OIA and The North Face Host Renowned Trendspotter at Outdoor Retailer

Critical Consumer Trends and Outdoor Industry Impacts Revealed at 2011 Outdoor Retailer Summer Market

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I Ling Thompson

Outdoor Industry Association


Pamela Bennett

The North Face


Outdoor Industry Association and The North Face Host Renowned Trendspotter at Outdoor Retailer Industry Breakfast

Critical Consumer Trends and Outdoor Industry Impacts Revealed at 2011 Outdoor Retailer Summer Market

BOULDER, CO, July 28, 2011 - Outdoor Industry Association® (OIA) and The North Face today announced that Marian Salzman, noted ‘trendspotter,’ will keynote the Outdoor Retailer Summer Market Industry Breakfast. Salzman’s keynote will kick-off the trade show on Thursday, August 4, 2011 from 7:00 am to 9:00 am in the Salt Lake City Marriott Downtown Ballroom.

Salzman will focus on the most pressing consumer issues including water-embracing sustainability initiatives, outdoor participation trends in today’s screen-stuck world, and the emergence of “gritty chic” among several others.

As the tough economy and a rash of natural disasters have raised people’s sense of vulnerability, consumer trends are reflecting that state of mind. Salzman will address the impact emerging trends have on outdoor-involved businesses during the industry breakfast presentation. Looking at some of the consumer drivers beneath the larger trends, Salzman will be exploring consumer sensitivities around rising prices, the impact that technology is having on consumer interactions and how outdoor adventures can be a balm for displaced, fearful, less-wealthy couch potato consumers with summits in their sights (or at least on their screen savers).

“Many of the technological, social, cultural and behavioral shifts going on with today’s consumers create opportunity and responsibilities for outdoor industry businesses, “ said Frank Hugelmeyer, president and CEO of OIA. “Outdoor industry companies, especially those involved in sustainability practices and inclusive consumer connections, are positioned to lead many of these trends and generate authentic loyalty from current and future customers, employees and investors.”

Oft-quoted trend expert and CEO of ERWW PR, Marian Salzman was named one of the world’s top five trendspotters and is currently PRWeek’s PR Professional of the Year. She was Wyclef Jean’s closest media and branding adviser during his run for the presidency of Haiti. Before heading ERWW PR, Marian was CMO at Porter Novelli, CMO at JWT Worldwide and CSO at Euro RSCG Worldwide. In 2010, her first full year at the helm, ERWW PR became the most awarded agency of its size, with more than 30 honors.

"At The North Face we look to inspire outdoor explorers and conservationists, and have seen tremendous response when we engage with consumers around this important goal,” said Todd Spaletto, president of The North Face Americas. “We all have an incredible ability to tap into the passion our existing customers have for the outdoors, while exposing new customers to the benefits of getting outside. We are thrilled to welcome Marian to address these, and other critical trends, that impact our businesses.”

For the full line-up of OIA events, educational workshops and activities at Outdoor Retailer Summer Market, visit outdoorindustry.org/or.

Outdoor Industry Association

Based in Boulder, CO, Outdoor Industry Association® is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA supports the growth and success of more than 4,000 manufacturers, distributors, suppliers, sales representatives and retailers of outdoor recreation apparel, footwear, equipment and services. For more information go to outdoorindustry.org or call 303.444.3353.

The North Face®

The North Face, a division of VF Outdoor, Inc., was founded in 1968. Headquartered in San Leandro, California, the company offers the most technically advanced products in the market to accomplished climbers, mountaineers, snowsport athletes, endurance athletes, and explorers. The company's products are sold in specialty mountaineering, backpacking, running, and snowsport retailers, premium-sporting goods retailers and major outdoor specialty retail chains.