The role of outdoor fashion brands in the creation of a new ......2017/03/06 · Andy Schimeck MBA,...

Andy Schimeck MBA, Marmot Mountain Europe GmbH 9th World Congress on Snow and Mountain Tourism, March 2016

The role of outdoor fashion brands in the creation of a new generation of outdoor lovers

9th World Congress on Snow and Mountain Tourism

Re-invention of hiking - an indispensable activity for mountain tourism

March 2016, Andorra

Andy Schimeck MBA

CEO Marmot Mountain Europe GmbH

Andy Schimeck

• CEO Marmot Mountain Europe GmbH

• Chairman of the German Outdoor

Industry Association

• Vice President of the German

Sporting Goods Industry Association

• Active member of the European Outdoor Group

Marmot Who we are.

• Founded: 1974 (USA)

• Since 1976 Partner von Gore-Tex®

Branded

Consumables

Consumer

Solutions

Outdoor

Solutions

Process

Solutions

Marmot Jarden Group

Inspire people to seek and find life‘s signature moments.

Marmot Mission

To design, produce, and deliver the highest quality,

most technically innovative, and distinctive outdoor

clothing and equipment in the world.

Marmot Vision

Marmot’s Core Values are supporting our Mission

To create fair human working conditions, to support social initiatives

and to foster a multi-cultural company philosophy.

People Product Planet

Marmot Versatile, fashionable, multifunctional, trendy, …....

Marmot Products

Making Marmot more accessible

• Aims of the campaign:

Increasing brand awareness

Communicating a positive, emotionalized

brand image

Activating our customers and fans

• Cross-channel approach:

Microsite, facebook campaign, printed

ads, newsletter, press release, video

clip, TV commercial

Marmot What gives you life?

“What gives you life”?

Marmot Image Campaign

Inspire people to seek

and find

life‘s signature moments.

Events

Active engagement with consumers

Marmot Events

Osttirol

• Everyone at Marmot and

in the whole industry knows that

• #itsgreatoutthere

• This sentiment is at the

heart of our brands

• We also believe that a love of the

outdoors can and should be passed

down from generation to generation

Marmot Projects with schools

• And doing that is not really difficult

• Give young people a taste of outdoor

adventure and they‘re sure to want more

• Idea of multiple events with schools in

partnership with Marmot, our

ambassadors and retailers

Marmot Projects with schools

Marmot Importance of Retail

Events

Active engagement with consumers

Market

Size and definition of the European Outdoor Market

Outdoor Market Definition

www.europeanoutdoorgroup.com Building outdoor industry co-operation throughout Europe

•  Wholesale Value €4.83 bn +1.2%

•  Estimated Retail Value €10.2bn

•  Units 177 m + 1.4%

•  YOY Growth Across

All Countries excluding Russia

•  Footwear & Backpacks continue

to develop as a category

Europe Summary 2014

Hiking

The most important outdoor activity

About 56% of the German population above 16 are hikers

But 23% of the Germans only once in a while

More than 50% of the regular hikers are above 55

What is the Outdoor Industry doing

Public Transport

Ministries/

Institutions/Organizations

Travel Companies/

Travel Portals

Tourism Destinations Mountain Ropeways

Trade Fairs/

Events

Sporting Goods Industry

Hotel Industry/

Gastronomy

• Supporting winter sports and creating a lobby

• joining forces and know-how

• sending positive messages

• motivating more people for winter sports

3 Federations – 1 Voice – 1 Message.

37 active and former high-ranking winter sport athletes

Media value Prediction Winter 2015/16: Range ca. 80 million people, media value ca. 500.000 €

plus Intersport media service Print & POS ca. 250.000 €

Advertisement campaign 2014/15 and 2015/ 16. A total of 48 images in cooperation with media partners

Dein Winter. Dein Sport. e.V. provides kids and teenagers, who are socially,

mentally or physically disadvantaged, with winter sport activities.

Ca. 35.000 € for 4 supportive projects in Winter 2014/15

3 supportive projects in Winter 2015/16

Thank you for your attention!

Andy Schimeck MBA CEO Marmot Mountain Europe GmbH

aschimeck@marmot.de

The role of outdoor fashion brands in the creation of a new ......2017/03/06 · Andy Schimeck MBA,...

Documents

Species Depletion: marmot, owl, caribou, spirit bear

Marmot lookbook

#1 Marmot Marmot Mountain Works Catalogsoutdoorinov8.com/ScottHamptonsOutdoorCatalogCollection.pdf · 1989 Sleeping Bags Catalog 1989-90 15 years catalog, 2 page Gore-Tex article

MARMOT SYSTEM...MARMOT Seismic Monitoring and Trip System for Nuclear Power Plants / LNG-Terminals / Gas Turbine Power Plants / Chemical Process Industries BARTEC SYSCOM’s MARMOT

Dr. Iffic Lecture 4: Blorfo the Wonder Marmot

PRINT OR ONLINE - Ski Canada Magazine · » The Test’s best On-Piste Cruisers and Adventure All Mountain skis » From Marmot Basin, Part II of the Ski Canada Test, ... » Testing

The Geometry of the Marmot (Rodentia: Sciuridae) Mandible

Andy Ritenour Mountain Biking Analytics

Checking Interaction Consistency in MARMOT Component Refinements

THE MARMOT REVIEW AND SUBSEQUENT WORK Jessica Allen

The role of outdoor fashion brands in the creation of a ...mountainlikers.com/wp-content/uploads/2017/03/6_3... · Andy Schimeck MBA, Marmot Mountain Europe GmbH 9th World Congress

Marmot LIFE Nr3 | part Roman Rohrmoser

Mighty Marmot Basin - 50 Years

The Marmot Review: implications for Spatial Planning. · The Marmot Review: implications for Spatial Planning. The Marmot Review Team Report authors: Ilaria Geddes, Jessica Allen,

Marmot T42 · Marmot T42 Central Plateau New Zealand 03 May 2014. Results PlaceRace NoName Division Time. Marmot T42 Central Plateau New Zealand 03 May 2014

Greig Ridge Marmot Population Supplementation …a100.gov.bc.ca/appsdata/acat/documents/r41056/09_W_CBR...Greig Ridge Marmot Population Supplementation Phase III: Strathcona Provinical

Marmot Review: Fair Society, Healthy Livescfoaservices.co.uk/pdf/ProfessorSirMichaelMarmot.pdf · Marmot Review: Fair Society, Healthy Lives Professor Sir Michael Marmot Dying for

Marmot-Katalog Winter 2010

How Should We Vote? - UCI Mathematics · Andy Bianca Cesia Daniel 1st Beach Mountain Mountain Museum 2nd Museum Museum Museum Beach 3rd Mountain Beach Beach Mountain Given that each

Marmot Creek Research basin Workshop