Winter - InsideOutdoor Magazine

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C O N T E N T S 

Winter 2008 

Departments 

RETAILERS REPORT 

8 LET IT SNOW, PLEASE 

Life in the snow lane 

DATA POINTS 

12 NUMBERS WORTH NOTING 

Shrinking; surfing; discretionary measures; 

plus impressions on advertising 

18 

BACK OFFICE 

14 EXPANDING ON SHRINK 

Familiar culprits face new tactics in loss prevention 

FLOOR SPACE 

16 WINTER SURVIVAL INSTINCTS AND IMPULSES 

AMK comes to the rescue with new POP materials 

FEATURES 

24 

18 POS VIDEO GETS ATTENTION 

Although in-store media still is in its infancy, the power video messaging 

holds in persuading purchase decisions is well documented. 

So don’t turn away, as video now appears poised to transform the 

way retailers interact with their customers. 

By Martin Vilaboy 

24 BRAND PLAN 2008 

Faced by a tempest of technological, cultural and societal changes 

heading toward the turn of the decade, brand managers appear 

to believe that reconnecting with core customers is one 

way to weather the storm. The way things are blowing, 

it may be their only option. 

By Martin Vilaboy 

GEar 

34 WINTER 2009 PRODUCT SHOWCASE 

A sampling of the new gear and garb set to 

warm up this winter’s show season 

GREENSHEETS 

56 CARBON FOOTPRINT 101 

A greenhouse gas and LCA primer 

60 THE GREEN GLOSSARY 

Think wikipedia for the eco-minded 

6 Letter from the Editor 

54 Advertiser Index 

4 | InsideOutdoor | Winter 2008

Life is aMOUNTAIN 

to 

CONQUER. 

Jeremy Jones, legendary big mountain snowboarder. 

He constantly tests his Samsonite OutLab X+ bags ; 

equipped to tackle the toughest of life’s adventures. 

samsoniteoutlab.com 

IO_28.indd Ad_Outlab_InsideOutdoor_10,875x8,125.indd 7 

1 

1/11/08 1/11/08 1:45:53 2:53:10 PM PM

Editor’s Letter 

Adapting to Your Environment 

Overall participation rates among legacy “outdoor” activities remain flat at best, both in 

number and frequency in some cases. The customer base, we’ve also been told for years, 

is “aging,” and participation tends to drop with age. Meanwhile, more and more gadgets 

and games continue to further divide consumers’ limited leisure time, and the country’s 

collective waistband is expanding. 

Yet, somehow, the outdoor industry is as healthy and vibrant as it’s been since the 

turn of the millennium, if not further back, the countless war stories of industry veterans, 

backstab wounds and “out of business” signs notwithstanding. 

Even so, U.S. “outdoor specialty” retail sales grew more than 11 percent in 2006, OIA 

tells us, greatly outpacing overall rates of annual growth seen across the total U.S. retail 

sector. Since 2000, outdoor specialty has experienced a “strong 6.6 percent annualized 

growth rate,” OIA reports. That’s more than twice the long-standing 3 percent annual 

growth typically assumed in the greater “sporting goods” category. 

One could argue that the “mainstreaming” of outdoor apparel and footwear, as well as 

the well-played “function meets fashion” trend largely are behind the growth, but “mainstream” 

and “fashion” tend to be the domain of shopping malls and mass merchants and 

would seem to have less of an impact on “specialty store” sales. 

Maybe the emergence of the Internet and e-commerce are driving growth in the face 

of declining participation. It’s possible, but e-commerce still represents single-digital percentages 

of outdoor dealers’ overall sales, and it’s unlikely all of those Internet sales, or 

even the vast majority, are coming from customers who wouldn’t have bought at a physical 

outlet otherwise. 

Maybe it’s the industry’s counting methods that are flawed; wouldn’t be the first time such 

a thing has ever happened. A more likely explanation, however, is a shift that’s taking place as 

to what it means to be counted as an “outdoor participant” or even as “outdoor product.” 

From the perspective of someone who was forced to step away from the outdoor 

community for just two years or so before happily returning only this past fall, the industry 

clearly has gone through some changes of late. Consider the wall that once existed 

between the “outdoor” and “hook and bullet” crowds, for example. While there remain 

many differences between the two segments, there’s clearly more openness nowadays 

to partnerships. 

At the same time, while walking the aisles of the Salt Lake City convention center this 

January, it’s not hard to find several product categories and contestants that few would 

have expected to see worked heavily at an Outdoor Retailer trade show as recently as 10 

or maybe five years ago. “Tactical” companies, jewelry, nutritional supplements, video 

cameras, health and beauty, financial services and Asian manufacturers could be listed 

among them. 

That’s not to suggest that crossover by any of these categories is a stretch. More 

to the point is the notion that who or what we define as an outdoor sale or a customer 

continually must be reconsidered. For instance, a specialty retailer reporting sales of “outdoor 

packs” now could include disk golf bags. Tallies of “outdoor footwear” increasingly 

include what traditionally would be considered skateboarding or walking shoes. In other 

words, when faced by some very discouraging trends, the outdoor retail industry so far 

has shown incredible levels of adaptability and acceptance of new opportunities. (Maybe 

all that time outdoors makes us more adaptable.) 

Not that there hasn’t been, or won’t continue to be, some negative consequences. 

As more and more types of users and industry segments enter the market, the outdoor 

community will be forced to defend many of the core principles that define it today and 

have throughout its history: minimal impact, sustainability, play as hard as you work and 

people before P&L statements, to name a few. 

But when considering the level of devotion, dedication and affection for a certain way 

of life that we’ve seen among members of our little circle, we’re fairly confident a balance 

can be maintained. Ultimately, there may be little choice in the matter. Grand moral principles 

mean little to a fossil. 

And there’s little evidence at this point that participation numbers will suddenly increase 

across multiple activities. It’s even more doubtful we’ll see growth spikes within 

any of the legacy activities that serve up the largest slices of outdoor retail revenues. 

Martin Vilaboy 

Editor-in-Chief 

martin@bekapublishing.com 

Percy Zamora 

Art Director 

outdoor@bekapublishing.com 

Ernest Shiwanov 

Editor at Large 

ernest@bekapublishing.com 

Editorial Contributors: 

R.J. Anderson 

Philip Josephson 

Berge Kaprelian 

Group Publisher 

berge@bekapublishing.com 

Jennifer Vilaboy 

Production Director 

jen@bekapublishing.com 

Suzanne Urash 

Ad Creative Designer 

suzanne@cre8groupinc.com 

Beka Publishing 

Berge Kaprelian 

President and CEO 

Philip Josephson 

General Counsel 

Jim Bankes 

Business Accounting 

Corporate Headquarters 

745 N. Gilbert Road 

Suite 124, PMB 303 

Gilbert, AZ 85234 

Voice: 480.503.0770 

Fax: 480.503.0990 

Email: berge@bekapublishing.com 

© 2008 Beka Publishing, All rights reserved. 

Reproduction in whole or in any form or 

medium without express written permission 

of Beka Publishing, is prohibited. Inside 

Outdoor and the Inside Outdoor logo are 

trademarks of Beka Publishing 

MV 

6 | InsideOutdoor | Winter 2008 

IO_28.indd 6 

1/11/08 6:20:10 PM 

Ad_Ou

Retailers Report 

Let it Snow, Please 

Compiled by R.J. Anderson 

This month we ask: Have the heavy snows and cold weather of December led to an increase in sales compared 

to December of 2006? If so, what product categories in particular are seeing a boost? Has the early snow offset 

your fall early sales decline? Has it at all altered your winter 2008 strategy/outlook? 

NORTHEAST 

“We had a great winter, especially in 

soft goods—warm clothes, gloves and 

boots,” says Ed Joy, store manager at 

Mountain Goat in Williamstown, Mass. 

“And we also had pretty good sales this fall, 

despite the weather.” 

When it comes to planning the store’s 

winter 2008 buying, Joy says his strategy will 

remain the same. “We’ll plan for a normal season, 

like we do every year, which means planning 

as if there will be snow.” 

“We had a great December across the board in nearly every 

category,” says Al Saracene, owner of Nordic Sports in Cortland, 

N.Y. This October was the warmest on record in upstate New 

York, a fact that negatively impacted Saracene’s sales numbers. 

“But having the early snows and the ski areas opening up earlier 

made a huge difference and certainly made up for what we 

lost in October,” he says. 

However, the snow boon of December 2007 will not change 

how this 30-year veteran approaches his winter 2008 preseason 

ordering. “We always go in with open-to-buy numbers that are 

based on mean statistics from our last few years. We never go 

in thinking it’s going to be another super year,” says Saracene. 

“We always leave open-to-buy dollars to go back into the market 

if we need to do so. Those available dollars also serve as a 

buffer if we’re having a lousy year.” 

Rich Hage, general manager, The Jersey Paddler in Brick, 

N.J., a shop five miles from the ocean, says his store was not 

really affected by the cooler temperatures of November and 

December. The snow the rest of the northeast experienced 

never made it to his community. “Because we’re so close to 

the ocean, we really only had rain here,” says Hage. “We’re 

primarily a kayak and canoe store, but we do carry winter gear 

and sell a lot of apparel. 

“Still, our December sales were on par with last year,” Hage 

adds. “And each category was consistent. Our winter 2008 buying 

plan will be about the same as it was in 2007.” 

“We don’t factor last year’s numbers into our strategy because 

it was so bad, and we wrote it off as a total loss,” says 

Holly Burns, store manager of the Alpine Shop in South Burlington, 

Vt. “But this December, our women’s sales are up over 

men’s compared to years past, and our ski sales are pretty 

much average.” 

The store’s September and October preseason ski sales 

were weak, but once the snows of early November arrived, 

sales picked up. “We did really well in November and December, 

and that made up for the fall,” says Burns. 

MIDWEST 

Bill Thompson, co-owner of Down Wind Sports 

in Marquette, Mich., says December 2007 was 

definitely more profitable than December 

of 2006, with the biggest statistical jumps 

coming in snowshoes, Nordic skis and 

telemark skis. Though he experienced a very 

healthy December, Thompson isn’t yet ready to call 

this winter season an overall success. “For our territory, we find 

those answers in the last three weeks of January,” says Thompson, 

who didn’t lose much business to unseasonably warm fall 

temperatures. “Christmas is always busy, but the telltale signs 

of a season’s success come in the three weeks afterward when 

we see if people are spending money or not. That’s when we’ll 

know if the early snows have had an effect.” 

“Our December 2007 numbers were much better than in 

2006,” says Becky Roethlisberger, store manager of Backcountry 

Outfitters in Traverse City, Mich. “We saw a big increase 

in snowshoe and sled sales.” Roethlisberger says her store 

didn’t experience a decline in fall sales, and they will approach 

the 2008 winter preseason ordering much the same as they 

did in 2007. 

Jessie Wormington, store manager at Backwoods Equipment 

Co., Omaha, Neb., says December 2007 was very healthy for 

her shop and a vast improvement over 2006. She says base layer 

clothing, specifically the Ice Breaker layering systems, have 

been flying off the sales floor. Wormington says a hot summer 

and warm early fall led to a decline in numbers for her store. 

However, any deficit that existed was quickly filled with the dollars 

that accompanied the chill of November and December. 

Meanwhile, Michelle Anderson, store manager at Granite 

Sports, Hill City, S.D., says the warm December weather of 

2006 actually repeated again in 2007 in her area. “We’re about 

45 miles from two ski areas and about 20 miles from some 

major snowmobiling spots, but we haven’t had any significant 

snowfall,” says Anderson. “It’s been very similar to last year, but 

this year our sales have been better. I think they can actually be 

attributed to the nice weather we had—it was the nice days 

that actually brought increased traffic.” 


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Anderson says this could be due to a variety of reasons, including 

more focused marketing efforts. Based on two straight 

warm winters, Anderson says she will definitely be altering her 

winter 2008 buying strategy. “We’re looking at bringing more 

winter products in earlier, like September,” she says. “That’s 

when our tourists are here. We find that even though we don’t 

have snow, the tourists aren’t afraid to prepare for when they 

go home and do get it. We’re also changing the type of product 

we bring in and are cutting back on some of the higher-end 

items like expensive winter jackets.” 

ROCKIES 

“We have seen a good-sized increase 

over 2006,” says Loren Gibbs, floor manager 

at Ute Mountaineer in Aspen. “I’m 

not 100 percent positive it’s because of the 

snow, but it does appear to have helped. 

“Despite the success we’ve had 

across the board this year, we can’t really 

let it affect how we do our 2008 ordering,” 

Gibbs adds. “We’ll basically just 

have more open-to-buy available.” 

Keith Roush, owner of Pine Needle Mountaineering in Durango, 

Colo., says December 2007 wasn’t that much better than 

2006 for his store. “Last year, even though we had less snow, 

the cold weather started a lot earlier,” says Roush. “We had a 

record year last year, so I have no complaints, but it wasn’t due 

to selling winter goods, it was non-winter goods.” 

Roush says much of his store’s record-breaking performance 

was driven by sales of lightweight, aerobic-oriented gear such 

as trail runners and base layers. “Those types of sales continued 

right up until it start snowing,” says Roush, adding that the 

trend has carried over to this year. “Since the first snows of this 

year, we have done really well with skis and boots, but it’s been 

a shorter season for them this year. We’re ahead of last year, 

but not because of selling winter stuff.” 

The recent seasonal trends have caused Roush to become 

more conservative with his winter 2008 preseason ordering and 

spurred him to get more of his big orders done earlier. “We’ve 

made some big commitments early on,” Roush explains. “We had 

done half of our buying for winter 2008 the first week in January.” 

It was a great December at Schnee’s, Inc. downtown store 

in Bozeman, Mont., says general manager Curt Smith. “We’re 

a destination ski town, and the early snowfall brought in a lot 

of visitors in the last half of December,” says Smith. “Those 

people bought a lot boots. We saw growth across the board in 

accessories, socks and winter boots.” 

Smith says his store had a good start to their fall season, 

but that sales flattened out when the weather turned warm in 

October. “But, in general, we had a good fall, and it allowed us 

to get out of some of our early inventory,” Smith says. 

Smith says his store’s preseason ordering strategy is to buy 

to the numbers of each preceding season. “I don’t try to anticipate 

any increased growth in any categories,” he explains. “I’m 

typically looking to respond to the previous winter rather than 

buying based on an expectation for a big winter in the future.” 

PACIFIC NORTHWEST 

At Mountain Supply, a family owned 

shop in Bend, Ore., Aaron Hohman says December 

2007 sales were similar to those 

from 2006. “We had a really long, warm 

fall and did not get our cooler weather 

until later in the year,” says Hohman. 

“Our business was like a light switch 

when we got that first snow just after 

Thanksgiving. It basically tripled.” 

This year, however, Hohman says his store, which is owned 

by his mother-in-law and has been in the family for 27 years, 

has seen a slowdown in down and insulated outerwear sales. 

For their 2008 winter buying, Hohman says they’ll likely alter 

their buying strategy. “We’re going to re-think some things, especially 

in the ski department,” he says. “That probably means 

bringing in less inventory as well as bringing more in later.” 

