23. July 2024
Reading time: approx. 3:10 min.
The outdoor industry is currently facing completely new challenges. Supply and demand are completely out of balance. According to a recent survey (McKinsey), global spending on sports equipment has fallen by 40%. The purchasing boom of the coronavirus years has led to a certain degree of market saturation. The sudden slump has hit many producers and retailers unexpectedly and hard.
But not everything has to do with the current inflation and market saturation. If you look around the market, you become aware of the incredible sameness: same products, same communication, same images, same colors, same assortment, etc. The industry has slipped into survival mode (savings mode, budget cuts, liquidity before profitability, etc.) and interchangeability is becoming ever greater. The fact that hardly any new products are reaching the end consumer due to overfilled warehouses at brands and retailers also reinforces the spiral of sameness.
At the same time, consumer demands in terms of sustainability and environmental awareness are increasing, as is the constant price pressure from the rapidly growing online retail sector. There is a daily demand for new apps and ever more specific offers. The consequences are a hunger for innovation and a general decline in brand loyalty.
An exemplary AI study by Symanto provides insights and findings on the current market situation in the outdoor industry: 50,000 comments and recessions from Germany on the brands Adidas Terrex, Arc'teryx, Patagonia, The Noth Face and Vaude were also psychologically analyzed by the AI and a profiler.
(Period: January 2021 - April 2024, data sources:Amazon.de, Bergfreunde.de, Trustpilot, Instagram, YouTube, TikTok, Facebook and X)
The fact is, customers talk about functional product features such as comfort, fit or quality. Only Arc'teryx manages to get the community talking about the brand.
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