SPRING 2014 | ISSUE 86 | GEORGEFISHER.CO.UK New SpriNg Stock Now iN! See inside for a full rouNd–up of New clothiNg aNd equipmeNt WIN! A TWO NIGHT BREAK AT SKIDDAW HOTEL, KESWICK worth £560 (P6) Image: ©Stuart Holmes. (Looking up the Borrowdale Valley with Glaramara on the left, Great End and ScaFell Pike). OUR VIRTUAL ICE CRISIS OUTDOOR MARK WORLD Team GB ice climber OBSTACLE COURSE SEATON @georgefisheruk Katy Forrester Retail and online Making walks more Fat skis aren’t /georgefisheruk media Page 9 fun for dogs always ideal Page 3 Page 20 Page 22 OUR VIRTUAL WORLD PATAGONIA ADVERT George Fisher director ANDY AIREY on the impact of online media ur building has been a shop since the staff reports; however we were constantly Victorian age but the changes it has seen over the OAbrahams family built it in 1887 to house their surprised by what was picked up and what wasn’t! last five years in the way retailers and customers photographic business and remained a bastion In 2013 the posts that created greatest interaction interact put the previous 120 into the shade. We of traditional retail until the late 1990s when we were those showing a picture of a dog made from are very aware that we are feeling our way in this ventured into the virtual world. old walking boots, a sweepstake to guess when we constantly evolving world however we have already would see snow on Skiddaw and a competition to seen these new channels enabling our customers see what colour sauce I would prefer on a sausage to keep in touch and create a great sense of When we launched georgefisher.co.uk online, sales sandwich (Sausage Sandwich Game, courtesy community – over and above the sense of place we seemed price driven. So as we never compete on Danny Baker!) However we found two constants; tried to develop with our website. price, we didn’t expect to make many sales. We that if we are overtly commercial or try to push a also realised that a website can’t replicate the product it is mostly ignored and that our friends Pay us a virtual visit, let us know what you like welcoming atmosphere of our store. That said, we love to share images of great days out! (or dislike) and get involved with the growing were surprised at our success. Clearly customers number of outdoor enthusiasts who enjoy being DON’T just buy on price; trust in the retailer adds Twitter has proved different. Useful for sharing part of this growing network. great value. So when we redeveloped the site in images and outdoor experiences, it is proving 2010 we set out to make it more commercial and valuable communicating up–to–the–minute news, easier to shop. We also wanted to create a ‘sense of views and information. Twitter was outstandingly place’, to replicate the George Fisher store online. successful in promoting our ‘Run with Ricky’ Steve Scott and his team at Lavahouse in Kendal events last autumn; as well as being the World Trail did a great job, using superb images from Keswick Running Champion, Ricky Lightfoot is also a prolific photographer Stuart Holmes. Sales increased tweeter and showed us what could be achieved. significantly, however the one thing the website The last event attracted 80 people (see p23 for info was unable to project was the true character of our about this year’s dates!). business. Latterly we have created a Google+ account, again ConneCT witH US As a middle–aged man, the birth of social media a different medium for different messages. This somewhat passed me by, however I couldn’t help feels more like a place for presenting ideas and notice how my family was using new ways to images in a more thoughtful way than Facebook interact with friends. Slowly the penny dropped or Twitter. Still early days for us, so watch this that maybe this new and dynamic world could space…finally, TripAdvisor. We have pages for both open up channels of communication that might our store and Abraham’s Café. As TripAdvisor /georgefisheruk @georgefisheruk be relevant to our business. With support from my is primarily accommodation and eating rather colleagues Sean and Mark, we began to explore the than retail, it’s no surprise to see Abraham’s Café possibilities Facebook offered. generating many more posts than the shop. The regular positive posts have kept Abraham’s in We were constantly told that ‘content is king’, the top three or four Keswick restaurants (out of but what content? We experimented with product over 100) and it certainly keeps us on our toes. images, supplier information, photos, questions, Our building may have stood as a shop since the 2 Phone and website orders received before