The Opportunity

Conclusion

At Salus, we appreciate the women’s outdoor market has been slow to accommodate the shifting demands of the modern adventurist (WGSN, 2021). Prioritising the female consumer, Salus remedies the gap the market by welcoming, inspiring, and educating a community of women to own the outdoors (Arveson, 2019).

We believe the outdoors should be a place of recreation and escapism for all, thus reimagine the traditional outdoors image prevalent in the market. Where existing retailers share an intensity-driven narrative and specialise in a particular product/service (O’Connell, 2016), there remains an opportunity for a brand to holistically support women from purchase to post-use (Arveson, 2019), acting as an understanding, yet motivational compatriot.

Moreover, as more consumers turn to technology to enhance sporting activities (Biron, 2021; McKinsey, 2021a), Salus recognises the opportunity to support women beyond the provision of appropriate apparel, facilitating education and social connection in means undelivered existing competitors.