OUTDOOR INSIGHT MEDIA PLANNER 2022
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MEDIA PLANNER 2022
OUTDOOR INSIGHT
®
OUTDOOR INSIGHT MEDIA PLANNER 2022
®
TRENDS, PERSPECTIVE & ANALYSIS • A FORMULA4 MEDIA PUBLICATION
Two Issues. WINTER MARKET
Timed Right.
THE OUTDOOR INDUSTRY’S
NEW LANDSCAPE
TRENDS, PERSPECTIVE & ANALYSIS • AUGUST 2021 • A FORMULA4 MEDIA PUBLICATION
SUSTAINABILITY+STYLE
RETAIL STRATEGIES
BEST NEW PRODUCTS AND GEAR GUIDE
Spring ‘22
product outdoorinsightmag.com
preview
Innovation Outdoor Insight is the one
SUMMER MARKET for All
New products. New participants. New innovations.
publication that delivers
fresh content and visibility
for advertisers before, during
Boot Book and after the winter and
Versatility Is Key summer markets.
Apparel Trends
It’s All in the Details
outdoorinsightmag.com
outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2022
®
We believe in the foundation and success of
independent specialty brick-and-mortar stores.
Shopping is not just about commerce. There’s something called the in-store experience. Product knowledge. The touching and
feeling of product. The personal touch. The curated assortment and exciting impulse purchases. The trusted service after the
purchase. And, the customer’s immediate gratification.
outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2022
®
There’s something called the in-store experience.
Standing out from the crowd in today’s hyper-competitive retail landscape is no easy feat. 20 20
To stand out, stores need to be special. Outdoor Insight features the Great 8 in Outdoors each May.
Retail
OUT
Navigating
RETAIL Today’s Reality Hot Topics
PUTTING
ONE STORE THE LIFE
GREATNESS
DEFINED
& SIDE
20 20
INTO THE
WONDERS LIFESTYLE BOX The Path
Forward 8 Specialty
Black Creek Outfitters Back Country Outfitters Scheels All Sports Outdoor Gear Exchange Alpenglow Sports Rutabaga Paddlesports Retailers
Jacksonville, FL Des Moines, IA Fargo, ND Burlington, VT Tahoe City, CA Madison, WI
Weigh in on
Casual Adventure Huckberry.com Rutabaga Paddlesports Pack & Paddle Alpine Shop Pack Rat Outdoor Center
Arlington, VA San Francisco, CA Madison, WI Lafayette, LA Missouri & Kansas Fayetteville, AR Key Issues
The Elephant’s Perch Scheels All Sports REI Wayward Collective Backcountry Experience The Trailhead
Ketchum, ID Fargo, ND Seattle, WA Durango, CO Buena Vista, CO Great Outdoor Stoor
Seattle, WA
Sioux Falls, SD
Kittery Trading Post Great Outdoor Provision Co. L.L.Bean Next Adventure Pack Rat Outdoor Center Eagle Eye Outfitters
Kittery, ME Raleigh, NC Freeport, ME Fayetteville, AR Dothan, AL River Rock Oufitter
Portland, OR
Fredericksburg, VA
Pine Mountaineering Massey’s Pro Outfitters Kittery Trading Post The Mountaineer Rutabaga Paddlesports Outdoor Gear Exchange
Durango, CO New Orleans, LA Kittery, ME Madison, WI Buena Vista, CO Bristlecone Mountain Sports
Keene Valley, NY
Basalt, CO
Rutabaga Paddlesports Trailblazer & Denali Great Outdoor Provision The Trailhead The Sport Stop Next Adventure
Madison, WI New Haven, CT Raleigh, NC Sheridan, WY Burlington, VT Playmakers
Buena Vista, CO
Okemos, MI
Skinny Skis Feathered Friends Gear Coop Townsend Bertram & Co. Summit Hut
Jackson, WY Seattle, WA Costa Mesa, CA Tucson, AZ Natick Outdoor Store
Carrboro, NC
Natick, MA
Ute Mountaineer REI Cabela’s/Bass Proshops Wild Iris Mountain Sports Ute Mountaineer
Aspen, CO Kent, WA Springfield, MO Aspen, CO Kristi Mountain Sports
Lander, WY
Sidney, NE Alamosa, CO
2015 2016 2017 2018 2019 2020
2021
outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2022
®
Category Features
BOOT
BASELAYERS MATERIALS BOOK HOSIERY BAGS
OUTDOORS
LET’S GET SPECIFIC
• HOW TO SELL •
EVERYDAY
performers
s Cozy High-tech & cool from
Retro Returns with Modern Appeal
their heels to their toes
WOOL?
