US consumers generally rate apparel and footwear brands in the outdoor category with high regard and place particular importance on versatility, comfort and style. The largest part of the market for outdoor apparel is in versatile items that have crossover utility between outdoor activities and everyday wear, says Stifel.
Comfort was the most important attribute for Gen-Z (ages 18 to 24), millennials (ages 25 to 39), and Gen-X (ages 40 to 54). Gen Z and millennials rank quality second and value third while Gen X consumers prioritize value over quality. Consumers showing greater willingness to spend on outdoor apparel compared to the average are more likely to be men, millennial men specifically, and those identifying their personal style as on trend. Those planning to purchase outdoor apparel for specific sports and sport-related purposes also spend more than the average consumer as well as those planning to buy for fashion, comfort, or other purposes.
The top four brands identified as primary outdoor apparel brands by US consumers are: Nike, Columbia, The North Face and Under Armour. Other outdoor apparel brands with high positive awareness include LL Bean, Eddie Bauer, Carhartt, Patagonia, Duluth Trading and Lululemon. Nike is seen as the primary outdoor apparel brand by younger, racially diverse, southern, and urban consumers.