Pepi Gerald, who has co-owned 2nd Wind Sports in Hood 

River, Ore. for three years, says his store experienced a fantastic 

December this year and that his 2007 didn’t grow quite as 

much as he would have liked. However, he says, the statistics 

should be taken with a grain of salt. 

“It’s important to note that due to a washed out main 

road, we couldn’t access Mt. Hood until the second week of 

December in 2006.” says Gerald. “When that road opened, 

people basically went crazy in spending to gear up for mountain 

activities.” 

Gerald says the snow is just as good this year as it was last 

year and has been since October. “Our 2007 winter numbers 

are a little lower,” he says. “But still it’s been a very good year.” 

Much of the store’s 2007 success can be attributed to an 

outstanding fall. “We have been hiking in the backcountry and 

skiing Mt. Hood top to bottom since Halloween,” says Gerald, 

adding that the store’s numbers for October and November are 

up 40 percent from last year. “Usually we do kite boarding and 

windsurfing all the way through September, but a week after 

Labor Day the temperature dropped 30 to 40 degrees and it 

started snowing in the mountains.” 

“This year, December started out a little slow, then right before 

Christmas it started to pick up for us,” says Andrea Wagner, 

store manager at Backpackers Supply in Tacoma, Wash., adding 

that Tacoma had a lot more snow earlier on than it did last year. 

“From Christmas to New Years we really saw an increase in 

sales and in rentals.” 

She says she has seen a lot of customers converting to alpine 

ski touring. “People are wondering how they can ski up the 

mountain,” says Wagner. 

Wagner says the store’s fall sales were very slow in 2007, but 

that isn’t unusual. “It’s hard to say if December made up for the 

fall because I haven’t worked the numbers,” she adds. “But judging 

it anecdotally, there’s a chance it might have.” 



Anderson says this could be due to a variety of reasons, including 

more focused marketing efforts. Based on two straight 

warm winters, Anderson says she will definitely be altering her 

winter 2008 buying strategy. “We’re looking at bringing more 

winter products in earlier, like September,” she says. “That’s 

when our tourists are here. We find that even though we don’t 

have snow, the tourists aren’t afraid to prepare for when they 

go home and do get it. We’re also changing the type of product 

we bring in and are cutting back on some of the higher-end 

items like expensive winter jackets.” 

ROCKIES 

“We have seen a good-sized increase 

over 2006,” says Loren Gibbs, floor manager 

at Ute Mountaineer in Aspen. “I’m 

not 100 percent positive it’s because of the 

snow, but it does appear to have helped. 

“Despite the success we’ve had 

across the board this year, we can’t really 

let it affect how we do our 2008 ordering,” 

Gibbs adds. “We’ll basically just 

have more open-to-buy available.” 

Keith Roush, owner of Pine Needle Mountaineering in Durango, 

Colo., says December 2007 wasn’t that much better than 

2006 for his store. “Last year, even though we had less snow, 

the cold weather started a lot earlier,” says Roush. “We had a 

record year last year, so I have no complaints, but it wasn’t due 

to selling winter goods, it was non-winter goods.” 

Roush says much of his store’s record-breaking performance 

was driven by sales of lightweight, aerobic-oriented gear such 

as trail runners and base layers. “Those types of sales continued 

right up until it start snowing,” says Roush, adding that the 

trend has carried over to this year. “Since the first snows of this 

year, we have done really well with skis and boots, but it’s been 

a shorter season for them this year. We’re ahead of last year, 

but not because of selling winter stuff.” 

The recent seasonal trends have caused Roush to become 

more conservative with his winter 2008 preseason ordering and 

spurred him to get more of his big orders done earlier. “We’ve 

made some big commitments early on,” Roush explains. “We had 

done half of our buying for winter 2008 the first week in January.” 

It was a great December at Schnee’s, Inc. downtown store 

in Bozeman, Mont., says general manager Curt Smith. “We’re 

a destination ski town, and the early snowfall brought in a lot 

of visitors in the last half of December,” says Smith. “Those 

people bought a lot boots. We saw growth across the board in 

accessories, socks and winter boots.” 

Smith says his store had a good start to their fall season, 

but that sales flattened out when the weather turned warm in 

October. “But, in general, we had a good fall, and it allowed us 

to get out of some of our early inventory,” Smith says. 

Smith says his store’s preseason ordering strategy is to buy 

to the numbers of each preceding season. “I don’t try to anticipate 

any increased growth in any categories,” he explains. “I’m 

typically looking to respond to the previous winter rather than 

buying based on an expectation for a big winter in the future.” 

PACIFIC NORTHWEST 

At Mountain Supply, a family owned 

shop in Bend, Ore., Aaron Hohman says December 

2007 sales were similar to those 

from 2006. “We had a really long, warm 

fall and did not get our cooler weather 

until later in the year,” says Hohman. 

“Our business was like a light switch 

when we got that first snow just after 

Thanksgiving. It basically tripled.” 

This year, however, Hohman says his store, which is owned 

by his mother-in-law and has been in the family for 27 years, 

has seen a slowdown in down and insulated outerwear sales. 

For their 2008 winter buying, Hohman says they’ll likely alter 

their buying strategy. “We’re going to re-think some things, especially 

in the ski department,” he says. “That probably means 

bringing in less inventory as well as bringing more in later.” 

Pepi Gerald, who has co-owned 2nd Wind Sports in Hood 

River, Ore. for three years, says his store experienced a fantastic 

December this year and that his 2007 didn’t grow quite as 

much as he would have liked. However, he says, the statistics 

should be taken with a grain of salt. 

“It’s important to note that due to a washed out main 

road, we couldn’t access Mt. Hood until the second week of 

December in 2006.” says Gerald. “When that road opened, 

people basically went crazy in spending to gear up for mountain 

activities.” 

Gerald says the snow is just as good this year as it was last 

year and has been since October. “Our 2007 winter numbers 

are a little lower,” he says. “But still it’s been a very good year.” 

Much of the store’s 2007 success can be attributed to an 

outstanding fall. “We have been hiking in the backcountry and 

skiing Mt. Hood top to bottom since Halloween,” says Gerald, 

adding that the store’s numbers for October and November are 

up 40 percent from last year. “Usually we do kite boarding and 

windsurfing all the way through September, but a week after 

Labor Day the temperature dropped 30 to 40 degrees and it 

started snowing in the mountains.” 

“This year, December started out a little slow, then right before 

Christmas it started to pick up for us,” says Andrea Wagner, 

store manager at Backpackers Supply in Tacoma, Wash., adding 

that Tacoma had a lot more snow earlier on than it did last year. 

“From Christmas to New Years we really saw an increase in 

sales and in rentals.” 

She says she has seen a lot of customers converting to alpine 

ski touring. “People are wondering how they can ski up the 

mountain,” says Wagner. 

Wagner says the store’s fall sales were very slow in 2007, but 

that isn’t unusual. “It’s hard to say if December made up for the 

fall because I haven’t worked the numbers,” she adds. “But judging 

it anecdotally, there’s a chance it might have.” 


Data Points 

Numbers worth noting 

Shrinkage Expands to $40 Billion 

According to an annual survey conducted by the University 

of Florida with funding from ADT Security Services, U.S. retailers 

lost $40.5 billion to theft in 2006. The number one contributor 

to shrinkage: employee theft, accounting for nearly half. 

The dollar amount per incident of employee theft is declining, 

but the dollar amount for shoplifting is rising, possibly due to 

an increase in organized retail crime, say researchers. “As in 

last year’s survey, retailers expect to substantially increase the 

amount of technology they will be using in their stores,” says 

University of Florida criminologist Richard Hollinger. 

2006 U.S. Retail Shrinkage by Cause 

Cause 

Amount 

Percent of 

Total 

Employee theft $19 billion 47% 

Shoplifting $13 billion 32% 

Vendor fraud/administrative error, other $8.5 billion 21% 

Source: ADT 

REI Customers Surf Hard 

REI customers are among the heaviest Internet users, according 

to a study by The Media Audit, which compared Internet usage 

for 50 of the top department, specialty and discount retailers 

across 88 U.S. markets. More than 60 percent of customers who 

shop REI are heavy Internet users, spending 430 minutes or more 

in a typical week online, or slightly more than 7 hours. Among all 

U.S. adults, 39.1 percent are considered heavy Internet users, a figure 

that has increased by more than 70 percent since 2001 when 

only 23 percent of U.S. adults were considered heavy users. 

Retail Sites with Highest % of Heavy Internet Users 

Site 

REI 60% 

Cost Plus World Market 56.9% 

Neiman Marcus 55.1% 

Saks Fifth Avenue 54.4% 

Gap 53.9% 

Source: The Media Audit 

% of Shoppers 

A Matter of Discretion 

About 73 million U.S. households now have discretionary 

income, up from about 57 million in 2002, according to a report 

by The Conference Board. But while the percentage of 

households with discretionary income has risen during the 

past several years, “purchasing power remains concentrated 

in the wallets of the affluent,” notes Lynn Franco, director of 

The Conference Board Consumer Research Center. Nearly 78 

percent of all discretionary income is held by households earning 

more than $100,000. Average discretionary income for this 

segment ($66,451) is 2.7 times the national average. As defined 

for the study, households with discretionary income are 

those whose spendable income exceeds that held by households 

with similar demographic features. 


By region, the wealthiest concentration of households resides 

in New England, where about 63 percent of households 

have discretionary income, with an average amount of $27,337. 

Household discretionary income is lowest in the West North 

Central region, where average household discretionary income 

is $20,749. 

Discretionary Income Households 

Total Households with Discretionary Income 

2002 52.1% 

2006 63.5% 

Discretionary Income (current dollars) 

2002 $1,233.4 billion 

2006 $1,768.7 billion 

Average Discretionary Income (current dollars) 

2002 $21,657 

2006 $24,335 

Households With Discretionary Income (by HH income) 

$200,000 and over 37.9% 

$150,000 to 200,000 16.1% 

$100,000 to 150,000 23.7% 

$50,00 to 100,000 19.4% 

Under $50,000 2.9% 

Source: The Conference Board 

Advertising Makes an Impression 

Among those outdoor specialty retailers that have enjoyed 

increases in retail sales of late, the factor cited most often as a 

reason for growth was “improved store advertising,” according 

to research from OIA. More than half of specialty retailers surveyed 

said better ads had a direct impact on improved business, 

with the impact of advertising particularly strong among larger 

operations. Eight of 10 retailers with $2 million or more in sales, 

for example, said better ads were a primary driver of higher 

sales. Meanwhile, 21 percent of all retailers surveyed also said 

that “more store advertising” was a key growth driver. 

What are the main reasons your retail business is up? 

Reason 

Total 

$1 

1 Multi Under 

M-$1.99 

Store Store $1M 

M 

+$2M 

Improved store ads 53% 47% 69% 50% 40% 80% 

Better staff training 49% 41% 69% 42% 30% 67% 

Existing participants 

needing more products 

47% 47% 46% 42% 40% 60% 

Strong economy 45% 50% 31% 50% 50% 47% 

Increase in new outdoor 

products 

36% 35% 38% 25% 40% 33% 

Better direct marketing 

to our customers 

Innovative products 

from manufacturers 

36% 32% 46% 25% 20% 53% 

34% 29% 46% 33% 30% 40% 

More store advertising 21% 21% 23% 25% 20% 27% 

Decreasing local 

competition 

13% 12% 15% 17% 10% 20% 

Source: OIA

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Back Office 

Familiar Culprits, New Tactics for Shrink 

by Martin Vilaboy 

Crimes wrought in the underbelly by “professional” criminals 

-- think identity theft, credit card fraud or organized crime 

working on larger retailers – certainly show up more in the 

news and in episodes of CSI, but retailers continue to report 

the same, more mundane sources of shrinkage: customer and 

employees who steal merchandise and money and employees 

providing “sweetheart” deals to family and friends. 

Only 6 percent of respondents to a Retail Systems Research 

survey, for example, said worsening problems in their online 

presence held “a lot of influence” on loss prevention initiatives. 

And up to this point, banks bear most of the burden when it 

comes to fraudulent transactions and identity theft. That certainly 

could change, say RSR researchers. “Sooner or later, just 

as they have in Europe, the banks will start to hold retailers accountable 

for credit card fraud.” 

At present, however, 70 percent of retailers cite employee 

theft of merchandise as a top three source of shrink, while more 

than half rank customer shoplifting among the top three. Still 

worse, employee theft of cash (voids, post voids, etc.) rounded 

out the top three answers. 

Of the $40 billion U.S. retailers lose to theft each year, say 

researchers at University of Florida and ADT Security Systems, 

nearly half is attributed to employees. Consumer shoplifting accounts 

for about a third. 

It’s a tough predicament, indeed, when your front line force 

against loss prevention also is a top cause of loss. So it’s no 

surprise that retailers have been somewhat at a loss as to how 

to handle the situation. 

Top Three Sources of Shrink, % of Respondents 

Employee theft of merchandise in stores 70% 

Customer stealing merchandise 53% 

Employee theft of cash (voids, post-voids, etc.) 45% 

Paper shrink (missed markdown, incorrect POs, etc.) 32% 

Fraudulent returns 25% 

Organized crime rings 21% 

Register under-rings (sweethearting) 20% 

Employee theft of merchandise in distribution centers 12% 

Lost or stolen shipments 8% 

Fraudulent credit card transactions 7% 

Saleable merchandise used as supplies 5% 

Fraudulent check transactions 3% 

Source: Retail Systems Research 

For example, the most commonly used loss prevention tools 

are physical inventory and sales audits, say RSR findings. Problem 

is, these tasks mostly just measure loss and do very little to prevent 

it or identify specific causes in a timely manner. Meanwhile, about 

a third of retailers admit that their perpetual inventory systems are 

so flawed they really don’t know how much is being lost. 

Yet the problem continues to swell, even while the sources of 

shrink remain static. Ninety-three percent of retail respondents 

report that shrink has become more important or is equally important 

as a priority over the past two years, says RSR. 

In turn, winning retailers will continue to look toward new 

technologies that help quickly identify or even thwart theft in 

some cases. 

“As in last year’s survey, retailers expect to substantially 

increase the amount of technology they will be using in their 

stores,” says University of Florida criminologist Richard Hollinger, 

Ph.D., who directed the ADT study. “The types of loss 

prevention systems they indicate that they will be adding all 

involve newer, more sophisticated technology.” 

Leading the way are applications that provide near-real-time 

alerts as soon as suspicious patterns are recognized, such as 

point-of-sale monitoring that allows retailers to collect and analyze 

information on every transaction, identifying trends and unusual 

patterns in each store. 

Integrating cameras with business intelligence, loss prevention 

hardware and POS software is another growing trend, suggest 

ADT’s findings, allowing retailers to connect video images 

to events as they happen. If a cashier has a “no sale” transaction 

and opens the cash draw, for example, a camera will record 

the event. 

“These applications may still produce some ‘false positives’ 

but are steadily improving,” say RSR researchers, “and at the 

very least, allow you to be proactive and know that events will 

receive proper attention.” 

