DTC dominance: How great design powers the outdoor industry’s digital shift
As I look at the outdoor and extreme sports industry in 2024, it’s clear that while it’s driven by passion and adventure, it’s also a serious business. The global outdoor apparel market alone is set to reach £20.9 billion this year, and the investments being made are significant. But with that growth comes a lot of changes, both in where companies are spending their money and how they’re focusing their marketing efforts. This is where I come in, and where I think I can help you position your brand to stand out in an evolving, competitive space.
Let’s start by talking about where companies are spending in 2024. From what I’ve seen, brands are pumping more money into research and development, especially when it comes to creating sustainable products. It’s no longer just about making gear that performs well in extreme conditions, it’s about making products that reflect the values of today’s outdoor consumers. We’ve all seen how eco-conscious buyers have become, with 74% of outdoor enthusiasts saying sustainability is now a key factor in their purchase decisions. Companies are responding to that, with many investing up to 10% of their budgets in sustainable R&D.
But here’s the thing, while it’s crucial to have sustainable products, the visual communication of those values is just as important. Think about your product packaging, your brand visuals, and your website. Are they telling the story you want them to? Is your eco-friendly commitment clear and consistent across all your touchpoints? Consumers are savvy, and they can spot a contradiction from a mile away. A sustainably made product wrapped in non-recyclable packaging? That sends mixed messages. This is where I can help, by ensuring that every element of your visual identity reflects your brand values and meets the high standards your customers expect. Have you considered how a packaging redesign, for example, could help reinforce your commitment to sustainability and boost customer loyalty?
From a marketing perspective, the shift to digital continues to dominate. In 2024, brands are spending heavily on influencer marketing, with this segment expected to grow by 14.5%. But it’s not just about getting someone popular to wear your jacket on Instagram. Authenticity is key. Outdoor brands are looking to connect with real adventurers who can share honest stories about using their gear. I see this as a massive opportunity for brand consistency. While influencers can do a great job of promoting your products, the challenge is making sure your brand identity remains strong and consistent across all those different platforms. That’s where a unified visual strategy comes in, from social media posts to your website and even your packaging. How strong is your brand identity across these channels right now? And how can we make sure it’s telling the right story, no matter where your audience encounters it?
Looking forward to 2025
The future of the outdoor and extreme sports industry seems bright, but it’s not without its challenges. Economic pressures, including inflation and supply chain issues, are likely to force brands to be more strategic about where they invest. Some companies may streamline their product ranges to focus on core offerings. But this presents a huge opportunity for creativity. How can you use design to maximise the impact of your products and brand, even with fewer resources? For instance, redesigning your packaging to reduce material costs while improving the product’s shelf presence could be a win-win. Or maybe it’s time to rethink your website or e-commerce experience to ensure it delivers as much impact as possible. With the rise of direct-to-consumer (DTC) sales, expected to grow by 12% across outdoor product categories, your digital assets will become even more critical.
In fact, the DTC model is something I’m particularly excited about. As more outdoor brands bypass traditional retail and focus on selling directly to consumers, the digital experience becomes everything. Your e-commerce site, digital marketing, and even the unboxing experience all need to work together to create an immersive, cohesive brand story. That’s where I can help. By ensuring your digital presence is as engaging and well-designed as your physical products, we can create an experience that not only drives sales but builds lasting customer loyalty. Have you thought about how your digital assets are performing right now, and whether they could be improved to better reflect your brand?
I’m also seeing a real need for smaller, experience-based brands, like outdoor guides and instructors, to up their game when it comes to branding and marketing. While big product companies are investing heavily in their visual identities, many service-based brands are lagging behind. Yet, as more people shift towards valuing experiences over material goods, there’s a growing market for outdoor guides and adventure companies. The problem is that many of these businesses lack the polished, professional branding needed to stand out. Have you considered how a strong visual identity could help your outdoor experience brand attract more clients and scale your business? Whether it’s designing a cohesive website, creating professional promotional materials, or developing a social media strategy, there’s huge potential here to elevate your brand.
Despite the economic challenges, the outdoor industry is predicted to grow with a compound annual growth rate (CAGR) of 6.8% over the next five years. People will always crave adventure, and for those brands that are able to innovate and adapt, the future is bright. The key will be staying agile and responsive to changing consumer behaviour. And this is where I believe I can offer real value. Whether you’re looking to refresh your visual identity, revamp your packaging, or create a stronger digital presence, I’m here to help you navigate this evolving landscape.
So, what’s next for your brand?
How do you plan to differentiate yourself in 2024 and beyond? If you're ready to create a visual identity that truly reflects your brand values, while positioning yourself for future growth, I’d love to explore how we can work together. Whether it’s designing for sustainability, helping you connect with consumers through powerful digital experiences, or enhancing your packaging to communicate your brand’s story, I’m excited to support you in taking your business to the next level. Let’s chat about how we can make that happen.
References:
The statistics and insights used in the article are drawn from general industry knowledge and trends, however some specific data points were taken from articles and market analysis reports.
Global Outdoor Apparel Market Report (2023-2028) – For market size and growth projections.
Statista – Outdoor Sports & Recreation Industry - For industry trends, sustainability investments, and consumer behaviour data.
Sustainable Brands Reports – For insights on sustainability trends and consumer preferences, especially in the outdoor industry.
Outdoor Industry Association (OIA) Reports – Annual reports that cover financial trends, marketing shifts, and sustainability in outdoor sports.
Grand View Research – Outdoor Gear Market Analysis – For information on the growing direct-to-consumer sales model and product innovation trends.
McKinsey & Company – The Future of Outdoor and Sportswear – Analysis on how brands are adapting to consumer behaviour changes and the rise of digital marketing strategies.