SYNTHETICS?
Comebacks Garmont’s G-Radikal GTX, $400
The Footprint: Developed and tested with
mountain guides at Chamonix’s Ecole Nationale
building from the inside out with our Anatomically
Directed Design and the use of our erGOlast,
Double Damper and Heel-Lock.”
years from now, designers will still be trying to
build more functionality into the lightest possible
outdoor boots — boots that are longer lasting,
If Merchandised Correctly, Brands Can Pay Lots of Bills via Sock Sales.
We ask Executives to Share Best Practices In-Store. By Suzanne Blecher
B E Y O N D T H E P A C K
GETTING Laid-back comfort is the
word for Fall ’19, with soft,
des Sports de Montagne, the G-Radikal GTX
is lightweight, protective and form fitting.
Features include a Vibram sole with Mont
Oboz’ Bridger Vent Mid, $150
The Footprint: In women’s and men’s styles,
supportive and will go further faster.”
Scarpa’s ZG Pro, $245
BEYOND snuggly looks proliferating.
Vintage fabrications, in
rubber compound, a contoured erGo foot last
and G-Wrap fit system, Double Damper shock
the Bridger features panels of breathable mesh
framed by supportive and durable Nubuck
The Footprint: This easy-lace hiker, which pairs
a nubuck leather upper and Gore-Tex weather
SOCKS CAN BE A FICKLE BUSINESS.
Take weather for example, it can
of the sock preventing blisters.
For Spring 2019 Wigwam is also
play a large role in the hosiery a adding more run and hike-specific
THE BIASES.
absorbers and a Heel-Lock. The upper, made of leather to keep feet cool and comfortable. protection with a lightweight dual-density
particular Sherpa, corduroy and consumer chooses to wear. “The socks to its offerings.
tough and durable Lenzi Putek fabric, includes Its Granite Peak outsole has grippy rubber, polyurethane shock-absorbing midsole and a
handcrafted sweaters, are re- the Gore-Tex Performance Comfort waterproof/ 4-mm-deep toothy lugs and a lightweight ther- Vibram Salix outsole, weighs in at a nimble one new norm is that if we want to
emerging in a variety of looks breathable membrane. The boot has a remov- moplastic polyurethane chassis. It includes a pound, 6.6 ounces (for a half pair in size 42). A meet the retailer’s needs, we need 2. Purpose-Driven Product
BY LOU DZIERZAK slated for the season ahead. able, washable foot sleeve that provides interior signature O FIT Insole. There’s also a waterproof slightly wider forefoot and a rounded toe box to have the manufacturing ability As lifestyle and comfort inter-
padding. version. add comfort. to adjust and follow the regional sects in socks, “we are getting far
By Suzanne Blecher Bill Dodge, CEO, Garmont International North Chuck Roth, Design Director: “Not everyone wants Mark Mathews, VP–sales, North America: “We season retail trends,” comments more requests for lifestyle-ori-
Bruce Barrows, VP- business ented point-of-sale materials than
America: “Garmont continues to emphasize fit, or needs a waterproof boot. The Bridger Vent Mid see a lot of outdoor professionals and enthusi-
C
development for Standard ever before,” Pictor continues.
comfort and performance in all levels of the feels like putting the top down on a convertible asts shopping our heavier-duty boots for working
Since the founding of Smartwool in product offering. Now more than ever, we are car — airy and comfortable. Even a hundred outdoors. Our Fuego has long been a top choice
Merchandising Co. For optimal The exec is seeing younger con-
oncept III Founder David Parkes flexibility with its Fox River brand, sumers who want product with
1994, outdoor enthusiasts have been saw his first Sherpa in 1963. He
Standard Merchandising invested fashionable appeal. QSD market-
$2 million in technology in 2017. ing executive Carine Villeneuve
learning about the benefits of Merino started his career at pile and faux Catering to longer winters and explains that “consumers want
fur maker Borg in the UK before summers can lead to increased products that help them heal.”
wool. With the growth of brands like crossing the pond to Malden Mills sales and happier customers all EC3D compression socks address
Smartwool, Ibex and Icebreaker, the in 1976 to develop and merchan- around.
