Outdoor Clothing Digital Marketing Insights

The outdoor apparel market is experiencing a surge, driven by increased interest in outdoor activities & the “gorpcore” trend. 

Customers are seeking value for money & technical performance, creating opportunities for both established & performance-focused brands.

However, competition is fierce & brands must prioritise digital expertise to succeed.

• Increased demand for outdoor activities which has continued to rise since 2020.
• Gorpcore trend is currently blurring the lines between fashion, functionality & style.
• Global economic difficulties are driving focus on value for money.
• Increasing competition from lifestyle brands looking to capitalise on fashion trends.

• Invest in digital skills to give a competitive advantage within the fashion industry.
• Create a laser-focused strategy that looks to eliminate budget wastage & offers a compelling value proposition to consumers.
• Use content marketing to inspire & excite, fostering loyalty & trust.
• Embrace AI as it can provide valuable opportunities with early adoption.

The future of your brand hinges on successfully navigating these trends. Brands that embrace digital excellence & value-driven offerings will be best positioned to capture this growing market opportunity.

Customers have been spending more time outdoors & taking up outdoor hobbies including camping & hiking since 2020 (a positive outcome from the pandemic). McKinsey (2024) reports a sales increase of 24% since 2020 & nearly half of respondents stated they are spending more time outdoors than before the pandemic.

Technical outdoor apparel is in demand as consumers embrace healthier lifestyles. This coincides with the rise of “gorpcore”, a fashion trend where technical & functional apparel is worn as streetwear.. In 2024, outdoor & lifestyle clothing brands are are more likely to  cross-over, blurring the lines between functionality & style.

Trade activity on resale platform StockX for Salomon, Arc’teryx & The North Face grew on average 800% in 2023 vs 2022 (McKinsey & Co; Nov 2023)

Globally, consumers are facing a slew of economic challenges. The reduction in their spending power has prompted them to search for ways to maintain a good standard of living, including putting the focus on value for money.

Utility, durability & performance are a good match for consumers’ budgets over the next year, increasing the appeal of outdoor apparel. 

There are plenty of opportunities for performance-sport brands. But that also means there is increased competition from high-street & lifestyle brands starting to create more technical collections to tap into this market.

Our analysis of UK search volumes reveal insight into brand popularity for outdoor enthusiast & indicates market share.

Patagonia emerges as the clear leader, commanding 13.8% share of the searches for the top 30 brands. Briskly followed by Arc’Teryx, Regatta & The North Face each accumulating a respectable 11.3% share.

Whilst 23 other brands including Fjallraven, Craghoppers, Rab & Alpkit make up a combined 22.2%, each having under 1% of the UK search volumes.

When comparing the UK search volumes to global volumes there are slight changes to the market leaders.

Globally, we see a more competitive environment with Patagonia, The North Face & Helly Hansen sharing the top spot, each having an impressive 19.2% share of the top 30 brands. This suggests these brands have much stronger brand recognition on the international stage.

Whilst 27 other brands have just under 1% each including Fjallraven, Merrell & Jack Wolfskin.

It’s important to note that analysing search volumes can provide some insight into market share; however, it does not guarantee it nor purchase intent. But, it does provide a valuable window into brand awareness & consumer interest.

Our analysis of YoY search changes reveals continued growth for prominent outdoor brands. Leading names like Arc’Teryx, Regatta, Finisterre & Salomon are experiencing a positive year-on-year (YoY) increase in brand searches. This indicates sustained consumer interest & brand loyalty.

These established players are likely benefiting from a combination of factors including:

• A proven track record of delivering high-quality & reliable outdoor gear.
• Providing broad appeal that caters to a large audience with diverse interest in outdoor activities.
• Consistent marketing efforts to generate strong brand recognition & consumer confidence.

High-performance brands such as Paramo & Mammut are also experiencing 22% YoY increases in brand searches. 

This surge suggests a growing segment of consumers seeking highly technical outdoor apparel. We offer some explanations for this trend:

• Consumers buying into the “gorpcore” trend. Drawn to functionality & aesthetics but wearing in a casual, everyday setting rather than planned expeditions.
• Increased participation in outdoor activities. New participants may be seeking out high-performance brands to ensure they have the right gear for their new hobbies.
• Upgrading from starter gear. As it’s now 4 years since the pandemic, it’s likely that individuals are ready to progress within their hobbies & are looking to trade in their basic gear for more specialised clothing.

