Product And Promotions Target Younger Consumers

SALT LAKE CITYó Outdoor manufacturers are in a youthful frame of mind. New marketing strategies and product launches are increasingly targeting a young audience that is active and athletic. There may be plenty of baby boomers and seniors enjoying the outdoorsóand spending plenty on gear and apparelóbut the message from many of the major brands is now clearly ìyounger is better.î
At ACG, a business unit of Nike, marketing director Bobbie Parisi said the direction for advertising, retail presentation and sports marketing for 2000-01 will focus on the 16- to 25-year-old consumer.
ìOur mission is to take Nike to the outdoors,î said Parisi. ìWe plan to take outdoor performance and blend that with Nikeís athletic history, and leverage Nikeís technology innovations and youthful attitude.î
Parisi also said that the company plans to launch stand-alone ACG stores for Fall 2000.
Meanwhile, over at The North Face, an even younger customer is center stage. The company, which handed out relocation cards at the Outdoor Retailer Winter Market, is launching a kidsí line called Approach.
The 34-piece collection is based on classic ìcoreî designs made kid-friendly, notable for ease of use, comfort and durabilityóand with a bright color palette.
ìThe distribution is centered on outdoor specialty, but this line broadens our reach,î said Tiffany Beck, product manager. She suggested childrenís specialty as a likely outlet in the future.
With the launch of an apparel collection and new collections of technical sport and school daypacks, Kelty also is reaching out to the younger marketóand sending a message that it is not just your fatherís outdoor brand anymore.
For instance, targeting the avid climber, Kelty has created two sport-specific packsóthe Mariah and the Origamiówith special compartments for climbersí equipment.
Carrying a $130 SRP, the Mariah features two quick-release/adjustable ice tool holders, a special crampon pocket and a bungee cord system to carry a helmet. The Origami (SRP: $75) is the perfect crag pack. It features adjustable gear loops, a detachable rope bag, a removable ground cloth and an internal racking system.