger, Jansport In the last six or seven years there has been a shift downward in size. technical outdoor designer. Pack manufacturers are shifting their model lines as the volume sizes have The lines between multi-purpose technical The industry decreased. “The sweet spot in the multi-day backpack market used to be daypacks and backpacking packs are getting has evolved 5000 c.i. or more,” says Johnson. “Now, we don’t even have a pack offered very blurred. “The challenge is making over the last in that size range. Now the sweet spot is 3600-4000 ci.” sure your product is targeted to the right While shorter time frames have significantly influenced backpack customer so you aren’t putting on extra 20 years. volumes, an interest in lighter weight gear and equipment has also played features that a backpacking person would Jay Getzel a role. “More and more you see folks who are less serious backpackers want on a hiking pack where the customer Mountainsmith who are dialing in with lighter weight tents and equipment,” says Martins. doesn’t need them,” notes Kuder. “With any A few years ago there was a trend toward ultra lightweight packs. “The movement in the market you still have to maintain the more traditional lightweight market is not just people who are doing the thru hikes that are styles in the line because those were your bread and butter.” buying these packs. Hikers are also looking for the lightest pack to meet Another important influence on backpack design is the time enthusiasts their needs,” reports Johnson. are committing to their adventures. “I think the industry has evolved While embraced by some backpackers, others have taken a more over the last 20 years,” says Jay Getzel, director of sales and marketing, moderate approach to shaving ounces. “A lot of people have tried going Mountainsmith. “Our windows of an industry once based on backpacking, really lightweight and figured out this stuff doesn’t necessarily last as long has gone through transitions in its target demographic and key styles that and maybe I don’t want to be quite as anal-retentive about what I bring. had us into basecamping and family camping then into the done in a day People are realizing there’s a happy medium where most users fit in,” mode and most recently almost to a ‘done in an hour’ mode.” notes Furman. l Trends A Sharp Sale Emotional connections to knives create long-term demand

nives have been called one of man’s earliest tools. In the 21st century, sharp blades still have a strong emotional attraction for outdoor enthusiasts. “I don’t fully understand why knives are so emotionally connected to people but I absolutely adore that that’s the case. I love hearing the personal stories that tell me ‘I Kremember my first knife. It was a right of passage,’” says CJ Buck, CEO of Buck Knives. “There’s very much an emotional connection. That drives the thinking process. People shifting away from disposable product to product that’s capable of being passed down to another generation. Knives offer a basic dependability and are as useful now as they were was 40 years ago. There’s a sense of legacy involved.” Thomas Welk, national sales manager at Kershaw, believes the emotional Benchmade: The 915 Triage is a dynamic triple utility tool connection plays a vital role in knife sales. “If you don’t have an emotional that includes a knife, safety hook and glass breaker. The attachment, it’s difficult for someone to understand a knife purchase. It’s Triage uses highly corrosion resistant blade steel. important to have the generational hand-down. There is something very personal and intimate about owning a knife,” he says. they go on these adventures. They want to be self-reliant,” says Buck. “I think Knives definitely play a role across generations. “Your first camping outing the market is growing again. With all the anxiety and chaos in the world there with your dad, it’s in your compartment, it’s in your pocket, it takes is a renewed interest in self-reliance. Having knives and multi-tools around is you from your youth through your life experiences,” notes Dennis Piretra, part of that perspective.” Wenger’s director of marketing. Cable shows like “Man vs. Wild” depicting difficult environments and Over time, campers have augmented knives with multitools. While survival situations have also contributed to knife sales. “We believe the market becoming a practical addition to many campers gear lists, multitools don’t is growing with the advent of people like Bear Grylls being on television,” seem to have the same emotional apparel. “Knives are very emotional. says Raczkowski. “People are interested in survival themes. They may never People will buy a knife because it has an emotional appeal to it,” notes Bill be in the wilderness survival situation, but they believe that yes with I knife I Raczkowski, category manager, Fiskars Outdoor – Americas, Gerber. “A tool can survive the wilds.” Multitool brands are also benefitting from this appeal. is a more utilitarian device. I have a need for a screwdriver, bottle opener or “People want a little bit of everything because they are not sure what will come pliers. Tool purchaser needs a tool. Knives are definitely more specialized. against. Women are getting more active outdoors and are recognizing a knife They all do the exact same thing — cut, scrape and pry. Users want specifics, or tool is something they need to have in their kit,” notes Jason Carpenter, but they want the emotional appeal of a knife.” product manager, Leatherman Tool Group.

Stable Market Single Purpose vs. Multiple Applications Brand managers report knife sales remained flat or dipped slightly after For decades, outdoor enthusiasts have had a choice between folding and the economy faltered but seem to have recovered. “The knife market fixed blade knives. While both styles remain popular, opinions differ about definitely took a dip but we are seeing growth over the last six to eight which approach addresses consumer’s needs best. months,” explains Piretra. “We feel that the last three or four years a knife Twenty years ago everyone carried a pocket-folding knife. It was an everyday purchase was relatively low on a consumer’s priority list.” carry knife. Small and compact to bring out as needed,” recalls Raczkowski. At present, the knife industry is surprisingly healthy despite the economy. “The folding knife market will always be evolving and changing. The customer “Spyderco has recently experienced our best months of sales in the history will always be going into the outdoor retailer and be asking what’s new.” of the company,” reports Joyce Laituri, marketing manager, Spyderco Since your grandfather’s knife, folding knives have evolved to include a wide Knives. range of blades and tools. “As a design team we will look at enthusiasts and Renewed interest in outdoor activities like hiking and camping are bringing determine which features are important to them,” reports Welk. “Some are a broader group of people into the knife market. “They need daily life tools as looking for lighter weight or how they carry the knife. We’re trying to attract

Buck: The Buck Bantam Pocket Knife is a medium size, lightweight, mid-lockback knife with easy 1-handed opening.

