Outdoor Retailer Winter Market

January 27-30, 2007

IMC recently attended the Outdoor Retailer Winter Market and made the following observations:

• W.L.Gore announced that it has recently reviewed what the Gore-Tex brands means to consumers.  The study revealed confusion in the waterproof/breathable marketplace.  As a result, the company is re-branding it’s outdoor line up of products to simplify the message to consumers and make the benefits more specific to each sub-category.

• Life-Is-Good pulled out all of the stops at this show with a broader range of lifestyle products beyond the shirts and caps the brand is known for.

• Merrell rolled out an entirely new apparel line developed internally over the last two years that, “sits at the crossroads of performance and style”.  The lifestyle apparel line is made up of approximately 50 SKUs for each women and men and will ship in July 2007.  To compliment the launch of the apparel line they are re-launching a newly designed luggage line.

New Products on Show

• Rocky Brands introduces new Michelin inspired off-road footwear program.  There will be 20 plus models in the line for men and women for different usage occasions.

Licensing Trends and Thoughts

• Crocs continues growth in core product though key licensing deals with Disney, AVP (Association of Volleyball Professionals) and SpongeBob.  The brand also seeks to prove that it isn’t just a one-trick pony; it is currently developing its own apparel line internally.

• Teva (Deckers Outdoors) exhibits new licensed caps and dry packs

• Carhartt exhibits new licensed footwear from RedWing