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I have always wanted to go to this show and hopefully soon I will have the opportunity….it seems like there would be a lot of unique characters! We appreciate Tom giving us a sneak peek into the recent show and happy to hear that it seems to have been a success which is great. Hopefully this will be the report coming from all the shows this season… Thanks for the great review Tom!! -Julia

Outdoor Retailer Show Review

I made the journey to the Outdoor Retailer Show in Salt Lake City this past week and found that the show was surprisingly busier than I expected. There were plenty of exhibitors to fill the massive twisted complex with some even spilling out into the hallways. All of the major brands were in attendance in addition to the small to medium brands, as well as some start-ups looking for the pot of gold at the end of the rainbow.

In addition to the exhibitors, the foot traffic was not bad. I say not bad because it is a relative term in today’s confusing environment. True, overall retail seems to be picking up. Not too surprising since soft numbers are the barometer after 14-18 months of poor retail. However, many brands are still taking it slow, and the same can be said for retailers. So while there were not as many people at the show as seen in years past, there still was retail representation. Instead of sending the buyers, assistant buyers, and some relatives along with the owners, most of the numbers were cut down to the minimums to save on dollars. With skiing less than an hour away from SLC, this was a major sacrifice for some, especially when you remember that his IS the outdoor retailer, who loves to be outdoors. However, while there were fewer bodies, there was also more optimism and energy at this show than what I have seen more recently, and that is a positive sign.

One of the most refreshing impressions I received from the show is that the brands in the outdoor industry are continuing to figure out ways to make a product better for the end user. Better designs with more functionality for the serious participant, better materials fresh from new R&D efforts providing more for less: more warmth and comfort with less bulk. Not to be outdone, the lifestyle brands are also engaged in a great battle to not just bring style and design for casual wear, but also to include technical features which add value and comfort in this category as well. I also saw many brands looking within for a better since of differentiation from their competition from a cosmetic point of view. Perhaps this is a benefit of the difficult retail period we have been in: in trying to do more with less, lifestyle brands have had to more closely define their own style.  

Not everything was less at the show. I saw too much of some things, and I feel for both the retailers and the brands who have jumped into some of the excess. There are so many boot lines which, when the logo is removed, looked so similar, that this is an area where fallout has to be inevitable. Adding to the excess was the presence of many running brands showing their trail running shoes to compete with the outdoor brands. Yes, the crossroads of trail and running have merged, and it is hard to know which turn to take. This dilemma becomes less of an issue at retail where the channels of distribution have a tendency to go with their own, but it sure can be confusing when all of the brands are under one roof.

There is also an overabundance of wool products, and specifically in the category of hosiery. Smartwool was the brand to really take this category to a new level about a decade ago when they took the basic thick wool sock and began to introduce versions in different weights and higher quality wool. A star was born as the consumer flocked to the stores to buy this nicer, gentler version with the same positive properties as the coarse heavyweights. There are a couple of other brands who have followed suit and are offering excellent comfort and warmth with amazingly light weights. However, this show was a great example of the bandwagon affect, as everyone is now offering wool socks, and I do mean everyone: from big brands to small brands, from factories from the US and China now exhibiting at the show to the guy down the street who has just made up samples to see what sticks on the wall. The fact that there will be a fallout is a given. The only question is how long most can last.

Perhaps the best story from the show came from a guy who had the smallest booth imaginable. He was selling wool Frisbees. He was in a good mood and asked “How is the show going, dude”. My friend gave the usual courtesy answer not trying to tip his hand one way or another. When my friend asked him the same question, he answered that the show was awesome for him because a Land Rover had stopped by to buy 1200 units and have their brand embroidered on the Frisbees for a promotional item.

At least for this day, someone had found their pot of gold.

-Tom