14 • Outdoor Insight • July 2011 outdoorinsightmag.com Gerber: The Metolius Pocket Folder is a thin, strong, every-day-carry knife crafted from stainless steel for good balance and strength. The Metolius Pocket Folder features a TacHide handle inlay for secure grip in all conditions. younger customer with technology features and colors showing knives as climbing harness. They are discovering the everyday usefulness of tools with features and designs that resonate with them. Interest in the knives outside of sporting activities. People ask for one-hand open old-timers and grandpa’s knives of yesterday are decreasing. Our focus has operation, lightweight, a long-lasting sharpened edge, and clip carry. It’s been on the younger user.” all about convenience and reliable high performance.” Knives have also evolved to address tightly focused and specific Lighter weights are also attracting buyers. “Consumers are gravitating applications. Models for climbers, paddlers and campers offer feature towards lightweight knives and reducing carry weight without sacrificing sets tailored to those activities. Gerber’s Bear Grylls survival knife and functionality has been key for the consumer,” reports Mike Dolmage, Wenger’s Mike Horn-inspired Ranger Series and new Ueli Steck climbing director of product development at Buck Knives. “There is also a trend knife are examples. These hybrids include blades and tools. “Bang for the towards smaller lightweight fixed blades as well as lock back/mid lock buck is an overriding theme. The Ranger and Expedition models are like a folders. Both knives offer excellent functionality and safety benefits for Swiss Army Knife on steroids. Specialty knives like the Ueli Steck climbing the consumer.” knife are purpose built,” explains Piretra. “We see higher ticket knives Regardless of model or application, reliability is key. “There is a basic doing very well and much better than we expected.” shift to a sense of foundational dependability. People are shying away from With so many options available, outdoor enthusiasts are now too much specialization. If you overspecialize you almost limit yourself,” purchasing multiple knives. “The climbers seem to prefer very light, reports Buck. Consumers are looking for general utility with multiple very small folders, paddlers gravitate more to fixed blades and general functionality. There are times when the fixed blade will be the best option, outdoor enthusiasts seem to carry mid-size models,” explains Laituri. other times the less conspicuous folding knife will be more appropriate. “At Outdoor Retailer we see people who come by carrying a Spyderco Feature sets continue to evolve. There is a cautionary feeling that knives knife and tell us they bought it for backpacking and end up carrying with multiple parts that can be lost are inherently less dependable. What’s it everyday but have they fixed blade or micro-folder on their PFD or the use if you lose the part? l Hosiery

Brand loyalty challenged by new category players

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Innovations in cushioning, fit, color options and application specific models are contributing to growth and consumer’s willingness to try new brands. “Outdoor enthusiasts are always looking for the next best thing. What’s going to give them a better experience or performance,” says Whitley. “We do get feedback from consumers and retailers. There’s a push towards more color, technology and fit focus Socks on socks.” Being a Bruce Barrows, Lorpen’s North American sales manager comments,” We do see growth sustainable in the categories we are in. Retailers and business is consumers are looking for innovation. That simply the drives interest in a fairly mundane category.” There is a growing demand for socks entry point. Do Sell segmented by sport and season. “In running Mercedes Marchand and everyday wear, people are getting more Goodhew echnical socks may not be the most glamorous product into the type of shoe they are looking for,” found at an outdoor retailer, but the category is experiencing says Peter Duke, founder Point 6. “They are looking for a closer fit so when the same competitive pressures, drive for innovation and making a we have to accommodate the space available.” consumer loyalty as backpacks and trail running shoes. Brand managers reports strong sales even during the economic “It’s definitely a competitive market. Everyone wants a downturn. “History has proven that socks are recession proof, you can get bigger piece of the consumer’s dollar,” reports Fox River the best of something for under $20,” reports Marchand. brandT manager Jennifer Whitley. “With shoe and apparel companies jumping into the sock market there are a lot of choices for consumers Are consumers brand loyal? out there.” It’s not hard to identify outdoor gear and apparel brands that generate Market leader SmartWool has seen competition increase. “When you passionate loyalty from users. Does that loyalty include technical outdoor look at the sock category today, compared to when we entered the socks? category, it’s a completely differently ball game. Before SmartWool, socks “We feel we have the most passionate, dedicated and loyal fans in the were an afterthought,” says Amy Beck, director of SmartWool U.S. sales. world. Fortunately for us, they also like to tell their friends. Our research “Now people actually go to the retailers and shows that more than 90 percent of our fans tell their friends about us,” ask for us by name. Socks have become a says Beck. “Our consumers connect with us on a rational level in that critical part of the outdoor experience and they know they can trust our products to deliver the comfort they need rightly so. There isn’t much you can do Every Tom, to do what they love to do. However, they also connect with us on a much outside if your feet aren’t comfortable.” more emotional level. We are authentic in everything we do in that we A flood of new product offering is Dick and believe more joy can be found outside. This resonates with our consumers challenging legacy brands like Wigwam Harry wants because they believe this too.” that boast more than a century of sock to be in the “Our customers are not buying price-driven cheap socks. There is production. “The market has exploded. loyalty to quality, value, and USA Made products,” says Stangl. Every Tom, Dick and Harry wants to be sock biz. New brands breaking into the technical sock category have to overcome in the sock biz,” says Natalie Stangl, field Natalie Stangl consumer loyalty to get their brands noticed. “Consumers are fiercely marketing manager at Wigwam. We make Wigwam loyal. We’ve had a big hurdle [to overcome]. People are very loyal to our own product in Sheboygan, WI, and specific brands and we have the same issue with retailers. They see the therefore we are able to have better quality control and be very hands on. brand loyalty of their consumers that’s driving their decisions,” notes We’ve been manufacturing socks in the USA for 106 years.” Wood Talkington, brand manager, FITS Sock Co. “They want to stick with New products are coming from sock-specific companies as well what’s working. You have to get the socks on their feet and then they will as footwear brands extending their product lines. The competitive make their decisions from there.” atmosphere is hot. While its clear outdoor enthusiasts may have a go-to sock brand, there “Many shoe and apparel brands want to jump into this successful is definitely room for experimentation with new brand. “To a large degree market. It’s good to remember that the best socks come from core sock they are loyal. The flip side is that socks are a relatively inexpensive brands with core expertise,” notes Mercedes Marchand, VP of design and impulse purchase,” notes Ric Cabot, owner and founder of Darn Tough. “If merchandising at Goodhew. something that catches your eye it’s not a big investment to try something

16 • Outdoor Insight • July 2011 outdoorinsightmag.com 6 7 8 9 10 11

new. A lot of the new things on the market are almost art for art sake. feel good about the brands they are Left to Right: 1 Darn Tough Tulip Shorty Plum You will see bells and whistles just for the sake of putting something on supporting,” says Marchand. “If they find 2 Darn Tough Flame the sock. When people realize that that is mostly cosmetic they go back this combination they will keep coming 3 Point 6 Hiking Tech 4 Point 6 Lotus Extra Light to the brands they are comfortable with,” says Cabot. “Just become its back. Goodhew is focusing on building 5 Smartwool 708 shiny and new, doesn’t mean that the socks are comfortable, durable or brand loyalty through our everyday 6 Fox River Trail Quarter 7 FITS Women’s Low fit well. People have more sock choices then they have ever had and they technical performance combined with 8 Lorpen XTRW Steel Blue are definitely getting more educated about socks.” fresh design and color.” 9 Smartwool 875 10 Smartwool 874 Barrows agrees. “I think that there is some loyalty to the legacy brands is important but function 11 Point 6 Half Stack Light Crew that have been around for a long time. At the same time, since there is now still rules the day. “When the product no such a proliferation of brands, I think there is a lot of brand switching.” longer functions or starts to fail through a Sock designs now cover very specific applications like skiing, durability issue then the consumer becomes disenchanted with their once backpacking and trail running. Ultimately, the user’s experience will go to sock and start to look for a different brand that meets their standards,” influence future purchases. “Consumers are looking for brands with offers Duke. “The most important thing to a consumer who is serious about meaning. The product must perform and the consumer wants to their sport is function. l Footwear The Trail Evolves Minimalism pushes outdoor and

running brand’s footwear design s

Saucony

The Saucony Pro Grid Peregrine 2 is designed for the trail runner looking for lighter weight footwear.