Winning retailers also are achieving some success with 

computer-based training and the creation of videos that inform 

in-store staffers of the “tricks of the trade” used by merchandise 

thieves and alert employees to common actions and errors 

in judgment that make things easier for shoplifters. 

Best of all, computer-based training can be used to instill 

employees with a sense of being a “stakeholder in the company,” 

which RSR believes ultimately is one of the most important 

loss prevention tools, “even as they remain a primary source 

for shrink.” 

So while technology is a valuable enabler to improve loss 

prevention, “without focusing on the people that work in the 

retailing environment,” says the research firm, ”initiatives will 

be trumped and shrink will remain the same.” 


Floor Space 

Winter Survival Instincts and Impulses 


Survival, particularly winter survival, has never been further 

on the forefront of consumers’ minds; they might just need 

a bit of help remembering that. Hardly a month of the winter 

has gone by, in this era of ubiquitous reporting, without word 

of a lost hiker, snowmobiler or Christmas tree hunter scrolling 

across a screen crawler on a cable news network. 

All the while, TV shows weekly bring us tales of men battling 

extreme conditions solely as an exercise 

of basic survival. It all seems to 

be creating sales momentum for survival 

tools and kits. At Adventure 

Medical Kits, for example, 

which branched out from its 

roots in medical supplies to 

include survival items a few 

years back, products introduced 

into the survival category 

repeatedly meet or exceed 

expectations. Last year 

the company introduced its 

Heetsheet Emergency Bivvy (MSRP 

$15), essentially AMK’s super-compact, 

polyethylene Heetsheet Survival 

Blanket material folded up and taped to be waterproof and 

windproof and fit two people, and since then, “that thing has 

skyrocketed,” says Frank Meyer, AMK marketing director and 

company co-founder. 

Altogether, AMK saw its survival gear business spike by 40 

percent during the 2007 fiscal year, reports Simon Ashdown, the 

company’s director of public relations. The rise of the category is 

partly behind the company’s move to change its official tagline of 

20 years from “Choice of Outdoor Professionals” to “Be Safe.” 

Any lift off in sales, however, has come despite 

little assistance on the retail floor. While it’s not 

uncommon to find medical supplies and kits 

pulled together and merchandised as a category 

at outdoor specialty stores across the country, 

few retailers give survival gear and kits the 

same kind of treatment or prominence. 

Yet placement of the category on the 

show floor can be key, seeing how sales data 

from the food and drug and mass market retail 

segments suggest a large chunk of survival 

and medical kit sales are the result of 

impulse purchases, says Meyer. 

“[Consumers] didn’t drive to the 

store to specifically buy a first aid kit 

but instead were reminded of it when 

they saw the kits while browsing,” 

says Meyer. 


The free survival information pamphlet is a key 

component to AMK’s new POP program 

AMK’s New S.O.L Survival Pak 

So while somewhere in consumers’ brains they are aware 

and understand the importance of “always being prepared,” wellplaced 

reminders might be necessary to push them into action. 

With that in mind, AMK this winter unveiled a new merchandising 

program designed to increase accounts’ sales of first aid 

kits and survival supplies. The new point of purchase program 

features two key components: an “Enjoy the Outdoors Safely” 

pamphlet – a free takeaway that helps 

consumers choose the right kits 

based on activity – and an informational 

DVD. 

Of course, having the appropriate 

survival and medical 

equipment is only half the battle. 

Consumers also must possess 

the know-how to use the products 

when it matter most, during an 

emergency, so AMK’s new pamphlet 

and DVD are loaded with valuable 

first aid and survival tips. 

A versatile sales tool, the DVD can 

be used as in-store entertainment 

(broadcast on a monitor next to the 

AMK display, for instance), or content from it can be culled and 

posted on a retailer’s Web site alongside AMK product, allowing 

customers to see the gear demoed online. The new POP materials 

also can serve as training tools for existing and new floor 

staff, says AMK. 

To maximize the efficiency of AMK’s investment in POP 

materials and planograms, retailers should consider moving 

the survival category to end caps or other prominent places 

during the times of the year when customer consideration 

is highest, and AMK sales research suggest that 

to be primarily in the winter months between November 

and February, as well as during the peak summer 

vacation months. 

Ultimately, being prepared doesn’t mandate substantial 

effort or money. Today, consumers 

can find survival equipment bundled together 

into compact and affordable packages, 

such as AMK’s new S.O.L. (Survive Outdoors 

Longer) Survival Pak (MSRP $25), 

while in some cases the simple tools to 

start a fire can make all the difference in 

a search and rescue situation. 

Then again, customers may 

never know so much without some 

well-time reminders, such as right 

when those shopping instincts are 

kicking in.

ACW.Manuf IO SummerShow.7x10.ind1 1 

1/9/08 2:16:50 PM

POS 

Video Gets 

Attention 


They started appearing randomly during 

the latest holiday shopping season 

– in the toy aisle displaying a new item, 

running a how-to demo on a fitness 

machine in sporting goods, offering instructions 

from a consumer electronics 

store end cap or pitching treats at the grocery. In all 

types of sizes and configurations, they suddenly started 

popping up with bright colors and happy voices. 

No, a fleet of over-productive elves from the North 

Pole didn’t invade retail workforces last December. 

Rather, it was small video screens and digital signs 

that made their long-anticipated impression on many 

retail environments. Indeed, video at retail isn’t exactly 

a revolutionary concept, but video now appears in 

position to play a much more prominent role in a technology 

transformation that is altering POS marketing 

and the way consumers engage with retailers. 

If you 

haven’t yet come 

across a small digital display 

screen perched upon a store shelf, 

you likely will soon, at least if you’re doing any 

suburban shopping in or around a major American 

mall. Already companies such as Premier Retail Network 

(PRN) have more than 200,000 digital screens 

in retail outlets including Wal-Mart, Cosco, Best Buy 

and Circuit City, reports Ben Macklin, senior analysts 

for eMarketer. PRN claims to deliver more than 250 

million gross impressions a month with average brand 

recall of up to 51 percent. 

Elsewhere, Reactrix, which installs place-based interactive 

advertising systems into shopping centers 

and movie theatres, now counts 186 locations in 30 U.S 

markets and claims to reach more than 22 percent of 

adults in those metro areas. 


IO_28.indd 18 

1/11/08 6:00:48 PM

US Outdoor Video Advertising Spending 2006-2011 

(billions and % change) 

2006 

2007 

2008 

2009 

2010 

2011 

Source: eMarketer 

$1.0 (28.0%) 

$1.3 (24.8%) 

$1.5 (22.0%) 

$1.8 (18%) 

$2.1 (14.5%) 

$2.3 (8.4%) 

Or maybe when you stop to get gas you can check out Gas 

Station TV, which currently operates about 5,000 displays in 

300 cities around the country, while PumpTop TV is currently 

available on more than 2,500 screens in gas stations around Los 

Angeles and San Diego, with plans to expand to San Francisco, 

Sacramento, Phoenix, Dallas, Houston, New York, Chicago, 

Philadelphia and Boston over the course of this year. 

By the end of 2006, the total North American narrowcasting 

industry (a similar concept to “out-of-home video,” which typically 

includes video content distributed to screens in retail outlets, 

transit vehicles, office buildings, shopping malls, theaters, 

bars and restaurants, gas stations, hotels and gyms, among other 

places) counted about 630,000 screens at 97,000 sites across 

the U.S., according to figures from InfoTrends. 

Indeed, digital billboards and displays are the fastest-growing 

segment of the red-hot “alternative out-of-home” media market, 

reports PQ Media, with spending soaring 55.4 percent in 2006 to 

$233.2 million and each of the four market divisions (at-road, atretail, 

at-transit and at-events) expanding at accelerated rates. 

Such growth, in part, last year prompted both Nielsen and 

Arbitron to add “in-store” media measurement to their respective 

audience rating services. 

“Point-of-purchase advertising is a $19 billion dollar industry 

in the U.S.” says Macklin. “This type of advertising has 

traditionally been cardboard displays, but video networks in 

major retail stores are beginning to change the paradigm.” 

Macklin views the falling costs of flat-panel LCDs, combined 

with the emergence of IP and wireless technologies as key drivers 

of the POS video market. 

But there are many other forces at work, and while in-store 

video is still very much a nascent platform, there’s no shortage of 

players waiting and ready to see how the marketplace pans out. 

The primary objectives of a POS campaign, after all, are to 

capture attention and disseminate an offer or product information. 

So let’s think mathematically: if a picture is worth a thousand 

words, a video is worth an order of magnitude more. 

“Humans, like moths attracted to light, are attracted to video,” 

says Michael Jackson, a co-owner of Zeal Optics, which last 

summer incorporated a 7-inch video demo screen into its instore 

display cases. 

As Jackson suggests, video gives the silent salesperson a 

voice, pushing information in ways never before possible with 

print and even audio. When it comes to grabbing attention, a 

small video screen, possibly loaded with motion-sensor technology, 

possess a novelty factor, at least in the near term, which can 

be matched only by the cleverest of traditional POS methods. 

Early evidence, though still limited, seems to suggest as 

much. According to Nikki Baird, managing partner for Retail 

Systems Research (RSR), studies have shown that items promoted 

on an in-store video network achieve incremental lift 

over and above the same items in stores that don’t have an instore 

network in place, whether or not those items were on promotion 

through other means, such as circulars or signage. Sales 

lift benefits varied from 10 to 60 percent, says Baird. 

In RSR’s own in-depth study of three retail chains, respondents 

reported product sales lift of 20 to 30 percent directly attributable 

to the use of in-store video. 

At the same time, video displays also can serve up information 

and sales training to in-store employees, who simply 

often can avoid being exposed to the product and promotional 

messages. Keep in mind, 90 percent of “Retail Winners” (defined 

as operations that outperform national averages in “key 

performance indicators,” including same store sales) surveyed 

by RSR said their top opportunity for improving the in-store 

experience is through technology to empower and educate instore 

employees. 

Meanwhile, retailers aren’t the only ones anxious to take advantage 

of the in-store video platform. Across the entire spectrum 

of the marketing and advertising world, executives are faced with 

unprecedented levels of disruption and audience fragmentation, 

which we discuss in detail elsewhere in this issue. 

In short, their faith in reaching audiences through conventional 

methods is waning. Multiple emerging platforms for the 

consumption of entertainment and information, commercial 

skipping, customized information/entertainment portals and 

the trend of consumer multitasking while digesting media all 

hamper advertisers’ ability to influence consumers in the home. 

One upshot has been an overwhelming emphasis on finding 

“new and creative ways” to reach customers, several surveys of 

marketers and advertisers suggest. 

All the while, studies from Veronis Suhler Stevenson show 

that consumers are spending nearly twice the time away from 

home than they did a few decades back. 

The combination of these factors, says Patrick Quinn, president 

and CEO of research consultancy PQ Media, “are the very 

catalysts stimulating the tremendous growth in alternative outof-home 

advertising. Unlike its mass media peers, alternative 

out-of-home advertising is impervious to channel or Web surfing 

and is immune to audience fragmentation.” 

Where the overall advertising industry expanded 6.4 percent 

in 2006, says PQ Media, total out-of-home advertising increased 

10.6 percent, amplified by 27 percent growth in alternative outof-home 

video, which includes in-store video. 


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Key trends driving the expansion of alternative out-of-home 

video, says PQ Media, are quickly evolving technologies; data 

indicating that exposure to and recall of these media is growing 

as Americans spend more time away from their homes; research 

suggesting that the vast majority of consumers view alternative 

out-of-home media as favorable and educational; and, most 

importantly, the growing perception among advertisers that it 

provides highly engaging, targeted options with an unmatched 

proximity to the point-of-sale, when customers arguably are 

most susceptible to persuasion. 

“The main driver of value behind digital in-store media is 

the concept of ‘recency,’” agrees RSR’s Baird. In other words, it’s 

not just how often a consumer sees an ad (frequency) that matters; 

“it’s how long from when they last saw the ad to the point 

where they know they ‘need’ a product.” 

“How much more ‘primed to buy’ can a consumer be than 

when they are standing at the shelf?” she continues. 

Still, once again, POS video is an immature platform, even 

a bit behind digital billboards and other out of home video, so 

there’s much to be done in terms of business models and methods 

for deployment. As is the case with most retail technology 

investments, chief among the challenges is hardware, more 

specifically, its distribution, installation, system integration, 

maintenance and cost. According to RSR, for example, 80 percent 

of respondents to a survey on in-store technology ranked 

challenges surrounding hardware as influential to decisions on 

deployment, making it the highest ranked internal barrier to instore 

technology investment. 

So it appears safe to assume that retailers and their staff 

members will begin to really embrace the notion of attaching 

video displays to fixtures once low-profile, low-hassle and fairly 

maintenance-free setups become available. 

Not surprisingly, many of those aforementioned interest parties 

understand as much and have moved to develop the solutions. 

For its pioneering effort in the outdoor industry, for example, 

Zeal Optics has affixed a 7-inch screen, with content preloaded, 

to its freestanding sunglasses and goggle display cases. 

Dealers who order the minimum 48 units get the display at no 

extra cost. 

The unit is shipped in two pieces, top and bottom, with the 

screen pre-installed. To set up, retailers simply “screw the top 

on, screw the bottom, make sure the monitor is affixed properly, 

and it works great,” says Jackson. 

The monitors run on electricity for now, but Zeal is working 

with its supplier on affordable battery-powered options. 

The content runs from standard SD cards, the format used 

in most consumer digital cameras, so updating information is 

as easy as popping in a new disk. Down the road, it’s even conceivable 

for Zeal to simply include an updated SD card each 

time it sends out a next-season order. 

“Due to limited marketing dollars, we’re not able to get that 

impression out there,” says Jackson, “so at the very last moment, 

we get the customer when they are purchasing the product.” 

Elsewhere in other retail verticals, smaller self-contained 

video displays attached directly to standard shelving, some 

with motion sensors and powered by off-the-shelf, 6-volt batteries, 

now are being offered by manufacturers of toys, consumer 

electronics, snack food and apparel, among others. In most of 

these cases, any staffer or visiting rep that can turn a screw is up 

to handling installation. 

In the wider picture, the potential of POS video has many 

larger retailers investing in retail media networks, which deliver 

any type of content through a network of digital devices 

within a store or across a large chain of stores. Such a concept 

certainly is a bit out of focus for most specialty store operations, 

but it’s not totally out of view. 

At the end of last year Appia Communications, a provider 

of IT and telecom services for small and mid-sized business, began 

offering its base of resellers and system integrators a managed 

digital signage solution that allows end users to centrally 

manage video content pushed to screens across a network of 

stores. The Web-based service is hosted on Appia’s servers and 

includes a video encoder installed at a main location and a decoder 

at every other location to receive the content. 

Utilizing a Web-based interface, a user at the main location 

would log on to upload the content and then specify which 

screen or screens it’s to be deployed on. “The content can be 

scheduled independently and to individual screens,” says Nick 

Nelbourne, Appia’s marketing manager. “It’s then deployed 

automatically.” 

Even with the cost efficiencies of IP technology, however, 

Appia’s solution remains out of reach for most independent 

dealers, but a large vendor could employ the service to push 

video messaging out to a small group of select retail partners. 

