Fall - InsideOutdoor Magazine

More documents

Recommendations

Info

ing an Earnout r Consideration • Earnout Amount contractually forbidden from employing • Earnout Period both the Gore-Tex and eVent brands. • Performance Goals A quick, informal survey of outdoor • Payment products Schedule currently on the market shows • Operational that, while Integration vendors have been given the choice to incorporate eVent as a house brand or otherwise, most, though not all, have decided to stick with using the name eVent in their marketing and on rns change spec sheets. u already This stock probably comes as some relief selling to direct Polartec, which has spent significant eb sitemoney supporting the launch of its NeoShell breathable waterproof category. 11% Billed as “the most breathable waterproof 19% fabric ever made,” Polartec NeoShell utilizes an exclusive sub-micron fiber membrane 34% that blocks water but allows for two-way air exchange to efficiently 13% move moisture away from the body, says Polartec. 23% Whereas most waterproof/ breathable systems on the market rely on diffusion, in which moisture and heat within the microclimate create enough pressure to push moisture through the fabric, NeoShell uses convection or a constant, two-way exchange of air that Polartec NeoShell Outperforms in Dynamic Breathability Testing HIGH breathability LOW breathability Water Vapor Flux g/m 2 /24hrs Source: Polartec 18000 16000 14000 12000 10000 8000 6000 4000 0 25 50 75 100 125 150 175 200 Pressure Drop Across Sample (PA) Forces air through fabric to illustrate the effect of wind and movement on breathability No air movement Slight air movement allows more moisture to be pulled out, even at extremely low levels of pressure. The new fabric yields competitive scores on traditional waterproof breathability measures like RET and MVTR, but Polartec believes these static testing methods fail to replicate what garments Increasing air movement Polartec® Classic 200 Polartec® Power Shield®Pro Polartec® NeoShell® Competitor WPB - 1 Competitor WPB - 2 Competitor WPB - 3 and wearers encounter during actual use outside. Polartec says its technology out-breathes competitors during “dynamic breathability” testing, which more closely emulate real-world experience. The company is encouraging the industry to adopt Dynamic Moisture 006 to 2010 0.1 Billion 10.1 Billion SuperFabric material ® by HDM, Inc. TM brand 37.8 Billion 137.9 Billion 48.9% 48.6% 2009 2010 any been actively involved in ed touch-points for employees 18% 49% 2011 2010 70% ® HDM HDM, Inc. 570 Hale Ave. Oakdale, MN 55128 (651)-730-6203 email: outdoor@superfabric.com www.SuperFabric.com 4% 18 | InsideOutdoor | Fall 2011
Permeation Cell (ASTM 2298), a test used by the United States military to evaluate fabrics because it more closely predicts actual user experience. As for the branding, Polartec is selling its new fabrics only as Polartec NeoShell and says it has no intention of white labeling the collection. Similar to eVent, however, Polartec is actively collaborating with partner mills, converters and vendors to develop fabric packages with specific performance capabilities. “This is a point of differentiation, and I think a competitive advantage for Polartec NeoShell,” says Fielding Miller, who handles Polartec for marketing and PR firm Backbone Media. Outdoor apparel brands such as Westcomb, Rab, 66North and Eider are using more lightweight hardshell-like iterations of Polartec NeoShell with a nylon face and a flat tricot back, says Miller, while others such as The North Face and Marmot are using more thermal softshell-like versions of NeoShell with a stretch woven face and fleece backs. And Mammut is using “a superbomber, stretchy version that’s kind of in between,” he says. “So there’s a lot Polartec can do in terms of sandwiching the membrane between different face and back fabrics,” says Miller. Retailers, for their part, appear somewhat split as to whether or not branded fabrics and components are crucial to sell through, at least when it comes to backpacks. About half of retailers (48 percent) who were surveyed by CORDURA and Inside Outdoor said branded components were very or somewhat important to the packs they carry in their stores. The remaining 52 percent were either neutral or said branded components were unimportant. Incidentally, retailers do want their packs adorned with informative hangtags and labels. Nearly eight out of 10 retailers said information tags and labels were very or somewhat important. Still, regardless of the route breathable waterproof fabric contestants take, it’s never easy to challenge a large, established and respected incumbent such as Gore-Tex. On the other hand, there’s never been a better time for competitive providers and market attackers. One would have to be living under a rock not to see and have experienced the disruption wrought by the increasing fragmentation of media, communications and consumer shopping behavior. Power has shifted decidedly into the hands of the individual, and critical mass in marketing can be built in an increasing number of ways. Nowadays, it’s quite possible that an independent specialty retailer, such as Moosejaw, that understands social marketing, mobility and the power of the “network effect” (that a network grows stronger with every node or user that connects to it) can be more influential than a million-dollar branding campaign and a team of intellectual property attorneys. That’s not to suggest Gore-Tex’s market share will suddenly drop precipitously. It’s just that competitive providers have more tools and opportunities than ever before to gain chunks of loyal and vocal followers. brand Anti-Chafe Balm ® #1 top seller since 1996 For Rubbing That Causes Chafing and Blisters since 2001 the necessary accessory © 2011 BODYGLIDE, Bellevue, WA USA Fall 2011 | InsideOutdoor | 19
Page 1 and 2: Fall 2011 www.insideoutdoor.com WAT
Page 3 and 4: A layered approach to comfort and d
Page 5 and 6: • Anti-Snow Pack Plate • Durabl
Page 7 and 8: REACHING NEW CUSTOMERS shouldn’t
Page 9 and 10: Permanent, temperature-regulating f
Page 11 and 12: Confidence. Delivered. Scent? Meet
Page 13 and 14: efforts by his daughter Brooke Turn
Page 16 and 17: How familiar are you with the follo
Page 20 and 21: On Spec and In Stock Outdoor compon
Page 22: the CORDURA brand portfolio has a f
Page 25 and 26: Photographers Guild. “Most membra
Page 28: future, including developing a harm
Page 31 and 32: 2011 Holiday Outlook & Gift Guide H
Page 33 and 34: Every YEAR SINCE IF IT RENEWS YOUR
Page 35 and 36: Eureka Warrior 230 Lantern Sure to
Page 37 and 38: National Ski Patrol Cookbook Satisf
Page 39 and 40: and in-ear canal models. The headph
Page 41 and 42: Back Office (or factor) at a discou
Page 43 and 44: Back Office whether the target or a
Page 46 and 47: Back Office merchant and charges a
Page 48: 222 days of drizzle 6 hail storms 2

Fall - InsideOutdoor Magazine

Create successful ePaper yourself

Delete template?

Save as template?