rail running has earned its place in outdoor recreation. more accessible to runners and they are exploring them.” Creation of the Endurance Zone section on the Outdoor The definition of trail running has also broadened to include more Retailer Summer Market show floor offers an example of the than just Rocky Mountain locations. Packed dirt paths in urban parks category’s importance to outdoor specialty retailers. and crushed limestone rails to trails conversions are becoming popular Following lifecycles of many product categories, trail venues. running has splintered into multiple product segments “The one thing you have to say about the trail market and running in targetingT specific kinds of trail running enthusiasts. “The trail market has general is that everyone is trying to get off of manmade surfaces and onto evolved a lot in the last five years. Previously known as multi-function, natural surfaces,’ says Kirk Richardson, business director of Montrail. if you look at the typology of the shoes that “There’s a much stronger understanding that getting off road has myriad dominated the market at the start they tended to benefits for people who are running as a principle form of fitness and be great versatile, multi-function outdoor shoes reaction. Trail running has become a much more sought after aspect of but with pretty mediocre runnability,” notes Everyone the whole running experience.” Tom Berry, VP of global sales, marketing and As more users enter the market, footwear brands are designing trail merchandising for the Tecnica Group. “Today is trying to shoes for different kinds of terrain and running preferences. there are at least three categories. You still have get off of “The product has evolved into lighter more flexible product by the multi-function category, then shoes with lowering midsole heights, adding more flex grooves and using less upper better runnability, and third, the trend toward manmade materials combined with a more simple construction,” reports Brice minimalism. The Holy Grail is to be able to have surfaces Newton, footwear product marketing manager at ASICS. “Our footwear the versatility of multi-function but with the and onto team is constantly striving to reduce overall weight through alternate more runnability.” constructions and materials, but at the same time ensuring protection for Adopted early by outdoor enthusiasts, natural the runner.” trail running is attracting more traditional surfaces. roadrunners. “The trail market is emerging as Kirk Richardson The Minimalism Influence running grows. Running is becoming a lot of Montrail After exploding on the road running environment, minimalism design people’s primary fitness activity. When that influences are being seen in trail running footwear. “The idea of how happens they are looking for ways to break up the monotony of running do you make runners more efficient is something that adidas and other around the block,” says Carson Caprara, Brooks Sports running footwear companies have been working on for a long time,” reports Greg Thomsen, product line manager. managing director at Adidas Outdoor USA. “It’s not something new. “Runners are exploring different kinds of running shoes, workouts, and We’ve all known that lighter weight, more stability, more traction and ultimately different running routes and terrain. The moderate trails are durability come into the equation. What I like about the minimalist side

18 • Outdoor Insight • July 2011 outdoorinsightmag.com

Footwear

s of the business right now is that it is bringing Saucony more focus to running and to new design

Saucony sees minimalism as an concepts. Even though many runners swear interesting test lab as the brand by the minimalist technology others have continues to expand our trail line. Saucony Xodos 3.0 features a experienced negative results. But overall, Vibram sole for off-road traction. the exploration of this design concept and new directions for improving an athlete’s performance will continue to push the creative boundaries of product development. That’s really positive.” Merrell has fully embraced minimalist running principles. The trail market is ever evolving. With the fast pace of the barefoot movement, many traditional athletic brands are entering the market with their interpretation of a minimal trail running shoe,” says Craig Throne, VP- global marketing at Merrell. “In Spring 2012, we bet we will see the majority of outdoor and athletic brands approaching trail running in a much more minimal design focus.”

Throne continues, “The minimalist trend s has influenced the way that we are designing our entire range of Merrell Barefoot. A Brooks common design thread in Merrell Barefoot Brooks believes there is a design is our BareForm approach that definitely a market for shoes that encourages a natural midfoot landing in a are a little more secure, supportive and durable. The Brooks True Grit foot-shaped forefoot design offering ample is a lightweight trail shoe. foot splay and ground feel.” Opinions about the potential of minimalist designs in trail running footwear vary significantly across outdoor and traditional running shoe brand executives. “There’s a lot of one-sided dialogue going on. Lot of people saying there is a right and wrong way to run. Those shoes aren’t healthy for you. There’s a lot of confusion for the every day runner. They don’t know what’s right or wrong,” says Caprara. “At Brooks, we’ve don’t see anything wrong with a shoe that provides you with a lot of protection as long as there is functionality built into the shoe that works with the body. There is defi-

nitely still a market for these shoes that are s a little more secure, supportive and durable. Merrell It’s not that there is a right or wrong. Different

Merrell’s women’s Dash glove shoes will provide different experiences.” continues its commitment Even with differing perspective there to minimalist footwear. appears to be room for growth for both competitive approaches. “The minimal trend is creating new energy in the category,” says Bryan Gothie, product manager, New Balance. “Minimal product is one end of the spectrum. The definition of what was traditional in the past is moving toward minimal and redefining what’s normal. We’re seeing lighter weight and lower to the ground.” Minimalism has allowed brands to evaluate the geometry and engineering of trail shoes.” Minimalism has been an interesting test lab as we continue to expand our trail line,’ says Patrick O’Malley, SVP of global product, Saucony. Minimalism has allowed us to provide more options to runners. We’ve been

20 • Outdoor Insight • July 2011 outdoorinsightmag.com s able to expand our line and let the runner decide ASICS which is their number one priority.” GEL-Trail Sensor 5 The lightweight trend will influence Runners are looking for ways to connect with the ASICS trail running product in a physical experience of running. “They want ground very similar way as it has influenced ASICS road running products. contact and to be involved in the experience. A shoe with a lot of protection can take away from that,” notes Caprara. “There’s an emerging mindset of runners who want to feel every step they take and be in touch with the ground underneath their feet and activate their proprioception. Those runners are looking for product that is lighter, more flexible and lower profile that allows that experience.” The trend of lightweight will influence ASICS trail running product in a very similar way as it has influenced ASICS road running products. “This product will be considerably lighter, more flexible and include different variations of ASICS popular no-sew upper construction. We will also see more color and brighter colors,” explains Newton. “The difference with the trail product is that it still needs to provide protection and excellent traction. Traditional trail running product minimalism a bit differently. “Minimalism has created more interest in the will continue to be important because there is still a group of consumers trail and that’s a good thing. We’re trying to leverage our experience in that will not be able to transition into the lighter weight product and another technology in trail and take it in as many meaningful directions as we can,” segment that will use the light weight product as an alternate shoe or fast says Kyle Rackiewicz, product development director at Vasque. “We are paced shoe.” not going to emulate what the latest trend is if its not in our tool of Footwear brands that come from an outdoor orientation see the experience and technology in how we build footwear. We look at minimalism

Footwear s

Oboz as a good thing for the industry overall and we will wade into it as we learn and are able to do The new Oboz Lightning BDry is a waterproof breathable version it right by leveraging our experience building of the Lighting trail running shoe. shoes.” The Lightning BDry offers all-around performance and The minimalist trend has had some durability for running on a full influence on the trail footwear market. spectrum of surfaces, including the most rugged and rocky trails. “You see lots of brands with lower profile minimalist shoes but I think the jury is still out whether people are going to buy them or not,” says Jonathan Lantz, president, La Sportiva N.A. “You see a lot of shoes the walls but when you look at what’s turning. With hard-core trail runners no one has fully embraced the minimalist trail market from what I see. If a runner is already interested in minimalist will buy.” Not all trail running brands are jumping into the minimalist segment.