Back in the present, however, there remains more questions 

than answers as to what types of POS video will be effective, 

when and where; how it provides the best ROI; who will be 

most receptive; and even how much it will irritate employees, 

and we plan to address some of the challenges in future issues. 

There’s plenty of time, no doubt, to figure things out. On the 

other hand, it’s not hard to see the writing on the wall – or the 

digital sign or smart cart or shelf monitor or kiosk – and words 

backed by sound and pictures are harder to ignore. 


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Brand 

Plan 

2008 


Getting reacquainted with customers sits atop 

marketing executives’ agendas as they head 

toward the next decade 

Brand managers and marketers suddenly 

have lots of items on their short lists of top 

objectivities for the coming year and into 

the turn of the decade. A back of the napkin 

issue just a few years ago for most, corporate citizenship 

appeared rather quickly on radar screens in 2007 

and is sure to attract more attention in the near term. 

At the same time, the fragmentation of media and 

entertainment, as well as consumer segments, will 

continue to force marketing executives to chase the 

long tail down multiple new media directions. 

But despite these expanding frontiers being faced, 

the number one New Year’s resolution among a large 

group of brand managers and senior marketing executives 

concerned a more familiar mission: get to 

know my target customer better, picked first by more 

than a quarter of respondents to a survey by Next 

Level Strategic Marketing Group. 

When asked what they would change if given the 

opportunity to go back to 2007 and redo one thing, respondents 

said their number one regret was a failure 

to invest enough time and effort into understanding 

what makes their customers tick. More than nine out 

of 10 surveyed said “understanding what motivates 

and influences my customers” will be of the same or 

a higher priority in 2008. 

Elsewhere, members of The Marketing Executives 

Networking Group last November placed customer 

satisfaction (75 percent) and customer retention (65 

percent) as the top two issues impacting strategy in the 

near term, ahead of several dozen “major trends.” 

“What is clear is that the ever-expanding universe of 

brands will require an informed action plan,” says Robert 

Passikoff, founder of consultancy Brand Keys, “one 

that makes sense to the people on the brand and marketing 

side of the equation but one that also accurately 

identifies and capitalizes upon what people on the consumer 

side really feel, really want and really believe.” 

Perhaps any rush to get reacquainted with customers 

shouldn’t come as a surprise. After all, today’s 

customers, from more than one angle, often don’t appear 

so familiar. 

For one thing, they are more powerful, armed 

with rapidly expanding capabilities to access, communicate 

and contribute. New technologies provide 

a platform for any one willing to take the stand, argue 

Deloitte & Touche researchers, making it possible for 

individuals to shape perceptions and reputations of 

brands and consumer companies like never before. 

Nearly two-thirds (62 percent) of consumers surveyed 

recently by Deloitte, for example, read consumer-written 

product reviews posted on retail sites. 


Winter 2008 | InsideOutdoor | 25

Woulda, Coulda, Shoulda: Executives Top “Do-Overs” for 2007 

marketing. Once a “guerilla tactic,” it’s now Marketers’ Key Initia 

a multi-billion dollar industry. 

“In the past, clever marketers and advertisers 

shaped brands,” says Pat Conroy, U.S. New innovation or lin 

28% 

group leader at Deloitte & Touche, “but now 

Found more creative ways 

New marketing initiatives (e.g. new 

21% 

to reach my target 

consumers are increasingly empowered; PR campaigns, loyalt 

Focused more effort on my core base 

everyone has a voice, and information and 

business instead of innovation 

17% 

opinions are instantly dispersed.” 

Reposition my brand to be more 

Brands that embrace the change will look 

competitive in marketplace 

8% 

to co-opt customers who can create value in 

New advertisin 

Product enhancement 

Other 

7% 

a brand or company, says Conroy, building 

Re 

bases of “brand emissaries.” 

Invested in more equity 

7% 

building activities 

Incidentally, other key factors that influence 

Packa 

consumers’ decisions to purchase a new 

Launched a new advertising campaign 

5% 

to keep brand’s message fresh 

Brand architecture initiative to clar 

product or brand among the Deloitte consumer 

survey include “better for you” in- 

and define characteristics of 

Fought harder to secure 

or keep A&P dollars 4% 

Product line and/or bran 

gredients or components, eco-friendly usage 

Focused more effort on innovation 4% 

versus building the base business 

and product sourcing, each cited by about Major brand relaunch (new p 

Redesigned 

40 percent of respondents. Eco-friendly production 

and/or packaging was named by 35 

new advertising, packagin 

1% 

my packaging 

percent. 

Source: Next Level SMG 


All the while, marketers and their brands 

are encountering customers and consumer 

Among those, more than eight of 10 say their eventual 

purchase decisions have been directly influenced 

by the reviews, either confirming original purchase 

intent or influencing to buy something else. 

And while the percentages were slightly higher 

among younger generations, all groups are reading 

and reacting to consumer reviews at significant rates, 

say Deloitte researchers. 

Reach isn’t limited to online user, either, as 69 percent 

of consumers who read reviews share them with 

friends or colleagues, “thus amplifying their impact,” 

says the research firm. Consider “word of mouth” 

segments in new and unusual places. Indeed, the 

myriad of emerging media platforms and access devices 

are enough to make a marketer’s head spin. 

Compounding matters further, consumers still are 

figuring out for themselves how and when they want 

to be touched on different platforms, or if they want 

to be touched at certain places at all. 

“Senior marketers are facing an increasingly complex 

world with new technologies and new market 

segments rising to the fore” says Chandra Chaterji, 

a member of The Marketing Executives Networking 

Group board of directors. 

That partly explains why “take more risks” 

Marketers’ Key Initiatives to Build their Businesses in 2008 with strategies and “find more creative ways 

New innovation or line extension 

64% 

to reach my target” were the second and third 

most popular 2008 resolutions in the Next 

Level survey. 

New marketing initiatives (e.g. new promotion, 

“Marketers’ ingenuity will continue to 

63% 

PR campaigns, loyalty programs) 

expand as the competitive marketplace challenges 

New advertising campaign 

53% 

brands to devise ways to reach their 

audiences online and via other ‘out-of-thebox’ 

Product enhancement or redesign 

38% 

avenues,” states Bob Liodice, president 

and CEO of the Association of National Advertisers. 

Repositioning 

Package redesign 

30% 

28% 

“Targeting consumers using uncon- 

ventional methods in creative places will be 

the gold standard for outstanding creative. 

“Marketers won’t run away from traditional 

media,” he continues, “but will lever- 

Brand architecture initiative to clarify the role 

21% 

and define characteristics of each brand 

Product line and/or brand reduction 

Major brand relaunch (new positioning, 

new advertising, packaging, product) 


18% 

17% 

age technology and new media to accentuate 

message delivery to consumers and customers.” 

In order to navigate this dynamic landscape 

and deliver marketing messages where 

and when consumers will be most receptive, 

Invested more effort in understanding what 

motivates and influences my target consumer 


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The “B” Side 

Despite the softness in overall advertising spending, 

B2B marketers expect to remain busy in 2008. Among 

the more than 200 B2B marketing professionals recently 

surveyed by BtoB magazine, 60 percent plan to increase 

marketing budgets over 2007 levels, and 69.4 percent 

plan to launch a new advertising campaign. 

Only about 10 percent expect budgets to decrease, 

and more than a third will be hiring additional staff. 

Among those planning increases, 27.8 percent expect 

spending to increase by 5 to 9 percent, 12.7 percent plan a 

20 to 24 percent increase, 24.6 percent a 10 to 14 percent 

increase and 10.3 percent an increase of less than 5 percent. 

Projected U.S. Spending on Interactive 

Marketing, 2012 

Category Market Size, 2012 

Search engine marketing 

Digital display advertising 

Online video 

Social media 

Email marketing 

Mobile marketing 

Source: Forrester Research 

$25 billion 

$14 billion 

$7.1 billion 

$6.9 billion 

$4 billion 

$2.8 billion 

Online Areas that Executives Expect Will See Increased 

Spending in 2008 

Online Marketing Area 

% of Respondents 

Web site development 74% 

Email 70.1% 

Search engine marketing 64.3% 

Video 39.5% 

Webcasting 39.1% 

Banners 36.4% 

Sponsorships 29.6% 

Social media 26.2% 

Source: BtoB 

Not surprisingly, spending on digital media is expected 

to grow the most in the short term. BtoB expects online 

marketing spend to be an average of about 34 percent of 

overall marketing budgets next year, up from 26.5 percent 

in 2007. 

Top among the online areas that will see increases 

next year are Web site development (cited by 74 percent 

of marketers), email, search engine marketing and video. 

Elsewhere, spending on event marketing and direct 

mail is expected to see a boost from about half of marketers. 

About a third plan to increase print budgets. 

The primary goal for 2008 according the BtoB readers 

overwhelmingly is customer acquisition, cited by 62.4 

percent of respondents, followed by brand awareness 

(19.3 percent) and customer retention (11.7 percent). 

marketers know they must gain a deeper understanding 

of how consumers engage with their entertainment 

and information. At the same time, campaigns 

must be more efficient at triggering direct action, as 

the size of receptive audiences on legacy media platforms 

grow smaller in proportion to the number of 

alternate platforms coming available. In other words, 

a fragmented media environment means fewer bangs 

for the buck on any individual platform at a time 

when pressure is increasing to quantify return on 

marketing dollar investments. 

As one respondent to the Next Level executive survey 

noted, “in an increasingly attention-scarce economy, 

[you] need to work harder to ensure that branding 

messages are sharp-edged and clear.” 

There will be failures, for sure, as brand managers 

become more enamored with “new” media 

choices—be it social networking, mobile messaging, 

user-generated content or search engine optimization—and 

try to “out-clever” one and other while 

experimenting with the latest “flavor of the week 

tactics,” warns Passikoff. 

So, in some ways, the need to “understand 

my customer better” may be a way to hedge bets 

placed on “new and risky” creative methods and 

mediums. Possibly more important, however, than 

the choice between investing heavily in, say, mobile 

messaging or word of mouth versus legacy 

platforms, for example, will be efforts to ensure 

brand messages are fully integrated and synchronized 

across all media channels, suggest Liodice, 

particularly as the forces of change potentially can 

pull them apart. 

How Companies’ Strategic Priorities Will Evolve in 2008, % of Respondents 

Strategy 

Higher 

Priority 

Same 

Priority 

Lower 

Priority 

Building a strong brand will be: 63 34 2 1 

Understand what motivates/influences my customer will be: 52 40 8 0 

Optimizing brand portfolio strategy will be: 51 41 4 5 

Bring more innovative products to market will be: 46 40 12 2 



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Top 20 Concepts Ranked by Marketers as 

‘Very Important’ 

Concept & Buzz Word % of Top Box 

Customer satisfaction 75 

Customer retention 65 

Segmentation 58 

Brand loyalty 55 

Quality 54 

Marketing ROI 53 

Competitive intelligence 43 

Search engine optimization 42 

E-commerce 42 

Electronic media 40 

Fragmentation of media 40 

Globalization 38 

Green marketing 37 

Word of mouth 35 

Data mining 35 

Personalization (1to1 marketing) 35 

Experiential/Emotive branding 35 

Mobile communications 34 

Lead generation 33 

Emerging media 33 

Source: Anderson Analytics; The Marketing Executives Networking 

Group 

“Strategic alignment is one of the most important 

roles of the chief marketing officer,” he says. “In 

2008 more CMOs will ensure organizations are strategically 

aligned. Lead agencies will be appointed 

to make sure all supporting agencies carry out the 

same brand message.” 

Forrester Research principal analyst Shar Van- 

Boskirk would tend to agree. “As firms continue to 

make customer centricity a higher priority, they will 

recognize that maintaining separate marketing teams 

to manage different sets of channels that all target the 

same customers makes no sense,” she says. 

“As brands become more and more enamored with 

and enmeshed in new media … marketers need to ensure 

that their brands actually stand for something in the 

mind of the consumer,” says Passikoff. Those who fail 

to resist the temptation to jump at every emerging Web 

2.0-type of opportunity in an attempt to appear fresh 

and contemporary, he continues, “will find that they 

are forcing their consumers down pathways where only 

price will differentiate their well-known products from 

the competition, moving from brand status to category 

placeholder. That will be a risky place to be next year.” 

Much is at stake, indeed, and we can expect contestants 

to push the limits as to just how close they “get 

to know” their target audiences. Clashes already are 

sounding, for example, around Internet privacy (how, 

where and what you do online), as well as the protection 

of virtual identities. And digital lifestyles are not 

the only frontiers looking to be conquered. 

Advertising executives now are going well beyond 

traditional focus groups and surveys to anticipate consumer 

behavior, says Liodice; “market research will 

embrace scientific approaches that literally tap consumers’ 

brains to learn how they neurologically respond to 

commercial messages and make brand choices.” 

On the other hand, cultural trend experts Iconoculture 

expect “the overwhelming media information and 

ubiquitous technological connectivity” to encourage 

“a return to traditional values and behaviors,” among 

consumers. 

On the part of marketers this could manifest as a 

re-emphasis on basic loyalty and retention programs, 

both of which repeatedly appear at the top of marketing 

executives’ lists of key priorities moving forward. 

“Innovation and loyalty will matter more,” says 

Passikoff. 

Also trending toward the more conventional, another 

upshot to any refocusing on target audiences likely 

will include marketing executives getting their hands 

dirty, so to speak, on the front lines of customer support. 

Currently, only about a quarter of chief marketing 

officers surveyed by Forrester Research said they 

were involved with any customer service and support. 

We can expect that percentage to grow in 2008, suggests 

Cindy Commander, an analyst with Forrester, if 

for no other reason then to increase CMOs’ level of importance 

within their respective companies. 

After all, the relationship marketing departments 

have with consumers may be a CMOs’ most powerful 

tool in developing support within their respective 

companies. “For them to take the next step, they need 

to leverage the fact that they have the relationship with 

the customer,” says Commander. 

Not to be overshadowed in all of this, there’s also the 

always-crucial need to grow customer bases. Among 

130 CMOs recently surveyed by Forrester, for example, 

61 percent said their number one objective within the 

company was acquiring new customers, making it tops 

among all choices. It’s a familiar challenge, for sure, but 

one that increasingly takes place in unfamiliar environments, 

and the target keeps moving. 

The task will require a “new breed of marketer,” 

warns Liodice, one with extraordinary observation 

powers and a willingness to take a “broader view of 

the consumer and customers.” These “renaissance 

marketers” he says, will be “part humanist, part psychologist, 

part anthropologist and part technologist.” 

Considering the complexities of the current consumer 

and media landscapes, those sound like about 

the right qualifications for finding and figuring out today’s 

customers. 


Cloggens Eco Cero is the finest molded casual shoe on Earth. 

And mother said, “ Make them green.” 

© 2008 Cloggens

Our uniquely designed 

skid resistant, molded rubber 

outsole contains recycled 

rubber, delivering safety 

and durability. 

