GREAT OUTDOORS (and in, too).
How outdoor brands are doing it right. + filmmakers x hotels? + chocolate + watches + book bars!
Why are the outdoor brands getting so much attention of late?
It’s easy to be sceptical about the ascent of gorpcore and folks in fancy running gear bounding about the city, but it’s also (mostly) unwise. Look at it through a positive lens and I think there’s a couple of key lessons for brands beyond the trail.
Lesson 1.
They’re masters at encouraging Active Participation and this = Memory-Making Moments (MMMs™️)
The great outdoor brands are pitching themselves as experience first. From Snow Peak’s bi-annual in-store festival (workshops inc.: bookbinding, natural dying, origami: sugoi!) to the North Face’s recent activation outside a mall in Tokyo during summer break - these experiences are about doing, learning, engaging. They’re active, not passive - a proven way* to ensure that memories are made.
(*ok, this is about training, but I’m sure it applies, right?)
Footnote: Decathlon has been continuing its very active summer with activities at its stores - the one at Surrey Quays had a quasi sports day the other week. And it’s got a rooftop space you can hire: cool.
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Lesson 2.
The product isn’t the story, the culture around it is.
I’ve been enjoying seeing how On has pushed Nike et al to the margins with its pursuit of running culture. At a local level, On has continued making connections with run clubs via retailers, hospitality and likeminded brands. By going bottom up instead of top down they’ve made bonds that last. Don’t be fooled though: it’s a long-term play and requires commitment — they’ve been at it for years.
Arcteryx has also been activating brilliantly in this space — its (holy shit would you look at that) Tokyo Creation Centre space looks properly ‘community first’, and it took things out of the store over the summer, playing a role (alongside Snow Peak and others) at Outsiders Store’s First Camp.
A while ago I wrote a little about the breakneck expansion of YETI. It seems to have calmed down a little now, and I loved seeing this documentary they made about fly fishing. More of this type of thing please. (Nod to Rob Alderson and his excellent Video Yes Please for sharing this.)
And this week I’ve seen Gauchoworld announce an event in collaboration with Saucony - a night at Ministry of Sound in October. Again, partnering with a local entity that is tapped into culture, rather than coming in top-down, big brand style, allows for greater authenticity.
SO WHAT?
So, dear reader, if you’re thinking about what to invest your attention and budget in, consider how you can create happenings that have active participation at their core - go make MMMs™️. And, if you’re looking to ‘engage in culture’, go find the people who are already doing it (or already did it, in the case of Yeti) and make friends with them - they’ll likely welcome the support (just make sure it’s more about them, not you - drop the ego, man.)
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SNIPPETS FROM AROUND AND ABOUT (aka MiNDDumP)
I love this primary research - 18 malls visited across the US. Deep thinking. Proper! (Quick Study)
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Decent audit on Swiss luxury watches - format is particularly good (Frontify)
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Enjoyable, informative (good stats*!) overview of in-store emotional connection (GDR)
*FSR I am slightly troubled by the line ‘61% of consumers want brands to help them feel intense emotions’ tho. Are we ok?
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Luca Guadagnino designed the public bits of a hotel in Rome (FT) and Francis Ford Coppola opened a Hotel for Filmmakers and Public in Georgia With On-Site Post-Production Facilities (Variety)
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‘Book Bars’ are a thing in NYC - “We’ll bring a book and have a Guinness; it’s such a nice feeling.” Sign me up. (NY EATER)
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Art in retail spaces (Brinkworth)
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I still need to visit Barnaby. Inspired by Bournville (the home of Cadbury). Gorgeous work from Morrisstudio, Built Works and Irving & Co.) (WoI)
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THANK YOU FOR READING!
If you want to chat sometime, please drop me a line (either here on ***kedin). I’ve some availability to take on new projects this autumn / winter and would welcome the human interaction very much.