Lily Trotters Dots-A-Plenty Athlete Wrightsock with CEP sleeves
foot pronation, supination and
dise the fabric (along with other Here are some other moves plantar fasciitis pain.
baselayer market is no longer dominat- sliver knits). At the time, “the demand was super-high and
working for brands at retail. Merino wool blended with want to use a performance fabric, Consumers want socks that
bamboo offers natural moisture but sacrifice soft touch in doing solve problems. Fox River’s
B
the margins were super-high” for Sherpa, he says.
ed by synthetic fiber constructions. But, 1. Feel-Good Fabrics management, thermo-regulation, so, you’re going to lose at retail. Barrows explains that shoppers
In the 1980s, the fabric took a backseat to polar fleece, only “Consumers around the world odor resistance and all-day People will pick it up and put it “want to know what this product
over 20 years later, some old biases to have started gaining more traction over the last two to Merrell Rove Mid, $200 are making more conscious comfort “giving peace of mind right back,” says Joe Gaither, will do for me and it needs to ags are all the rage. The lifestyle outdoor trend torso fit. An Active Shield compartment separates dirty gear from
three years. “I think Sherpa is having a resurgence because buying choices by seeking out to those who want to feel good Feetures! VP-marketing. be communicated visually.” For has taken hold in the pack and bag category, clean clothes, and a compact daypack zips off the main pack.
about wool still remain. “Wool is itchy.” the sliver knit machine is extremely versatile,” explains about their purchase,” the exec
fabrics that not only perform, but FootZen, which markets non- him, “it is not just acceptable to with consumers seeking out comfort, ease of Urban commuters also continue to drive trends in this category.
also have a softer footprint on says. binding socks for the comfort list features.” Consumers want to
“Wool shrinks.” Parkes, adding, “It can offer many different fabrications
the planet” (and their feet), notes“Texture and feel are very and footwear solutions market, see what the sock is designed for,
use, style and personalization options in the “From a practical perspective – let’s use Seattle or Portland as
because you are dictating to each stitch which fiber type latest crop of bags. examples – many people in those cities bike to work, the sun sets
“The industry has done such a good will be blown into it.”
Sockwell director of marketing, important – this is typically an uses synthetic MedDry yarns along with one or two key benefits.
“We see more and more travel revolving early, it’s grey and gloomy most of the time,” says Dana Kafka,
Sarah Bailey. American-grown indicator of quality,” shares Kim which are soft on the skin in its For example, the Swiftwick
BORN IN ADVENTURE. RAISED IN THE CITY.
job pushing synthetics for the last few Sherpa, or faux shearling, is either 100 percent polyester or Gross, chief strategist for sales line. Combined with antimicrobial Flite XT is a cross-training sock around being outside and bringing the gear you director of sales and marketing at Jack Wolfskin USA.
a blend of polyester and acrylic. Wool can also be introduced and marketing at Lily Trotters. mohair, MedDry offers “a very engineered to improve stability need with you,” says Gregory product manager Matthew Connors. “Having a pack that’s functional, practical, and delivers on safety,
decades. There are a lot of consumers into the mix. As the yarn forms a jersey stitch, fiber is “The sock department The brand provides retailers with gentle interaction with the skin to during activities that require lat- “Overall, the trend of adventure travel is growing and we’ve built plus looks cool is important. The Fall/Winter 2019 Neuron packs
TOP THREE TRENDS
should be one
Ready forof
thethe
pool, thefree
beach,
try-onthe trail
socks “asorwe
the street.
believe to avoid irritation and friction,” says eral motion. GripDry (a nanofiber the pack to suit the variety of activities and packing styles to suit use large patterned reflective surfaces to create attention at night
who grew up with a bias against wool,” blown into the stitch to present a high pile fabric. It is a very
most profitable
KHOMBU has real-
you covered
love “All
us, isSeasons. All she
to wear us,” theadds.
Time”. Tanya Pictor, VP-marketing for blended with olefin) prevents
1 Consumers “get” wool practical fabric and hard wearing, with abrasion resistance any adventure.” and the Proton 18 uses bright LEDs surrounding the perimeter of
Craft Active Intensity Baselayer
says Mark Koppes, VP–product at estate per square foot Socks should not feel thick or FootZen parent co., Implus. slippage and keeps the foot dry.