The popular and 

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Hemp is the 

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Botanically categorized 

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Gear 

Winter 2009 Product Market Showcase 

3M Thinsulate 

3M has launched a new 

insulation material to global 

specifiers: Thinsulate Insulation 

made with recycled 

fibers. The product contains 

a blend of recycled polyester 

staple fibers and olefin microfibers that help keep users comfortably 

warm without the bulk of down. The new insulation contains 50 

percent (±3 percent) post-consumer recycled polyester fibers. The 

global launch of Thinsulate Insulation with recycled fibers supports 

3M’s commitment to sustainable development through environmental 

protection, social responsibility and economic progress. The 3M 

Foundation has contributed millions of dollars to support environmental 

projects around the world to conserve lands and waters, say company 

sources. 800-328-7098, www.thinsulate.com 

3point5.com 

Just in time for winter, 3point5.com recently launched new retail 

product training covering skis, ski boots, ski bindings, snowboards 

and snowboard boots. And early this month, the Web-based retail 

training company contracted with Pacific Cycle to train sellers of GT 

Bicycles. Other bike industry companies contracted with 3point5 

include rack maker Saris; CycleOps, which manufactures power 

meters, trainers and stationary bikes; Pearl Izumi; and GORE BIKE 

WEAR. Easton, which manufactures bike components, also has contracted 

with 3point5.com and will be going live with training on the 

site soon. www.3point5.com 

a tail we could wag 

Built to stand up to the 

most rugged adventures, 

a tail we could wag used 

“search and rescue” quality, 

high tenacity nylon mountain 

climbing rope for its 

new dog leads and matching 

owner’s belts. Made in 

the USA on a 48-carrier braiding machine, the leads feature a solid 

brass snap hook with a bolt clip, tensile strength of 300 pounds and a 

special carabiner-like clasp to secure the lead quickly around any polelike 

object and easily “halve” the length of the lead, for times when 

a shorter, 3-foot length is more convenient. Royal, teal and mango/ 

reflective colors currently are available, but retailers are invited to 

inquire about custom color options. 866.726.WAGS (9247), www. 

tailwags.com 

Advanced Elements 

The New DragonFly2 XC kayak has fixed rigid 

forms in the bow and stern that cut 

through waves and keep paddlers 

on course. The 

outside cover is 

made of ripstop polyester, while the hull is a durable tarpaulin material. 

The side tubes are fabric covered to increase performance and durability. 

707-745-9800, www.advancedelements.com 

Aloe Up Suncare 

Aloe Up Suncare Products is celebrating its 25th anniversary of 

exclusively serving the sport specialty industries. Since 1983, Aloe 

Up has been providing aloe-based sunscreens, moisturizers, sunburn 

relief products and lip balm and would like to take this chance to 

thank its loyal customers for their years of support. Here’s to another 

25. www.aloeup.com 

Aquapac 

For many, an iPod or mp3 player is an essential 

piece of training gear, so Aquapac now offers a 

waterproof mp3 case and underwater headphones. 

The Aquapac MP3 Case ($40) is 

created with 100 percent waterproof polyurethane, 

a flexible “second skin” sealed 

with the Aquaclip, which is made 

of shatter-resistant premium 

polycarbonate with an integrated 

pair of easy-to-slide levers, making 

access to your mp3 player as 

simple as the flip of a switch. The 

clear front panel provides easy access 

to device controls and a sealed internal/ 

external headphone jack keeps the music 

player completely dry and secure. 

Aquapac Waterproof Headphones ($40) 

are designed for use up to 10 feet below the 

surface. Sealed with resin to protect the electronics, 

the headphones feature a water-resistant membrane over the 

vibrating speaker. The headphone jack is nickel-plated and resistant 

to corrosion. Aquapac products are covered by a three-year global 

warranty. www.aquapacusa.com 

Arc’teryx 

Arc’teryx followed up Gore’s release of its latest generation of 

Gore-Tex Pro Shell by switching every Gore-made product over to the 

new technology. Gore-Tex Pro Shell, says Gore and Arc’teryx, survives 

500 hours of wet flex testing, 20,000 cycles of abrasion testing 

and 100 cycles of Velcro abrasion testing. www.arcteryx.com 

Alo 

Alo reinforces its mission to 

continue using sustainable 

fabrics. The performance 

fabric featured in various 

women’s and men’s styles 

blends stretch bamboo and cotton 

spandex to create a lightweight, 

breathable jersey fabric. The collection 


profiles 10 fabric mixes, each performance 

specific to provide optimal comfort during 

daily activities: Birdseye Knit Jacquard, Circle 

Knit Jacquard, Poly Spandex Compression, 

Peached Knit Jersey, Interloop Terry Knit, Nylon 

Spandex Jersey, Knit Interlock, Mini Thermal 

Knit, Stretch Bamboo Jersey and Poly 

Soft Shell. Vibrant color hues featured alongside 

these fabrications include white, black, 

navy, coffee, currant, pink, slate, royal, aqua, 

citrus, grey, pacific, orange, leaf, maize, sky 

and clover. Alo showcases two proprietary 

technologies for spring: CoolFit and Stretch- 

Flex. CoolFit is featured in many of its performance-driven 

pieces and displays a dry wicking 

capability. StretchFlex gives the fabric of 

each garment a lasting recovery to ensure a 

great fit use after use. www.alosport.com. 

Asolo 

Asolo sets its 

focus on urban adventurers 

and the 

increasing global 

travel market with 

its new collection of 

comfort walking products 

named Crossland. Styles are offered 

in men’s and women’s models and all 

feature a unique EVA-Asoflex support mechanism 

with a midsole/outsole package that is 

designed to accommodate the differences 

between genders. Uppers are stylish and contemporary 

in color and fabricated with Gore- 

Tex linings in some models. Pictured here is 

the Women’s Xena GTX. www.asolo.com 

Atlas Gloves 

The new Extreme Multi-Sport gloves 

deliver warmth and comfort with less bulk, 

even when wet. Modern hollow-core fiber 

technology and the patented ATLAS coating 

process combine in this versatile glove 

designed specifically for the outdoor enthusiast, 

available in sizes small, medium, large 

and XL. 800-426-8860, www.lfsinc.com/ 

atlasoutdoor.html 

Beckons Organic 

Beckons new 100 

percent organic cotton 

sweater was 

introduced in an 

effort to further 

expand the Beckons 

line into the 

world of everyday 

clothing, while maintaining 

a commitment 

to earth friendly 

practices. Highlights 

of the sweater include 

box pleats, mid-thigh 

length, button front and 

extra long sleeves. It 

also can be worn as a 

dress. In addition to the 

new sweater, Beckons 

is introducing two other 

items this season, a roll-down, wide leg pant 

and super-soft T-shirt. 303-881-0872, 

www.beckonsorganic.com 

Bertucci 

The Bertucci 

DX3 performance 

field watch offers great 

performance, styling 

and value. The rugged, 

U.S. patented DX3 offers 

premium features 

such as a solid titanium 

case with screw down 

crown and case back, 

mineral glass crystal, 

heavy-duty two-ply nylon 

band and attaching method, 

100-meter depth water resistance and an 

EL back lit dial, all for $119.99 retail. 866-524- 

7877, www.mhbertucci.com 

Big Agnes 

New sleeping bags include the Yellow 

Wall SL 0 (MSRP $199), a zero-degree rated 

PrimaLoft SB bag out of Big Agnes’ High Performance 

category that weighs 3 pounds, 4 

ounces. Also new is the Ripple 

Creek 35 (MSRP $159.95), 

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a 99-percent recycled sleeping bag featuring Climashield HL Green 

100 percent recycled content insulation with a 100 percent recycled 

ripstop nylon shell and liner fabric. Drawstring cord and stuff sacks 

also are derived from recycled content. New in tents is the Royal 

Flush 3 (pictured), a four season mountaineering tent constructed 

with a Cordura fly and floor fabric supported by DAC Featherlite 

NSL poles and with Reverse Combi pole optimization for increased 

strength and weight savings. Key design features include dual doors 

and vestibules with a strong vestibule pole, easy access roof vents, 

DAC Twist Clips for rapid set up, stake out loops for skis, flat-bladed 

multi-use stakes and generous storage pockets. MSRP is $699.95. 

www.bigagnes.com 

BOB 

New for 2008, BOB presents several new prismatic colors for its 

popular line of Revolution strollers. Sleek and chic new color contrasts 

include chocolate/blue, coffee/chocolate and black/camel. The 

Revolution’s urban relative, the Revolution 12” AW, will now be available 

in coffee/chocolate and navy, in addition to its currently offered 

color, black/camel. www.bobgear.com 

Carey & Company, Ltd 

Diva International introduces The 

DivaCup Menstrual Solution (MSRP 

$32.50), a reliable alternative to tampons 

or pads. The DivaCup is manufactured 

using the latest in molding 

and materials. It is made of soft, durable, 

medical-grade silicone that is 

latex-free, hypoallergenic, bleach-free 

and odorless. Environmentally sound 

because it is reusable, it’s designed for 

running, biking, swimming, diving, extreme sports and 

more. www.divacup.com 

Carhart 

Made from Carhartt’s Work-Dry fabrics that wick away moisture 

and feature anti-odor properties, Carhartt’s new Performance Thermal 

Underwear is designed to be the best possible base for a 

complete layered workwear outfit. While performance thermals 

designed for sports use tend toward tight compression fits, 

Carhartt’s Performance Thermal Underwear is form fitting 

without being so tight as to sacrifice long-term comfort. For 

the active worker who requires cotton warmth on the job, 

Carhartt also has updated its traditional cotton thermal underwear 

with new fabric that is heavier weight, ring-spun 

and low-shrinkage for a warmer, more durable cotton thermal 

underwear option. Cotton thermal underwear is available in a 

crew top, bottom and union suit. www.carhart.com 

Carson Optical 

Carson has added a 10x50mm to its 

premium XH-HD (High Definition) 

series of binoculars. Highlights 

of the new 10x50mm (MSRP 

$380) include an HD technology 

to enhance light gathering even in 

low-light dawn/dusk situations, fully 

multi-coated lenses and phase-coated optics, 

rubberized armoring and a nitrogen-filled and o-ring sealed body. XM 

and XM-HD models are backed by Carson’s warranty whereby in the 

event that binoculars are damaged, regardless of cause, Carson will 

repair or replace them for a total cost of $12, including the shipping 

and handling fees. If binoculars are found to have manufacturing defects, 

in materials or workmanship, Carson will repair or replace the 

unit and return them free of charge. www.carsonoptical.com 

Chaos Headwear 

Chaos Headwear has teamed up with local suppliers as it grows 

its Green collection. In addition to the Chaos organic cotton range, 

the Chaos Green collection will include domestic Organic Wool as 

of Fall 2008. Chaos also has expanded its line of organic bio-based 

products to include post-consumer recycled materials such as the 

recycled fleece liners being used in the new collection. The recycled 

fleece utilizes no less than 50 percent of post-consumer recycled fibers. 

www.chaoshats.com 

Cloggens 

The new Cero-Eco line offers 

molded comfort shoes made with 

sustainable fabrics and recycled 

materials. These new women’s 

styles feature either a hemp or 

bamboo fabric upper and recycled 

material formula in both the shoe body 

and the outsole. Designed on a women’s 

specific last and including Cloggens’ patented 

removable Comfasoles footbed, the Cero-Eco 

comes in three distinct styles for women: the Cero-Eco/Hemp, 

a stylish model with a breathable hemp upper and available in a 

fashion-forward frayed finish, in either adobe and blue (pictured); 

and the Cero-Eco/Bamboo, featuring a moisture-wicking 

bamboo fabric upper that’s also hypoallergenic and 

naturally anti-bacterial and anti-fungal, available in 

natural. All Cero-Eco shoes have a $40 MSRP and 

are available beginning in February 2008. www.cloggens.com 

Cloudveil 

Among the new pieces at Cloudveil are 

the men’s Hobach jacket and pant (MSRP 

$495), a fully featured ski jacket with Gore- 

Tex Pro Shell 2l and PrimaLoft One insulation; 

the women’s Madison insulated 

parka and pant (MSRP $295), featuring 

progressive stylings 

on a Tussah Herringbone 

face fabric and 

PrimaLoft Sport 100g 

insulation; and the women’s fashionably 

styled Madison jacket (pictured, MSRP 

$155). www.cloudveil.com 

Coghlan’s Ltd. 

The LED Micro Lantern stands a mere 2 

inches tall and weighs around 1 ounce with 

batteries—making it one of the smallest and 


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Petroleum is the base of most outerwear fabrics. It is becoming 

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impact on the environment. By building eco-friendly fabrics, 

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Gear 

lightest lanterns around the campsite. The Micro Lantern features a 

rugged plastic body with a water-resistant rubber switch and a keychain 

mounted on top. For distress situations, the Micro Lantern has 

a flashing mode that blasts out its bright LED light for a full 50 hours 

using two 3-volt button cell batteries. In regular mode, the batteries 

will last for up to 25 hours. www.coghlans.com 

Contourwear 

The new Fleece Schruch (pictured) 

from Contourwear is a funky, textured 

fleece hooded winter tunic that also 

doubles as a minidress. The cozy invogue 

schruch neck can be pulled up 

for a functional hood. MSRP is $120. 

The new Ultralite Slicker Poncho/Jacket 

(MSRP $99) is a fashionable update to 

the classic slicker. Barn coat length, a 

big hood cinches in close and roughed 

cuffs keep cold and wet out. This shiny 

jacket is available in lipstick red and silver 

and sports a watertight cell phone/ 

iPod pocket. 206.331.3896, www.contourwear.com 

Cordura 

After three decades of solidifying its reputation as a durable material 

for high performance gear and apparel, Cordura fabric, a certified 

product of INVISTA, is honored to celebrate its 30th anniversary with 

outdoor enthusiasts nationwide. “As we celebrate our 30th anniversary, 

it brings us great pleasure to continue to offer pioneering products, 

like Cordura Nyco fabric to meet the needs of outdoor enthusiasts,” 

says Bill Colven, global business director, Cordura brand. By combining 

two of its most popular materials, nylon and cotton, INVISTA has managed 

to create its Cordura Nyco knit with superior moisture management 

properties, allowing it to dry two-and-a-half times faster than 100 

percent cotton t-shirts. As expected from Cordura, the knit provides 

durability, along with other important features such as breathability and 

maximum comfort to wearers. www.cordura.com 

Crazy Creek 

Crazy Creek will have anglers hooked on the new Bass 

and Trout prints, available this fall on some of the company’s 

most fisherman-friendly outdoor chairs. The new prints, 

each featuring a wide variety of Trout and Bass, decorate 

the seating surfaces of Crazy Creek’s Original 

Chair, LongBack Chair, Crazy Legs Leisure and Crazy 

Legs BubbaRiffic. The Bass print boasts 16 different 

Bass, from the Largemouth to the Rock to the 

Roanoke, while the Trout print swims with 36 Trout, 

Salmon and Char, including the Rainbow, Yellowstone 

Cutthroat and Arctic Grayling. The colorful new chair coverings 

identify each fish pictured with both its common and Latin 

name. www.crazycreek.com 

CW-X 

The Wacoal Sports Science Corporation, makers of CW-X Conditioning 

Wear, has introduced PerformX, the newest addition to its 

line of targeted-support tights. The Coolmax/Lycra four-way stretch 

PerformX Tights incorporate focused support to the major muscle 

groups of the legs in a different patented Conditioning Web configuration 

than in the Expert, Pro or StabilyX Tights currently offered by 

CW-X. The support structure of the PerformX is focused on hip-flexors, 

quadriceps and ilio-tibial bands. It will be available in men’s and 

women’s sizes for a suggested retail of $75. Other new additions 

for Fall/Winter 2008 include the VersatX Web Top and Zip-T, StabilyX 

3/4 length tights and new colors across the line. www.cw-x.com 

Deuter 

The updated Cruise 26SL (26 liter 

capacity/1,640 cubic inches, MSRP $125), and 

Cruise 30 (30 liter capacity/1,840 cubic inches, 

MSRP $129) are small ski/snowboard touring 

packs featuring Deuter’s Alpine Back System, a 

narrow body and new easy access zippered rear 

panel. Loaded with a single-buckle top lid with 

pocket, padded hip belt with built-in zip 

pocket and gear loop, hydration capability, 

internal shovel pocket, probe 

pocket, ice axe loop, ski attachment 

straps, front snowboard attachment 

straps, side mesh pockets and S.O.S 

patch, the Cruise 26 SL (pictured) weighs 2 lbs. 12 

oz, while the Cruise 30 weighs in at 2 lbs. 15 oz. 

www.deuterusa.com 

EK Ekcessories 

Serious sun protection for everyday use, EK’s Cat 

Crap Sunscreen is hypoallergenic, oil free, sweat resistant, 

waterproof and provides UVA and UVB protection. 

