Outdoor Retailer - Summer 2016 - (Page 76)

BREAD+BUTTER / Know Your Customers Segmentation Rules! The Outdoor Industry Association (OIA) recently released the results of a study delving into the buying habits and whims of active outdoor consumers. The study identified seven distinct types of outdoor enthusiasts: The Achiever, The Outdoor Native, The Urban Athlete, The Aspirational Core, The Athleisurist, The Sideliner, and The Complacent. We matched four of those demographics to the type of gear that draws them in. Here's what they look for in your shop. Yeti Hopper 40 ($400), Tenkara Iwana ($157), Keen Aphlex Mid ($160), Stanley Classic Vacuum Growler ($40), Mammut Infinity 9.5 ($270), Ortovox Merino Fleece Light Jacket ($199), Voormi Drift ($249), Outdoor Research UberLayer ($299) THE OUTDOOR NATIVE 12% of the population, 16% of outdoor spending WHO THEYARE: Meet the heart and soul of the outdoor industry. The Outodoor Native doesn't think about "outdoors" as a thing. This is simply life. There's lots of car camping, fly 76 OUTDOOR RETAILER / Summer 2016 fishing, some bouldering and then hanging out by the fire. The Outdoor Native will take big trips, quite often with family and friends. They have ticked off big peaks and been scared out in the wild, but so what? Haven't we all? BRANDS THEY LOVE: Core outdoor names with mountain-town cred: Osprey, FlyLow, Keen, Smartwool, Club Ride, Tenkara, Yeti HOW TO SPEAK TO THEM: These folks still rely on good old print. They trust Men's Journal, Backpacker, and Outside magazines. They rely on expert opinion and they have very strong brand loyalty. Talk to them about that big river trip that's coming up. Photographs by Ben Fullerton / Caveman Collective

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2016

Outdoor Retailer - Summer 2016
Contents
The Pulse
Nitty Gritty
Case Study
Big Picture
Global Perspective
Ideas
The Voice
Thom Hill
Brian Jones
National Parks
Half-Moon Outfitters
Mountain Crossings
Bread+Butter
Standup Paddleboards
Know Your Customer
Yoga Pants
Up Front
The View
How I Got Here
#Replife
From the Road
Closer

Outdoor Retailer - Summer 2016

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