The recent Outdoor Retailer Show reveals that consumers are looking for a little more style along with technology in outdoor apparel today. Perhaps driven by a healthier economy, color stood out as a trend finally making some serious inroads into spring 2011 apparel offerings. In addition, women’s product expansions, minimalism and fabric technology played key roles in new styles for the spring season.


Although somewhat evident in men's, the increasing color and style quotient was particularly noticeable in women's.


“Buyers have finally recognized that the women’s market exists, despite many manufacturers having developed great women’s programs in years past,” said Tom Duguid, director of brand marketing at Arc'teryx. “The buyers were just too risk-averse to pick those programs up. That’s all changed in the last 4-5 years, and now some women’s programs are coming in stronger than men’s.”


“We have also seen a lot more apparel that is intended to cross over from technical wear to everyday wear,” said GoLite's Product Director Kevin Joyce. “So you will see silhouettes and styling that is decidedly contemporary, but technical in fabrication and detailing.”


Consumers are also looking for more durable product that lasts longer and is more comfortable for everyday use.


This is a trend that also helps support demand for natural and organic fibers – not only for sustainability but for comfort reasons as well. Overall, consumers are proving they're willing to pay a premium for function and some fashion. “The consumer is not looking for the cheapest but for the best value,” said Mark Martin, president of Jarden’s Marmot Mountain brand.


At Horny Toad, dresses and skirts are helping drive strong growth in women's. In men's, woven tops are “on fire,” according to Gordon Seabury, CEO of the Southern California-based outdoor lifestyle brand. “For the spring/summer season, bright yet easy to wear colors are always going to do well,” said Seabury. “We have had a fantastic response to our women's Macey and Gesture, which feature an understated print and embellishment that give the garment more depth and style in a very natural way that does not look forced.”


As Bright Colors Take Center Stage for Apparel…


From a lifestyle brand perspective, Seabury said its natural fibers such as Tencel and Model as well as its organic cotton offerings are addressing the need for apparel that is comfortable, easy to care for and versatile.


“For the customer looking for additional performance, we have a great organic cotton/recycled poly blend that has been very popular in both wovens and knits,” said Seabury. “The blend provides the best properties from a natural and man-made fiber; allowing a super-soft feel with low-maintenance attributes… Overall we are having a fantastic spring/summer sell in,” added Seabury. “Both women's and men's are trending up significantly.”


Marty Weening, president of Gramicci, said consumers in tops are looking for more natural/organic fibers that are drier and provide greater ventilation for activities such as hiking, trekking, mountaineering, climbing, slack lining, and fishing. But he also sees consumers looking for more stretch in their garments which tends to be more functional for exertion sports/outdoor activities but also crossing over to everyday casual sportswear.


Weening said military-inspired details and designs are in demand as well as terra tones, or earth vibrant/rich colors that look like they have come from the desert. “These are colors that work effortlessly in a man and woman's wardrobe,” said Weening. “No freaky brights but not dull and lifeless either.”     


Pam Theodosakis, head of product design for Prana, sees a big movement towards easy knit dressing for women-silhouettes that are made from unique fabrications. The women's Mahdia yoga-inspired collection is doing well for Prana  as well as its men's lifestyle line. Theodosakis said women are looking for multi-functional styles that are built to last with sustainable fabrications and “special hidden features.” Prana is offering several lengths for men's pant's and three fits in women's bottoms. But Theodosakis sees color as the main story for Spring 2011, with bright colors receiving strong responses from both genders.


At Patagonia, strong categories include technical alpine products, rainwear and insulation, especially lightweight insulation such as the Nano Puff collection.  Women's sportswear also continues to do well for Patagonia- specifically dresses and daypacks. Looking ahead, Patagonia is expecting strong growth in the newer trail running category; as well as in ultra-light down developments; men's wovens, and its overall women's sportswear assortments. “Men's continues to be dominated by newness in classic silhouettes, while women's continues to be credited for its unique street crossover silhouettes,” said Patagonia’s VP of Merchandising Lisa Williams.


At Arc'teryx, demand for high quality GORE-TEX shells remains resilient while PacLite garments have seen a solid resurgence, according to Duguid. “Also there is strong growth in the current fast trekking and mountain or trail running trends,” said Duguid. “As well, innovative new products have driven new demands: for instance our Coreloft insulated Atom line has taken over from traditional fleece jackets as a superior form of mountain insulation.”


He believes the brand's technical reputation continues to drive its appeal. “We have always concentrated on developing products that function exceptionally well within certain conditions and activities (i.e.: apparel designed specifically for certain sports, output and weather), and it appears that consumers are appreciating that,” said Duguid.


