Outdoor Retailer - Summer 2020 - 17

CASE STUDY

says Marcie Peters, Prana's VP of global sales.
Peters says everybody expects the rest of
2020 to have a fair amount of promotional
activity due to the near screeching halt of retail
in March and April, and lots of leftover product from F19. But Prana and other brands are
doing everything they can to keep the market
from being flooded with discount gear.

THE UNKNOWN
Allen says he is having a good summer to date,
but he's concerned about the bigger economic
picture and consumer confidence as the U.S.
approaches the end of fiscal stimulus and people come off unemployment in late summer
and early fall.
It's also unclear how small brands that
don't have rep forces will get their product in
front of retailers if they can't easily walk into a
shop for a showing. Allen wishes for an online
Venture Out, where retailers can see and buy
small brands efficiently. Multibrand selling
platforms exist in other industries like the gift
market, but, to date, there is no wholesale-focused online buying platform for outdoor.
As brands scale back, there could be less big
launches and early exclusives. But Allen also
wonders who gets the goods when a brand has
limited styles and quantities. "For the survival
of specialty, that's the key question for the next
year," says Allen.
Most specialty retailers rely on brick-andmortar sales, even when they have established
websites, which many don't. So, as brands dial
in their digital buying assets, some are also
working to help their retailers up their digital
game to drive sales. Oboz is pushing stores
toward locally.com, which sends customers to
their local shop; while The North Face is partnering with Grassroots Outdoors on digital
initiatives launching later this year.
"We have to do this together," says Duca.
"If brick-and-mortar doesn't come back, the
landscape has permanently changed."
Consumer buying is a wildcard. "We don't
know where the consumer is going to shop in
the future," says Peters. "Not all retailers are going to survive . Does that create new opportunities for other retailers or a new retail model of
the future? And what does that look like?"
It's possible the last four months have per-

"IF BRICK-AND-MORTAR
DOESN'T COME BACK,
THE LANDSCAPE HAS
PERMANENTLY CHANGED."
-PAT DUCA, THE NORTH FACE

manently changed consumer behavior. "Once
the initial surge of support for brick-and-mortar shopping wears off and people redeem their
gift cards, is going into a store convenient and
desirable?" asks Duca.

PARTNERSHIPS PREVAIL
Peters says there's no cookie-cutter solution for brands and shops moving through
COVID-19 and its repercussions. "You really
learn who your true business partners are
when you go through something like this," says
Peters. "You see how
people do business."
In many instances,
the novel coronavirus was an opportunity for a renewing of
vows in the retailermanufacturer marriage. "Brands are no
longer the frenemy,"
says Allen. "Most
have been exceptionally good partners
in the last couple of
months, and conversations around the
next 12 to 14 months
are positive."
Allen is bullish on
S21. "We're going to
be enthusiastic and
buy as if things will
be kind of back to
normal next year.
Maybe there's a vaccine and people will
be less apprehensive
about going somewhere other than
their house. We're
not planning to have

the same year as last year, but we are planning to have a good year."
Seeing which brands committed to her
store during hard times altered White's
product selection permanently. "The brands
that have been flexible are the brands I will
buy deeper," she says. White is scaling back
from seven to four women's apparel brands,
and working with manufacturers that are
supporting her store with buyback promises, terms, and more. "Some brands won't see
me come back; some will see growth from
me," says White.
"Business as usual is changing, and we
have to acknowledge that it will continue to
change, and we need to be nimble and continue to evolve," says Peters. "We'll continue
to learn and to be as proactive as we can,
and to acknowledge progress as we strive
for perfection." O.R.

