Can you teach an old dog new tricks?

Yes, with the outdoor industry, we believe you can. No, this isn’t another pet marketing blog (which by the way, was a raging success so if you missed it, give it a butchers here). Right now we’re taking the IF. insight lens to the outdoor retail industry.

Why? There’s the obvious, ‘covid effect’ which has created a boom in people seeking more experience; spending more time in the outdoors. PLUS of course the really, really big obvious of social media creating all new demand for post-friendly outdoor aesthetic. But, that’s the obvious right? And we like to go beyond that.

The UK market for outdoor clothing has long been dominated by your greys and blues, your raincoats, and brown boots. Practicality and technicality over style. Of course, that is essential and a priority for hiking a mountain.

But (there’s always a but), the outdoors are no longer solely the preserve of the keen hobbyist, the frequent hikers and the extreme sports fanatics. It’s open season for all, and the exclusivity barrier is being smashed down. That, and women are getting tired of the outdoor retail industry really not being that colourful.

Like every industry, tuning into the changing tastes of your audience is crucial particularly if you don’t want to miss a slice of the incremental action. The challenger brands are steam rolling ahead and not just taking the pie, they’re baking it themselves (ok stopping with the food metaphors now).

So, if I were an outdoor brand, keen to grow my brand awareness and deliver sales through existing and new customers, where would I be best putting my efforts?

Give thanks to the social ‘posers’

"It’s the posers who we need to give credit to" – Layers Podcast, Polartec.

If it weren’t for the posers across the likes of Instagram, the transitional shift and need for style wouldn’t have arrived, at least that’s what the experts are implying. Thanks to the visual social sites like TikTok and Instagram, the opportunity to express yourself has never been more open. But pretty pictures don’t make for loyal customers. Stylish, adventurous clothing that reflects that of the modern world does.

Take Passenger for example, a visually stunning brand that lives and breathes escapism, from their product photography to the stories they tell through their content creators. Their ‘Get to know’ social series not only gives fans a closer look at their stylish outdoor wear, but the thought and technology that has gone into the design to reflects the adventurous job it’s created for. Photo worthy and practical.

What’s our learning?

Don’t underestimate the power of brand in your online strategy. Anyone can build up a good bank of outdoor social content, pay a group of influencers to stand a mountain and off you go! But does your content encapsulate your brand or are you coming across too soulless and unattainable? Does it create a sense of aspiration but relatability? Are you isolating or inspiring a community that want to enter a world of escapism?

Women want nice outdoor clothes too

"There was a real ‘pink and shrink’ mentality towards women’s outdoorwear" said Kasai Bromley, ACAI Outdoorwear founder.

The increase in demand for women’s outdoor wear has boomed in the last five years as reflected in search – Google Trends

This issue came to me a mere five years ago when I finally reached the stage in my life where I felt I needed a good fleece. I scoured the internet far and wide to find the fleece for me. I’m not one for simple fashion nor pink but I quickly learned I best make it my thing as my options were black, mauve or pink. I felt like I was peering into the wardrobe of my parents in the ‘90s when we would be dragged on a soggy walk at our local National Trust, surrounded by women in simple purple fleeces and black trousers. I found myself asking, why is this such an uninspiring space for women’s fashion?

Fast forward to the 2020’s and we welcome challenger brands like ACAI who heard our cries loud and clear and are paving the way for style and practicality for women in the outdoor space.

Our learning

Know. Your. Customer. Once more for the people in the back, Listen! Do your research. Break away from ‘this is the way it’s always been done’ rhythm. Think. Do. Review. Check the market and how trends have changed and bring that back home to your brand. Innovation built on knowing what your customers need can go a long way and speak to the 2024 outdoor wear consumer.

Get experiential

‘Bricks and mortar are dead’ – the age old saying we hear every so often when the British high street faces another loss of a household name. The outdoor retail space will always have a need in your hiking hot spots like the Lake District villages, but how do you become relevant for those looking to adventure in the distant future but live in the heart of suburbia or an urban city centre? You offer an offline experience that cannot be replicated online.

Our learning

Offer a service you can’t get elsewhere that’s relevant to different stages in the journey. Take The Cotswold company for example, who offer instore boot fitting via 3D Foot Scan service as well as backpack fitting. Solving a problem and offering an experience of innovation. Or Decathlons ‘Rentals’ – where you can rent anything from Kayaks to Skiwear to trial to see if it’s the sport for you. What a great way to get consumers invested with a try before you buy experience.

Retailers in 2024 should be looking to offer a more unique experience, bringing footfall in and creating a brand experience to remember that cannot be bought elsewhere.

Don’t stay in your lane

Going back to our earlier point, the people who are spending time outdoors aren’t just professional hikers or extreme sports fanatics. From dog walkers to gardeners, you don’t have to be hiking a mountain to need outdoor clothing.

Our learning

Find ways to reach your customer in those spaces. Look at the spin in marketing from ACAI, whose summer 2023 campaign focused on the perfect gardening wear. A smart move and a great way to solve two problems with one stone – hike with us and garden with us, we’re the lifestyle brand for you!

‘Edutain’ your way into the consumers world

‘Edutain’ or ‘Edutainment’ is the new hot buzz word floating about in social commerce world. Educate your consumer with entertaining content and unlock the social strategy to driving conversion. With TikTok shop becoming a commerce force and Meta’s increasing priority for favouring short entertaining reels, user generated content is unfolding a new realm of brand social strategy.

Our learning

Statista forecasts social commerce to keep growing 30% year-over-year. Even estimating sales via social channels to reach US$2.9 trillion by 2026. Utilise social content to bring your products to life, putting them to the test and captivating buying interest in one 30 second swoop. SealSkinz, adventure clothing brand create content around their waterproof accessories put to the test, which in turn creates scroll stopping edutainment as to why you should buy their products.

The outdoor retail space is a fascinating one to watch, with a boom in challenger brands shaking up the way it’s always been done. It’s goodbye mauve fleeces and hello colourful authentic content and experiential instore experiences.

Interested in understanding how you can bring a scroll stopping experience to your brand? Or perhaps looking to understand your customer more? Get in touch with IF. and we’ll be happy to explore with you – no pun intended!

Laura Selby. Director, digital

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