Available in a 1.5-oz squeeze bottle with a 

carabiner, Cat Crap Sunscreen offers SPF 30 protection. 

800-338-2030, www.ekusa.com. 

Ellington Leather 

Fresh out of Ellington’s travel collection, the slim 

silhouette of the Lightweight Travel Purse (pictured) 

bellies out to provide an impressive carrying capacity 

and ample interior organization features. 

Featuring Taupe microfiber and green nylon, the travel 

purse includes a front slip pocket with mag-snap 

closure, front gusseted compartment, two slip 

pockets, key clip, back gusseted compartment, zip 

pocket, center divider and an adjustable strap. Also 

for 2008, the SUB (Sport Utility Bag) is available 

in a new color pattern: purple/brown. Highlights 

of the SUB Messenger include a durable nylon 

contrasting with a super-soft nubuck, and details 

such as flowing contrast stitching 

and asymmetrical 

zipper pulls to add a whimsical 

touch. 800.736.1222, 

www.ellingtonleather.com 

Essential Gear 

eGear’s new wind-up Dynamo 

Radio, featuring AM/FM tuning, 

flashlight, cell phone charger 

and weather band, scans 7 NOAA 


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weather channels. It also includes an emergency alert standby mode 

and needs no batteries. The built-in flashlight has a 90-degree swivel 

head light with three bright white LEDs in steady on and flashing 

modes. The Dynamo Radio is equipped with a standard USB plug 

for input and output modes. The unit is operated by built-in rechargeable 

Ni Mh batteries. There are three ways to power up: the wind-up 

generator; 12V DC car adaptor (included); and a 12V AC wall adaptor. 

A mobile phone charging adaptor kit also is included. 800-582-3861, 

www.essentialgear.com 

ExOfficio 

ExOfficio continues to expand its use of fabrics made from the 

plant stock of soybeans. New soy knits include the Soy’r (soy/wool) 

and Upland (soy/wool) cable knit collections for men. For women, 

there’s the new SoyLux (soy/cashmere) and Shannon (soy/wool) cable 

knit collections, and the new Dualformance for men and women 

features a blend of soy and ExOfficio’s ExO Dri technologies. Meanwhile, 

ExO Dri has been matched up with wool in the new Adventure 

Seeker jacket and vest. ExO Dri is made with Dri-Release and features 

FreshGuard for odor resistance and Sun Guard UPF 20 protection. 

www.exofficio.com 

Fox River 

Fox River is introducing five new snowsport styles that combine 

Fox River’s high performance and great fit with eco-friendly 

fibers. Fox River’s Good Earth collection features merino wool and 

eco-polyester for wicking moisture and keeping warm, and nylon 

and spandex for warmth, comfort and durability. The collection has 

three unisex and two women-only styles at MSRPs ranging from 

$15 to $18. www.foxsox.com 

Fozzils 

Think flat, pack flat. 

New Fozzils Think- 

FLAT designs are 

available for 2008. 

Super light and easy, 

Fozzils pack flat than 

snap into full-size 

tableware with a few 

folds. Easy to clean with 

a non-stick surface, Fozzils are designed for the ultra-light backpacker 

but also can be conveniently used for short hikes, picnics, 

travel and even as dog bowls. www.fozzils.com 

Gramicci 

To date, 38 percent of the Gramicci business is now being 

done under the label of GREENICCI, a segment of the Gramicci 

product line that is made of 100-ercent organic or recycled materials. 

Likewise, 80 percent of Gramicci’s packaging and hang tags 

now are made of Green Seal certified FSC Recycled, chlorine free, 

papers printed in soy ink. 800-814-5000, www.gramicci.com 

Visit Stackpole Books at the 

SHOT SHOW 

BOOTH 

#7214 

WATERFOWLING 

Beyond the Basics 

M. D. Johnson, 

photography by 

Julia Johnson 

$34.95, HC, 192 pages, 

200 color photos, 8 1 ⁄2 x 11, 

978-0-8117-0205-8 

BEST BIRDS 

Upland and Shore 

Worth Mathewson 

$34.95, HC, 224 pages, 

220 illustrations, 9 x 10, 

978-0-8117-0362-8 

RUNNING YOUR 

OWN SHOOT 

Second Edition 

David Hudson 

$34.95, HC, 160 pages, 

color photos and 

illustrations, 7 1 ⁄2 x 9 1 ⁄2, 

978-1-84689-011-6 

21 DAYS IN AFRICA 

A Hunter’s Safari Journal 

Daniel J. Donarski Jr. 

$29.95, HC, 240 pages, 

125 color photos, 6 x 9, 

978-0-8117-0288-1 

GOURMET 

GONE WILD 

Planning and Preparing 

Complete Menus for 

Game, Fish, and Fowl 

Lorelie Scorzafava 

$16.95, HC, 240 pages, 

6 x 9, 978-0-8117-3463-9 

DEER HUNTING 

100 Things to Know 

J. Devlin Barrick 

$9.95, PB, 80 pages, 

5 1 ⁄2 x 8 1 ⁄4, 978-0-8117-3445-5 

WILD GAME 

CHILIES, SOUPS, 

AND STEWS 

Rick Black 

$14.95, PB, 240 pages, 

5 b/w illustrations, 6 x 9, 

978-0-8117-3277-2 

FIREARM BLUEING 

AND BROWNING 

A Stackpole Classic 

Gun Book 

R. H. Angier 

$21.95, HC, 160 pages, 

5 1 ⁄2 x 8 1 ⁄4, 978-0-8117-0326-0 

HATCHER’S 

NOTEBOOK 

A Stackpole Classic 

Gun Book 

Julian S. Hatcher, 

foreword by Ned Schwing 

$39.95, HC, 656 pages, 

75 b/w photos, 

50 illustrations, 6 x 9, 

978-0-8117-0350-5 

Call 1-800-732-3669 for dealer information and complete list • www.stackpolebooks.com 


Gear 

Grizzly USA 

For Fall/Winter 2008 Grizzly has designed 

its new line using higher thread 

count yarns and construction on a range 

of shirts that include corduroy, flannel 

and twills. The new construction of fabrics 

gives the shirts an added softness 

and at the same time makes the colors 

look more saturated, say company sources. 

Grizzly uses a combination of hybrid styles 

from Western, Ranger and Outdoor looks. Pictured 

here is the new Harvest shirt. The same 

approach is taken to outerwear, where Grizzly has incorporated some 

classic retro styles using vintage patterns, fabrics and silhouettes to 

make each garment a little different from ordinary. 310-694- 

3562, www.grizzlyusa.com 

Highgear 

Highgear announces the release of a new 

wristwatch altimeter designed exclusively for 

women, the Axio Mini. Highlights of the Axio 

Mini include a 1,000-hour chronograph, the 

ability to tell time in two different zones, 

a mineral-glass lens water-resistant to 100 

meters, and a replaceable battery. In short, 

the Highgear Axio provides all the features 

a backcountry enthusiast needs without all 

the extras she doesn’t. The Axio will hit store 

shelves in early Fall 2008 at an MSRP of $125. 

www.highgear.com 

Hot Chillys 

Old school style meets 

new school technology with the 

Hot Chillys Waffle XLS Crossover Lifestyle 

line. Made with Moisture Transport 

(MTF) polyester and environmentally 

friendly Bio del Mar anti-microbial technology, 

the Waffle XLS line features 

a 3-D Waffle pattern to trap warm 

air close to the body, while the MTF 

polyester wicks moisture away. www. 

hotchillys.com 

Hydrapak 

Hydrapak integrated its innovative Energy-core technology, 

which allows users to eat gel and drink from one bottle faster, 

with less mess and more consistent feeding, into the secure 

hand-held design of a Gel Bot Running Bottle. With a 21-ounce 

water capacity, a 3.2-ounce gel capacity and an MSRP of 

$15.99, the ergonomic shape of the Gel Bot Running 

Bottle contours to the palm while a strap secures the 

bottle to the back of the hand. Also featuring Energycore 

technology, the new Gel Bot Bike Bottle holds 

24 ounces of water and 3.2 ounces of gel. MSRP is 

$13.99. Meanwhile, the Hydrapak Soft Flask ($9.99) is a 

soft-sided gel flask with bite valve that holds 8 ounces of 

energy gel. www.hydrapak.com 


Indigenous Designs 

New for Spring 2008, the Uptown, Urban Legends and 

Fluid Knits collections bloom with vibrant spring colors and 

natural and organic fiber blends. The spring line also includes 

the latest from the Terra Sport collection, ID’s answer to 

the outdoor industry’s need for all-natural activewear. Every 

item is handmade by artisans in remote regions of the 

world, creating high-quality and unique coordinating pieces 

that appeal to a broad range of consumers, from those with a 

green consciousness to those who simply want the latest fashions. 

Featuring a blend of linen, organic cotton and supremely 

soft Tencel, the Uptown collection moves seamlessly from the 

office to the café and includes polished pieces such as the Tie 

Cardigan, a lightweight knit piece that can be worn loosely tied or 

open; and the Sausalito Pant, a barely cropped style with dainty 

crocheted trim, a relaxed fit and added tencel for comfort and 

easy care. www.indigenousdesigns.com 

Industrial Revolution 

The Mighty 

Lite XL Compact 

Lantern and 

Torch weighs in 

at 3.8 ounces 

and offers 26 

lumens of light 

with a long-lasting 

LED bulb. As 

the name implies, this one-piece flashlight converts into a lantern 

with a simple pull. The torch position focuses the beam of light, 

while the lantern position allows the light to spread for enclosed 

situations. When closed in the torch position, the Mighty Lite XL is 

10 centimeters long by approximately 3 centimeters wide. MSRP is 

$24.95. 888-297-6062, www.industrialrev.com 

Julbo 

Julbo introduces five 

new goggles styles, including 

one women’s 

model. Two of the new 

goggles, the Around 

Excel and the Mix Excel 

(pictured), will be 

offered with very dark 

Category 4 protection (blocking 

97 percent of visible light). According to 

the company, Julbo is the only vendor offering Category 4 goggles. 

www.julbo.com 

Kahtoola 

Building upon its innovation in performance footwear 

traction, Kahtoola announces the expansion 

of its FLIGHTsystem snowshoe line. The new 

FLIGHTdeck TS (MSRP $269) comes equipped 

with the “Two Step” (TS) traction system, a 

universal snowshoe binding that doubles 

as a traction device when not clicked into 

the FLIGHTdeck. The TS traction system 

is a universal cleated binding with secure

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ratchet straps that adjust to accommodate a range of footwear from 

running shoes to insulated winter boots. Also new from Kahtoola are 

the MICROspikes (pictured), a slip-on traction system 

that provides solid traction on ice and snow. High 

strength stainless steel spikes and solid 

shoe harness are designed for long 

lasting performance. MSPR is 

$59. 866-330-8030, www.kahtoola.com 

Kasper & Richter 

Now the most vital and historically 

most fragile part of the compass, the 

capsule, is the most durable. Kasper & 

Richter offers a full line of durable compasses 

with the patented thermo-elastic 

capsules. 678-318-1370, www.KandRusa.com 

Kelty 

The newest addition to Kelty’s Outdoor Tech line of daypacks, 

the Buzz (pictured) is a multi-purpose backpack offering 1,400 

cubic inches of internal storage space, mesh water bottle pockets, 

an internal organizer, padded shoulder straps and backpanel. 

Available in black/steel, green/leaf, ocean/steel or silver/ 

steel, the Buzz retails for $40. Also new for 2008, the Urchin 

backpack joins Kelty’s line of junior packs. Available in five bold 

colors and an array of cool graphics, the Urchin (MSRP $37) provides 

1,000 cubic inches of storage. And for each Junior pack sold between 

7/1/08 and 6/30/09, Kelty will donate $1 to the National Wildlife Federation. 

In return, the NWF will provide consumers with three free issues 

of Ranger Rick magazine. www.kelty.com 

Kelty KIDS 

New for 2008 the 3-Tec stroller is 

all about maneuverability. With two sideby-side 

wheels up front and a pair of larger 

wheels in back, the 3-Tec is designed to handle 

the tightest of situations with ease. The under 

seat suspension system provides a smooth, 

comfortable ride while the fivepoint 

harness keeps kids 

safe and secure. A 

reclining seat can be 

used for naps on the 

go, and an accessible 

storage bin keeps essentials 

on hand. For 

younger kids, the interchangeable Kelty Carry 

Cot turns the 3-Tec stroller into a pram and is 

sold separately for $120. Available in black, 

cherry or tangerine, the 3-Tec retails for $375. 

www.KeltyKIDS.com 

Visit Stackpole Books at the 

OUTDOOR RETAILER 

BOOTH 

#34069 

PENNSYLVANIA 

MOUNTAIN VISTAS 

A Guide for Hikers 

& Photographers 

Scott E. Brown 

$19.95, PB, 192 pages, 52 color photos, 

70 color maps, 6 x 9, 978-0-8117-3439-4 

NOLS BACKCOUNTRY 

COOKING 

Creative Menu Planning 

for Short Trips 

Claudia Pearson 

and Joanne Kuntz, editors 

$9.95, PB, 128 pages, 25 b/w illustrations, 

4 x 6, 978-0-8117-3464-6 

FIELD GUIDE TO EDIBLE 

WILD PLANTS 

Second Edition 

Bradford Angier, 

with revisions by David K. Foster 

$21.95, PB, 285 pages, 

133 color illustrations, 5 1 ⁄2 x 8 1 ⁄4, 

978-0-8117-3447-9 

PENNSYLVANIA 

HIKING TRAILS 

Keystone Trails Association 

13th edition 

Ben Cramer, editor 

$16.95, PB, 256 pages, 29 maps, 

8-pg color section with 12 photos, 

6 x 9, 978-0-8117-3477-6 

BACKPACKER & HIKER’S 

HANDBOOK 

William Kemsley Jr. 