Gregory’s new Tetrad and Women’s Tribute adventure travel the pack.”
and a good warmth value. in the store and a lot bulky, and should have the abil-
FIND US AT At Wigwam, more styles from AnkleLock technology gives extra
2 Synthetics still lead the way Icebreaker. “People have to be re-intro- Toad&Co’s Sherpa reinterpretation takes on a 1970s
campy, feel-good vibe. “It’s a look back to simpler times
of bills should be paid ity to “slide from sneakers into
for from sock sales.” work shoes,” according to Gross.
the brand now incorporate
Wigwam’s INgenius NXT technol-
support around the ankle. There
are other benefits, but these
packs, MSRP $179.95-$239.95, are designed to work as travel lug-
gage. Each pack features a lightweight, internal frame with adjustable
Jack Wolfskin’s Proton 18, MSRP $179.95, is a commuting pack
with LED lights sewn into the perimeter of the pack, so the user is
duced to how Merino wool has evolved Mark Comcowich, OUTDOOR RETAILER
Feetures! new marled look is cre- ogy, a strategically positioned are the meat of the product. In more visible while riding at night. The suspension system sits close
3 Versatility and style are key that align with the free spirit of getting out and experiencing
Darn Tough Sales and ated through a new fabric for a knit-in lining, which moves mois- short, as per Swiftwick marketing
and how comfortable it is against the Toad&Co’s Telluride Sherpa Jacket, Indigo Flannel LS Shirt,
life on the trail under the open sky,” says Kyle Boettcher,
Marketing Director. JULY 23-25
better, softer fit and feel. “If you ture away from skin to the outside manager Rebecca Henson, “this
Left to right: Mystery Ranch Street Zen Pack; YLE Roll Pack; and Osprey
Transporter Flap Pack.
to the back with a central air channel, air permeable back padding
VP–design/merchandising/supply. The Telluride Sherpa and breathable mesh fabric.
BOOTH# 46143-UL
Primo SS Crew and Five-Pocket Mission Ridge Pant.
skin. It’s about getting consumers to Jacket mixes fashion and outdoor in a reversible number
touch, feel and overcome their biases.”
outdoorinsightmag.com January 2019 • Outdoor Insight • 23 FOR APPOINTMENTS AND INFORMATION CONTACT:
42 • Outdoor Insight • MICHELLE
August 2018 BELLIA | MICHELLEB@EFNY.COM | 212-629-0282, EXT. 255 | WWW.KHOMBU.COM outdoorinsightmag.com 18 • Outdoor Insight • January 2019 outdoorinsightmag.com
50 • Outdoor Insight • August 2018 outdoorinsightmag.com
30 • Outdoor Insight • December 2016 outdoorinsightmag.com
Performance Apparel Lifestyle Apparel Footwear Hosiery Packs
Primus Onja Stove OUTDOOR EYE
CAMPING KNIVES
Kelty Sequoia 4-person Tent OUTDOOR EYE N E W P R O D U C T S / S U N G L A S S E S OUTDOOR EYE N E W P R O D U C T S
NEW PRODUCTS
MILLENNIALS
Kelty Ardent Pack RMU / YLE PRO 110 SKI: Taking
EVERYDAY
design inspiration from a fish surf-
Native / The Griz Old Town / Topwater 120 PDL
board, the Yule Pro 110 features a
XL frame
stable yet floaty, surf-inspired con-
Big Agnes Sentinel 30°F double sleeping bag
The inspiration behind the Griz? Designed to be a “total fishing package in a
struction, with hints of biomimicry
PVC sidewalls
The big and iconic grizzly bear, compact, nimble format,” the Topwater 120 PDL
PADDLE
of course. This XL frame is the is an ultra-stable, highly maneuverable boat. It from the noses and torsos of tiger
ON HEROES
largest in the Native product joins Old Town’s family of pedal-powered kayaks, sharks. A shorter turn radius makes
line and the first active piece featuring the PDL Drivesystem. “The Topwater 120 this a good option as an inbounds
designed with side venting. Like PDL rounds out our most sought-after lineup of ski, with responsiveness and
its namesake, the Griz frame compact feature-rich angling kayaks,” says Ryan strength too. MSRP $899.99.
is made for “trailblazing in the Lilly, brand manager at Old Town. Its ultra-stable
Beartooth Mountains or chilling hull allows anglers to glide quietly and efficiently
by the river.” through any water conditions.
MSRP $109 to $129.
