Outdoor Store - Mountain Khakis

trends
A Sharp Sale
Emotional connections
to knives create
long-term demand
Knives have been called one of man’s earliest tools. In the 21st
century, sharp blades still have a strong emotional attraction
for outdoor enthusiasts.
“I don’t fully understand why knives are so emotionally
connected to people but I absolutely adore that that’s
the case. I love hearing the personal stories that tell me ‘I
remember my first knife. It was a right of passage,’” says CJ Buck, CEO of
Buck Knives. “There’s very much an emotional connection. That drives the
thinking process. People shifting away from disposable product to product
that’s capable of being passed down to another generation. Knives offer a
basic dependability and are as useful now as they were was 40 years ago.
There’s a sense of legacy involved.”
Thomas Welk, national sales manager at Kershaw, believes the emotional
connection plays a vital role in knife sales. “If you don’t have an emotional
attachment, it’s difficult for someone to understand a knife purchase. It’s
important to have the generational hand-down. There is something very
personal and intimate about owning a knife,” he says.
Knives definitely play a role across generations. “Your first camping outing
with your dad, it’s in your glove compartment, it’s in your pocket, it takes
you from your youth through your life experiences,” notes Dennis Piretra,
Wenger’s director of marketing.
Over time, campers have augmented knives with multitools. While
becoming a practical addition to many campers gear lists, multitools don’t
seem to have the same emotional apparel. “Knives are very emotional.
People will buy a knife because it has an emotional appeal to it,” notes Bill
Raczkowski, category manager, Fiskars Outdoor – Americas, Gerber. “A tool
is a more utilitarian device. I have a need for a screwdriver, bottle opener or
pliers. Tool purchaser needs a tool. Knives are definitely more specialized.
They all do the exact same thing — cut, scrape and pry. Users want specifics,
but they want the emotional appeal of a knife.”
Stable Market
Brand managers report knife sales remained flat or dipped slightly after
the economy faltered but seem to have recovered. “The knife market
definitely took a dip but we are seeing growth over the last six to eight
months,” explains Piretra. “We feel that the last three or four years a knife
purchase was relatively low on a consumer’s priority list.”
At present, the knife industry is surprisingly healthy despite the economy.
“Spyderco has recently experienced our best months of sales in the history
of the company,” reports Joyce Laituri, marketing manager, Spyderco
Knives.
Renewed interest in outdoor activities like hiking and camping are bringing
a broader group of people into the knife market. “They need daily life tools as
Buck: The Buck Bantam Pocket Knife is a medium size,
lightweight, mid-lockback knife with easy 1-handed opening.
Benchmade: The 915 Triage is a dynamic triple utility tool
that includes a knife, safety hook and glass breaker. The
Triage uses highly corrosion resistant blade steel.
they go on these adventures. They want to be self-reliant,” says Buck. “I think
the market is growing again. With all the anxiety and chaos in the world there
is a renewed interest in self-reliance. Having knives and multi-tools around is
part of that perspective.”
Cable shows like “Man vs. Wild” depicting difficult environments and
survival situations have also contributed to knife sales. “We believe the market
is growing with the advent of people like Bear Grylls being on television,”
says Raczkowski. “People are interested in survival themes. They may never
be in the wilderness survival situation, but they believe that yes with I knife I
can survive the wilds.” Multitool brands are also benefitting from this appeal.
“People want a little bit of everything because they are not sure what will come
against. Women are getting more active outdoors and are recognizing a knife
or tool is something they need to have in their kit,” notes Jason Carpenter,
product manager, Leatherman Tool Group.
Single Purpose vs. Multiple Applications
For decades, outdoor enthusiasts have had a choice between folding and
fixed blade knives. While both styles remain popular, opinions differ about
which approach addresses consumer’s needs best.
Twenty years ago everyone carried a pocket-folding knife. It was an everyday
carry knife. Small and compact to bring out as needed,” recalls Raczkowski.
“The folding knife market will always be evolving and changing. The customer
will always be going into the outdoor retailer and be asking what’s new.”
Since your grandfather’s knife, folding knives have evolved to include a wide
range of blades and tools. “As a design team we will look at enthusiasts and
determine which features are important to them,” reports Welk. “Some are
looking for lighter weight or how they carry the knife. We’re trying to attract
14 • outdoor insight • July 2011 outdoorinsightmag.com