$24.95, PB, 304 pages, 170 color photos, 

35 b/w illustrations, 6 x 9, 978-0-8117-3462-2 

NEW JERSEY STATE PARKS 

CAMPING & RECREATION GUIDE 

Scott Zamek 

$19.95, PB, 288 pages, 51 maps, 5 1 ⁄2 x 8 1 ⁄4, 

978-0-8117-3473-8 

BOOK OF NATURE PROJECTS 

Elizabeth Lawlor, drawings by Pat Archer 

$19.95, PB, 304 pages, 100 illustrations, 

6 x 9, 978-0-8117-3480-6 

Call 1-800-732-3669 for dealer information and complete list • www.stackpolebooks.com 


Gear 

La Sportiva 

For Fall 2008, Sportiva introduces the Trango 

Prime, a high-performance technical mixed climbing 

boot built on La Sportiva’s Trango last and with PrimaLoft 

insulation. The Trango Prime features a waterrepellent 

Schoeller Dynamic gaiter, PrimaLoft lining 

with waterproof membrane, 6-7 mm TPU midsole 

with dual-density Micropore EVA, Vibram outsole 

with La Sportiva’s Impact Brake System and a 9 mm 

insulated Ibi-Thermo insole. www.lasportiva.com 

Loruda 

Determined to practice a sustainable business model, LoRuda 

makes all of its 6.5-ounce ringed combed t-shirts and sweatshirts 

from 100-percent organic cotton. And since the clothing is all 

made locally in Southern California, LoRuda is able to minimize 

the use of fuel for transport. New for 2008 is the Lost 

Civilizations collection. The women’s designs 

include a traditional t-shirt, long body v-neck, 

racer back tank, raw edge sweatshirt and a 

French terry blazer. The 11-ounce French terry 

used in the sweatshirts and women’s blazers 

feature soft, breathable, slim fitting fabrics to 

mesh with any spring or summer weather. 

Additionally, the men’s traditional t-shirt and 

v-neck pay special attention to a perfect fit. 

213-236-3686, www.loruda.com 

Flash Peace Dove 

Crystallized by Swarovski 

Stunning New Designs. 

Iconic Australian Classics. 

View the line today: 

Outdoor Retailer Booth 

Collections at WSA, Suite 

Magic Boot COwww.koolaburra.com 

888.566.5228 

Men’s Skulls & Cross by Kettle Black 

Lowe Alpine 

Last year when Lowe 

Alpine launched the TFX 

back system for multi-day 

trips, they also launched 

the concept of Comfort 

Engineering, instilling 

the notion 

that whatever the 

weight being carried, 

the pack should 

feel comfortable on the back. The new Air- 

Zone packs are designed with this credo in 

mind. Comprised of a lightweight, breathable 

back system with a number of innovative 

and customizable options, AirZone minimizes 

contact with the back while improving 

breathability and eliminating sweaty back 

syndrome. In conjunction with Lowe Alpine’s 

patented Torso Fit Centro system, the user 

need not agonize over whether to purchase a 

small, medium or large pack. The Adaptive Fit 

waistbelt reduces weight and adapts to the 

user’s shape. Offered in men’s and women’s 

models, there are a number of 

various volumes and entry 

types to fit each user’s 

wants and needs. www. 

lowealpine-usa.com 

Luminox 

The newest in 

the EVO Navy SEAL 

Colormark collection 

of watches offers 

an array of Luminox 

Light Technology colors 

on the black dials. 

For the first time, the 

hands and bezels have 

color-coordinated night illumination 

in black with bright 


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orange, blue, yellow, green and white. The 44 mm case of this series 

is a carbon reinforced polymer injection-mold with a unidirectional 

carbon reinforced ratcheting bezel. Water-resistant to 200 meters, 

the watch features a double gasket push-in crown and a tempered 

resistant mineral glass. 415-455-9500, www.luminox.com 

Metolius 

For Fall 2008 Metolius introduces the Stomp Pad, the next generation 

of the very successful Cheap Bastard, priced right at $134.50. 

Highlights of the Stomp Pad include 420-denier 

diamond ripstop nylon outer fabric with 

900-denier polyester top surface, 4-inch, 

dual-density foam inner, angled hinge with 

hook and loop closure that virtually eliminates 

the gutter found in other fold designs, 

unbreakable aluminum buckles that are guaranteed 

for life, padded shoulder straps and 

waist belt suspension system and a molded 

suitcase-style carry handle. www.metoliusclimbing.com 

are fully phase-corrected. MSRPS are $149 for the 8x25 and 

$159 for the 10x25. www.minox.com 

Mion Footwear 

Mion introduces the Water Snake, a low profile 

bootie that’s protective and self draining with 

a super sticky, high-traction outsole. 

This bootie is constructed with a 

2 mm thick neoprene upper lined 

Midland Radio Corp. 

The new waterproof GXT850VP4 twoway 

radios come complete with personalized 

ringtones featuring a variety of animal calls. 

Featuring a 26 mile range with its 5 watts of 

power, the two-way radio boasts five game 

call alerts: duck, crow, turkey, cougar and wolf. 

The radios provide a full channel scan, as well 

as direct call to instantly connect with any 

member of the hunting group. It also features 

a vibrate alert, 121 privacy codes per channel, 

NOAA Weather Radio and silent operation 

features, so users can remain concealed from 

their game. This system also has nine voice 

activation sensitivity levels for completely 

hands-free use, regardless of background 

noise. 816-241-8500, www.midlandradio.com 

Minox 

The new BV Series from Minox offers waterproof 

models for folks looking for compact 

binoculars that deliver high-quality performance 

at an affordable price point. Both the 

BV 8x25 BRW (pictured) and the BV 10x25 

BRW roof prisms 

models are compact 

(4 3/16” x 3 

7/8” x 1 1/2) and 

weigh 10.4 oz. 

The aluminum 

body is armorcoated 

for protection 

and for 

a comfortable, 

sure grip. All glass/air surfaces are multi-coated 

for maximum light transmission and image 

brilliance without glare, and the prisms 


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with Adrenaline weight SmartWool to keep feet warm in cold water. 

An ankle pad provides protection and comfort. This bootie also features 

Mion’s recycled Round 2 EVA (R2E) removable contoured footbed 

with drainage system and its Gripstick rubber outsole with super 

sticky traction compound and slip-resistant tread design. Available in 

unisex sizing, it retails for $70. www.mionfootwear.com 

Nathan 

The designers at Nathan Labs have merged the dominant traits 

of the companies HPL, Elite and Speed Series to form the Mutation 

series. “We have evolved,” says the company, and leading the series 

is the Trail Mix hydration carrier, which features a molded holsters 

for quick, one-handed Flask access, 

two 10 ounce Nutrition 

Flasks, large dimensional 

pocket, small mesh 

pocket, Airmesh moisture 

wicking backing, 

titanium supported 

belt designed to dissipate 

heat and reduce 

chafing and two shock 

cords with one-pull tension 

lock. It fits waist from 26 to 42 

inches. 610-537-8828; www.nathansports.com 

Native Eyewear 

Native Eyewear introduces the Bolt 

(pictured) and the Triumph, two new 

full-frame interchangeable 

sunglasses 

offered 

in both Polarized 

(MSRP $100) 

and Polarized Reflex 

(MSRP $120). “Both keep 

our comprehensive 

sports properties 

found on all Natives, but the Bolt and the 

Triumph also venture more into the fashion 

world with thicker temples, larger eyewires 

and more aggressive colors,” says the company. 

The Bolt caters to those people requiring 

a large fit while the Triumph will cater to 

people requiring a medium fit. Both are backed 

by Native Eyewear’s lifetime warranty. www. 

nativeyeware.com 

Nomad 

Nomad is a portable, pressurized water sprayer for 

safe, low pressure cleaning of almost anything, anywhere. It lets 

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insideoutdoor_JAN 08.indd 1 

1/10/08 9:20:10 AM

Gear 

outdoor types take better care of 

gear and accessories and even 

clean themselves on-site instead 

of dragging dirt into a car 

or truck bed. Just fill 

the 3.5 gallon water 

tank and plug it into 

any 12 volt vehicle 

outlet. With 30 feet 

of reach, Nomad can adjust 

from a strong stream to a 

gentle mist that safely cleans delicate 

bike components, pets, people or paint jobs. Nomad is made by TTI 

North America, the parent company of Dirt Devil, and has an MSRP 

of $169.99. www.nomad2go.com 

Numa Sport Optics 

Numa Sport Optics new 

sunglass line features its 

JetShield technology, the 

same technology the military 

employs in fighter jet 

canopies. JetShield lenses 

are lighter than and optically 

superior to polycarbonate, says 

the company, and exceed all existing lens materials in impact and 

chemical resistance. JetShield lenses will be available on Numa’s 

popular Shark and X-Frame models and will retail for $150 to 175, depending 

on additional lens options. Pictured here is the Numa Swat. 

www.numa-optics.com 

nuun 

nuun, which brought 

self-dissolving, sugar-free 

electrolyte drink tablets 

to market in 2004, has 

a tantalizing new flavor: 

orange ginger. Hikers, 

mountain bikers, climbers 

and kayakers can choose 

nuun in the size that suits 

them. A tablet of original 

nuun (MSRP $6.50 

per tube of 12 tablets) 

makes 16 ounces; bigger nuun 

(MSRP $12.95 per tube) creates 32 ounces, ideal 

for liter-sized bottles or hydration reservoirs. Orange 

ginger and lemon+lime are available in both nuun 

and bigger nuun. www.nuun.com 


Gear 

Oboz 

Oboz, a new footwear 

company based in Bozeman, 

Mont., brings three 

new styles to market 

for Fall 2008. Leading 

the way, the Teton merges 

good looks and performance in 

a sticky rubber shoe that handily sports 

a contour map of the Teton Range right on its high-friction outsole. 

Nubuck leather upper, lacing down to the toe, and a protective rand 

complete the picture for scrambling and approach. The Teton will retail 

for $80 and is made in gender-specific fits. www.obozfootwear.com 

Origo 

A true partner in your outdoor adventures, 

Origo’s new Guide Pro Series 

Fishing Pro watch tracks real-time 

atmospheric and moon phase data, 

analyzes it and alerts the wearer to the 

best times for fishing. Multi-sensor 

capabilities include a weather forecasting 

feature with temperature function; 

barometric trends for the past 30 

hours; altimeter resolution to 12 inches; 

altitude graph covering the past 8 hours; 

one touch direct 

access digital 

compass; and multiple 

chronograph 

functions, as well as 

basic and vibration 

alarm and clock functions. Innovative features 

also include tide chart and calendar functions 

with sunrise/sunset. A scratch-resistant crystal 

glass face and broad LCD display provides 

superior readability, and the watch is water 

resistant to 165 feet. MSRP is $230. www. 

nagear.com 

Osprey 

Osprey’s Veer is one of 

seven new packs to join 

the ReSource Series of 

active everyday packs 

made from recycled materials; 

in the case of the 

Veer, 80-percent recycled 

by weight. Features of the 

600 cubic inch shoulder 

bag include mesh bottle 

pocket, internal organizer 

and zippered mesh pocket, 

cell phone/mp3 player 

pocket on shoulder 

strap, music wire routers 

on strap and spacer 

mesh backpanel with 

open slash pocket. Other 

new ReSource packs include two daypacks, two couriers and three 

shoulder bags. www.ospreypacks.com 

OverBoard 

Fully waterproof, snow-proof, and 

mud-proof, the OverBoard 

Pro-Sport MP3 

Case is specially 

designed to protect 

almost every size 

iPod but also will 

fit many similarsized 

and smaller 

mp3 players. 

The padded 

sides and back 

improve impact 

resistance and buoyancy, 

adding the extra 

security of drop 

protection on land or 

water. Available in white or 

black, each case is supplied with 

a neoprene armband and breakaway 

neck lanyard. Available separately are fully waterproof headphones. 

678-318-1370, www.rocgearwholesale.com 

secure • easy • durable 

NEW 

kahtoola.com • (866) 330-8030 


Patagonia 

Patagonia’s new 

OutsideIn footwear 

collection uses interchangeable 

outsoles 

and uppers, giving consumers 

the freedom 

to replace worn out 

parts and keep those 

that are still functional. 

Within the Patagonia 

Casual Group of 

OutsideIn Footwear is the Salt 

& Pepper, a wool slipper upper 

with an adjustable bungee cord and toggle closure. 

Consumers can purchase replacement 

Salt & Pepper uppers that can be worn with 

any OutsideIn outsole. New within the Performance 

Group is the Peary Waterproof (pictured), 

designed for tough winter conditions. 

For both men and women, the Peary is a slush 

buster with full waterproof construction, Polartec 

linings and 100 grams of PrimaLoft Eco 

insulation. www.patagonia.com 

PrimaLoft 

PrimaLoft has reformulated its premiere 

insulations, PrimaLoft One and PrimaLoft 

Sport, with its new Convexion Technology. 

PrimaLoft with Convexion Technology 

provides increased loft and warmth and enhanced 

performance, say company sources. 

“With our new Convexion Technology, the 

PrimaLoft matrix was totally redesigned to 

fully maximize loft and take advantage of the 

new proprietary fibers’ convex shape, thus 

creating an insulation that provides more 

warmth without the weight, superior water 

resistance and unmatched comfort,” say Tom 

Mendl, marketing director at PrimaLoft. 800- 

833-3836, www.primaloft.com 

Primus 

The Primus EtaExpress (pictured) represents 

the newest, lightest and most compact 

stove in the 

Eta line. 

Weighing 

14.7 ounces, 

the EtaExpress 

consists 

of a lightweight stove 

that mounts directly to 

an LP gas canister, clipon 

windscreen and 1-liter 

pot with fly pan lid. A 

heat exchanger mounted 

directly to the pot maximizes 

fuel efficiency and lowers 

boil times, requiring half the 

fuel of other stoves. All stove 

components, including a 

230g LP gas canister, stow in the pot. MSRP 

is $89. Also new from Primus is the compact 

EasyLight lantern (MSRP $65). Running on 

pressurized gas canisters, it has a patented, almost-noiseless 

burner and adjustable brightness 

settings that max out at 80 Watts. 

Lightweight and packable, the 

EasyLight weighs 6.8 

ounces and requires 

only 55 cubic inches 

of pack space. Made 

of corrosion and maintenance-free 

materials, it comes 

in a durable plastic box and with 

a piezoelectric igniter. www. 

nagear.com 

Rab 

The Microlight Alpine 

Jacket is one of five 

styles in Rab’s new Microlight 

down collection 

made with Pertex 

Microlight fabric, 

which is exclusive to 

Rab for Fall 2008. 