Whilst brand searches offer valuable insights, the most dramatic YoY growth lies within specific products. This highlights the power of targeted marketing campaigns & innovative product features to generate significant consumer interest. 

By closely monitoring product-level search trends brands are able to gain valuable insights into consumer preferences & seasonal changes which will allow them to identify breakout opportunities & marketing strategies.

Let’s take a closer look at some breakout examples:

• Merrell Agility Peak 5: +8900%
  This staggering increase suggests the trainer is a sought-after product as it’s adaptable for a range of activities – cross- country running, marathon training or, potentially, just going to the gym. 
  
  It is also an update on Merrell’s most popular trail running shoe which would have given it traction straight from launch.
• Trovat advanced ii high gtx: +2000%
  This product is a very popular hiking boot & it’s possible it continues to do so well YoY because of the ongoing positive referrals & online reviews this product receives.
  
  Social proof verifies the performance of the product & allows consumers to feel confident to make a purchase.
• Arc’Teryx Atom Heavyweight: +1500%
  A versatile product from a well-established & highly recognisable brand.
  
  It’s likely this product has done so well YoY as it’s suitable for a wide audience, a range of activities & can be worn all year round.

Seasonal trend data can offer a wealth of insight into customer behaviour, demand & predicting emerging trends.
Generic searches e.g ‘outdoor clothing’ follow a very similar trend to specific branded product searches.

Seasonal search trends are an excellent tool for planning marketing activities.

For example, optimising product pages to rank for relevant keywords is best done a minimum of 3 months before peak season as it can take time for the changes to take effect. 

Whilst targeted paid ads are best to attract customers with intent to purchase during the peak search period, campaigns & budgets should be adjusted accordingly.

With increased competition from lifestyle brands & a pinch on consumer spending power it’s critical for brands to have laser-focused marketing strategies with customers at the heart.

Overall, the Fashion industry has been reported to be behind on digital skills compared to other industries. Those who have invested in digital skills have been able to take advantage of more opportunities:

• Targeted audience engagement allows for personalised messaging & targeted marketing campaigns which can improve conversions & allow brands to do more with the same budget.
• Data-driven decision making allows you to measure campaign effectiveness so you can continue to review & refine campaigns for better results & maximise ROI.
• Creating a seamless & enjoyable shopping experience is crucial for conversion. By eliminating bottlenecks or confusing website design you can ensure a smooth path to conversion.

Generative Artificial Intelligence (Gen AI) popularity is creating a ripple effect throughout industries & sectors. Creating a significant change in creative processes, how we work & how we search for information

Although only a small proportion of workplaces are currently using AI tools on a regular basis – 4% of respondents in the McKinsey State of Fashion Executive Survey responded that they regularly use AI, whilst 18% report they have never used it – it will soon become something that cannot be ignored. 

From a search perspective the new AI powered approach is shaking up the Google results, presenting valuable opportunities for fashion brands. It is currently looking likely that an AI text snippet will replace the top of the search results page, aka position 0 – prime search real estate. 

The challenge for marketers is to adapt digital marketing strategies for generative search otherwise they will start to see a drop in organic traffic & the visibility of paid ads.

The more generic keyphrases such as ‘outdoor clothing’ & ‘outdoor wear’ are far more competitive to rank for, making it difficult & expensive to rank for them. This can lead to budget wastage.

On the other hand, focusing on more product specific terms  for example “hiking boots”, “waterproof trousers”, offers better chances of ranking due to lower competition. These terms also attract audiences with higher purchasing intent, as they’re actively researching specific products.

Advantage of long-tail keyphrases:

• Increased ranking potential
• Targeted traffic
• Greater conversion rates

Remember not to entirely neglect broad terms like “outdoor clothing”. These can still be incorporated into your content strategy to capture consumers who are at the early stages of their purchasing journey.

Value proposition does not necessarily always have to be based on price. Highlighting  durability, usability & performance in your content speaks directly to today’s value-conscious consumers. This helps them to make informed decisions & feel confident about their purchase.

