IBT Partners provides a range of tailored international business and trade development services to Government agencies and Corporations in the outdoor gear and apparel sector, please see Government and Corporate for more detailed information.

The outdoor sector has very specific business development challenges. Our outdoor experts and business development teams will bring you an insiders high level of understanding with deep expertise, as well as a range of direct outdoor contacts and industry networks. In short, we will bring you the knowledge and tools in the outdoor sector to support and deliver your international business and trade development goals.    

Read more about the outdoor gear & apparel sector:

• Background
• Current challenges
• Opportunities

Outdoor gear & apparel background information

Outdoor gear and apparel is a loosely defined market that covers specific sub-sectors of various product and service categories. It includes outdoor apparel such as outerwear, skiwear, fleece, base layer, clothes for running and biking, casual lifestyle wear, and it sometimes includes even wetsuits, as well as all outdoor clothing related equipment such as gloves or hats. Another subcategory is footwear that includes shoes for sports as well as leisure. Accessories are also considered a part of this sector, ranging from rucksacks, tents, sleeping bags, camping equipment, mountaineering and climbing equipment, to products such as sports water bottles or walking poles¹. 

The market can also be split into specialist and non-specialist sectors; the first referring to performance-related outdoor products sold through specialist outdoor stores, while the second includes goods produced for the general population. In many developed countries, such as Germany, outdoor goods have developed into one of the most important components of the sporting goods market in the last 15 years. People are increasingly interested in nature and the environment, whilst the popularity of outdoor sports continues to grow in line with this trend². One of the most significant developments in the recent history of the outdoor goods market has been the strong demand for the use of outdoor clothing in daily life (such as waterproof jackets), as it becomes increasingly fashionable. 

It is very difficult to assess the value of the market, as it is not clear to what extent it covers sporting products such as canoes and snowsports equipment. In the same manner, it is difficult to differentiate between outdoor causal clothing and common leisure clothing, as traditional clothing brands explore the functional clothing, while outdoor brands also offer clothes that are more fashionable rather than functional.

Current challenges in the outdoor gear & apparel sector

The outdoor market could be seemingly considered susceptible to the economic environment, for example the 2008 economic crisis. However, sales in the outdoor market increased by 16% between April 2008 and April 2009. This was the case in nearly every major product category. Internet proved to be the most successful channel in the USA, generating 44% increase in sales³. 

Global demand for performance outdoor apparel outnumbers other sectors of the total active sportswear market. According to a new report from just-style⁴, growth of 22% is expected over the following six years. Performance outdoor apparel has gradually increased its share of the total active sportswear market from 3.4% in 2004 to 3.8% in 2010. By 2016 it is expected to be 4.1% of active sportswear. In the USA and Canada, performance outdoor apparel has grown 19% from 2004 to 2010, and this trend is estimated to continue at least until 2016. In the European market, future growth is forecasted at 18%. Export sales are estimated to grow at least 10% in the months ahead. 43% of suppliers expects increase in revenue exceeding 20%⁵. 

Opportunities in the outdoor gear & apparel sector

In order to keep pace with developments in the outdoor gear & apparel sector, it is important to have access to actual, accurate and complete information and in-depth expertise. We will help you to address all important issues, including trends, key success factors, advances and innovations, supply and demand development, operational and financial risks, benchmarking, as well as regulations and opportunities for funds and grants.

Some of the key opportunities and trends include:

• Booming outdoor sports and product categories

  

  → Nordic walking, climbing, rafting, canoeing, and trekking are among the most successful and fastest growing outdoor sports. Customers are increasingly willing to spend money on appropriate gear and clothing, thus increasing the demand for such products from year to year. Sales of packs, leisure apparel, rainwear, navigation systems, footwear and other accessories are also expected to increase. Despite these trends, clothing remains the most important sub-sector accounting for nearly half of total sales in the outdoor sector, followed by footwear (1/4 of sales), hardware  and packs (around 10% each)².

• Women as a target group

  → 85% of all outdoor buyers in the USA are women, while 68% in Europe. If Europe follows the American example, there will be a great potential in the outdoor market that today remains unexploited².

• Top outdoor focused countries

  → The biggest exporters are often countries with special interest in the outdoor market, and therefore with high demand for those products. These countries include the USA, Germany, Italy, Switzerland, and France. The biggest European importers are Germany, UK, France and Scandinavia. In terms of per-capita expenditures, Norway, Switzerland and Sweden rank first. Despite its current size, Spain is the newest and fastest growing outdoor market in Europe².

• R&D focus

  → Outdoor companies aim to be green, and invest in R&D accordingly. Producers of fabric-based lines use toxic-free materials, while electrical products adopt solar and other alternative energy sources. Apart from the environmental focus, outdoor companies also enhance functionality and user convenience of their products⁴.

• Reshoring

  → This trend is particularly evident within American outdoor companies, who are starting to move away from outsourcing, with an aim to bring their manufacturing operations back to their home country. They encourage local people to work in locations with good conditions for their sport, in order to keep in line with their corporate values and mission statement as well as to improve the designs and functionality of their products. It also helps to decrease unemployment in the USA, and re-establish values and ethics in these companies, that are working hard to minimise waste⁵.

1) European Outdoor Group. 2010. State of Trade Survey. Switzerland

2) Research Wikis. 2011. Outdoor Goods: Europe and Germany. Online at http://researchwikis.com/Outdoor_Goods_Marketing_Research_-_Europe_and_Germany

3) Global Sales Guys. 2009. Outdoor Retail Market Overview. Online at http://www.globalsalesguys.com/wordonthestreet/?p=132

4) Smith, K. 2011. Performance outdoor apparel on a winning streak. Online at http://www.just-style.com/analysis/performance-outdoor-apparel-on-a-winning-streak_id111013.aspx

5) Business Wire. 2011. Research and Markets: Capitalise on the Growing Camping & Outdoor Gear Market Online at http://www.businesswire.com/news/home/20110615006857/en/Research-Markets-Capitalise-Growing-Camping-Outdoor-Gear

Contact us

If you would like to know more about our outdoor gear & apparel sector expertise, please contact us at
outdoor@ibtpartners.com
for additional information.