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Outdoor Attitudes Unplugged –

Exploring the Relevance of Outdoor Lifestyles and Products Among Today's

Millennial Consumer

Michael Wood Senior Vice President, TRU

AGENDA

Research methodology

2 www.tru-insight.com

QUALITATIVE METHODOLOGY

>! 22 respondents ages 20-28

>! Created two private Facebook groups among outdoor enthusiasts and those less engaged

>! A three-week engagement asked participants to answer questions, post pictures, and create videos

>! Recruited additional respondents from Salt Lake City to join us live

Boston

Atlanta

Chicago Salt Lake City

AGENDA

Path to Purchase

Activities & Brands

Brand Authenticity Use of

Technology

www.tru-insight.com

PATH TO PURCHASE

Millennials trust others Actively seek out opinions and recommendations

In-person & on-line options considered

O PUR2

Ask for recommendations

www.tru-insight.com 7

“I knew that my best friend Katherine (a well-dressed outdoor guru) has these

shoes, so I definitely called her for advice.”

LINDSEY, 25, MAINE

“I usually ask friends their opinions on the best items…

friends I trust who are knowledgeable in the field.

That makes the biggest difference.”

NITISH, 23, BERKLEY

WORD OF MOUTH IS CRITICAL FOR DISCOVERY AND PURCHASE

PATH TO PURCHASE

To confirm or deny

It’s second nature and instills confidence

Online reviews are the gold standard – quality & quantity

Outdoor industry blogs & forums also key

Online research and validation

O PUR2

QUALITY IS JOB ONE!

When it comes to outdoor activities… >! Finding quality is worth the time, research and money! >! Quality is determined by… >! Functionality, fit, and performance !

“My purchase was based

on quality and comfort. I was willing to spend more to get the best, most comfortable pair

out there!” KATE, 24, CHICAGO

When it comes to outdoor activities… >! Finding quality is worth the time, research and money! >! Quality is determined by… >! Functionality, fit, and performance >! Look, comfort & style are not far behind

The And Generation MILLENNIALS, WHOSE BELIEF IN “HAVING IT ALL,” LEADS THEM TO EXPECT

PAIRED OPPOSITES DELIVERED IN THE SAME PRODUCT OR SERVICE

PERFORMANCE + STYLE = VERSATILITY

When it comes to outdoor activities… >! Finding quality is worth the time, research and money! >! Quality is determined by… >! Functionality, fit, and performance >! Look, comfort & style are not far behind

Very different from parents !

“My parents would just buy whatever had the

lowest price, good enough to

get the job done.” KEVIN, 22, SALT LAKE CITY

PATH TO PURCHASE

Deciding where to buy? The final check is finding the best deal

In-person : Bricks & Mortar

General sites: Amazon and Google Outdoor sites & apps: BackCountry.com, Steep&Cheap

O PUR2

“I’VE FOUND WHAT I WANT, NOW WHAT’S IN IT FOR ME?” >! Price is key

>! The decision is also impacted by value… > Convenience

> Customer service

> Technical expertise

> The retail experience

> Shared interest in community

> Environmental stewards

> Supporting local businesses

Consider This

Become the expert that consumers seek out for recommendations

Encourage & cultivate online reviews and discussions

Become a passionate, integral part of the community,not just a place to purchase gear

Look beyond the transaction

PATH TO PURCHASE

AGENDA

Path to Purchase

Activities & Brands

www.tru-insight.com

ACTIVITIES AND BRANDS

BRAND EXPRESSES ME

When it comes to outdoor activities, brands are a personal reflection, signaling…

Who I am: Activities I enjoy and

what I care about

Says “I’m fit” even if I don’t feel that way

I Know What I’m Doing:

“I’m in the know” and gives me credibility

“I like wearing ‘technical outerwear’ casually, too. It

makes me feel like I know what I’m doing and

that I play hard outdoors.”

LINDSAY, 25, MAINE

“When I wear this brand it puts me in the mindset to work hard. I think the brand yells out ‘I’m sweating my

butt off and working hard.”