“Minimalism is going to contribute to a s disconnect with runners. My feeling is that the initial market reaction to minimalism is ASICS going to slow down or even out as people

GEL-Trabuco 14 recognize that a minimalist shoe is not The Asics footwear team is perfect for every condition, situation and constantly striving to reduce overall weight through alternate trail,” suggests Josh Fairchilds, founder of constructions and materials, but Oboz. “We’re not going after the minimalist at the same time ensuring protection for the runner. market. Our feeling is that while there is a tremendous amount of validity in training feet to be stronger we know from focus groups that we have done with trail and mountain runners in Montana they are looking for durability and protection and they are still looking to the traditional model for trail running shoes. We’re sticking with that. We don’t think the traditional trail running shoe isn’t going away any time soon.” Fairchilds adds, “At the same time, minimalism has educated people a great deal about foot strength. It’s not just a matter of just buying the right shoe and that shoe will solve all your running problems. It’s about training correctly and an important component of that should be foot strength.

Minimalist shoes are a great way to do that s while still protecting your feet.” From models offering maximum protection THE NORTH FACE from exposed roots and rocks on wilderness The North Face Single Track Hayasa. The North Face is ultra-distance trails to minimalist-inspired finding better foams, better trail racing shoes, runners benefit from more cushioning properties, new welded technologies and lighter weight trail running options than ever before. fabrications to create their trail “The pendulum is always swinging. Now running shoes. we have the minimalist trend. People want to try that out. There’s more acceptance of lighter weight more minimal product,” says Richardson. “There is a strong consumer preference to experience the less is more product. But there’s sort of a balance. On the one hand there are a lot of biomechanical advantages to that but you need to be prudent and thoughtful on how fast you make the transition from conventional running and trail running shoes to the uber minimal products. The universe of product choices is getting more robust for the trail runner. The

22 • Outdoor Insight • July 2011 outdoorinsightmag.com breadth of product offerings will continue to evolve.” JP Borod, product director of footwear at The North Face comments, “Its’ good that brands have a multitude of options for different runners, different activities and from different biomechanical builds. From our standpoint we don’t want to ask you to change your gait. We think that if you are on trail you do need a level of support and protection. Retailers will need a wide variety of options to fit their customers. There’s not a one size fits all solution.” Ultimately, minimalism is driving runners into specialty retailers filled with questions about which is the most appropriate trail running shoe for their interests. “Our sales have been up month over month consistently. We’re still continuing to grow and evolve. New people continue to come in, “ says Lauren Barra, product category manager, Salomon Footwear. “Any type of innovation in the market is a good thing. That allows all brands to be innovative. The minimalism story is another step. It’s exciting for the market. It’s led to a lot of new product that we haven’t seen come as quickly before.”

Mountain Brands vs. Traditional Running Brands Outdoor brands with climbing heritages approach trail running differently from traditional road shoe brands. Early in the trail running market’s evolution, those differences were distinct. That’s not necessarily the case today. “In the trail running market, we still see outdoor brands having the upper hand as we have always focused on the outdoor experi- ence and trail terrain with a ‘ground- work’ approach,” says Throne. “The Merrell approach is simple, we work from the ground up knowing that the Minimalism closer a runner is to his or her ter- has educated rain, the more ground feel a runner people a experiences and the better a runner’s form. It will be interesting to see great deal the approach that traditional running about foot brands bring to trail running in light strength. of the barefoot movement. It is going to be a crowded space with many dif- Josh Fairchilds, Oboz ferent options.” O’Malley adds, “A lot of mountain brands have gotten really aggressive in trail. For us, it’s running first. Moving to trail has been a really easy transition for us. Now, the retailers are reducing the amount of brands on the wall and going with running brands that they trust.” Both perspectives have learned from their competitor’s approach. The result is a hybrid of design philosophies. “I don’t know if the lines are as distinct now. They are more gray than ever,” says Gothie. “Everyone can make a great shoe now. The doors are more open now for companies to come in without being tagged by a personification that ‘you can’t make a lightweight shoe’ or ‘you can’t make a running shoe.’” Outdoor brands have become much more sophisticated in our levels of development. “We’ve also attracted a lot of talent from the running industry. Today there is a big conversion of road technology in trail that enables us to make our shoes far better performing than they were before,” says Borod. “We’re finding better foams, better cushioning properties, new welded technologies and lighter weight fabrications. When you go to trail events and people are still wearing their road shoes but they are starting to learn about the benefits outdoor brands are bringing to road shoes. Whether it’s minimalism or product sophistication, you are seeing outdoor brands building shoes with a less is more philosophy.” Trail running continues to attract enthusiasts and attention from outdoor specialty retailers. With expanding model lines responding to minimalism trends, the 2011 Outdoor Retailer Summer Market Endurance Zone is likely to be a very busy place. l

outdoorinsightmag.com Apparel

Consumers, already familiar with Outdoor apparel brands find opportunity to expand lifestyle apparel sales an outdoor brand’s performance with technical apparel and equipment now measure them on their fashion sense. Ready To Wear 7 Days a Week

