Industry: News


Innovation needed to return value to outdoor clothing market


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he outdoor industry needs to instigate a culture of innovation if it is to combat increased competition from the high street, Columbia Sportswear UK & Ireland country manager Dan Trapp has warned. Trapp said the outdoor clothing industry is relying heavily on technologies developed 20-30 years ago, which is damaging for business. He said: “Any other industry that stayed still for 20 years wouldn’t exist anymore. We need excitement and energy in the industry. Adding new colours and changing the position of a zip won’t impress consumers. They want to see innovation.”


Columbia Sportswear is preparing to push a number of innovations of its own (see pages 18- 19), which Trapp said showed it is one business looking forward. These include the launch of OutDry, a new process for waterproofing shoes, and extending its Omni-Heat Thermal Electric on- demand heating system to more ranges.


“This will be good for the industry,” said Trapp. “What we’re doing will stimulate other brands.


“The industry has lost a lot of business to the high street, where brands like H&M are adding more products they deem as technical. They can often produce them in a wider range of colours and at a cheaper price, so we need to be innovating to beat the high street and keep consumers coming back.” Trapp added that Columbia Sportswear is aiming to help retailers “sell better goods better”, in his words, with new in-store fixtures, co- op promotions and visits from technical and sales representatives to maximise the impact with consumers.


“There is very little technology being called out in outdoor stores, probably because it’s all old.


ISPO set for record year


“We want to see new technologies being called out in outdoor stores and to shout about them to consumers so they know innovation is happening."


OIA announces AGM/conference


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radeshow organiser Messe München has predicted ISPO 2011 will be the biggest edition of the show to date.


It said exhibition space has increased 12 per cent year-on-year, with more than 100,000 sq m of space booked by exhibitors for the four-day show. This will see the show extend across all the exhibition halls available at New Munich Trade Fair Center and offer more space for brands and manufacturers to interact with the trade.


Messe München said the number of exhibitors is also set to break previous records, with more than 2,000 signed up to attend with two months still to go before the show.


This includes leading brands from the outdoor industry, such as Berghaus, The North Face, Arc’teryx, Jack Wolfskin, Columbia and Meindl. This will be supported by a strong presence from brands involved in the performance, ski and board sports markets.


Brasher appoints new MD M


arco Ellerker is taking over as managing director at boot company brasher from March 7, replacing Andy Loeber.


Loeber is leaving brasher for personal reasons and will remain in his post until early March. Brasher said Loeber has been instrumental in modernising and shaping the direction of the brand and attracting new consumers, resulting in


4 www.sgboutdoor.co.uk


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he Outdoor Industries Association (OIA) has announced the details for its first AGM as a limited company.


The AGM will take place on March 3 at the Chorus Hotel in Solihull. All OIA members will be invited to the AGM, in order to review its activities and key achievements. OIA will also use the AGM to unveil its 2011 programme, including a major consumer-facing initiative. The AGM will be followed by a conference, featuring a range of workshops covering customer service and human resources through to the use of social media such as Twitter and Facebook.


a second consecutive record year in 2009. 2010 is also shaping up to be another record, according to brasher.


Ellerker joins brasher from Lacoste Chaussures, where he has worked for the past eight years in various roles such as UK sales director, vice president of international sales and regional vice president.


OIA chief executive Louise Ramsay said: “It’s our opportunity to showcase what the association has been doing and planning, much of which is behind the scenes.


“The conference will open with the launch of a major, and we think vey exciting, project that we have been preparing over the last few months, and which will be going live in early spring.”


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