noon are delivered free overnight 017687 71801 3 SP14_Generic_Alpine.indd 1 3/13/14 2:44 PM LOG ON? BETTER TO DROP IN NEW SEASON, NEW PACKS Buyer LISA BERGERUD says nothing beats the in-store experience Our equipment and accessories buyer JON WICKHAM looks at 2014 backpacks love the Lakes, but we have had our tolerance reduce fatigue in my feet. Not suitable for all I tested this winter. Rain, bogs, grey days and terrains, although I’ve found the compromise over mud. I’m now drawing a line under that and comfort has benefited the distances and frequency thinking of spring. I can run. And yes I’ve managed to get over their ugliness because it’s about the running, not what I look like! The Hoka Conquest (£150) for road his season sees a whole raft of new The Alpamayo is a superbly comfortable Trying to predict seasons seems harder than ever. durable fabrics and seal seams to create packs that running or the Stinson Trail (£140) for trail running; backpacks and bags arriving. Osprey’s big–load carrier, so if you’re thinking of Not enough shorts for men last year when the T are extremely water–resistant. The latest generation both use oversized protection to increase your long–standing Talon series backpacking or wild camping this summer sun came out, or women’s overtrousers when it has just landed in the store, with several very distance and facilitate recovery. Keep on eye on of versatile ‘do–anything’ it’s one to seriously consider. poured down; but that’s all about quantities. The different products. First are the Alpha FL packs (in our Facebook page; we’re organising test days so packs has seen a complete other side is far more tactile. I’ve just been talking Arc’teryx terminology ‘Alpha’ defines its climbing you can try some. Hoka Conquest Women’s makeover, with new colours At the other end of the spectrum with a colleague about waterproofs; should it be products and ‘FL’ stands for ‘Fast and Light’). and fabrics, as well as a new is the not–so–succinctly named weight or durability first, then which fabric for best Therefore this pack is very minimalist in its design, Newer to the trail running market is Scarpa; the 18–litre pack added to the Salomon S–Lab Advanced Skin performance? Then fit and colour come into play, with a clear focus on alpine climbing. The AC2 Ignite (£100) is a great running shoe even OK for range. Osprey has also launched Hydro 12 Set. This is what but very definitely I needed to try three jackets and construction means the pack resists harsh weather lightweight walking. Scarpa has also produced a via the Tempest, a women’s is known as a ‘race vest’, in different sizes. The two of us picked different and rough rock whilst remaining very light. ferrata shoe, solid not heavy – the Zodiac (£145). specific version of the Talon, a small pack with very wide, styles and fabrics, which made me wonder; could If you are into lightweight walking and fed up with which I reckon will be very mesh shoulder straps that I have made the same decisions online? Not as AC2 is also used in a number of packs for ‘everyday wet feet, why not look at the Salomon Speedcross popular and updated its very cover most of the wearers’ easily, I couldn’t. Would I really have picked the use’. The new Lunara courier bag keeps your tablet GTX (£115); teamed with Kahtoola crampons they’ll popular Sirrus and Stratos chest. This gives room for best jacket? Come to Keswick, I can recommend it; and everyday possessions protected from the be brilliant for snow running in May when winter ventilated daypacks with a variety of pockets and touching product and talking with a sales adviser is weather, and Carrier Duffels do a similar thing – but finally arrives… bright new colours and a attachment points on the easier that peering at a screen. on a much grander scale! Excellent as lightweight simpler, cleaner look. front, which is great for travel or expedition luggage they are definitely On to waterproofs. If you’re looking for the ultimate storing water bottles, I read a Facebook conversation about “what was worth a look; very different to everything else in comfort, low weight (310g) and durability in food and other small the strongest off–road running shoe?” It’s difficult; on the market. Gore–Tex Pro fabric, the Arc’teryx Alpha FL (£350) Gregory has done a similar Osprey Tempest 22 women’s pack items like a compass. running shoe brands quote mileage for how long to Scarpa Zodiac has it all. Cut for climbing with longer sleeves and thing with its Z and J packs Race vests have become increasingly expect a shoe to last although this is just a guide.