UPF 40+
Sierra Designs
Klymit Static V Sleeping Pad Summit Pack
B Y C A R A G R I F F I N
I
n the outdoor knife category, their pocket or on their belt. desire a distinctive design that resonates with Tifosi / Aethon SMITH / 4D MAG GOGGLE: BLIZZARD / ZERO G 95: The main
function and performance Sometimes function is the least them as an individual.” The newest cycling sunglass
Wraparound frame
This new goggle features innovation of the Zero G 95 is Carbon
C
have always been must- of their worries.” CRKT’s Pilar knife series is among its most from Tifosi is built to not only Chaos / Boardwalk Seaside Lifeguard Hat
BirdsEye Vision, a lens technol- Drive 2.0 Technology, a 3D carbon M
haves. Increasingly, style Performance and function popular EDC lines. Designed by Denmark’s protect from the sun, but also This dyed and natural straw lifeguard hat offers
ogy that extends and curves fiber frame that is integrated over the Y
to keep wind and debris out UPF40+ protection. It has an interior sweat-
and aesthetic are taking remain critical for brands, Jesper Voxnaes, a sailor and outdoor below the sightline, offering a woodcore of the ski and is designed
of the eyes. The 100 percent band and a chin strap with toggle adjuster. CM
center stage, too, as clean regardless of “style” trends. The adventurer, the name Pilar is an homage to The brim width is 11 centimeters. MSRP $24.99.
25 percent increase of overall to reduce weight, increase safety and
UV-protective wraparound, field of view, according to the deliver downhill performance. The net
MY
and modern designs drive new Sprint Series of knives from Ernest Hemingway’s boat, which Hemingway wide lenses offer unobstructed brand. It also includes updated result is a touring ski that is lightweight CY
the Everyday Carry knife Buck Knives are modern and infamously ventured around in and used to chase peripheral vision for riders.
MAG technology to lock the and functions as if it were designed CMY
category in a trendy stylish knives that feature a unique German U-boats in the Caribbean during WWII. Lenses can be swapped with
magnetic lens in place with specifically for a high level of downhill
direction. ball bearing technology. They are The knife has a distinctive blade shape and three sets of lenses using
K
release levers on either side of performance. A unique product in the
Protective
“At Gerber, we work hard to have positioned as an everyday carry knife handle style, and has an aesthetic that consumers Tifosi’s Podium interchange
the frame. MSRP $280. touring category. MSRP $840.
Ro technology. Grilamid TR-90
ku
Tw m Ne g a finger on the pulse of the EDC/ with an entry level price point. gravitate towards. “The
o Pe
rso
we
n ping
Ba
Pocket Dump culture,” says Kylie “A knife can give you status, kind MODERN inspired design has an
frames keep the glasses light-
weight and durable.
n Te
nt Slee Williamson, brand communication of like a watch or sunglasses,” notes DESIGN interesting back story
gree MSRP $69.95.
20
De specialist, Gerber Gear. (See our Brooks. “We have been focusing quite TRENDS that speaks to the way
Sierra Designs High Side Tent
Um
ak
sidebar on #pocketdump trends.) a bit on style and aesthetics lately, but BRING we work with the
Ro
ku
m
“We’ve noticed that folks are all the while making sure that the blade THE custom knife making
increasingly looking for everyday performs and is safe. I believe we are COOL community to bring
Nemo Helio LX Pressure Shower
carry knives that have character doing all of this very well.” FACTOR designs to life,” says
and that can speak to a person’s At Columbia River Knife & Tool TO THE Flagg.
identity.” (CRKT), the brand works with a EDC “The EDC category
Costa / Vela Sunday Afternoons / Bug-Free Cruiser Net Hat
With its Hydrolite nosepads,
Gerber’s new Jukebox, which diverse roster of creative designers CATEGORY. is a growing trend and adjustable temple tips and a
This hat conceals a net stowed in the crown with-
Classic shape out changing its classic profile. It offers comfort
comes out in June, hits on this from around the world to bring “a an important part of classic shape, the new Vela along with chemical-free protection. The net is Team OS1st Athlete: Justin McLamb
(wearing OS1st AS6 Arm Sleeves & FS4+ Compression Bracing Socks)
Nemo Stargaze
trend. The Jukebox’s design features unique point of view” to its knife our business,” adds Flagg. frame is made to perform easily untucked for full head and neck protec-
SOCKS WITH PURP
Recliner
an extended tang and its look is a designs. Leatherman, the iconic multi-tool brand, is in style. The style is part of tion. Black mesh provides visibility. Treated with
the OCEARCH Collection, PFC-free durable water-repellent finish. MSRP $64.