Summer 2020/ OUTDOOR RETAILER 17


https://aeropress.com/ http://www.locally.com https://aeropress.com/

Outdoor Retailer - Summer 2020

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2020

OUTDOOR RETAILER - SUMMER 2020
CONTENTS
THE PULSE
HEADLINES
RETAIL 101
MARKETING
GLOBAL PERSPECTIVE
CASE STUDY
IDEAS
FLOYD LANDIS
AMY HATCH
EMPLOYEE OF THE MON
RESEARCH
THE COVID-19 TIMELINE
HEROES IN CRISIS
ON BLACK JOY
BREAD+BUTTER
SUSTAINABILITY
HOT PICK
THE VIEW
HOW I GOT HERE
#SHOPLIFE
FROM THE ROAD
Outdoor Retailer - Summer 2020 - OUTDOOR RETAILER - SUMMER 2020
Outdoor Retailer - Summer 2020 - Cover2
Outdoor Retailer - Summer 2020 - 1
Outdoor Retailer - Summer 2020 - CONTENTS
Outdoor Retailer - Summer 2020 - 3
Outdoor Retailer - Summer 2020 - 4
Outdoor Retailer - Summer 2020 - 5
Outdoor Retailer - Summer 2020 - 6
Outdoor Retailer - Summer 2020 - THE PULSE
Outdoor Retailer - Summer 2020 - HEADLINES
Outdoor Retailer - Summer 2020 - 9
Outdoor Retailer - Summer 2020 - RETAIL 101
Outdoor Retailer - Summer 2020 - 11
Outdoor Retailer - Summer 2020 - MARKETING
Outdoor Retailer - Summer 2020 - 13
Outdoor Retailer - Summer 2020 - GLOBAL PERSPECTIVE
Outdoor Retailer - Summer 2020 - CASE STUDY
Outdoor Retailer - Summer 2020 - 16
Outdoor Retailer - Summer 2020 - 17
Outdoor Retailer - Summer 2020 - IDEAS
Outdoor Retailer - Summer 2020 - FLOYD LANDIS
Outdoor Retailer - Summer 2020 - AMY HATCH
Outdoor Retailer - Summer 2020 - EMPLOYEE OF THE MON
Outdoor Retailer - Summer 2020 - RESEARCH
Outdoor Retailer - Summer 2020 - 23
Outdoor Retailer - Summer 2020 - THE COVID-19 TIMELINE
Outdoor Retailer - Summer 2020 - 25
Outdoor Retailer - Summer 2020 - 26
Outdoor Retailer - Summer 2020 - 27
Outdoor Retailer - Summer 2020 - 28
Outdoor Retailer - Summer 2020 - 29
Outdoor Retailer - Summer 2020 - 30
Outdoor Retailer - Summer 2020 - 31
Outdoor Retailer - Summer 2020 - HEROES IN CRISIS
Outdoor Retailer - Summer 2020 - 33
Outdoor Retailer - Summer 2020 - 34
Outdoor Retailer - Summer 2020 - 35
Outdoor Retailer - Summer 2020 - 36
Outdoor Retailer - Summer 2020 - 37
Outdoor Retailer - Summer 2020 - ON BLACK JOY
Outdoor Retailer - Summer 2020 - 39
Outdoor Retailer - Summer 2020 - 40
Outdoor Retailer - Summer 2020 - 41
Outdoor Retailer - Summer 2020 - BREAD+BUTTER
Outdoor Retailer - Summer 2020 - 43
Outdoor Retailer - Summer 2020 - SUSTAINABILITY
Outdoor Retailer - Summer 2020 - 45
Outdoor Retailer - Summer 2020 - 46
Outdoor Retailer - Summer 2020 - 47
Outdoor Retailer - Summer 2020 - HOT PICK
Outdoor Retailer - Summer 2020 - 49
Outdoor Retailer - Summer 2020 - THE VIEW
Outdoor Retailer - Summer 2020 - 51
Outdoor Retailer - Summer 2020 - 52
Outdoor Retailer - Summer 2020 - 53
Outdoor Retailer - Summer 2020 - 54
Outdoor Retailer - Summer 2020 - 55
Outdoor Retailer - Summer 2020 - HOW I GOT HERE
Outdoor Retailer - Summer 2020 - 57
Outdoor Retailer - Summer 2020 - #SHOPLIFE
Outdoor Retailer - Summer 2020 - 59
Outdoor Retailer - Summer 2020 - FROM THE ROAD
Outdoor Retailer - Summer 2020 - 61
Outdoor Retailer - Summer 2020 - 62
Outdoor Retailer - Summer 2020 - 63
Outdoor Retailer - Summer 2020 - 64
Outdoor Retailer - Summer 2020 - Cover3
Outdoor Retailer - Summer 2020 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
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https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
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https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
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https://www.nxtbookmedia.com