Ecomdigest Outdoor Apparel & Gear - 10.03.2024

PLUS: Yeti Gear—Is It Really Worth the Hype?

Author

Marina Mouka
October 03, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🏞️

Krimson Klover has launched its Fall/Winter 2024 collection, featuring sweaters, midlayers, and fleeces. The brand, known for its commitment to sustainable fashion and empowering women, offers stylish and practical pieces for outdoor adventures. The collection emphasizes craftsmanship and premium materials, encouraging women to live boldly.

Image: Peak Performance

Peak Performance, a renowned Scandinavian outdoor apparel brand, has launched in the U.S. market. Known for its innovative and stylish ski wear, the brand will offer its 2024 Ski Collection online. This expansion aims to meet the growing demand for high-performance, eco-friendly outdoor gear in North America.

Rossignol has once again proven its dominance in the winter sports industry with the introduction of the Sender Soul 102, which has swept the Best in Test awards for the 2024-25 season. Drawing from the legacy of the iconic 7 Series and the Soul 7, the Sender Soul 102 combines the accessibility of its predecessor with the modern freeride DNA of the Sender Free 110. This innovative blend has earned it top honors in SKI, Outside, Powder, and Freeskier, making it the leading all-mountain wide ski in its category.

The success extends to its women-specific counterpart, the Rallybird Soul 102, which also secured the Best in Test title across the same prestigious publications. Nick Castagnoli, Brand Marketing Director for Rossignol North America, emphasized the game-changing impact of the original Soul 7 and the company's commitment to enhancing performance while maintaining accessibility. The new Sender Soul 102 appears to have achieved this balance, offering a modern, do-it-all freeride ski.

Jake Stevens, Rossignol Alpine Category Manager, highlighted the brand's focus on addressing skiers' needs by pairing high-end performance with user-friendly designs. This approach aims to lower the barrier for skiers of all levels while elevating the experience for experts.

Rossignol, under the leadership of CEO Vincent Wauters, continues to innovate and lead in the winter sports market, supported by a diverse portfolio of complementary brands.

Quick Poll 🗯️

Meta is enhancing its ad platform with AI-powered updates, allowing advertisers to customize objectives and measure incrementality. New API integrations with third-party analytics tools like Google Analytics and Northbeam aim to provide a more accurate picture of campaign performance. These changes are part of Meta's long-term optimization strategy.

In light of ad platforms increasingly partnering with third party measurement solutions, which of the following providers have you heard of?

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More Explorer Picks 🎒

Joe Jackson's daughter, Josie, tries to pull the Yeti Loadout box on a camp trip. (photo: Sarah Jackson)

Yeti products are worth their high price due to their superior durability and performance. The author, an experienced gear tester, recounts rigorous tests and real-world scenarios, concluding that Yeti's quality justifies the cost. Despite not paying for the products, the author’s extensive testing supports their value.

Fashion's latest obsession with niche sports like archery, figure skating, and rhythmic gymnastics reflects a cultural shift. Designers are blending athletic aesthetics with traditional fashion, challenging gender norms and creating fresh, inclusive styles. This trend, driven by consumer demand and high-profile collaborations, is poised for long-term influence.

During a week-long backcountry survival school in Utah, essential gear included a Stetson Bozeman hat, Pendleton blanket, Sherpa Adventure Gear sweater, Altra Olympus 6 shoes, and a Morakniv Companion knife. These items provided crucial support, from warmth and comfort to practical utility, enhancing the overall survival experience.

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