“The outdoor utdoor industry veterans with a bit lifestyle apparel of gray in their hair will remember category didn’t exist the business world’s begrudging when we got into acceptance of “casual Friday” attire. the business. It’s great to see it come choices that seem natural as far as it has. The today were once viewed as wildly category is now out of place in 9-5 offices. legitimate.” “We’ve seen this opportunity for Gordon Seabury, quite some time. Since day one the CEO, Horny Toad idea was to take technically driven fabrics being applied to crossover Olifestyle design,” reports Gordon Seabury, CEO at Horny Toad. “The outdoor lifestyle apparel category didn’t exist when we got into the business. Its great to see it come as far as it has. The category is now legitimate.” In many industries the corporate uniform of , tailored shirt and tie have given way to plaids, khakis and lightweight fleeces. “Now there are no rules. You can create your own looks and it’s acceptable. It opens the door for the product we create that’s inspired outdoors to be one of those pieces.” reports Sue Parham, VP-global apparel merchandising at Columbia Sportswear. “It used to be that you would not integrate your lifestyle wardrobe with your work wardrobe. Those rules have gone out the window and people are mixing everything together.” More than ever, outdoor enthusiasts are purchasing apparel from the technical equipment and apparel brands they use during weekend pursuits. “People are buying more versatile apparel and that apparel aligns with what they are passionate about. They are integrating those pieces into their wardrobes,” says Parham. Consumers appear to evaluate apparel the same way they make decisions about their outdoor gear. “We’re known for our footwear and our apparel is an extension of the brand. What we hear back consistently from consumers is that the brand is all about versatility,” says Bill Inman, Merrell’s apparel business director. “I can wear it to work and then go for a hike. Versatility is definitely what people are looking for. It’s a hiking short with enough style to cross over from outdoor activity to lifestyle use.” In addition to specific technical-oriented feature sets, outdoor “For women, apparel has also been inspired by an environmentally friendly the cute factor is what they respond ethos. “The outdoor natural influence in fashion is seen as an to. They are unpretentious, honest, reflection of changing values as a new shopping at outdoor generation realizes the enormous value that nature/outdoors retail because plays in their lives and those of their children,” notes Marty they assume there is a technical Weening, president of Gramicci. performance aspect to it already.” Balancing Fashion and Technical Performance Bill Inman, Consumers, already familiar with an outdoor brand’s Apparel Business performance with technical apparel and equipment now measure Director, Merrell them on their fashion sense. “When they have a good experience with the product on the weekend the barriers for the outdoor brands to move into lifestyle are reduced. Outdoor brands have the ability to provide product without sacrificing performance,

24 • Outdoor Insight • July 2011 outdoorinsightmag.com Outdoor apparel brands find opportunity to expand lifestyle apparel sales Ready To Wear 7 Days a Week

their brand or their heritage with apparel that has the flexibility to be not to overthink and overdesign our apparel. We believe in staples, worn the other five days of the week,” says Greg Houser, VP-production classics and clean lines. Being a mountain lifestyle brand we recognize at Marmot. “We have the ability to be more fashionable without the need to understand customer,” says Noah Robertson, Mountain sacrificing who we are as a brand. It’s a fine balance between outdoor Khakis, director of design and product development. “When we use lifestyle and technical performance. That’s what we’re trying to get at more technical fabrics we are addressing those activities. Having those and that’s the opportunity for retailers and outdoor brands.” details resonates with the consumer.” Helena Barbour, product line director for lifestyle at Patagonia, As expected, men and women have different apparel purchase behaviors. comments: “Customers have become much more discriminating with “For women, the cute factor is what they respond to. They are their purchasing decisions with company’s like ours. It’s making sure shopping at outdoor retail because they assume there is a technical our product we offer in addition to being fashionable and performance performance aspect to it already,” says Inman. “Younger men want oriented are also relevant to market trends.” cleaner apparel designs with the technical functionality they expect What apparel features are outdoor enthusiasts looking for today? in outdoor gear. They look for features like wrinkle free and hidden “Crossover versatility, and design that enhances the outdoor active pockets but with a style that works in a casual work environment.” experience but also can be worn any-wear concept. Comfort, comfort, Columbia’s Spring ’12 apparel line will launch significant technical comfort and fit combined with function. Finally, performance fabrics innovations designed to improve the user’s outdoor experience. that really do perform wick, breath, dry fast, don’t shrink and last,” Function and fashion play equally important roles. “The functional notes Weening. performance of the garment is what changes their minds. You may

Left to Right: Mountain Khakis Women’s Oxbow Burnt Sienna shirt, Mountain Khakis Men’s Oxbow Dark Olive shirt. Mountain Khakis Fairway Polo shirt

Patagonia’s Spring ’12 apparel line focuses on apparel products love how something looks but you fall in love with it when it performs,” that have had a performance history. “We’ve retained that appeal and reports Parham. At Columbia, Every opportunity we have to bring updated the styling to be a little more street savvy. The crossover from better performance to our apparel is one of those features that the mountain, the crag, or the beach to the day job, the street and a converts people and gives them a better opinion of our brand.” BBQ with friends is an easy one,” says Kristo Torgersen, product line Today, outdoor apparel brands have seized on the opportunity to coordinator for lifestyle, Patagonia. position their products with mainstream lifestyle brands like the Gap, Fortunately, outdoor apparel brands aren’t as tied to rapidly Old Navy, L.L.Bean, J.Crew and others. changing fashion trends as other lifestyle brands are. “Outdoor apparel Outdoor enthusiasts are becoming more comfortable with visiting is not intended or designed to be the trend of the week,” says Seabury. specialty retailers for apparel needs. “We’re seeing the outdoor retailer “It’s intended to have longevity. Fabrics will last more than a decade turning into more of a one-stop shop for people. Instead of just weekend and styles will last five to seven years The designs that we are putting wear they are going there for seven-day a week apparel,” says Houser. them into are designed for longevity. We never want you to wake up “That’s the opportunity the outdoor industry has. The customers enjoy one day and look at a Horny Toad product and be embarrassed about the shopping environment, the customer service and the quality of the it being out of style.” product is much better than they are going to get in other shopping Mountain Khakis apparel reflects a classic, enduring design. “We try channels. Instead of buying disposable wear they are buying products

outdoorinsightmag.com July 2011 • Outdoor Insight • 25 Apparel

Left to Right: Marmot Ellwood shirt, Mountain Khakis collection, Patagonia All Stone shirt, Mountain Khakis, Americano Jacket.

they can trust. That’s really important in this economy.” “Outdoor specialty retail is built on an equipment model and two With easing apparel standards in the workplace, clothing choices that work turn business cycle. Buy in the spring, hope it all sells, close it out, during and after work are being widely accepted. “There’s an opportunity then order a delivery of new product for the fall and winter,” explains for consumers to fully embrace this idea of one wardrobe,” says Seabury. Seabury. “We’re working real hard to with outdoor specialty retailers to “The ability to get up in the morning and put on clothing with fabrications learn the tools of what it is to be a sophisticated merchandiser.” thoughtfully developed with performance, functional and sustainable aspects Horny Toad opened its own store, the Lizard Lounge, to experiment but still in terms of comfort, look and feel not compromise any of the things with merchandising and display ideas. “Whatever advice we give you would be looking for in a sportswear collection.” to retailers is tested and proven versus experimented on with their Specialty retailers have to adapt accordingly and learn to improve stores,” says Seabury. “When you are dealing with lifestyle apparel merchandising presentations to at least reflect what consumers are you have to make it interesting, fresh and much more relevant month used to in other apparel stores. “There is an evolution going on. The to month and week to week. So merchandising, inventory management way we are presenting apparel is becoming more cohesive. There’s a and planning are much more centric skills than some of our traditional lot more focus on collections rather than just classifications. But there outdoor retailers may have had in their foundational toolbox. We’re are still lingering channels out there where you can walk in and see super committed to partner with our retailers and to work together a sea of convertible pants in various colors of tan,” explains Parham. to figure out how to make them better and how we can be better as a “By using color and integrating lifestyle pieces, we are advancing the supplier. Everyone has embraced the opportunity and trying to figure merchandising presentation.” out how to get better and evolve up the chain.” Apparel brands work with retailers to change the way they present In the future, lifestyle apparel from outdoor brands may play an even apparel. “Retailers are starting to focus on brands rather than categories. larger role in consumer’s wardrobes. Expanding collections, improving Some stores would merchandise all pants together,” states Robertson. merchandising and staying true to technical performance benefits, “Now I see more retailers merchandising brands separately. That’s outdoor brands and specialty retailers can capture significant revenues. much more in relation to what department stores will do. This is much This is just not an opportunity for the retailers but also for the more than just a pants and business.” outdoor brands to expand their product offerings. Retailers have to be Robertson notes that since retailers have invested thousands of more diverse in there offerings. They have to provide more choice in dollars in merchandising fixtures, it can be a challenge getting them to their assortment. That will attract people to the store and give them a accept those elements from apparel brands. “The best retailers have reason not to walk out empty-handed. With a $400 technical jacket, you upgraded their visual merchandising and store presentations to match are giving the customer one or two choices. Adding lifestyle apparel the [fashion] industry outside our category,” reports Inman. “We’re allows your current customer to buy more from you and you now find working with them to make that easier for them to do.” a new customer without losing them to another store where they aren’t Selling apparel requires learning new inventory management thinking. happy with the service or product selection. l

