Outdoor industry must work hard to keep new enthusiasts engaged
12/06/2020
Covid-19 has hurt Icebug. Mr Ekelund said sales for the period spanning March to May fell by 50% compared to the same months in 2019. The best-case scenario for full-year results for this year will be a fall in revenues of 20%, he has said. But he remains optimistic.
Three of the five strategies he has highlighted are things that were on the cards anyway, Mr Ekelund has made clear: he wants to embrace “the upside of remote working”, put e-commerce first and make greater use of digital technology in product development.
In recent comments to the organisers of the ISPO exhibition, Mr Ekelund said these were likely to make a big impact in the next two or three years anyway. “It has happened in two or three months instead,” he said.
Another of his ideas is that brands must resist the temptation of giving up on collections they hoped to sell in 2020 for the sake of saying they have something new to offer in the seasons to come. Carry-over will be important for sustainability reasons, he said.
Beyond that, he said the outdoor industry needs to welcome newcomers. He added: “The outdoor community has long had problems with not being perceived as being very inclusive.” Now, though, large numbers of people have discovered the benefits of running, hiking and other outdoor activities and, according to the Icebug chief executive, it will be “of vital importance for the long-term relevance of our industry” to keep these people engaged.
“This pandemic clearly shows us, that a very good way to increase your chances of not getting ill is by staying healthy,” he explained. “In places where it’s possible to go out, there has been a huge surge in participation in outdoor activity. Partly because there’s not much else to do, partly because connecting to nature gives people comfort. If we want to keep these people hooked and have them explore how dedicated outdoor gear can improve the quality of their experience, we need to speak to them in a way they can relate to.”
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