3 minute read
SWOT
SWOT
OPPORTUNITIES
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The lifestyle, citylife and interests of the younger groups. Partnerships with non profit organizations and social causes that want to help the ocean. The change of the social media landscape due to Covid-19, TikTok, Discord and Web3. These are the powerful networks of the future. The rising of the outdoor industry. More customers are embracing the outdoors and the retailers than ever. The growing market and position of Asia. The interest of the Gen Z' s: The group is more concerned about the environment, sustainability and mental health. Due to Covi-19 many people had to stay at home and brands had to come up with new ideas of pleasing the audience: homegating, livestreams, online activation with the fans, tailgating rituals with foods and drinks for the stay at home fans. The Gen Z audience love conscious offers. People are spending globally more time outdoor and are investing in new activities. Consumers have the desire to connect to nature, the local community and the outdoors.
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SWOT
THREATS
Sea polluters. Climate changes. the war between Ukraine and Russia. An economic downturns that leads to restricted consumer spending for the middle class. North Sails should claim the sea in the cities before one of the competitors will do that. The competitors have a bigger unity with their costumers and are well-know in the market of the Gen Z' s. Many brands have taken clear stance on social issues and create campaigns about it. Ex: Nike supporting Colin Kaepernick, the face of the NFL’ s “ anthem protests and H&M launched a Pride collection in 2018 in support of the LGBTQ+ community.
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TREND ANALYSIS
TRENDS FROM WGSN.COM
TREND ANALYSIS OUTDOOR RETAILER S/S 22
More people than ever are embracing: the outdoors and the outdoor retailers. Retailers and brand must focus on the consumers ’ new needs. The outdoor industry has a tightknit community and brought outdoor lovers together in a new way for a deeper connection. For this industry a strong community is prominent.
Highlights:
Because of the outdoor lovers there is a growing category of the lifestyle wear. The outdoor brands and retailers are feeding every outdoor wishes therefore they are delivering on gender diversity. Durable naturals and high- performance are taking a prominent place in the outdoor market. Brands rethink ways to give raw material and product a second life. It’ s important that brands focus on this action point, because consumers are becoming more educated about authenticity and sensitivity in brand actions.
Action points the outdoor brands should focus on:
The outdoor is for everyone. Be innovative with eco-performance fabrics. Co-creating with your consumer through community events and digital outreach. Equip for extended adventures.
TREND ANALYSIS
Design Priorities: Outdoors
New consumers are entering the outdoor market, Brands will need to focus on inclusivity, climate adaptation and affordability.
In the UK, value and mass retailers are investing the most in outdoors, followed by specialist retailers.
In the US, sport; technical retailers take the lead, with value and mass who are following.
The jackets and hiking boots, the fundamentals of the outdoor attire, are key elements of the outdoor market.
Outdoor summer sandal styles is also making a high growth. Because of the Consumers ' increasing frugality and scepticism, particularly in younger age-groups.
Choose durable materials and trims that can stand the test of time.
Brands and retailers that welcome new consumers will be rewarded in the long term.
Provide an entry-level base-layer, mid-layer and shell, and educate on how this system works.
Educate on outdoors safety protocol. Provide internal infographics on garments and accessories.
Comfort is key. Ensure pieces that fit different body shapes, sizes and foot widths.
Uniqlo worked with Flock Together to create a birdwatching collection that felt relevant to the collective.
