Outdoor Retailer - Summer 2018 - 25

CASE STUDY

doors. They don't pretend to be experts on
subjects on which they have no authority-
they've hired others to tell stories of their own
experiences instead. And behind the scenes,
they have conversations with brands about
the sizes they carry and the models they use.
Specialty retailers like Wylder use a lot of
brand-provided imagery on their websites,
and so a brand that uses all-white, super-thin
models isn't doing so in a vacuum; it's affecting the presentation of its product far beyond
the reaches of its own catalog.
The sheer lack of diversity in images is prevasive in media, too. Many small and web-only publications don't have big photo budgets,
so they use stock and brand-provided images.
Swapp says REI is looking into making its
database of Force of Nature images open to
public use, so long as it owns the necessary
rights for a significant number of images. Like

Wylder, REI also pushes its brands to increase
size runs. One of the greatest criticisms of the
outdoor industry is that plus-sized gear is an
inferior afterthought, if it's available at all.
"In terms of what we learned [from Force
of Nature], by far, the largest criticism was
around sizing and our lack of extended sizes,"
Swapp says. This year, REI's primary Force
of Nature focus will be to bring in more sizes.
If brands thoughtfully design and produce
extended size runs, they'll sell it, she says.
Retailers can also pressure their suppliers to practice cultural responsibility.
"Southwest-inspired" designs riffing off
sacred Navajo symbols are rampant in outdoor clothing and gear, and Len Necefer,
founder of Natives Outdoors, says he can
spot fakes a mile away.
Through Natives Outdoors, he's working
to give power back to Native communities.

Necefer praises MEC for thoughtfully approaching native-inspired gear and apparel
to avoid culturally appropriating native art
and designs. Natives Outdoors ensures that
the artists will retain the copyrights to their
designs, as well as see a chunk of the profits.
"Companies go through so much effort
to ensure that they don't infringe copyright
but the same effort isn't used with Native designs," Necefer says. "When those designs are
not given the appropriate recognition, you're
effectively taking away one of the direct sources of revenue for a lot of Native communities."
The result? All of these individual efforts
are adding up, big time. "It's absolutely incredible how much growth we've seen on this
front," Dial says. "There are small groups and
communities forming that are basically saying, we're not going to wait around for an entire industry to catch up." O.R.

Summer 2018 / OUTDOOR RETAILER 25


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Outdoor Retailer - Summer 2018

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2018

OUTDOOR RETAILER - SUMMER 2018
CONTENTS
THE PULSE
HEADLINES
MERCHANDISING
MARKETING
BIG PICTURE
CASE STUDY
IDEAS
CHRISTIAN DE LA IGLESIA
SHIRA EPSTEIN
EMPLOYEE OF THE MONTH
RESEARCH
SAWYER LAND + SEA
DISASTER STRIKES
BE THE BRAND
BREAD+BUTTER
PADDLING HARDGOODS
THE RENEWAL WORKSHOP
BROWN GIRLS CLIMB
COUNTER CULTURE
THE VIEW
HOW I GOT HERE
FROM THE ROAD
#REPLIFE
BACKSTORY
Outdoor Retailer - Summer 2018 - OUTDOOR RETAILER - SUMMER 2018
Outdoor Retailer - Summer 2018 - Cover2
Outdoor Retailer - Summer 2018 - 1
Outdoor Retailer - Summer 2018 - CONTENTS
Outdoor Retailer - Summer 2018 - 3
Outdoor Retailer - Summer 2018 - 4
Outdoor Retailer - Summer 2018 - 5
Outdoor Retailer - Summer 2018 - 6
Outdoor Retailer - Summer 2018 - 7
Outdoor Retailer - Summer 2018 - 8
Outdoor Retailer - Summer 2018 - THE PULSE
Outdoor Retailer - Summer 2018 - HEADLINES
Outdoor Retailer - Summer 2018 - 11
Outdoor Retailer - Summer 2018 - MERCHANDISING
Outdoor Retailer - Summer 2018 - 13
Outdoor Retailer - Summer 2018 - MARKETING
Outdoor Retailer - Summer 2018 - 15
Outdoor Retailer - Summer 2018 - BIG PICTURE
Outdoor Retailer - Summer 2018 - 17
Outdoor Retailer - Summer 2018 - 18
Outdoor Retailer - Summer 2018 - 19
Outdoor Retailer - Summer 2018 - CASE STUDY
Outdoor Retailer - Summer 2018 - 21
Outdoor Retailer - Summer 2018 - 22
Outdoor Retailer - Summer 2018 - 23
Outdoor Retailer - Summer 2018 - 24
Outdoor Retailer - Summer 2018 - 25
Outdoor Retailer - Summer 2018 - IDEAS
Outdoor Retailer - Summer 2018 - 27
Outdoor Retailer - Summer 2018 - CHRISTIAN DE LA IGLESIA
Outdoor Retailer - Summer 2018 - 29
Outdoor Retailer - Summer 2018 - SHIRA EPSTEIN
Outdoor Retailer - Summer 2018 - 31
Outdoor Retailer - Summer 2018 - EMPLOYEE OF THE MONTH
Outdoor Retailer - Summer 2018 - 33
Outdoor Retailer - Summer 2018 - RESEARCH
Outdoor Retailer - Summer 2018 - 35
Outdoor Retailer - Summer 2018 - SAWYER LAND + SEA
Outdoor Retailer - Summer 2018 - 37
Outdoor Retailer - Summer 2018 - 38
Outdoor Retailer - Summer 2018 - 39
Outdoor Retailer - Summer 2018 - 40
Outdoor Retailer - Summer 2018 - 41
Outdoor Retailer - Summer 2018 - DISASTER STRIKES
Outdoor Retailer - Summer 2018 - 43
Outdoor Retailer - Summer 2018 - 44
Outdoor Retailer - Summer 2018 - 45
Outdoor Retailer - Summer 2018 - BE THE BRAND
Outdoor Retailer - Summer 2018 - 47
Outdoor Retailer - Summer 2018 - 48
Outdoor Retailer - Summer 2018 - 49
Outdoor Retailer - Summer 2018 - 50
Outdoor Retailer - Summer 2018 - BREAD+BUTTER
Outdoor Retailer - Summer 2018 - PADDLING HARDGOODS
Outdoor Retailer - Summer 2018 - 53
Outdoor Retailer - Summer 2018 - THE RENEWAL WORKSHOP
Outdoor Retailer - Summer 2018 - 55
Outdoor Retailer - Summer 2018 - BROWN GIRLS CLIMB
Outdoor Retailer - Summer 2018 - 57
Outdoor Retailer - Summer 2018 - COUNTER CULTURE
Outdoor Retailer - Summer 2018 - 59
Outdoor Retailer - Summer 2018 - THE VIEW
Outdoor Retailer - Summer 2018 - 61
Outdoor Retailer - Summer 2018 - 62
Outdoor Retailer - Summer 2018 - 63
Outdoor Retailer - Summer 2018 - 64
Outdoor Retailer - Summer 2018 - 65
Outdoor Retailer - Summer 2018 - HOW I GOT HERE
Outdoor Retailer - Summer 2018 - 67
Outdoor Retailer - Summer 2018 - FROM THE ROAD
Outdoor Retailer - Summer 2018 - 69
Outdoor Retailer - Summer 2018 - #REPLIFE
Outdoor Retailer - Summer 2018 - 71
Outdoor Retailer - Summer 2018 - BACKSTORY
Outdoor Retailer - Summer 2018 - Cover3
Outdoor Retailer - Summer 2018 - Cover4
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