The outdoors aesthetic is defined by a combination of performance wear with hype fashion. Within the outdoor apparel market, there are four main consumer personas, based on research from EDITED. Read on to discover how best to corner the market and these trends in 2024.
Table of Contents
Overview of the outdoor apparel market
Top 4 outdoor style personas
Summary
Overview of the outdoor apparel market
The global outdoor apparel market was valued at USD 35 billion in 2023 and is expected to expand at a compound annual growth rate (CAGR) of 6.6% from 2024 to 2032.
With a growing emphasis on a healthy and active lifestyle, there is increasing interest in outdoor activities such as hiking, cycling, running, and camping. This interest is driving the demand for specialized clothing designed specifically with each activity in mind.
The trend of adventure tourism is also increasing the need for travel-friendly and packable outdoor clothing that is adaptable to various weather conditions.
Top 4 outdoor style personas
Performance seekers
The “performance seeker” is a consumer type that values technology and functionality. They are willing to invest in functional outdoor apparel that boasts high-quality technical details.
Breathable and waterproof outdoor clothing like jackets, trousers, shoes, and gloves are the bread and butter of this consumer group.
GORE-TEX ePE is the latest innovation in the market; the ePE membrane is a chemical-free advancement in waterproof technology, providing the same protection that is expected from GORE-TEX products. However, GORE-TEX is generally priced on the higher end of the market, which may make it inaccessible to some customers.
Lower-priced apparel categories like GORE-TEX boots and accessories may therefore act as an entry point for many buyers. Businesses are advised to weigh the benefit of including technical garments in their product mix.
Pragmatic purchasers
“Pragmatic purchasers” seek out the style of outdoor wear without the high level of technology expected by the performance seekers. Pragmatic purchasers seek out items for day-to-day dressing, and as a result, operate at a lower cost and are characterized as more mainstream.
Practical and outdoor-inspired items like anoraks or windbreakers are a go-to for this consumer type. Baggy cargo pants in earthy tones and simple T-shirts or shorts featuring sweat-wicking properties are also popular.
For a more stylistic approach to this trend, graphic tees with outdoor graphics merge sportswear with street-style staples. Uniqlo, H&M, and Zara are examples of street brands that have invested heavily in this buyer persona.
Gen Z
The younger Gen Z consumer pursues the appearance of luxury technical garments at a more affordable price range. This consumer type enjoys fashion and is not afraid of experimenting with edgier looks. Gen Z is redefining outerwear and turning it into a style statement.
Popular items among the Gen Z group include running and hiking footwear in electrifying colors and designs. Cargo skirts, graphic beanies, and sporty hoodies are also used to add a contemporary spin to traditional sports attire.
Brands like Nike, Arc’teryx, and Fjällräven are building luxury experiences in their retail spaces to attract this consumer group. Businesses are advised to consider the shopping experience in addition to the product mix when it comes to Gen Z consumers.
Hypebeasts
The hypebeast is a consumer type that spends their spare time paying attention to trends coming out of the top collections on the runway. They occupy the premium market space and are interested in up-and-coming items in the luxury outdoor wear segment.
Hypebeasts are open to experimenting with novelty items that regular commercial consumers may not seek out. Over the coming year, the biggest trends in this consumer group will be items in khaki and green colors, leather boots, wax jackets, and tartan outerwear.
Hypebeasts also shop with the intent of acquiring valuable pieces that will garner social media attention. For example, outdoor brands like Canada Goose and Moncler often create buzz in this domain with their trendy puffer jackets.
Conclusion
The latest outdoor personas in the apparel market offer businesses a variety of consumer types to target. Performance seekers and pragmatic purchasers both value technological innovations in outerwear, while Gen Z and hypebeasts are more concerned with bringing a sense of style and luxury to outdoor recreation.
As the apparel industry continues to rapidly evolve, retailers must learn to adapt to changing trends. Business buyers are advised to remain competitive in the market by investing in the most appropriate outdoor persona for their brand.
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