Outdoor Performance Apparel: Peaks, Valleys and Green Fields
|出版日||ページ情報||英文 54 Pages
|高機能アウトドアアパレル：山と谷、原野 Outdoor Performance Apparel: Peaks, Valleys and Green Fields|
|出版日: 2015年01月13日||ページ情報: 英文 54 Pages||
"Outdoor is a metaphor for freedom, adventure, adrenalin, extraversion, creativity, dynamism, and personal power." Mike Lipkin, president of Lipkin/Environics.
Outdoor brands have benefitted from the overall casualisation of apparel, while maintaining a "cool" factor based on an implied lifestyle of adventure, leisure, and sport. The pricing of high-end technical apparel makes these brands aspirational, while the mid-level and mass market brands benefit from outdoor apparel's cachet."
Worldwide sales of outdoor apparel in 2013 were over US$25bn, driven by double-digit growth rates in emerging markets.
In 2014, the outdoor industry is at a crossroads, challenged by changing demographics, sourcing issues, and competition from the active sportswear industry. The small specialty retailers who represent the heart and soul of the industry are threatened by big box chains, the digital revolution, and the apparel brands who are now marketing directly to the consumer.
This report examines the current status and future prospects of the outdoor industry, identifying leading brands and retailers, and the most promising markets for future growth. It looks into innovative marketing concepts and efforts to diversify on the part of industry brands and retailers, and features the opinions of several industry stakeholders. It also illustrates how the outdoor apparel market will increasingly overlap the active and lifestyle apparel segments, as it continues to grow in relevance and value.
"Brands constantly need to enhance the way they position themselves online so they are user friendly, engaging and resonating with target consumers. The entire mobile experience from start to finish must be efficient enough to keep consumer's attention, but appealing enough to establish brand loyalty." Greg Thomsen, managing director of Adidas Outdoor USA.