With fans such as Kanye West, A$AP Rocky, and Drake, outdoor brands have started to target the younger, urban consumer. This may not seem new, as Timberland made the crossover to streetwear a decade ago, however they saw their market shares drop as they lost their core market of middle-aged outdoor sports devotees. It’s become key then, to create marketing campaigns that communicate clearly to two separate and unique demographics. As chief retail analyst at the NPD Group, Marshale Cohen, mentions, “Successfully selling to multiple generations is about marketing the same message but with two different languages.” Read the full article here.

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