Mass-market and affordable products are more likely to attract the majority of consumers.
You have to dress the part—just look at your fashion attire and high heels on your feet; they’re definitely not suitable for outdoor activities. You need proper outdoor gear.
Compared to aesthetics, outdoor clothing places greater emphasis on functionality, focusing on waterproofing, windproofing, warmth, breathability, and durability.
Moreover, nowadays there is an endless stream of outdoor clothing brands, each showcasing their unique materials. In addition to “high-tech” features, they also consider fashion.
Outdoor fashion is in vogue.
“The outdoor gear market is still relatively niche,” said Mr. Qi. Having purchased outdoor gear for many years and often wearing it in daily life, he mentioned that current outdoor brand apparel also caters to everyday wear needs, with the most common being “hardshell jackets.”
After browsing through malls, you’ll notice that this year many brands make their first impression by breaking away from the traditional loose-fitting outdoor styles.
Slim-fit hardshell jackets are prominently displayed at counters, with the biggest selling point being a blend of fashion and function. Salespeople explain that these are actually more geared toward business-casual wear.
Beyond styles, outdoor gear has also moved beyond the previously dull color palette, now featuring many vibrant hues.
These somewhat trendy styles are more targeted at younger customers, though some brand agents believe that the rapidly changing and hard-to-please aesthetic preferences of this demographic remain a challenge for such brands.
One outfit, multiple uses.
Currently, outdoor consumption mainly consists of two major segments: mass-market outdoor spending and mid-to-high-end outdoor spending.
Mid-to-high-end outdoor brands, such as Columbia and The North Face, have expanded into multiple product lines, covering various series from professional to casual. Meanwhile, high-end outdoor brands, although continuously branching into other sports areas, maintain product lines that are relatively more focused on professional sports.
“A market that only targets professional outdoor users is too narrow,” said an outdoor gear agent.
Unlike the development path of outdoor sports in Europe and America, the concept of “broad outdoor” has now been introduced for many entry-level customers.
Currently, in the Chinese market, due to demographic factors, the professional “small outdoor” sports gear market accounts for 15%, while 85% belongs to the “broad outdoor” or “light outdoor” segment, indicating huge untapped market potential.
Especially among domestic brands. He explained that most well-known local outdoor brands promote slogans related to lifestyle and leisure—for example, some position themselves as “family outdoor advocates,” while others lean toward fashionable outdoor gear.
“Perhaps from the brands’ perspective, compared to products with specialized uses, mass-market and affordable items are more likely to attract the majority of consumers,” said a manager of outdoor brands at a department store. Outdoor brand prices are still not low, so cultivating a broader outdoor audience and lowering the consumption barrier are also aimed at expanding market demand.
“It’s not excluded that they wear outdoor clothing as casual wear,” the manager added. “The outdoor brand market is gradually encroaching on casual sportswear like golf.”
Although many people treat outdoor clothing as more comfortable “casual wear,” it doesn’t diminish their interest and enthusiasm for outdoor activities. The number of people who love outdoor sports will continue to grow, and the demand for professional outdoor gear will also increase day by day.
Functionality is the key to survival.
“Many people might buy outdoor brands,” said Mr. Qi.
Currently, many consumers lack professional knowledge about outdoor gear. They focus more on hardshell jackets but still know little about more specialized outdoor items like trekking poles, backpacks, and tents.
For instance, during the upcoming May Day holiday, for ordinary consumers, a good pair of hiking shoes, quick-dry clothing, sun protection gear, and a lightweight backpack might suffice. But for professionals, protective gear for hiking, safety equipment, and trekking poles are more appealing.
“No matter what you choose, functionality should be the top priority when buying outdoor gear.”
“How each brand embodies functionality is their core competitiveness,” said Chen Yiqiong, section chief at Denis Department Store’s Renmin Road branch. For example, this year Columbia incorporated the superior evolutionary traits of natural organisms—such as form, structure, characteristics, and functions—into their spring/summer 2013 clothing designs.
“If appearance outweighs function, it can only attract a small group of entry-level non-professional consumers. If the brand positioning doesn’t distinguish itself from regular casual brands, it’s hard to maintain long-term vitality in the outdoor gear market, where professionalism speaks volumes,” Chen Yiqiong said.
Although some retailers promote fashionable outdoor concepts like “broad outdoor” to attract more consumers and familiarize the public with outdoor gear, ultimately, growing the outdoor market still relies on the guidance of professional outdoor enthusiasts and the drive of outdoor aficionados.