- Index hide1 Yonder published a study in which the platform revealed the new travel habits that consumers have after contingency.2 The director of Columbia Mexico explains to Merca2.0 what identifies the consumer of outdoor clothingkey to habits where the time to go out offers purchase opportunities.4 Merca2.0 – Being outdoors after confinement, what conditions have been formalized or increased around this activity in the consumer?
Yonder published a study in which the platform revealed the new travel habits that consumers have after contingency.
The director of Columbia Mexico explains to Merca2.0 what identifies the consumer of outdoor clothingkey to habits where the time to go out offers purchase opportunities.
Transparency Market Research estimated the value of clothing of clothes outdoor in the world.
A 84 percent of consumers surveyed by the firm Yonder in the “Aviation Passenger Confidence Tracker 2021”mostly agreed that their travel habits will change, due to the effects that the health contingency had on the way they travel.
The study has others insights listed, such as five percent of consumers who acknowledged they would continue to travel as often, just avoid transfers on planes.
As part of these new habits, the outdoor experience turns camping, hiking and related activities into an opportunity for consumption in outdoor apparel, a segment that according to one projection of Transparency MarketResearch, will reach a market value of 15 thousand 792 million dollars East 2022.
“In Columbia we want from the professional athlete, to the athlete who simply loves the outdoors, to use the brand and benefit from our functionality. Also, the adaptability of the garments would be one of the fundamental aspects; outdoor clothing must be comfortable and adapt to the body and needs of the wearer; that above all, be comfortable and the garment becomes an ally in the adventures. It has to be versatile”, recognizes Juan Jardel Alonso, Director of Columbia Mexico.
Like this brand, there are other firms that have experimented in clothing through designs designed for outdoors. Gucci, for example, launched a special collection of clothing and accessories designed for outdoor activities.
This habit established in the consumer not only allows clothing to outdoor grow in the interest of the market, Walmart bet for a sales model called “The General Store by Walmart”, which consists of opening stores on wheels, so they are practically camping trailers that have a special selection of products designed for the consumer who is vacationing in these areas.
Merca2.0 – Being outdoors after confinement, what conditions have been formalized or increased around this activity in the consumer?
Juan Jardel Alonso – If there is something positive that the pandemic has left us, it was that perception of being or feeling safe abroad. Outdoor activities have become an escape route, which increasingly brings together more followers. In this sense, we see a market that has recovered and has managed to return to pre-COVID-19 growth levels, in the midst of difficult economic circumstances, but that continues to adapt to new consumer demands. For example, sustainability is more important than ever. (…) We create durable, iconic and innovative products that allow people to enjoy outdoor activities for longer. We combine the creation of products with our commitment to our consumers, communities and the environment.
Merca2.0 – Collaborations between brands have become a hit with the consumer, why do you love them so much, especially in clothing?
JJA – The consumer now has a new relationship with fashion; expect creativity, constant innovation, reinvention. When alliances are created between great designers in the world of fashion and with a “more affordable” offer, an extremely attractive formula is given, especially for millennialswho are willing to spend a little more for quality products, but who also have that “viralizable” factor that becomes fanaticism and that makes the collections reach the ‘sold out‘ in a matter of hours or minutes. In clothing, the consumer is attracted by the exclusivity of these products that almost become a treasure within the sea of repeated possibilities offered by street style. The added value that a collaboration with a luxury brand gives you becomes aspirational and an object of desire.