JONATHON, 26, CHICAGO

INCLUSIVE TRUMPS EXCLUSIVE

Centergy™ FOR MILLENNIALS, SO-CALLED FRINGE VIEWS AND ACTIVITIES ARE READILY

ACCEPTED, EVEN EMBRACED BY THE MAINSTREAM TODAY.

CROSS-OVER IS WELCOME

The more, the merrier! Millennials are happy to include others

PARTICIPATION IS NOT A PREREQUISITE

It’s OK to wear an outdoor brand even if you don’t participate in that activity

Also OK for brands to cross-over from core enthusiasts to

the mainstream, if they bring new people to the sport

“For a while I thought they were ‘less cool’ because

everyone had them. But now I actually commend them for

getting more people participating in the outdoors.”

LINDSAY, 25, MAINE

“Skate brands have been successful in selling a culture and style beyond the sport… this leads to people skating

who wouldn’t have otherwise.”

IAN, 24, BOSTON

As long as a brand stays true to it’s core business, it’s OK to expand.

ACTIVITIES AND BRANDS

Consider This

Speak to your core… but it’s also OK to appeal to non-enthusiasts

Be welcoming and inclusive, with the goal of getting anyone and everyone outside

AGENDA

Path to Purchase

Activities & Brands

Brand Authenticity

www.tru-insight.com

AUTHENTICITY

AUTHENTICITY IS CRUCIAL. IT MEANS …

VIDEO PLACEHOLDER

Form/Function/Philosophy THE DESIRE THAT COMPANY VALUES BE AN IMPORTANT AND PROMINENT FEATURE OF EVERY PRODUCT/SERVICE/BRAND

“STAND FOR SOMETHING, OR RISK COMMODITIZATION”

Consider This

Deliver on what you say you’re going to do

Showcase your heritage and history and continue to remind people what you stand for

Think big… Ensure that promotions and/or sponsorships align with your brand and truly benefit the industry

AUTHENTICITY

AGENDA

Path to Purchase

Activities & Brands

Brand Authenticity Use of

Technology

www.tru-insight.com

TECHNOLOGY

Immediascene IMPORTANT PLACES AND MOMENTS IN LIFE INCLUDE NOT JUST

THOSE THAT ARE WITH YOU IN PHYSICAL SPACE, BUT ALSO THE SUM OF YOURRELATIONSHIPS IN VIRTUAL SPACE: “I’M ALWAYS EVERYWHERE WITH EVERYONE”

TECHNOLOGY… FRIEND NOT FOE

Technology can…

>! Help take advantage of the outdoors more often

> Provide speed and access to both planning and purchases for outdoor adventures

> Facilitate shared experiences

“Social media helps me find friends to do

outdoor activities with… Facebook and Twitter also help me find out

about outdoor events.” ERIC, 24, ATLANTA

“I’d rather LIKE a company

on Facebook than sign up for their e-mail list

because I get a short blurb from them daily rather than loads of

emails that I end up deleting anyway.”

LINDSEY, 25, MAINE

Ski Utah

Steep & Cheap

Chimani Acadia National Park

EpixMix Snow Report App

Provides you a full snow report and deals happening at different resorts

Gives flash deals on outdoor gear and apparel

Helps plan trail routes in the area

Provides detailed statistics on your skiing performance

Provides full snow report by location

“This App definitely aids my trail riding. All the trails

are on the map and my phone clips right onto my

handlebars.” JONATHON, 26 , CHICAGO

“I really like this App because I can easily

check how much snow fell and see which runs have

been groomed before I go up the mountain.”

KYLE, 22, SALT LAKE CITY

Consider This

Utilize social media and review sites to better engage consumers Facebook a better outlet than email blasts

Actively post pictures of company involvement

Take online reviews seriously

TECHNOLOGY

www.tru-insight.com

THANK YOU! Now get your questions answered.....

Join us in Salon D at 11:00 for an informal

one-on-one with today’s panel

SEMINAR TITLE SPONSORED BY:

Welcome to Outdoor Retailer

Summer Market 2012

Kenji Hartounian

Outdoor Attitudes Unplugged – SEMINAR TITLE Products Among ... · outdoor guru) has these shoes,...

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