OIA Industry Breakfast, Presented by The North Face, to Explore the Future of Outdoor Retail

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Media contacts
Avery Stonich
Outdoor Industry Association
303.327.3511
astonich@outdoorindustry.org

Pamela Bennett Ajello
The North Face
510.501.5768
pamela_ajello@vfc.com

OIA Industry Breakfast, Presented by The North Face, to Explore the Future of Outdoor Retail

Outdoor Industry Association to Launch the Outdoor Retail of the Future Project

Boulder, Colo., July 29, 2013 — Outdoor Industry Association® (OIA) will explore issues and challenges facing outdoor retailers and manufacturers during the OIA Industry Breakfast, presented by The North Face. The event, which is free and open to all Outdoor Retailer Summer Market attendees, kicks off the trade show on Wednesday, July 31, from 7:00 to 9:00 am at the Salt Lake Marriott Downtown at City Creek Ballroom.

“Technology has disrupted the traditional retail business model,” said Frank Hugelmeyer, president and CEO of OIA. “This creates both challenges and opportunities for our industry. Our goal with this project is to equip the industry to adapt to these changes and learn how to thrive in the face of the new consumer reality.”

OIA is partnering with IDEO, a world-renowned design consultancy, to launch the Outdoor Retail of the Future Project, an unparalleled multi-year initiative to reinvent the outdoor retail experience. At the Industry Breakfast, IDEO’s Retail Innovation Team will reveal findings from its research in the field.

The Outdoor Retail of the Future Project will hone in on actionable strategies to help outdoor companies adapt to rapidly shifting consumer expectations and behaviors. Phase One begins at Outdoor Retailer Summer Market with the Industry Breakfast, and continues throughout the trade show, where OIA will be collecting industry input about the future of outdoor retail.

“This is an important project that will position the outdoor industry for success in the face of a changing retail landscape,” said Aaron Carpenter, Vice President of Marketing for The North Face. “The North Face is pleased to help support the kickoff at the Industry Breakfast, and we hope the industry will come out in force to learn how to get involved.”

The event is free and open to all Outdoor Retailer Summer Market attendees. No RSVP required.

Event Details
OIA Industry Breakfast, presented by The North Face
Wednesday, July 31, 2013 – 7:00 to 9:00 am
Salt Lake Marriott Downtown at City Creek – Ballroom

Outdoor Retailer attendees who are unable to come to the Industry Breakfast are invited to share their ideas for the future of retail at the OIA booth #56000 throughout the trade show.

Using feedback gathered at the show and through additional research, OIA will continue the Outdoor Retail of the Future Project into OIA Rendezvous, the outdoor industry leadership forum being held Sept. 30-Oct.2 in San Diego. At the conference, IDEO will host a participatory keynote session that will inspire a “concept retail environment” that OIA will showcase this at Outdoor Retailer Winter Market in January 2014.

About Outdoor Industry Association
Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) 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.

About The North Face
The North Face, a division of VF Outdoor, Inc., was founded in 1968. Headquartered in Alameda, 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.

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