Contents: Departments P. 16 P. 58 10THE PULSE 12 HEADLINES To blog or not to blog is the question facing many retailers. Here's how to create engaging content. 14 MERCHANDISING Follow these 11 steps to holiday gift-table success. 16 MARKETING Does your shop pass the t-shirt test? 18 BIG PICTURE Retailers help communities survive catastrophe. 20 GLOBAL PERSPECTIVE Alibaba is the largest outdoor retailer on the planet. 22 CASE STUDY What role does location play in a shop's survival? 26 IDEAS 28 BENJI THRASHER This designer brings mindfulness to the table. 30 GUY TROMBLEY Portland's Mountain Shop GM talks teamwork. 32 EMPLOYEE OF THE MONTH Photos: (clockwise from top left) Kevin Howdeshell/The Brave Union, Andrew Kornylak, Andrew Kornylak, Jim Herrington P. 60 P. 56 Great Outdoor Provision Co.'s Pepper Ernest 34 RESEARCH Raw numbers and insight on staffing your shop. 52 BREAD+BUTTER 54 SKI-PACKAGE SECRETS Identify resort, backcountry, and skimo needs. 56 ATHLEISURE Climbers and ninja warriors show off the style. 58 COUNTER CULTURE Help your customers fill their emergency list. PLUS 60 THE VIEW Jim Herrington photographs legendary climbers. 66 HOW I GOT HERE Jeremy Jones founded a movement and a brand. 68 #REPLIFE Kris Versteegen builds long-lasting relationships. 70 FROM THE ROAD Scandinavian Summits trumpets Nordic brands. 72 BACKSTORY Chalet Sports makes it easy to put kids on skis. Winter 2018/ OUTDOOR RETAILER 5