The power of innovation is the driving force behind the outdoor industry. Many technical innovations have emerged to firmly take their place in the everyday lives of outdoor enthusiasts. With its new theme "Innovation and Technology”, the 16th edition of the OutDoor trade fair in Friedrichshafen (16th to 19th July, 2009) will put the rapidly growing outdoor lifestyle trend at centre stage, while featuring sustainable products that explicitly include prospective technologies.
When it comes to innovations in the outdoor industry, the bar is deliberately set high. Bernd Kullmann, CEO of Deuter, views innovation as a core discipline of the sector, "The fundamental purpose of innovation should be to provide real improvements and advantages to consumers, rather than simply being an end in itself or a marketing tool for the manufacturer.” "Innovation and Technology” are seen as major points of reference for today’s outdoor brand manufacturers: they are Patagonia’s "foundation”, CamelBak says they are its "key factors”, Sch?ffel as its "driving force and DNA”, while Vaude claims a "penchant for lateral thinking”.
The reliance in certain other industries on large marketing budgets and aggressive marketing techniques to present simple product modifications as innovations simply does not work in the product-driven outdoor industry. "When it comes to this type of equipment, it’s difficult to turn a product adjustment into an innovation through marketing. These products are generally used under very extreme conditions, so whether they offer real innovations comes to light rather quickly,” explains Eddy Codega, CEO of Italian mountain equipment maker C.A.M.P.
No one, however, foresees the industry reaching innovative barriers any time soon. At Columbia, there is a strong belief that further "clever and sustainable materials and technologies” lie ahead. British outdoor brand Equip Outdoor Technologies anticipates the same future. Marketing Manager Nikki Skinner commented, "In terms of construction techniques, new materials, etc. – Really, there is potential in every area.”
Osprey predicts a quantum leap in innovation for light equipment. Previously there has always been a trade-off between comfort and durability with most light equipment. CEO Rob Wylie confidently claims that "future innovations will mean that a product can be lightweight without any limitations to its comfort or stability.”
Claes Broqvist, Sales Director of Swedish brand Hagl?fs, identifies a further innovation criteria: "Real innovations entail new manufacturing techniques and processes, while straightforward new products rely on existing production standards.” After having turned the bicycle bag market inside out with innovations in sustainability, German maker Ortlieb is bound to agree. In order to apply its heat sealing technologies, Ortlieb had to engineer and build the required devices and machines itself.
Despite the industry’s innovative strengths, one challenge remains: There are many innovative brands that are small and still family-owned or in private hands. As such, they are often the victims of intellectual piracy. Klaus Lenhart, owner and CEO of Leki, the market-leading manufacturer of ski and trekking poles, soberingly points out that "systematically acquiring and protecting intellectual and industrial property rights is becoming more and more expensive for small- and medium-sized companies, and the pressure from Asian knock-off manufacturers is sometimes painful for us, as well.” Yet, perhaps always having to stay one step ahead of the world’s unscrupulous ‘copy shops’ is the very source of the industry’s innovative prowess.
At OutDoor 2009, under the main theme of "Innovation and Technology” and during the new discussion forum the "OutDoor Innovation Lab” (Friday, July 17th, 2009 from 4 P.M. in the "Berlin” Conference Room), the current and future state of the outdoor market will be examined with international speakers from throughout the supply chain discussing how to innovate and how to keep ahead of the market by innovating. A talk by the Zukunftinstitut titled "Innovation in Difficult Times” (Thursday, July 16th, 2009 at 4 P.M.) will outline which social and consumer trends lie behind the outdoor boom, and provide a profile of future outdoor customers. At 2 P.M. on the same day in a talk titled "Retailing in Europe”, the BBE Retail Experts will provide insight into developments and outlooks for the retail trade.
As last year OutDoor will also focus on the topic of sustainability. On Friday, July 17th from 8:30 A.M., the European Outdoor Group’s Sustainability Working Group, will discuss sustainability approaches for the outdoor industry, including a focus on REACH within the outdoor industry, this is an open discussion with all welcome to attend. The Outdoor trade fair is also committed to the importance of sustainability, and will therefore be providing a more extensive bus shuttle service, as well as bicycles at no charge.
The EOG Association for Conservation will make presentations about currently supported environmental projects ensuring that the outdoor industry makes a difference through conservation with financial support for wide ranging projects.
Further information is available at www.outdoor-show.com.