Left to Right: Mountain Khakis Women’s Collection, Marmot Women’s Kristie, Marmot Pinnacle, Marmot Stride

26 • Outdoor Insight • July 2011 outdoorinsightmag.com

Apparel

Original Outdoor Brands

By Lou Dzierzak his words it was more of a matter of survival Our rugged performance and style plays on than a matter of what people wanted. They our heritage,” says Mangione. “We were rel- he exhibitor list of the Outdoor needed functional items that would shield evant in 1800s and the goal is to become Retailer show is filled with them from the rain, snow and cold. His focus extremely relevant today.” apparel brands. Some names was on building rugged, durable clothing out- Constructed of paraffin wax and canvas, have burst on the outdoor door clothing that outfitted the miners, log- Filson’s Tin Cloth Jacket has remained a best scene to become the latest gers, fisherman and explorers. Our seller for decades. “We’re still rel- and greatest while others have original customers were people who evant today. These authentic prod- hadT their day in the sun and faded away. were going into the outback territory ucts that were built for a purpose Year after year, though, two companies have between Washington and Alaska and and still serve the same purpose remained on the floor doing business in the just trying to stay alive and accom- today,” reports Korros. “The brand outdoor market. Woolrich and Filson have plish what they set out to do.” has this incredible legacy of 114 hard-earned credentials that go back more The definition of what it is to be an 100 years in business.” than a century. outdoor enthusiast has changed dra- The technical performance char- In 1830, John Rich, an English immigrant, matically since Woolrich and Filson acteristics of today’s outdoor built a mill in Pennsylvania and sold started selling their apparel. Synthetic brands may be appropriate in socks and blankets from a mule cart. Within fabrics from nylon to Gore-Tex pushed + applications like extreme climbing 20 years the Woolrich Buffalo Check Shirt and traditional materials like wool, Woolrich and and skiing, but Filson and Woolrich Wool Field were already classics. “In the and leather to the sidelines. Filson stay can claim performance advantages beginning most of the product we provided Still, amazingly, given the small relevant after unmatched by these options. “In was used by outdoor workers like lumber- number of century-old companies several categories like our Oil Tin men, railroad men and hunters. Everything we who are still in business today, more than Cloth and wool Mackinaw jackets made was designed to perform in the outdoor Woolrich and Filson are still rel- a century in where our proprietary fabrics have environment,” notes Brian Mangione, EVP, evant today. There have been chal- business. been built into product we outdis- Woolrich. lenges, though. “For the first 150 tance anyone who tries to compete Filson’s story begins in 1897, across the years we were a manufacturer-based compa- with us both from a quality and design stand- country and in the midst of the great gold ny, but we didn’t change as fast as the market point,” says Koros. rush. “C.C. Filson found that people coming changed and people’s lifestyles evolved,” says Woolrich is looking at new technologies to the Pacific Northwest to stake a claim in Mangione. that will make wool water repellant. “We’re gold rush were ill-prepared for the weather. With renewed vigor and a shift in mentality doing things a little differently so that con- The elements were cold, rainy and damp. from manufacturer to a brand-based market- sumer and trade will notice,” says Mangione. They weren’t dressed for it, so Filson started ing company, Woolrich is making the transi- “The morale and culture of the company is building outerwear and blankets,” explains tion to the modern, 21st Century outdoor the highest it’s been in some time.” Filson, CEO and president Mark Korros. “In world. “Our heart and soul is in the outdoors. A Filson Tin Cloth Jacket is one of a few out-

