Outdoor Retailer Winter Market 2017: Insights & Observations

The Outdoor Retailer Winter Market in Salt Lake City is the largest outdoor sports industry gathering, and as usual, this year’s event was an inspiring whirlwind, showcasing exciting advancements in outdoor gear, apparel and footwear. TURNER’s Modern Outdoor team was on the floor checking out the latest and greatest. Here are a few of insights and observations from Holly Dugan and Melanie Dennig: 

The Outdoor/Urban Blend

Holly: While there is still obviously a huge focus on technical outerwear, I think we’re seeing a movement to more lifestyle-focused collections that combine outdoor and the urban commuter/weekend warrior. In other words, its not always about the most advanced trekker who spends his/her life in the mountains. It’s keeping in mind the people that might be working 9-5 in the city all week but want to experience the outdoors on the weekend. I think that Fjallraven is very much aware of this trend and is appealing to this kind of consumer.

New Adventures in Booth Design

Melanie: Walking the show, there was a visible change in booth design. Brands have shifted to use their spaces as a storytelling mechanism and add experiential elements. 

• There were many trailers, Airstreams, vans accompanying booth footprint: see Keen’s #LiveMonumental van.
• Impactful visual merchandising: Pendleton’s wall of flannels and infographic to find what shirt is right for you made me stop in the aisle.
• Factory pop-ups: Polartec brought back its PolarFleece brand with a made to order and sewn in the booth a custom PolarFleece Pullover.

• DIY stations: Popular Mechanics had daily crafts from stamp and etching wood coasters to embroidered bandanas.
• VentureOut leader RANGE had a Ranger Station complete with curated products as well as a library of modern outdoor titles.

Sustainable Innovation

Holly: Brands are still keeping in mind textile innovations and sustainable practices, I’d even say now more than ever. As an example, Nau’s FW17 collection is much smaller and lighter with the idea that the product can be worn anywhere, in any climate. Whether you are layering an alpaca wool sweater or using the Off The Grid Trench as your light and packable travel jacket. The brand has been founded on sustainable practices and that’s only enhanced in this collection with extended PFC-free DWR across the line.

State of the Industry Observations

Melanie: In larger industry trends, TURNER attended a breakfast given by NPD Group, led by Industry Analyst Matt Powell. Powell gave a state of the industry speech, focusing on sporting goods retail as well as marketing trends. Insights we walked away with: 

• By 2055, 27 percent of US population will be Hispanic. We need to ensure retail and media strategy are speaking to this pivotal audience.
• Specialty retail is still working to capture the 10 percent of business that Sports Authority left behind last year when it closed all doors, representing 20 million square feet of retail space.
• The climbing category has increased by 13 percent — a market and community to keep eye on.
• Marketing to Millennials and Generation Z: While there are clear differences between these two generations, they share in the alignment of beliefs. Each audience wants to support brands that stand for something, are cause-minded (Millennials champion sustainability; Gen Z = human rights), and brands that use business for good.
• Outdoor and sporting goods still haven’t figured out the women’s business. We’ve seen huge strides in product and performance but there’s still room to grow in overall approach.