OUTDOOR PREVIEW : FALL ’12
ROCK
Despite tough economic obstacles, the outdoor category continues its consistent growth trajectory, delivering what consumers increasingly desire: versatile, minimal and fashionable shoes suitable for a rugged hike or a walk in the park. By Mary Avant
STEADY IF THERE’S ONE thing outdoor brands are bragging about of late, it’s their staying power. Despite a difficult economic environment, the outdoor market is robust all around: Category sales are up, the look is definitely in and, from a footwear-centric perspective, it is at the forefront of the minimalist revolution. Roll it all together and it appears it is all good in the great outdoors. “The expression that ‘outdoor weathers the economy’ is true,” says Tom Berry, vice president of sales, marketing and merchandising for Tecnica, adding there is little reason to fret over a slowdown. “The momentum we’ve seen will continue,” he predicts. “This segment has always done really well in terms of growth during tough economic times,” agrees Yahn Lebo, product line manager for Wolverine. “Consumers really appreciate that they can go to the outdoor segment and purchase shoes that are a little more timeless.” According to many top industry execs, the increasing popularity of the great outdoors itself is key to the category’s success at retail. People from all walks of life are spending more time outdoors because it serves as a relatively affordable vacation and an easy mental health getaway. Whether it’s going for a quick run on a local trail or a family hiking trip, consumers are rediscovering the benefits of simply being outside. “People understand now that the outdoors are something to be proud of and interested in,” says Craig Throne, vice president of global marketing for Merrell. In fact, outdoor activities and the lifestyle that follows have become the newest “it” trend. Specifically, the Outdoor Industry Association (OIA) reports retail sales of outdoor products for the nine-month fiscal period between February and October of 2011 rose 6.3 percent to $7.7 billion. In addition, OIA’s fifth annual Outdoor Recreation Participation study (involving an online survey of more than 40,000 Americans) reported that nearly 50 percent of all Americans ages six and older participated in outdoor recreation last year. That equates to almost 140 million people participating in 114 different outdoorrelated activities. Running, including trail running, ranked as the most popular activity with more than 50 million participants. “The outdoors have been becoming more acceptable over the last few years,” says Baffin President Paul Hubner. “People like to associate themselves with an outdoor attitude, and it’s attractive to a lot of people because it’s so accessible to go from the office to the outdoors.”
34 footwearplusmagazine.com • january 2011
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