Consumers typically fall into two camps: those seeking budget-friendly options that may not last (as seen by the rise of fast fashion brands such as SHEIN). And those willing to invest in higher-quality, versatile & durable outdoor clothing that offers greater return on investment in the long run. The latter however, are likely to purchase fewer pieces so it’s vital to get in front of them early in their purchasing journey.

Whichever camp the consumer falls into they are more than likely to be doing more research before making the purchase. It’s reported that 45% of consumers are doing more research to ensure their needs are met (Google Ipsos consumer study June, 2023).

By understanding the content marketing landscape you can create content that targets the right audience with the right message, at the right time. This ensure your site reaches potential customers actively looking to purchase & avoids wasting precious budget on generic terms to uninterested users.

Growth within the fashion industry, as a whole, is forecasted to slow because of global economic pressures. Consumers are being more careful with their money so every purchase of clothing & footwear is carefully considered.

Competition is as fierce as ever. Lifestyle & fast-fashion brands are able to quickly adapt, creating collections of technical outerwear at a cheaper price point to target this growing market.

The fashion industry finds itself behind the curve for digital marketing skills, the largest areas for improvement include: strategy, social media, email & advertising. It is also reported the industry is, on average, over confident in content marketing. It’s important for brands to build these skills into their teams (CIM, October, 2023).

The industry is fast moving, becoming evermore digital & customer journeys are much less linear than they used to be. Consumers now expect a seamless customer experience across all touchpoints (website, store, social media, customer service).

To stand out in this fast & fiercely competitive industry, brands need to get creative with their content & collaborate with key players. Creative content can be a powerful tool to build brand awareness, trust & loyalty as well as driving organic traffic, engagement & increasing average customer lifetime value.

Using different formats such as videos, quizzes & challenges allows consumers to interact with your brand at various stages of their buying journey.
For example:

• A “gearing up” series: short videos showing how to layer up for different conditions or seasons
• Nurturing an online community sharing “trail tales”: where they like to go, what are the challenges & what makes it worth every second.

There’s no avoiding it, Gen AI will have a role in the future of ecommerce. Platforms such as ChatGPT & Gemini are already influencing how consumers search for information & discover new brands. 
Early adoption gives you the competitive edge you’re looking for.

Leveraging AI tools for marketing can enhance user experience, assist in upselling or providing product recommendation as well as personalising adverts to improve conversion.

• Invest in your marketing teams with digital marketing training. This equips your team with the skill set to stay agile & flexible in a highly competitive & fast-changing industry.
  
  Training also empowers them to run digital campaigns & analyse results for continuous improvement.

• Make a laser-focused digital marketing strategy. To achieve growth, focus on cutting any budget waste & create a strategy centred around pricing, promotion & value proposition.
• Invest in digital marketing expertise to optimise site performance & run targeted campaigns to ensure your brand reaches the right audience, with the right message at the right time.
• Create a seamless customer journey across all touch points.
  Look for conversion optimisation opportunities, pay close attention to any bottlenecks or barriers on your website that could be making it difficult for customers to convert.
  As well as aligning the online & in-store customer experience.
• Focus marketing activities on key product lines which will appeal to broader customer profiles and/or value conscious consumers.
  Product-specific keyphrases can be easier to rank for in a highly competitive industry & allow customers to build brand awareness & trust through specific & well-targeted products.
• Focus on high-quality, creative content. Make your site a haven for outdoor enthusiasts to discover more about their hobbies, share their trail stories & learn more from like-minded people. This can boost your brand awareness & loyalty, setting yourself up for inevitable Gen AI changes.

The outdoor apparel market enjoys sustained growth fuelled by increased outdoor activity & the current gorpcore trend. Established players may need to adapt their offerings to cater to the growing demand for technical apparel, while high-performance brands will need to capitalize on their rising popularity & ensure they effectively reach their target audience.

However, as fashion trends change & gorpcore is no-longer in vogue it will be important for brands to adapt & find alternative ways to stay relevant.

Whilst economic pressure present their own challenges. Brands are able to thrive within this environment by focusing on value & implementing a customer-centric marketing approach driven by digital expertise.