At the recently concluded Outdoor Retailer Summer Market show, the overall mood was energetic and upbeat, in direct contrast to the nation’s continuing dour economic outlook. As is the case in any troubled economy, people are making an effort to do more with less, and at ORSM, this approach translated to multi-functional product in nearly all categories. For most exhibitors, the words “hybrid,” “crossover” and “versatile” have become a mantra.


In the outdoor lifestyle footwear market, it seems that the only limit to product versatility is a marketing department’s imagination. It was no trouble at all to find shoes designed to go from trail to sidewalk, river to rock face, bicycle to boulder field, city street to airport concourse and, of course, living room to coffee shop-or any combination thereof. As in the performance realm, lightweight/breathable materials, quick-drying capabilities, and comfort/cushioning technologies are crucial parts of the mix, and are combined with fun colors, bold patterns, and in many cases, convenient slip-on styling. Two of the most popular silhouettes-which are now requisites in nearly all casual collections-are deconstructed slip-ons for men and Mary Janes for women.

 

On the performance footwear front, the undeniable and growing trend of core running shoe makers-including New Balance, Brooks, Asics and Saucony-seeking to expand their reach by establishing a firm base in the trail running and outdoor multi-sport categories continues unabated. In fact, the trail running market has also drawn traditional outdoor boot makers such as Vasque, Asolo, Lowa and Scarpa, and is attracting newcomers such as Oboz, END and Patagonia Footwear. For the “white shoe” running companies, the trail running category is doubly appealing when one takes into account the potential to expand into outdoor lifestyle product.

 

On the equipment side, versatility included the end products themselves, as well as the development processes and materials. For example, The North Face introduced two new Summit Series packs, the Spire 32 and the Spire 40, that feature 315D Cordura-the same material used in automobile airbags (though the packs are not likely to inflate if the wearer were to tumble off a ledge). The company is also offering two new sleeping bags, the Green Kazoo and the Remeow, which incorporate 100 percent recycled fabrics.

 

The versatility trend was also evident in the increasing focus on urban bike commuting and bicycle touring-areas of particular interest in the face of rising fuel prices and growing eco-consciousness. This has resulted in a plethora of new “crossover” messenger-style bags, backpacks and hydration packs, as well as refined lighting systems and other accessories. Mountain Hardwear has even joined the ride with its new Ghisallo 1 bicycle touring tent, complete with a vestibule that can accommodate a bike. On the apparel side, many companies, such as Gramicci, are developing crossover bike/urban casual lines that allow consumers to get more use out of each piece in both active and casual settings.

OTHER KEY TRENDS FOR SPRING 2009 INCLUDE:
• Adventure Travel: Although this is not a new category, traditional travel equipment vendors, as well as urban bag makers that have played on the periphery of this market, are taking a new approach. As more consumers opt to take “staycations” or drive to destinations closer to home, and as airport hassles, new airline baggage fees and packed flights increase misery in the air, manufacturers are streamlining their offerings. Key travel bag features include easy-access pockets, sleek exteriors to aid fast stowage, and interiors that help segregate items such as wet/dirty clothes and shoes. Two of the newest entrants in the category are Crumpler and Timbuk2-both of which are launching youthful, hip collections that include rolling bags and travel accessories. Again, versatility is the name of the game.
• The Eco-Friendly Movement: This ongoing trend is growing exponentially and encompasses product, manufacturing processes and packaging. Particularly popular at the show was a plethora of eco-conscious “market bags.” A standout was Overland Equipment’s Calistoga model that comes in an origami-inspired, flat, square shape and opens into sturdy receptacle that resists tipping and collapsing. It is merchandised on a special space-saving rack.
• Pet Projects: Judging from the rapid boom in pet-related products, it is entirely possible that dogs and cats now have nearly as many toy and maintenance accessories as humans. And most of these items are designed for animals (and their pet people) on the go, transitioning easily from house to backyard to car to trail. Think collapsible food and water bowls, foldable throw and pull toys, as well as an abundance of leashes, collars, pillows, travel cases and, of course, organic biscuits.


VENDOR OVERVIEW
Here is a snapshot of fresh approaches and new products seen on the show floor.


