Outdoor performance wear skewing to younger demographic

By

Kate Dingwall

Published
Dec 15, 2016

In the last three years, the performance outerwear market has seen a huge 180 degree spin in direction. A study found that not only are consumers younger and more socially active, but they are searching for more versatile pieces.

The report found that rather than purchasing activity-specific pieces, the current consumer is more focused on buying versatile pieces. While activity-specific pieces remained stagnant, more versatile outerwear items boomed in popularity.

The report found that the outdoor consumer is changing. Consumers showed an increased interest in outdoor activities, but they were also younger, more diverse in demographics, and more socially-connected.

Michael Cattanach, the global product director for Polartec stated, "The industry has been obsessed with the core adventurer, but that's not the way most people now experience the outdoors.”

Also noted in the report: sales showed a growing interest by consumers in trail running, cycling, camping, adventure travel, and indoor climbing.

This market data has sparked an output of established brands starting ‘performance’ spin-offs. Many brands have started their own performance outerwear lines or embarked on outerwear collaborations with outdoors companies. Supreme has had an ongoing partnership with The North Face. Canada Goose has been collaborating with a number of brands, including Drake’s OVO label, Opening Ceremony, and Vetements. 

The report focuses on market data not just from North America, but from Europe, China, South Korea, Australia, Japan, and India. Sales results are pulled from the top 50 outdoor retailers, alongside 80 core worldwide outdoor brands.