28 • Outdoor Insight • July 2011 outdoorinsightmag.com door products that have been handed down us from the crowd. We’re creating a brand Left to Right: Woolrich Women’s Branton Jacket. Woolrich Arctic . Woolrich Buffalo Check Shirt. Woolrich Field from generation to generation, says Korros. position that visually communicates who and Coat. Filson Fairmont Wool Peacoat. Filson Mackinaw Cruiser. “I’m hard-pressed to think of other apparel what we are to the consumer. If you make items where the grandfather gave the coat to it clear to everyone what you stand for, it’s his son, son gave it to his grandson. That may easier to get the message out there.” shown in Milan’s Fashion Week exhibition. happen with automobiles or collectibles but I Susan Mason, a buyer at Kittery Trading Heritage brands like Woolrich and Filson haven’t come up with an apparel item that fits Post, Kittery, ME, says Woolrich is one of the are experiencing resurgence in interest from that description.” retailer’s primary apparel brands. After see- retailers and consumers. Customer loyalty Korros adds, “Four years from now will that ing line previews Mason is excited about the and word of mouth recommendations play polyfill jacket have any real purpose to it. The future. “Woolrich has done a tremendous job an important role but success isn’t purely odds are that it probably won’t. Our macki- of promoting wool in their line. They are going based on a fashion fad. These iconic American naw wool coat most likely will be in as good as back to their heritage,” reports Mason. “It’s brands have become extremely fashionable. shape as close to new because they are built true basic product.” It’s really energized our brand and purpose,” to last a long time.” In Texas, Murdock’s has carried Woolrich comments Korros. “We find that fashion retail- Rutabaga in Madison, WI, is a flagship Filson for over a decade. “It definitely attracts an ers are just as interested as selling Filson retailer. Come the end of summer, outdoor older generation but they have made some today as our outfitter retailers. Our apparel enthusiasts are looking for protection from changes that will appeal to a younger audi- products built today are extremely durable, cold, damp Wisconsin autumns. “Our custom- ence. The line looks really good for Fall ’11 with honest value. People feel good about ers definitely look at Filson as really tough and Spring ’12,” reports Laura McCloney, Filson. They feel like they are getting their good outerwear. They like how strong and clothing buyer. “Woolrich is doing well for monies worth and something that will last. durable Filson is. You are much less likely to us. It’s one of the store’s top five brands for That’s what made it relevant then and what snag and rip a piece of Tin Cloth than you are apparel.” keeps it relevant now.” your lightweight nylon or Gore-Tex Korros notes Filson has collaborated with Next year, for the first time Filson will intro- jacket,” reports Woody Osborne, assistant youth-oriented brands like Vans, Levi’s and duce black Mackinaw wool across the line. manager at Rutabaga. “Filson customers are a Sebago to introduce Filson to a younger audi- Expanding offerings for women and warm specialized breed. They have discovered that ence. “Our customer base is 61 percent men, weather apparel like knit and shorts is Filson is some of the toughest stuff around. 39 percent women and 35-65 is the age of intended to attract a broader audience. Koros Comfortable once you break it in. People our core customer,” explains Korros. “We’re says adding lifestyle apparel will attract more who appreciate hard-wearing gear and have working to attract younger audience with life- buyers and give current customers more rea- to have stuff that will last and protect them style apparel. We’re doing it in a way that’s a sons to wear Filson other than its outerwear. appreciate Filson.” little more hip. We feel that when they have “We’re not a brand for everybody. Our price Filson and Woolrich may be better known the opportunity to experience our brand qual- point isn’t for the mass market. At the end of to an older customer, but both brands are ity, design and learn about the heritage we the day, it’s a damn good product and people reaching out with new marketing initiatives to will win them as customers.” feel good about wearing it,” says Koros. change that perception among retailers and Woolrich has pushed the fashion envelope Woolrich and Filson may have smaller consumers. with an offshoot called the Woolrich Woolen booths at the Outdoor Retailer Summer “There’s a lot of sameness in the market- Mills Collection. Created by internationally Market show in August than they have in the place when you look at technical brands,” well-known fashion designers Daiki Suzuki and past, but both companies say they plan on Mangione. “We want to have a look and style Mark McNairy, the collection, influenced by being there and being relevant for many years that is inherently Woolrich and separates Woolrich’s heritage woodsman style, has been to come. l

outdoorinsightmag.com July 2011 • Outdoor Insight • 29 Retail by following

success By Lou Dzierzak

Outdoor Gear Exchange a different path Burlington Vermont

al Elms, a manufacturer’s rep drive across town to Climb High or EMS and buy seen that. We have people shopping for a new with Pinnacle Outdoor Group, new gear at full price.” $400 pack next to someone shopping for a $100 calls Burlington, VT, one of the Moving to another location with 4000-square used pack. We don’t have any issues with that. cornerstone towns in the out- feet, Sherman added clothing and saw a big bump There are people who will buy the newest and the door Industry. “Its like Bozeman, in sales. The store also began to sell full-price greatest and others won’t. There are people who MT, Boulder, CO, or Seattle, WA. gear, accessories and apparel. “We needed to buy new cars, used cars and really old used cars. BurlingtonH is a competitive market and lots of have what people are looking for. If we can’t get We’ve got them all.” outdoor business gets done there,” reports Elms. it off price than we have to get in line product.” Over the next decade, OGE’s customer base The 16-year old Outdoor Gear Exchange MSR stoves were the first full-price product expanded. Off the cuff, Sherman describes his has carved out a successful place in a market sold at OGE. “ After a few years, major manufac- customers as 60 percent men and 40 percent that includes Eastern Mountain Sports, Dick’s turers started paying attention and offering lines women, from 20-65 years-old. Since Burlington Sporting Goods and a handful of specialty bike we didn’t have before,” says Sherman. “We were is a college town, Sherman uses radio, print and ski shops. the new guys on the scene.” and social media advertising to introduce 4000 Marc Sherman, OGE’s co-owner, recalls the The business model of selling full-price and off- new customers to the store when classes start inspiration that led to opening the store in 1995. price products from the same brand side-by-side each fall. “A friend and I were out camping. I had too much caused some skepticism among outdoor brands. “We serve the first timer to a seasoned moun- gear and he had none. It occurred to us that “Fifteen years ago, I wouldn’t actually open taineer. We offer a full line of gear and apparel for might be a situation that was occurring in other him as a dealer. I didn’t have a lot of confidence outdoor enthusiast,” says Sherman. “To a certain places with other people.” in that approach,” recalls Elms, with some cha- extent, no body else does what we do. We’re a Working at Vermont Bear at the time, grin. “I had other dealers in the area protecting core gear shop but also cater to people with life- they quit their jobs and opened the business. lines. Now they have become one of the larg- style clothing needs.” Right from the start, Sherman did things a little est retailers in my territory.” Soon, OGE added The store’s product mix serves hikers, back- differently than other outdoor specialty retailers. Mountainsmith and Vasque. packers, trail runners, climbers, backcountry Outdoor Gear Exchange’s first location mea- Despite the initial skepticism, Sherman never skiers and is expanding to offer more to paddlers sured barely 800-square feet and primarily sold wavered from that business model. “When we and family campers. “There is something for gear and accessories.” We started selling all off- opened up, some of our vendors warned us everyone at every price. Suzi Curtis, manufac- price products. We realized people were coming that you are not going to be able to succeed turer’s rep for Icebreaker, Haiku, Pistil, Buff. “It to us to get a deal on a backpack or whatever selling our full-price products right next to the also means the product assortment is constantly we had in stock as a closeout, second or used,” closeouts we’ve been selling you. We’ve proven changing so the customer is visiting the store explains Sherman. “If they couldn’t find what they them wrong,” says Sherman. “People expected more than seasonally. It is all about value in this wanted from us at a discount, they were going to that there would be a problem but we’ve never economic environment.

30 • Outdoor Insight • July 2011 outdoorinsightmag.com OGE co-owners Marc Sherman and Mike Donohue on the climbing wall at their new store.

outdoorinsightmag.com July 2011 • Outdoor Insight • 31 Retail

“It’s that engagement and enthusiasm that brings people back time and time again.”

The store’s product mix serves hikers, backpackers, trail runners, climbers and backcountry skiers and is expanding to offer more to paddlers and family campers.

