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  • ClickZ Outdoor Apparel & Gear - 12.19.2024

ClickZ Outdoor Apparel & Gear - 12.19.2024

PLUS: North Face X Skims's new luxury winter gear collection

Author

Priscilla Soedarpo
December 19, 2024 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Outdoor Apparel & Gear, your essential newsletter for digital marketers and e-commerce professionals.

This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Under Armour’s recent investor day was a strategic showcase, emphasizing a dynamic turnaround plan centered on product, story, service, and team. The brand aims to revitalize its market presence by enhancing merchandising, innovating products, and leveraging its underdog narrative. Despite a challenging year, with anticipated revenue declines and operating losses, Under Armour is committed to a strategic overhaul. Founder Kevin Plank’s return as CEO underscores a renewed focus on product purpose and brand energy, aiming to captivate the 16-to-24-year-old demographic.

The brand strategy involves significant marketing efforts slated for 2025, alongside leadership changes, including former Adidas executives. This shift aims to address declining sales and stagnation since 2017. The investor day, while light on quantitative details, provided qualitative insights into Under Armour’s strategic direction. Analysts like Tom Nikic recognize the potential in the brand’s core strategies, such as driving product innovation and premium positioning, but execution remains crucial.

Under Armour’s growth trajectory in the 2010s has stalled, necessitating this strategic pivot. The brand focus on product innovation and market-specific strategies is essential for regaining momentum. However, the true test of this turnaround will be evident by Fall/Winter 2025, as the brand seeks to transform its market position and achieve sustainable growth.

The outdoor industry is embracing disruptive marketing, focusing on technology and eco-friendly practices to meet evolving consumer demands. At Outdoor Sport Valley Explore Day, experts highlighted AI’s role in personalized marketing and sustainable sourcing. This strategic shift aims to redefine success and enhance brand identity through innovation and authenticity.

Scandinavian outdoor brands excel due to their cultural affinity with nature, innovative design, and sustainability. Nordic countries, with unique landscapes and lifestyle, such as friluftsliv foster a deep coBCKR’snnection to the outdoors. Brands like Fjällräven and Helly Hansen emphasize durability and eco-friendliness, appealing to environmentally conscious consumers.

BCKR

BCKR transforms collegiate fan gear by integrating premium materials and advanced technology, offering fans durable, weather-resistant apparel. Founded by Corey Maynard, BCKR partners with elite universities, providing limited-edition licensed gear. A portion of sales supports university programs, reflecting BCKR’s commitment to quality and community engagement.

New Launches 🔥

The North Face’s collaboration with Skims merges fashion and functionality, targeting a broader audience by integrating Skims’ body-conscious designs with North Face’s technical expertise. Despite mixed reactions, the partnership aims to attract more women to snow sports, highlighting inclusivity and innovation in outdoor apparel marketing strategies.

Völkl collaborates with designer Filip Pagowski to launch a limited edition ski collection, blending art and performance. The collection features unique designs for Racetiger, Peregrine, and Blaze models, available online and at select retailers. This partnership exemplifies innovative product design, appealing to fashion-forward skiing enthusiasts.

Influencer Corner 📣

Ladie Pabillar on LinkedIn: Such a bold campaign from Patagonia

While most brands push discounts, Patagonia pushed values and dominated attention. Patagonia’s contrarian ad didn’t sell a product - It sold a narrative; It built curiosity, loyalty, and trust.

Reminder: Don’t blend in this Holiday season, "Not as a “nice to have”

But as a “must” for these reasons:
1. Pattern Break: Telling people not to buy flips the script and disrupts the noise of sales-heavy ads
2. Curiosity Magnet: People can't resist clicking on an ad that defies expectations they want to know why
3. Identity Alignment: Buyers didn’t just purchase a jacket they bought into a belief system, which turns customers into advocates
4. Cultural Staking: The ad made Patagonia the hero of BFCM, standing against excess while every other brand chased transactions.

P.S. Your best Holiday ad might not scream “buy” it might just whisper “think.

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

 📍 Austin, TX, USA

Affiliate Marketing

 📍 New York, USA

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