throw-back to the old barbershop “Style and aesthetic are important not only fine-tuning product aesthetic but is
which supports OCEARCH,
blades. The Jukebox has tortoise drivers across the CRKT product line,” also reinventing its brand aesthetic, with a new an at-sea lab led by explorers
Photo: Sierra Designs High Side tent by Mason Strehl
shell andlonger
Clothing, footwear and gear stay fresher, marblewith
colorthe
options that
powerful says Doug Flagg, VP of marketing & logo and brand refresh for 2019. and researchers who generate
Kokopelli Packraft / Recon
“align and elevate
odor protection of innovative, ever-advancing the user’s
Microban identity,”
technologies. innovation, CRKT. He adds, “style Thirty-five years after Tim Leatherman started critical data and put science OS1st® socks are designed with strategically
Perfect for road-to-river whitewater or an after-
Williamson says. and aesthetic are especially vital to the the brand by creating a multi-tool in his garage, on the side of sharks. The grade support along with unique features
work paddling session, the durable Recon has
Don’t miss our “Odor Control: Myths vs.ChrisFacts” workshop
Brooks, on July
director 26th
of brand Everyday Carry (EDC) category. Our the brand is redefining its positioning and Vela is named for “pez vela,”
or “sailfish” and is designed
0.9 mm PVC sidewalls and 0.9 mm PVC floor. and to help prevent recurring symptoms from
at 11AM in the Trend and Design Center (#155-415) to learn the dirty
management, Buck Knives, agrees that research has shown that consumers unveiling Leatherman FREE, an entirely new It is self-bailing and weighs in at 18 pounds, foot and leg pain. Socks with Purpose® feat
little secret behind silver and other odor-control myths. to be “as majestic as its fishy
“style and aesthetics are very important platform of multipurpose tools which aims to with a 210 Diamond-Ripstop Nylon full-length
namesake.” Available in Shiny target Plantar Fasciitis, Achilles tendonitis,
inflatable floor and Integrated seat. The new
in an Challenge”
Stop by our Fresh Bar and take the “Sniff EDC.” Adds Brooks, “Mostwe’re
to see how folks Gerber Gear’s Straightlace is a slip joint offer an elevated user experience. Coastal Fade (pictured) and heel/arch pain, bunions and shin splin
will purchase
leading the industry in anti-odor solutions off of seamlessly
that merge looks and how the
into knife designed microban.com
to open and close without a Leatherman’s new FREE collection is its most Matte Deep Teal Crystal.
Recon aims to bring commercial raft durability
to the packraft category. Compression Bracing Socks can also be us
your systems. knife feels in their hands or looks in traditional lock. extensive product launch ever. Items in the
©2017 All Rights Reserved. MICROBAN is a registered trademark of Microban Products Company. after long runs or any activity.
Tepui Modular Canopy Tent
Mountainsmith Trippin Fanny Pack
34 • Outdoor Insight • August 2017 outdoorinsightmag.com VISIT BOOTH #250-105
18 • Outdoor Insight • May 2019 outdoorinsightmag.com 18 • Outdoor Insight • June 2019 outdoorinsightmag.com 22 • Outdoor Insight • June 2019 outdoorinsightmag.com 10 • Outdoor Insight • January 2019 outdoorinsightmag.com
paddle-on.indd 1 6/20/2017 11:42:33 AM
Camping Cutlery Eyewear Water Sports Snow Sports
outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2022
®
Consumer Surveys CARPE
TRENDEM
Trend Insight: A snapshot of what’s resonating with consumers to help make
smarter business decisions, inspire creative solutions, and generate original ideas. Seize the Trend
TRENDINSIGHT We surveyed 120 outdoor consumers. Here is what they told us. TRENDINSIGHT We surveyed 106 active/outdoor consumers. Here is what they told us. TRENDINSIGHT We surveyed 100 consumers. Here is what they told us.
Consumers
Weigh in on Is sustainability/eco-friendliness an important factor for you
Cold Weather
Outdoor Are you a member of a
loyalty program for any
How often do you shop
for outdoor apparel, Sustainability when selecting apparel, footwear or gear to purchase? Purchasing 1% When dressing for winter
Consumers outdoor specialty retailers? footwear or gear online?