Over time, Outdoor Gear Exchange as earned place. When new lines come in they are clamor- reach a 50-50 split between the store and online the loyalty of many local outdoor enthusiasts. ing to see what’s in the box.” operations within a few years.” Fifteen years ago Some management consultants might talk about That passionate is apparent to OGE’s custom- there wasn’t an online business. Now they are a the store’s lifetime customer sales potential but ers and visitors. “As a rep, OGE is one of my leader in that category as well,” says Elm. Sherman has a distinctly different take on what favorite stores on many levels but the top rea- Nearing its 16th anniversary, OGE is making attracts his customers to OGE. “I feel strongly son is the positive vibe you feel when you enter another move, this time to a 44,000-square-foot that we don’t need everything. I have way too the store,” says Curtis. “It is not the ‘can I help location formerly occupied by an Old Navy many backpack, shoes and waterproof shells. you’ from an employee behind a quiet counter, store. The new store is located at high-traffic Most of us don’t need more gear. My business is but instead there is energy and constant move- retail location on Church Street, Burlington’s based on people wanting more gear but we don’t ment throughout: people being fitted for packs, busiest shopping avenue. need it,” says Sherman. “People aren’t coming swapping climbing stories, getting ideas for “Our previous location was off the main street. in here for something they need but something their next adventure and of course, a few token People didn’t wander by OGE,” reports Sherman. they want. If you can tell them what’s there and dogs lounging at the front door. You don’t get “Now we are on a pedestrian mall in the middle get excited about the products they are excited the feeling they are just selling you something of where everyone is shopping. That opens us to about they will become engaged. Most important but they are creating a fun atmosphere you a new type of customer and we are seeing new thing is to have my staff engaged with the con- want to be a part of.” faces. People who didn’t know we existed just sumer and the activities we are selling products In addition to instore clinics from reps, manag- a few blocks away are coming in. Since over 50 for. It’s that engagement and enthusiasm that ers actively train the store’s current 65- employee percent of our product are not full priced that’s brings people back time and time again.” staff. Once again, Sherman uses an approach that attractive to walk-in business.” “There’s a market segment that will always reflects his personal management philosophies. Outdoor Gear Exchange’s long-term success go for the $400 technical jacket. But in these “We spend time training people in sales tech- comes from Sherman’s commitment to a busi- economic times there are many people who are nique, I mean information technique. We don’t ness model and management style that may not willing to buy last year’s gear,” explains Elms. sell, we inform,” says Sherman. “We’ve always match the standard retail industry road map. “One of the ways OGE excels is that the people emphasize there is generally a lower priced “Marc Sherman and the other OGE owners, buy- who work there are all hardcore users of the option to newest and the greatest. For many ers and managers are professional and love what gear and know what they are talking about. The people that’s the best option. Our customers they do and it reflects into the staff and the over- customers have come to learn that if a product have thanked us time and time again. They get all vibe of the store,” says Curtis. “They are also is in the store it will work for them. Customers the help they get informed and we don’t try to avid users of all of the products they sell so they have confidence of what they have in the store. upsell them.” offer the latest and best of what is on the market. It’s a real success story.” As the outdoor industry embraced the online They all speak confidently about what they sell Sherman builds the store’s culture by hiring selling, Sherman launched GearX.com. Currently because they have most likely used the product people who are enthusiasts. “The people we hire representing 25 percent of OGE’s revenues, themselves the day before. They work hard and tend to be interested in the products in the first Sherman predicts the proportion of sales will play harder.” l

32 • Outdoor Insight • July 2011 outdoorinsightmag.com PRODUCT INSIGHT SUMMER 2011

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For more information on how your company can be featured, please call Jeff Nott, Publisher, 516-305-4711 or email [email protected]

® Trend Insight

Stand Up Paddleboard is a Surging Category

Stand Up and be Counted

ne of the hottest sports out there, stand up paddleboarding The potential stand up paddler now can choose from recreational, river/ has surged in just a few short years from a niche fad in a surf, race, fitness, fishing and even inflatable paddleboards. Additionally, few coastal communities to a nationwide paddle sports paddleboards are now available at outdoor and sporting goods chains, phenomenon. Once only found in coastal surf shops, stand online and even mass discounters. ups are now a ubiquitous presence in paddle sport stores Inevitably, retail selling prices at specialty stores have fallen. Year-to- across the entire country. Quickly date, the average retail-selling price for a stand up climbingO the product adoption curve, SUPs firmly Unit Sales at Outdoor paddleboard at outdoor and paddle specialty declined anchored themselves in the early adoption phase and Paddle Specialty $203, or 16 percent to $1092. That price pressure with 5% of all specialty paddle boat sales this April. also pushed retail margins down four points to an With no signs of slowing down, the category looks uninspiring 28 percent. Compare that to recreational poised to make the jump to mass acceptance. Thanks 901 kayaks which maintained a 34 percent margin. On to an exceptionally proactive industry aggressively the bright side, lower retail-selling prices also lower marketing to a brand new and incredibly wide ranging 181 the barrier to possibly hesitant consumers. Stand audience, that acceptance, and accompanying sales, up paddles, retailing for $190 this YTD (down from will come sooner than later. $262), saw margins edge up one point to 38 percent. According to Leisure Trends Group’s Paddle Sport April 2010 April 2011 As the category grows it is essential to remember RetailTRAK, a full 80 percent of all paddle specialty Inventory Units at Outdoor that the stand up paddler is a different creature with retailers stocked paddleboards this April, up from just unique motivations and lexicon. The smartest retailers 54 percent a year ago. With so many more specialty and Paddle Specialty welcome and embrace consumers that place as much retailers standing up and taking notice, it is no wonder importance on cross-training, core-strength, yoga, zen, that specialty SUP unit sales surged 397 percent when 7,158 better views, long distance and/or sprint racing as they comparing this April to last. Retailers are bullish on do on surf, flat and white water conditions. the category, too. At the end of this April, specialty 2,917 The paddle sports industry has done a spectacular retailers had 4200 more stand up paddleboards in stock job communicating the joys and benefits of stand than they did a year ago, a 145 percent increase. With up paddling. Scott Jaeger, senior retail analyst at so many more paddleboards on-hand, sell-through at Leisure Trends Group, states, “Rarely, in my 12 years April 2010 April 2011 the beginning of this summer selling season stood at a at LTG, have I seen a new sport so well promoted by respectable and, more importantly, sustainable 45 percent. manufacturers and retailers alike. With all the demo days, races, events, As with any new and growing category, the innovators now have to share rental fleets, and even yoga classes, it is getting harder and harder to find a the marketplace with increasingly competitive fast followers. With at lake or beach that doesn’t have someone stand up paddling. I predict that least 19 brands currently selling into specialty outdoor and paddle retail, stand up paddling sales will continue to grow at a rapid pace and quickly the number of available models and types of paddleboards has exploded. become a full-on, established paddle sports category.” l

Trend Insight is a feature in Outdoor Insight that includes consumer research and retail point-of-sale data from The Leisure Trends Group. Data in this issue’s report are based off of Leisure Trends Group’s LeisureTRAK® report. The LeisureTRAK report is developed from a quarterly poll of 1000 American adults ages 16 and over. The results are projectable to the U.S. population. With over 20 years of historical data, the LeisureTRAK report is the definitive source for information about Americans at play. For more information on Leisure Trends Group or its LeisureTRAK report contact Julia Day at 303-786-7900 ext. 107 or [email protected]. For additional information on Trend Insight, contact Jeff Nott at 516-305-4711 or [email protected].

34 • Outdoor Insight • July 2011 outdoorinsightmag.com