Hardshells continue to be the strength of Outdoor Research's apparel line for both spring and fall. The new Paladin collection, alpine climbing shells constructed of a 40 D Pertex Shield 3 layer fabric, have been very well received, said Melanie Sirirot, Outdoor Research Product Manager – Apparel. OR is also enjoying strong growth in summer weight softshells. The Ferrosi has been expanded from a hoody and short to include a jacket and pant.


Minimalism Trend Expands into Outdoor Apparel…


As far as function, Sirirot said consumers are expecting an anti-odor story in summer weight technical first layers. Sun protection is also an important factor to consider in summer tees.


Playing to the minimalism trend going on in footwear, The North Face launched the ‘Better Than Naked’ running collection. Featuring body-mapped, gender-specific cooling systems, the lightweight line allows temperature regulation while still protecting the runner from inclement weather.  “People like naked. It’s freeing, and nothing gets in the way,” said Liz Braund, performance product director for The North Face. “We appreciate this natural trend, but for athletes, naked is never better. There’s chaffing and discomfort.”


TNF also updated its classic Venture rain jacket to incorporate castor oil into its membrane as an alternative to petroleum-materials. 


Columbia Sportswear continues to push the technology story, which includes its surprise acquisition of OutDry Technologies announced during the show. Some of the brand’s new innovations are Omni-Dry, an extremely air permeable waterproof fabric which transfers the moisture vapors a user generates, out of the garment at an extremely high rate. Insect Blocker-a synthetic version of a natural insect protection found in certain types of flowers-turns clothing into long-lasting and effective insect protection. 


Dean Rurak, senior product manager at Columbia Sportswear, said that 50% of Columbia's sales in outerwear are black, but its compass blue corporate color has been experiencing solid growth. “Consumers are looking for that vibrancy of color,” said Rurak. “There's a lot of sameness out there right now,” he added. “So by focusing on the consumer and partnering with different consumer groups like the Southern Yosemite Mountain Guides is part of it. But it's really built around innovation and building more solutions-oriented products.”


GoLite's newer adventure travel apparel collection is seeing particularly strong growth for the brand. “Our Adventure Travel collection continues to do very well and features contemporary styling, great versatility and technical yet sustainable fabrication – so this range is not only in sync with some of the macro trends we are seeing, but also right in line with our brand objective of bringing to market high performance products that don’t have a high impact on the environment,” said Joyce.


GoLite's outerwear as well as trail running and hiking apparel all continue to perform well.


Woolrich is looking to be significantly more active around marketing the brand, according to company EVP Brian Mangione. A VP of marketing is expected to be hired by the end of the year, and Mangione said the company will be more open to exploring traditional media such as print and billboards but also social media. Said Mangione, “Whatever we do has to be meaningful.”


Woolrich also recently hired its first VP of direct-to-consumer as part of an overall strategy of getting closer to its ultimate customers. The brand will be increasing its distribution of catalogs in 2011 but the effort will also be noticeable online.


“Not to take away from our wholesale partners but direct to consumer is our window to show off the brand,” said Mangione. “The more you can get consumers seeing who you are and what you're doing and getting them excited, the better for everybody.”


Mangione also said that with its 180-year heritage and the current demand for iconic brands Woolrich will be exploring collaborations with designers or joint ventures that would bring a more modern approach to the brand while still capitalizing on the outdoor lifestyle trend.


“The company is very sound financially and in great shape but we've got a lot of ambition to move this forward quickly,” said Mangione.


Icebreaker launched first collection specifically aimed at runners. Founder and CEO Jeremy Moon said it may seem “counter intuitive to say to someone to go running in merino wool.” But the fabric controls body temperature in all climates, is highly breathable to prevent the clamminess associated with synthetics, and protects runners from the sun’s harmful rays. It also resists odor and can be worn for days – sometimes weeks – without washing.  The GT Run range features sleeveless tees, crews, tanks, shorts, tights and a racer-back bra.


Icebreaker also introduced a commuter line that is particularly ideal since it reduces odor for those heading to work, as well as a line designed specifically for mountain bikers.


SmartWool is finding growth from Next-to-Skin Baselayers, according to Scott Belisle, apparel product line manager, developer. For Spring 2011, the brand is introducing a year-round layering system which come in three weights for custom layering combinations. The offerings range from ultra-light, stand-alone pieces for high performance in the heat; to slightly heavier layers for active endeavors; to serious insulators for springtime high alpine adventures, or late night temperature dips.


Belisle said part of the consumer apprehension over trying wool in cooler temperatures is that its feel's “too heavy” versus the slick feel of synthetic apparel. But the bigger barrier is that the price is often twice the price of synthetic models. Still, Belisle said that the increasing number of companies using wool is ultimately helping educate the consumer about wool's year-round benefits.


“Our whole goal is to get people outside and enjoy what they love to do longer,” said Belisle. “So beyond the performance benefits that wool has – temperature regulation, moisture management, odor control, etc. – it's extremely comfortable. People are starting to understand the performance aspects of wool more and more.”