62% NO sports do you “layer”
Talk Specialty Yes Less than 6X per year
99%
your outfit to achieve
maximum warmth?
YES
27%
10%
35%
47% 53% 65%
Not Important Somewhat important Very Important If yes, which of these “layers” 48%
do you consider most critical?
“Yes, I consider this when comparing items, but it needs to be obvious on the tag or
marketing that these products are eco/sustainable, otherwise it is difficult to differentiate AS WINTER ROLLS IN WE ASKED
between competitors.” MALE 30 37%
consumers for feedback on how they keep warm
“It’s not important to me because I need quality, and sustainability is not often known in the cold. We also asked how eco issues factor
No
WE ASKED OUTDOOR ENTHUSIASTS TO SHARE SUSTAINABLE AND ECO-FRIENDLY PRODUCTS for quality.” FEMALE 48
into purchasing decisions, and how inclined
their thoughts on the outdoor retail experience, More than 6X per year are a major talking point for outdoor brands at “Eco-friendly is second on my list of important things to think of when making a
they are to purchase used gear and to shop at
including in-store, online and on social media. the moment — with good reason. In our exclusive purchase. Comfort is the most important thing.” FEMALE 32
Sixty-five percent of survey respondents said consignment shops. Ninety-five percent say they’d
research on these pages, we surveyed more “I’m not convinced that all sustainable products are ‘greener.’” MALE 42
they shop for outdoor footwear, apparel and than 100 active/outdoor consumers about their consider buying used gear. Questions regarding
“To be completely honest I buy clothing based on the way it looks. If I see something 14%
gear online more than six times per year, with 63 thoughts on sustainable products, the marketing hang tags and labels generated interesting results:
that catches my eye, environmentally friendly or not, I’ll purchase it.” FEMALE 29
percent shopping at an online site affiliated with of these products, and about their own role in the some respondents focused on garment care, while
“It is becoming increasingly important. I currently feel like many things are called
a brick-and-mortar store. Forty-eight percent sustainability discussion. Ninety-five percent of others used labels to identify material content.
eco-friendly as a selling point, but I suspect the sourcing is insignificantly more
said they’d be willing to pay $10 for same-day How much would you Do you require a discount on consumers told us that brands that are working to sustainable and that they will behave insignificantly differently in the landfill. If I had Next-to-skin performance fabrics are trending,
delivery from an outdoor specialty store. When be willing to pay for product before purchasing it be sustainable should advertise it. Seventy-seven actual reason to believe that something is truly sustainable/eco-friendly, then yes. But
same-day delivery from an with respondents reporting that base layer is a
it comes to social media, Facebook is the channel when you shop in an outdoor percent told us they would be willing to pay more I am highly skeptical of most that make this claim, as I suspect it is largely a marketing
consumers told us they use the most in following outdoor specialty retailer? specialty store? ploy to appeal to people who want this.” FEMALE 38 key layer in their cold-weather wardrobe. And
for an eco-friendly product. Yet 44 percent said Mid-layer Outer-layer Base layer
specialty stores, with Instagram a close second. they place “very little” consideration on the eco 78 percent of consumers said that purchasing a
“I like it, but the product has to be appealing without it.” FEMALE 33
Outdoor consumers also shared thoughts on 82% impact of the packaging and shipping of products garment described as eco-friendly makes them
buying outdoor products on Amazon. (See page they buy online. Consumers also weighed in on “feel good.” n
38 for those answers.) And we asked “What the retailer’s role in the sustainability equation.
makes an outdoor specialty retailer great?” Turn Are you willing to pay The survey, conducted by MESH01, included
See our back page for those interesting replies. n “Tough question. It really depends on wind conditions, temperature and
more for a sustainable/ How much more would you be
to our back page for those answers. n The survey, conducted by MESH01, included 100 respondents, active men and women, aged precipitation. I live in Maine and I never go anywhere without a waterproof layer.
eco-friendly product? willing to pay for a sustainable /
The survey, conducted by MESH01, included 120 106 active/outdoor sports participants, men and 18-60, with an average age of 38 years old. Summer or winter. My mid-layer has become very important for regulating heat.”
eco-friendly product?
48% Male / 60
respondents, men and women. women, aged 18 to 55.
