The outdoor specialist trade is currently experiencing the consequences of a number of global crises. In many sectors, these effects were already being felt during the pandemic. Now they have also reached us, and neither manufacturers nor retailers can benefit from outdoor hype.
What happened?
During the Covid-19 pandemic, the population had the urge to experience nature. Media formats such as “7 vs. Wild” went through the roof and created hype for outdoor disciplines, including survival and bushcraft. In contrast to other sectors of the economy, demand for equipment and gear rose accordingly in these industries, and with it sales. However, since the start of the pandemic, consumers have been confronted with a number of political and geopolitical conflicts, which has led to changes in consumer and purchasing behavior across the board. People are hesitating before making purchases, waiting. They want to keep their money together.
How is the market reacting?
The market is reacting to this reluctance to buy in the same way as many other industries would. Manufacturers of equipment and accessories are fighting for the attention of retailers and consumers, trying to get their products out of stock in different ways. The situation is similar for retailers: in some cases, large stocks do not allow new products and collections to be brought into stores. On the other hand, the goods have to be sold, if possible without losses, in order to make room for new products. A dilemma then.
And now?
It all depends on the right strategies. Basically, the demand for quality outdoor equipment is still there on the consumer side. Retailers just need to invest a little more in persuading customers to buy. They can achieve this through various strategies:
- Storytelling
Retailers can establish an emotional connection with their customers through targeted storytelling. Stories about adventures, personal experiences or the history of a product’s creation can arouse interest and positively influence the purchase decision. One example could be the story of a hiker who has mastered a challenging tour with the advertised equipment. Such stories create trust and make the product more tangible. - Setting yourself apart from the market
To stand out from the competition, retailers and manufacturers need to develop unique selling points. This can be done through exclusive products, special services or innovative marketing strategies. A unique selling point could be, for example, a particularly sustainable product that has been manufactured under fair conditions. Collaboration with influencers or participation in outdoor events can also help to position the brand more strongly. - New products
Regularly introducing new products is essential to keep customers interested. These can be new product lines, limited editions or technological innovations. It is important that these innovations are clearly communicated and attractively presented. Retailers should ensure that they inform their customers about upcoming product launches at an early stage and accompany them with targeted marketing campaigns.
The role of IWA OutdoorClassics
Another decisive factor for success in outdoor retail is participation in trade fairs such as IWA OutdoorClassics. The IWA offers a protected platform for finding out about the latest trends and innovations, making valuable business contacts and exchanging ideas with other industry experts. Visiting IWA OutdoorClassics enables retailers to make direct contact with manufacturers and suppliers. This offers the opportunity to gain exclusive insights into new products and technologies that are not yet on the market. Retailers can identify trends at an early stage and adapt their product range accordingly to always offer their customers the latest and best products. Trade fairs are also an ideal place to exchange knowledge and experience. By talking to other experts, retailers can gain valuable tips and strategies for dealing with current challenges. Workshops and presentations at the trade fair offer additional knowledge and inspiration to further develop your own business. Not only can retailers take away new products and ideas from IWA OutdoorClassics, they can also establish valuable contacts and partnerships. In the long term, these networks can help to strengthen their own business and position themselves better in the market.
The next IWA OutdoorClassics will take place from February 27 to March 3, 2025 in Nuremberg, Germany. Tickets, which are only issued to trade visitors, can already be purchased at www.iwa.info/ready can already be purchased.
