The unique charm of women in outdoor activities and their steadily rising market share have prompted many brands to stop hesitating and start exploring this blue ocean. Our editor-in-chief interviewed Ms. Zeng Hua, General Manager of the SCALER brand and one of the representative figures of the female outdoor image.
Q: As the General Manager of an outdoor brand, what is your perspective on the continuously evolving women's outdoor market?
A: From the current situation, most outdoor brands place great emphasis on the women’s outdoor market. First, the highly contemporary image of “outdoor women” can attract more men to participate in outdoor activities, thereby driving growth in the men’s outdoor market. Second, the meticulous nature of female consumers means they tend to prepare more thoroughly for outdoor activities, leading to more specific and detailed equipment needs. The diversity of their consumer demands will certainly contribute to the growth of the outdoor market. From a communication perspective, the online selfies shared by female consumers also help shape the brand image of outdoor products.
Q: As a woman who enjoys outdoor activities, how do you view the increasingly popular trend of women engaging in outdoor pursuits?
A: Financial independence allows modern women to focus more on spiritual fulfillment, and outdoor sports—an activity that connects with nature and is full of challenges—have become our top choice. The essence of outdoor activities is a return to the spirit. By participating in outdoor sports, women can reflect more on life and examine their inner selves. Perhaps the question each woman needs to answer today is: what attitude and approach should we adopt in life? Of course, the desire to stay beautiful is universal, and weight loss is also a direct reason many women get involved in outdoor activities.
Q: What are the typical functional characteristics of women's outdoor products? And as a brand with prominent offerings for women, what are SCALER’s design requirements for female products?
A: Women’s outdoor products focus on climate adaptability—for instance, providing sun protection in summer and moisture resistance in winter—to ensure comfort during outdoor activities in different seasons. Additionally, women’s products place greater emphasis on lightweight design and attention to detail. SCALER uses different materials for its women’s outdoor products across seasons; for example, spring and summer items often feature bright colors and fabrics. Adhering to high standards of detail, SCALER offers styles and cuts tailored to different body types, perfectly meeting the varied outdoor needs of women. Its design philosophy is also consistent with its brand positioning: showcasing the intellectual charm of outdoor women.
Q: SCALER launched a business outdoor series last year. So, what new promotions are planned for women’s outdoor products this year?
A: In 2015, SCALER will continue to vigorously promote its business series. In addition, this year SCALER will launch a “self-driving tour” series. I will personally experience the products and lead the company’s female employees on outdoor road trips, aiming to develop a more diverse women’s outdoor culture and truly enhance women’s quality of life through outdoor activities.
From July 23 to 26, 2015, at the 10th Asia Outdoor Exhibition, SCALER will bring you more exciting products. Stay tuned!