No 26% 26% “The outer layer is very critical as conditions may change quickly. A proper water
20% and wind repellent layer that can be removed and reapplied quickly is best as
CARPE CARPE CARPE conditions and body temperature changes.” Male / 47
TRENDEM SEIZE THE TREND! TRENDEM SEIZE THE TREND!
23% 16% TRENDEM SEIZE THE TREND!
20% 23% 11% “Though all are important to make the system work, I focus on the base layer to
ensure proper moisture-wicking away from the skin.” Male / 48
Trend Insight Consumer is a feature within Outdoor Insight
8% 8% 10% Trend Insight Consumer is a feature within Outdoor Insight Trend Insight Consumer is a feature within Textile Insight
that delivers research conducted on the MESH01 Platform. that delivers research conducted on the MESH01 Platform. that delivers research conducted on the MESH01 Platform. “The base layer sets the stage for everything else. If you are not warm and
MESH01 collects data from a select panel of sports MESH01 collects data from a select panel of sports MESH01 collects data from a select panel of sports
enthusiasts. For information on the Mesh01 Platform, contact
Zero Up to $10 to $20+
enthusiasts. For information on the Mesh01 Platform, contact 77% enthusiasts. For information on the Mesh1 Platform, contact
protected at the core, you won’t be warm or appropriately protected at any
other level.” Female / 47
Brian Bednarek at 603-766-0957 or brian.bednarek@ Always Never Sometimes Brian Bednarek at 603-766-0957 or brian.bednarek@ Not Brian Bednarek at 603-766-0957 or brian.bednarek@
$10 $20 $5-$10 $10-$15 $15-$20 More
willing to
Yes
mesh01.com. For more information on Trend Insight mesh01.com. For more information on Trend Insight than $20 mesh01.com. For more information on Trend Insight
Consumer and how your company can participate, contact Consumer and how your company can participate, contact pay more Consumer and how your company can participate, contact “Base layers are most important unless it’s extreme weather, then the outer layer
Jeff Nott at 516-305-4711 or jnott@formula4media.com. Jeff Nott at 516-305-4711 or jnott@formula4media.com. Jeff Nott at 516-305-4711 or jnott@formula4media.com. is more important – being waterproof or windproof.” Male / 38
44 • Outdoor Insight ~ January 2019 outdoorinsightmag.com
36 • Outdoor Insight • May 2019 outdoorinsightmag.com 54 • Outdoor Insight • June 2019 outdoorinsightmag.com
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outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2022
®
2022 Editorial Calendar
Winter Issue: OR Snow Show Summer Issue: OR Summer
Features Ad Close Materials Due Features Ad Close Materials Due
New Product Coverage 1/6/22 1/13/22 New Product Coverage 5/11/22 5/18/221
Apparel, Footwear and Apparel, Footwear and Gear
Cold Weather Gear
Category Coverage
Category Coverage Camping
Snow Sports Nutrition
Winter Camping Cutlery
Baselayers Socks
Trail Running Hydration
Socks Paddle Sports
Cutlery Racks
Goggles/Sunglasses Packs
Skin Care Trail Running & Hiking
Watches/GPS Electronics
Pet Products
Bonus Distribution at OR Snow Show Skin Care
Sunglasses
Sandals
+ The Great 8 in Outdoors
Bonus Distribution at OR Summer Market
2-12-21
outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2022
®
Circulation
Reaching the retail stores that drive the business in the outdoor category.
WHO WHERE
Sporting Goods
New England
Manufacturers Stores Pacific
Mid-
Department
Stores/Mass
Atlantic
5%
17% merchants 16%
11% 4% MAILED 16%
CIRCULATION
15%
16%
68%
5,000 15%
17%
Mountain
South
Atlantic
South North
Outdoor Specialty including Central Central
Snowsports and Running stores
outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2022
®
Outdoor Insight Magazine
outdoorinsightmag.com
2X 3,060+
PUBLISHED DIGITAL
EACH YEAR DISTRIBUTION
24% 5,650+
OPEN RATE PAGE VIEWS
outdoorinsightmag.com
OUTDOOR INSIGHT MEDIA PLANNER 2022
®
Advertising Information
Publisher
Jeff Nott
516-305-4711
jnott@formula4media.com
Sales
Katie O’Donohue
828-244-3043
kodonohue@formula4media.com
Sam Selvaggio
212-398-5021
sselvaggio@formula4media.com
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