Ecomdigest Outdoor Apparel & Gear - 10.10.2024

PLUS: Smartwool and Altra team up for cold-weather running gear at REI

Author

Marina Mouka
October 10, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🏞️

Rumpl

Rumpl has unveiled its Backcountry Puffy Blanket, a groundbreaking addition to the technical blanket category. This product exemplifies innovation in outdoor gear, offering unparalleled versatility and durability. Designed for adventurers who prioritize both comfort and efficiency, the blanket compresses to a compact size of 5.5 x 10 inches and weighs just 1.76 pounds. This makes it an ideal companion for hikers, paddlers, and climbers who often face the challenge of balancing space, weight, and comfort.

The Backcountry Puffy Blanket introduces Rumpl's SummitShield technology, featuring a 100% post-consumer recycled polyester liner with a unique diamond pattern 50D Ripstop. This enhances abrasion resistance, allowing the blanket to double as a ground mat. Additionally, the Renewed NanoLoft Insulation, a synthetic down with a plant-based formula, reduces energy use and greenhouse gas emissions, while maintaining warmth even when wet. The blanket's design includes a VersaWeave 30D Ripstop shell and PFAS-free DWR treatments, ensuring protection against harsh conditions.

Rumpl's Backcountry Puffy is 25% lighter, warmer, and more packable than its predecessor, the Original Puffy. It features an ergonomic Cape Clip for hands-free use and a zippered corner pocket for essentials. As a Certified B-Corp and Climate Neutral Business, Rumpl is committed to sustainability, enhancing outdoor experiences with high-performance comforts. The Backcountry Puffy Blanket is available at Rumpl.com, starting at $149.

Smartwool and Altra have collaborated to create a limited-edition Merino wool run collection, available exclusively at REI from October 1 to November 1, 2024. This innovative line includes apparel, accessories, socks, and footwear, designed for cold weather running, enhancing comfort and performance with Merino's natural benefits.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Explorer Picks 🎒

Switchback

Switchback has partnered with the Outdoor Industry Association (OIA) to enhance its trade show and conference. This collaboration aims to boost attendance and impact by leveraging OIA's industry insights and connections. The partnership will debut at Switchback Spring 2025, offering educational sessions, networking, and discounted exhibitor rates.

Amazon's October Prime Day offers significant discounts on outdoor gear from brands like Keen, Igloo, and Columbia. Highlights include LifeStraw water bottles, Therm-a-Rest sleeping pads, and Anker power stations. These deals are exclusive to Prime members, providing an excellent opportunity to save on quality outdoor equipment.

Natasha Singer's article explores the Carhartt Ball in Talkeetna, Alaska, where locals share survival stories linked to Carhartt clothing. Her reporting highlights the unique Alaskan culture and the transformative impact of storytelling. Singer's experiences with Outside magazine enriched her career, offering diverse adventures and insights into remote communities.

The Branwyn Essential Racerback Sports Bra offers strong support and durability, ideal for high-impact activities. However, its thickness and slow drying time may cause discomfort during extended use. While it excels in odor resistance and sustainability, its lack of breathability makes it less suitable for intense physical activities.

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

Ecomdigest is a Contentive publication in the DTC Ecommerce division