Active Lifestyle Branding
The crew from Two West explored the world of brands that are engaged with active lifestyles. These consumers are very loyal and emotionally attached to these brands for the lifestyle and values they represent. Check out the podcast as we delve into whom these consumers are and what brands are doing to keep them loyal.
If you listened to the show, you heard about our Brand Rant with Barbie. We addressed the Barbie Collectors Series and how these dolls are dressed very risqué and even marketed as such. Here are some pictures from the Barbie Collectors Web site that we found. Are these dolls appropriate for the Barbie brand? Post a comment and let us know what you think?
Marty Ellery and Dawn Finnegan from Hanson Dodge, a Milwaukee-based active lifestyle agency, were guests on the show. They shared details about their new Active Insights Program. Check out more insights about the program that they posted on our blog.
So there were a couple of articles we didn’t get to on the show because there was so much to talk about! Here is an article about North Face and their new in-store kiosks that they have installed in their stores. It’s a great way to showcase all of their items that they couldn’t sell in their store and it even has the ability to purchase items from the kiosk.
North Face Kiosks
Another article we didn’t get to, but mentioned in the show is that REI has just completed a green prototype store in Boulder, Colorado. It’s amazing some of the things that they did with this store. REI has reduced energy consumption by 20% and water consumption by 30% against industry standards. Check out the article and here are some pictures of the store.
REI 'Eco-Sensitive' Store
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Here's what Hanson Dodge Creative had more to say about their Active Insights Program:
With decades of experience building brands like Trek Bicycle, Horizon Fitness and Wolverine, branding, technology and design firm Hanson Dodge Creative knows a lot about reaching the Active Lifestyle Consumer. But as part of our commitment to developing THE authoritative perspective on this selective and profitable demographic, we needed to move beyond our brand experience and understand the emotional triggers that motivate, inspire and ultimately build brand loyalty in the active customer.
Hanson Dodge Creative has just completed phase one of a primary research program designed to illuminate the emotional and psychological landscape of outdoors and fitness enthusiasts. More than 1400 U.S. adults who participate in at least one of the top 20 activities as defined by the National Sporting Goods Association were surveyed about their emotions, politics, and religious views as well as their activities. Administration of the survey and analysis of the data was provided by the Gluskin Townley Research Group; DP Research Solutions provided vetting.
Phase two - a second survey, one-on-one interviews and journaling – will launch in Q1 of ‘08. In the meantime, phase one’s initial findings reveal some compelling insights into the psyche of the Active Lifestyle Consumer – here are some excerpts you might find interesting:
Two distinct mindsets emerged – the fitness motivated (walking, fitness, biking) and the outdoor enthusiast (camping, hiking, paddling)
Fitness minded people
• Tend to engage in their activities alone
• Participate to feel healthier
• Describe themselves as “centered” and “focused”
• Are more likely to be single and female
• Have a higher African American subset
Outdoor minded people
• Tend to engage in their activities with others
• Participate to be outside
• Describe themselves as “relaxed” and “serene”
• Are more likely to be married and male
• Have a higher Hispanic subset
Gen X and Y are different
• Higher representation of women than boomers
• Less likely to vote, but more likely to volunteer
• More likely to say “looking good” is more important than “feeling good”
• Made fewer purchases, but spent more money – indicating real brand consciousness
For a deeper dive, please visit our website: research.hansondodge.com, and download our complete whitepaper.
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