WENGER FOOTWEAR
The soft launch of the company’s footwear line this past January met with success: 100 percent of the 30,000 pairs ordered have been delivered, and reorders are already coming in. A hard launch at ORSM boasted 30 styles (up from eight offerings in January), including technical and lifestyle models. To complement the footwear, Wenger is now ready to launch a sock line for Spring 2009 (to be in-store by February), which is also being produced by Novato, CA-based Established Brands, an official licensee of Wenger Licensing. The socks will be made in Italy and will be offered in about 12 styles, available in ped, crew and boot-length versions. The distribution for the socks will be broader than for the footwear, and will target technical and lifestyle retailers.


MERRELL
As a few savvy footwear vendors are discovering, the outdoor and action sports markets are gradually drawing closer. According to Seth Cobb, VP and GM of Merrell, “Retailers are looking for something to pull in younger customers, and outdoor sports themselves have evolved. People are interested in ‘park and play’ instant gratification such as a small, challenging bouldering problem [that can be completed in hours] as opposed to a multi-day climb. This is prompting us to look at how consumers use the end-product.”


Cobb also points out that consumer behavior is changing as the economy takes a dive. “Consumers are buying fewer pairs of shoes, but when they do buy, they want something special-forward-thinking designs and bright colors,” he says. “Now is the time for Merrell to get aggressive, which plays to our strength. Retailers with the most ambitious assortment, from a design and color standpoint, will be successful.”
 

Cobb reports that Outventure performance is Merrell’s fastest-growing footwear segment, and within that, women’s performance is the fastest-growing line. “Women’s performance is a strong trend, a big business, and a high-growth category,” he says.

PATAGONIA FOOTWEAR
Like its grown-up sibling, Merrell, Patagonia also recognizes the increasing influence of action sports in the outdoor footwear market, and is focused on offering versatile, comfortable shoes that have a blending of styles. According to Jamie Barbor, Patagonia Footwear’s national sales manager, the company’s business is up 25 percent YTD, momentum is strong, and the retail base is growing. The shoes are doing particularly well at REI, where the men’s program will be in 100 doors in Spring 2009. The push for this season is to work with key retailers to install Patagonia Footwear concept shops and focal points on the shoe wall. Seven concept shops have been placed so far this year, and the company expects to have 20 by the end of 2008. The company is also launching a trail running program with a gender-specific platform that will feature stability and protection.


FIVE TEN
Charles Cole, Five Ten’s founder, president and chief designer, sees such a strong connection between the action sports and outdoor markets that he has changed his company’s tagline to “Five Ten: Where action meets the outdoors.” This shift is allowing Five Ten to go beyond its climbing heritage to successfully compete in larger markets such as downhill mountain bike racing and flat pedal riding, as well as freerunning (also known as Parkour).


TIMBERLAND
For Spring 2009, the emphasis is on multi-sport and multiple-use occasions. In particular, the Ledge Series recognizes that many consumers are looking for “on the floor” comfort rather than “on the trail” comfort-the difference being the degrees of support, stability and stiffness needed to accommodate specific activities. The line is being promoted as “wear now, play now” and is intended for the weekend warrior. The company is also reasserting its hiking heritage with its new Washington Summit Series boot line for Fall 2009.
On the marketing front, Timberland kicked off a TV, print and online ad campaign-created by newly appointed ad firm, Leagas Delaney-that celebrates the excitement of being in the outdoors. The initiative made its debut during the Olympic Games in key markets with a 60-second spot called “Podium.” The ad is running in China and in the U.S. on national cable networks and local network affiliates in New York, Boston, San Francisco and Los Angeles. Following the Olympics, the ad will run in select markets including the United Kingdom, Italy, France and Japan. Additional TV spots and print ads will launch later in the year.


END
This new Portland, OR-based company, whose name is an acronym for “Environmentally Neutral Design,” is producing road running and trail running footwear with a focus on sustainability. To accomplish this, END uses water-based glues; one-piece outsoles, midsoles and uppers; and a simple, minimalist design that is lighter and therefore less expensive to produce. Retail prices range from $65 to $95. Target consumers are 23- to 28-year-olds who are concerned with recycling and global warming. END co-founder Ben Finklea notes that the brand is now being carried at REI, and in January 2009 the line will be in 100 specialty running and outdoor stores.


EXOFFICIO
The adventure travel and fishing apparel maker is now entering the footwear market with its Comfort3 collection, designed to offer consumers three key aspects of comfort: physical, emotional, and value. The line will include about nine models each for men and women, retail priced from $100 to $150. ExOfficio is treating the footwear as an accessory to its apparel, and distribution will focus on the company’s existing core accounts (such as The Walking Company), as well as select independents familiar with the brand. The first ship date is January 15, 2009.