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Growing into the outdoors
As the nation becomes ever more health conscious and parents are enjoying the outdoors more, so too do our children.
The future generation of outdoor enthusiasts are just as important and one could argue even more so than the die hard outdoor activist. After all, brand loyalty must start somewhere! It is with this very thought in mind that we take a closer look at our future generation, and what products are on offer to tempt both children and of course parents alike...
The outdoors, a huge playground for children and with the realisation of many keen outdoor enthusiasts, whom are enjoying the benefits of parenthood, that their children can also enjoy the same activities, a growing demand is being seen in good quality, high performance children’s wear.
What’s more, with government initiatives to encourage children to get out more and vast amounts of press coverage underlining the benefits of enjoying the great outdoors it is no wonder that kids apparel is seeing a growth in popularity. Many high level suppliers, such as Berghaus, have launched children’s collections this winter for the first time, and most brands, including Columbia, Regatta, Hi-Tec, TNF to name but a few, all have extensive kids ranges.
Encouraging Growth
Bushcraft sessions are also becoming hugely popular with Ray Mears and other television survival experts, encouraging a new generation to become involved in outdoor pursuits. Plus with clubs such as guides, scouts, sea and army cadets also encourage camping, and other outdoor activities is helping to grow the demand for performance wear. Children are also being encouraged once again to participate in outdoor pursuit holidays, where they can experience activities such as climbing, abseiling, canoeing, orienteering amongst many other activities, all of which serve to encourage a passion for the outdoors.
The Forestry Commission too is encouraging outdoor activities and has recently embarked upon projects such as free adventure play areas and shelter building (dens) schemes, which signals a new approach to healthy play. Above all else these schemes are designed to teach children respect for the natural environment whilst keeping them healthy and active.
Sales are child’s play
One thing that is also certain, when dealing with children is that no matter what, they grow. Therefore, the clothing needs to be replaced on a regular basis and as demand increases for good quality, high performance gear and clothing the children’s market is certainly relatively easy to sell into.
Commenting, Lewis Grundy, Berghaus said, “Parents are beginning to understand the benefits of modern outdoor clothing for their children. After all, why ruin the experience for them by being cold, wet and miserable?
Well fitting, high quality performance gear only serves to improve the enjoyment and thus engender a real passion for the outdoors.” Emma Barlow, customer services for children’s wear retailer, Little Trekkers points out that having children doesn’t stop the keen outdoor enthusiast from enjoying the activities they love, they can simply take the children along with them.
“Kids back carriers are a big seller, as are waterproofs. Furthermore, once the children are walking, good quality footwear is another area parents won’t scrimp on.” Caroline Croft, owner of Bushbaby agrees, stating, “The children’s wear market is a growth area within the outdoor industry and has huge potential. Consider the large numbers of outdoor enthusiasts who are now in their thirties and have young families - we see a large growth potential here with market share to be exploited.”
Croft also points out that parents (as do the children themselves) expect the youngsters to be dressed suitably for the outdoors now, and demand better features that will endure the rigours of childhood and outdoor activities as opposed to fashion items for outdoor wear.
Anne Film, PlayTogs echoes this opinion, “We can see there is a growing demand for good quality outdoor wear and in particular waterproof styles. I believe there is still a large gap in the market for good quality waterproof styles and for outdoor specialists, this is an ideal opportunity to capitalise on the market, as it fits so well with the adult wear.”
The North Face also sees the children’s market to be extremely successful, and within the US the TNF brand has been selling well for some time. Commenting Keith Byrne, UK marketing manager, TNF said, “Consumers travelling over to the US have been able to purchase quality TNF products for their kids for some time and TNF Europe has followed this success through offering some of this collection in Europe for the last two winters. I already know that our offering to the youth market for 2007 will be even larger.” Byrne also confirmed that demand for quality children’s wear has been growing over the past 12 months and looks set to continue.
Pester Power
Effective marketing and eye catching PoS is as important as the quality of the brands in-store to maximise on sales. As pointed out by Film, “The same rules apply as the merchandising units you would chose for adults, eye catching displays showing the products off to their full advantage and utilising corresponding PoS with consumer activity helps reinforce brand identity.”
PlayTogs, for instance (as are many brands) is currently planning a consumer marketing strategy to create demand for the outdoor retailer and promoting the healthy lifestyle for children. Film continues, “Consider your competition, look at what they are offering and then provide the consumer with a reason as to why they should buy from you through provision of a range of price points, quality products and specialist knowledge. Parents will always look for good advice when kitting out the kids.”
Grundy agrees that the children’s market is clearly price sensitive he adds, “Parents are also likely to look for brands they know and trust and understand the quality of - at a price point that suits.” “Children also influence shopping decisions and pester power has an awful lot to answer to – therefore merchandising must be engaging and knowledgeable - children today have a great deal of knowledge about what they like and want,” he continues.
Berghaus offer a range of children specific PoS and provide retailers with advice on how to maximise on sales. Other superb children’s PoS is available from Hi-Tec, with its Phibian collection – the character frog merchandising unit is a good example of how to attract children to the footwear and encourage parents to purchase.
Selling well
To celebrate the launch of its Next Generation range, Berghaus has teamed up with Outward Bound to offer five lucky winners an activity adventure for them and a friend, plus a set of Next Generation kit. Promotional material to support the launch of the competition will be arriving at retailers this month for the launch in July and comprises window, instore and on product PoS. A Next Generation ‘clubhaus’ will also be added to the company’s website, allowing kids to put their questions to members of the Berghaus team, enter competitions and find out all they need to know about getting outdoors.
Underlining how it believes the children’s market is one to watch, Berghaus is currently looking at other opportunities within the children’s market and already has plans underway to launch a kids footwear range for spring/summer ‘07.