The fabric is made 

from nylon, for increased 

abrasion 

resistance. The 

densely woven microfiber 

yarns are downproof, windproof, water 

resistant and prevent excessive heat loss 

through the fabric. Mini stitch-through baffles 

on Microlight jackets maximize warmth-toweight 

ratios by stabilizing down. The Microlight 

Alpine features 140 grams of goose down 

with a fill power of 700+. www.rab.uk.com 

Ruff Wear 

Ruff Wear unveils 

a new line of 

leashes, collars, 

packs, harnesses 

and dog boots 

this January, 

available in 

retail stores 

April 2008. The 

new Approach pack (pictured) is an everyday, 

entry-level dog pack designed for 

one-hour to three-day hikes. The pack’s 

comfort-fit five adjustment points of the 

Web Master Harness frame ensures stability 

and load dispersion. And with five 

different sizes, there is a pack for just about 

every size dog. The MSRP is $59.95 (XXS, 

XS, S) and $69.95 (M, L). Also new from 

Ruff Wear is the Bark’n Boots Skyliner dog 

boots (MSRP $49.95) designed to protect 

paws from a wide range of temperatures, 

abrasive surfaces, chemical snow melt and 


IO_28.indd 48 

1/11/08 6:01:28 PM

unseen hazards. While originally designed for 

outdoor use, the Skyliners provide traction 

and improve mobility for older dogs adjusting 

to slick walking surfaces. 888-783-3932, 

www.ruffwear.com 

Samsonite 

Following the successful 

global launch of 

its Outdoor summer 

collection, Samsonite 

OutLab once 

again combines its 

technical knowhow 

and flair for 

stylish design by 

introducing two 

new special winter 

collections 

within its offer 

of performance, 

lifestyle travel 

bags: X+Winter 

and the Median 

Winter Series. Leading 

the way out of the 

X+Winter line of technical 

packs designed for the explorer 

who prefers to set off the beaten track, 

the new Backcountry Pack is the result of 

a collaboration with legendary big mountain 

rider Jeremy Jones. Highlights of the pack 

include a reinforced thermoformed padded 

back as well as a large waist belt with a sternum 

strap, compression straps to hold a pair 

of skis in A-frame or a snowboard vertically, 

storage for shovel and probes, hydration 

compatible system, lined goggle pocket and 

plenty of organization space. +44 20 8564 

4250, www.samsonite.com 

Sherpani 

The new Solis is a large crossover daypack 

featuring a suspended 

neoprene laptop 

sleeve that fits a 17- 

inch laptop, two 

external fleece 

lined pockets, 

two external 

mesh water bottle 

pockets, an 

mp3 player compartment 

and port 

and other internal 

organizational compartments. 

A durable 

nylon construction 

was designed to withstand 

a wide range of conditions, and the perforated 

shoulder straps offer lightweight 

comfort. www.sherpani.com 

Shred Alert 

Out of Shred Alert’s Team Rider 

collection comes the new Nick D, a 

knit hat with solid stripe, oversized 

pompom and small brim. The unisex 

headwear is made from a wool/ 

acrylic blend, is offered in wheat, 

charcoal and corn with an MSRP 

of $32. New from the ECO-Line is 

the Cola (pictured), a classis unisex 

brimmed hat made with 50 percent 

wool and 50 percent recycled polyester. 

The Cola is available in grey, charcoal 

and brown. www.shredalert.com 

SIGG 

Turning 100 years old in 2008, 

SIGG continues to move forward with its 

new Hot & Cool collection. Maintaining the 

classic SIGG shape, the Hot & Cool bottles 

keep beverages hot for two hours and cool 

beverages cool for four hours. The secret is 

a stainless steel, double-wall vacuum insulation. 

In 2008, SIGG also is launching the 

Vintage collection, a classic, sleek stainless 

steel bottle with a swing top added for a 

touch of nostalgia. www.mysigg.com 

Snugpak USA 

(Proforce Equipment, Inc.) 

Snugpak’s Softie Chrysalis bags are designed 

to be extremely versatile, offering 

the ability to help in controlling temperature 

and comfort by being able to transform from 

a warm, snug sleeping bag into a cool and 

spacious sleeping bag. The bag boasts all the 

features of a traditional sleeping bag but the 

jumbo zip baffle can be opened out to give 

much more room within the sleeping bag 

when needed. This extra space within the 

bag allows more air to move around keeping 

the bag cooler. 800-259-5962, 

www.snugpakusa.com 

 

 

 

 

 

 

 

 

 

 

 

IO is Back Online 

www.insideoutdoor.com 

Explore Our Web 

Advertising Opportunities 

480.503.0770 


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gloves on and your iPod ® protected and 

secure. Just attach the wireless receiver 

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joystick on the back of your glove, you 

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DAVE BOUCHARD MT. MANSFIELD-VT PHOTO BY BRIAN MOHR/EMBERPHOTO.COM 

iPod is a trademark of Apple,Inc., registered in the U.S. and other countries. 

kombiltd.com

Gear 

Sport Science 

Sport Science introduces Wool 2.0 in a new 

Longsleeve Zip Turtleneck. Wool 2.0 is a blend 

of merino wool and micro polyester to create 

a performance garment that doesn’t 

itch and helps prevent stink. Rounding 

out the Wool 2.0 line is a Fleece Wool 

Pullover, Raglan Wool Jersey and a Wool 

Beanie. All three tops come in men’s 

and women’s and the beanie is unisex. 

MSRP for the pieces are: Turtleneck, 

$50; Fleece Pullover, $69; Raglan Wool 

Jersey, $44; and Beanie, $11. www. 

smarterperformance.com 

STABILicers (32north) 

Whether you’re hiking an icy trail, going 

for a winter run or shoveling the walkway, 

STABILicers provide confidenceinspiring 

grip. Aggressive cleat and tread 

combination creates the mobility and traction 

you need. Effective in the toughest situations 

around the world—worn in the oil fields of 

Alaska, the glaciers of Greenland and icy streets 

everywhere. Pictured here is the STABILicers Lite. 

207-284-5010, www.32north.com 

Stackpole Books 

The essential collection of 

must-know trail skills, the new 

Backpacker & Hiker’s Handbook 

by William Kemsley, Jr. offers information 

on finding your way, purifying 

water, cooking on the trail, 

where and how to set up camp, 

solo backpacking and hiking with 

children. It also includes information 

on how to handle dangerous 

situations. With an MSRP of 

$24.95, the book has 304 pages 

and 170 color photos. 800-732- 

3669, www.stackpolebooks.com 

Tarma Designs 

Tarma Designs continues to keep sustainable stylish, paying homage 

to holistic symbols with new Chakra, Om and Zen Circle pendants, 

offering ancient designs that dangle from new Re-ply recycled 

polyester cords. Wearers can tap into their unique energy centers 

with seven specific Chakra designs: one for each of the main chakras. 

Showcased in its corresponding chakra color, each symbol boasts a 

bright hue brought forth via an environmentally friendly vacuum plating 

process. For the active-oriented, Tarma also introduces several 

new active pieces to its line. For women the new Mountain Bike, 


www.track-werbung.de 

www.european-outdoor.com 

The Global Show 

July 17 – 20, 2008 

Friedrichshafen, Germany 

Trade visitors only 

The undisputed No. 1 in Europe! 

With the top 100 brands in the world 

731 exhibitors from 39 countries, 

80 % international 

16,900 trade visitors from 70 countries, 

59 % international 

Full overview of the outdoor market 

For more information please contact: 

Mrs. Luann Alesio, OutDoor U.S.A. Agent 

Phone: 949-489 9982, Fax: 949-489 9299 

e-mail: lalesio@cox.net

Gear 

Road Bike and Runner Spirit designs offer modernized icons 

in motion. Available as pendants, chain necklaces and French 

earwire earrings, the outdoor-spirited symbols now 

adorn stud earrings and chunky charm bracelets. 

For men the more masculine Mountain Bike, Road 

Bike, Runner Spirit and Marathon designs are available 

as adjustable pendants and bottle openers. 

www.tarmadesigns.com 

Tender Corp 

In response to consumer demand for a 

DEET-free repellent that’s as effective as DEET, 

Tender Corp. has developed the new Natrapel 

8 Hour. Containing 20 percent of the active ingredient 

Picaridin—the highest concentration 

of any product with the same active available 

in the U.S.—Natrapel 8 Hour non-DEET repellent 

offers consumers up to eight hours of protection 

from mosquitoes, black flies, ticks and other biting insects. Unlike 

DEET-based products, The New Natrapel 8 Hour is non-oily, 

non-greasy and offers a mild floral scent rather than the heavy 

repellent smell that consumers have had to put up with if they 

wanted to stay protected. Natrapel 8 Hour will be available in both 

a 3.5-ounce pump and as convenient 12-piece wipes, both at an 

MSRP of $5.99. www.tendercorp.com 

The North Face 

The new Mammatus Jacket (pictured, MSRP $499) is a 

waterproof/breathable alpine climbing hard shell built 

with Gore-Tex Pro Shell. Highlights include a seam 

sealed, fully adjustable, helmet-compatible hood 

with hidden cord locks; two Napoleon pockets 

and alpine pockets; waist cinchcord in pockets 

and pit-zips. 

Selling points on the new Swift Hybrid Jacket 

(MSRP $80) include use of bamboo technology, 

windproof body fabric, stretch breathable 

knit back and underarm panels, reflective trim at 

shoulders, zippered stash pocket on lower back 

and monkey thumb cuffs. www.thenorthface.com 

The North Face Footwear 

The new Jannu GTX (MSRP $190) is a classic 

full-leather hiker built for the most trying terrain. 

The upper features 

full-grain, waterproof one 

piece leather; forefoot, 

midfoot and heel-flex 

underlays; roll-control 

stabilizer; Gore-Tex 

membrane; and rubber 


Gear 

toe cap and heel mudguards. Under the foot are a dual-density PU 

midsole with an injection-molded EVA heel insert; full-length, nylonperforated 

shank; and a Vibram outsole. The Chinscraper (pictured) 

is a foul-weather running shoe with storm-resistant, breathable soft 

shell fabric and TNF’s Tenacious Grip outsole. MSRP is $120. www. 

thenorthface.com 

Truly Organic Apparel 

Truly Organic Apparel debuts in Spring 2008 

with a line of chemical-free, naturally dyed apparel 

featuring organic cotton and colors made from 

medicinally rich botanicals and herbs from 

India, such as turmeric, haritaki (popular 

Ayurvedic herb), pomegranate, indigo 

and onions. The colorful urban apparel 

line for men and women is manufactured 

from fabric dyed by Aura Herbal 

Wear in India. 206-930-6713, www. 

truly-organic.com 

White Sierra 

In its Fall 2008 collection, White 

Sierra is incorporating novelty embellishments 

such as using big embroideries 

with various stitching/needle pattern, plaids 

or Argyle spot printing and a customized 

quilting pattern. White Sierra also is introducing 

numerous novelty fabrics into its outerwear range including 

3D Dobby textured nylon, poly faille with special floral flocking, 

shadow ripstop textured nylon and Herringbone textured nylon. 

Pictured here is the new Women’s Bandit Jacket (MSRP $150). This 

new snowboard-inspired jacket is a three-in-one jacket made from 

100-percent waterproof/breathable nylon twill with a snap-out fleece 

liner. Streetwear styling details include snap center front with 

toggle button closure. www.whitesierra.com 

Wiley X Eyewear 

The new Saber offers hunters and shooters a high performance, 

sturdy single lens blade style eyewear for both 

indoor and outdoor use. The Saber is adjustable to a 

wide variety of faces and is considered “unbreakable” 

by the company, with shatterproof polycarbonate 

lenses. Five-lens color options are 

available, each designed for specific environments 

and locations. 800-776-7842, www. 

wileyx.com 

Wisconsin Pharmacal 

The StingEze family of spray pens has 

been expanded with the new Poison Ivy Relief 

Spray and Anti-Itch Spray, both retailing 

for $2.49. The new spray pens measure about 5 

inches and are less than one-half inch in diameter, 

about the size of a fountain pen, and hold about 70 

32north (www.32north.com) 23 

3M Thinsulate (www.thinsulate.com) 21 

ACW (www.acw1.com) 17 

Advanced Elements (www.advancedelements.com) 44 

Alphatan International (www.precision-pak.com) 49 

ASF Group (www.asfgroup.com) 37 

Atlas Glove (www.lfsinc.com/atlasoutdoor) 35 

Bemis (www.bemisworldwide.com) 43 

Cam Commerce (www.camcommerce.com) 45 

Cloggens (www.cloggens.com) 32-33 

Cocoon by Design Salt (www.designsalt.com) 48 

Coghlan’s (www.coghlans.com) 11 

CoolMax (coolmax.invista.com) 19 

Cordura (www.cordura.com) 3 

Durapeg (www.durapeg.com) 48 

Ecowood Retail Displays (www.ecowooddisplays.com) 55 

Equinox (www.equinoxltd.com) 55 

GoPro (www.goprocamera.com) 15 

Gore-Tex (www.gore-tex.com) 13 

IFAI (www.safetyfabrics.com) 9 

Innova Disc Golf (www.innovadiscs.com) 46 

K&R (www.KandRusa.com) 51 

Kahtoola (www.kahtoola.com) 47 

Katadyn (www.katadyn.com) 57 

Katie’s Bumpers (www.katiesbumpers.com) 44 

Kombi Ltd (www.kombisports.com) 50 

Koolaburra (www.koolaburra.com) 42 

M.H. Bertucci (www.mhbertucci.com) 31 

Optimer (www.drirelease.com) 27 

OutDoor Europe (www.european-outdoor.com) 52 

Outlast (www.outlast.com) 63 

Overboard (www.ROCgearWholesale.com) 51 

Polarguard (www.polarguard.com) Back cover 

Ruff Wear (www.ruffwear.com) 29 

Samsonite (www.samsonite.com) 7 

SpareHand Systems/Stonman Avenue (www.sparehandsystems.com) 53 

Stackpole Books (www.stackpolebooks.com) 39, 41 

Swarovski Optik (www.swarovskioptik.us) 2 

Vargo Outdoors (www.vargooutdoors.com) 53 

YakTrax (www.yaktrax.com) 5 

FREE SUBSCRIPTIONS 

Subscriptions to INSIDE OUTDOOR magazine are free to those working in the 

outdoor products value chain. Simply go to www.insideoutdoor.com and click on 

the subscribe link. Fill out the form completely and you will start receiving the 

magazine within six weeks. 

PAID SUBSCRIPTIONS 

Professionals related to the industry but not within the qualification catagories 

may purchase a one-year subscription. Basic rate: U.S., $59; Canada, $99; 

foreign, $199. (U.S. funds only). Please call 480-503-0770 to place your order. 

ADDRESS CHANGES, RENEWALS and CANCELLATIONS 

Go to www.insideoutdoor.com and click on the subscribe link. For address 

changes and renewals, simply fill out the form, submit it and your subscription 

will automatically be renewed with your most current information. To cancel 

your subscription, go to the “Cancellations” header, click “here” and follow 

the instructions. 

CORRESPONDENCE 

Send letters to the editor via email to Martin Vilaboy at martin@bekapublishing.com. 

All other correspondence should be directed to INSIDE OUTDOOR 745 N. Gilbert 

Rd., Ste. 124, PMB 303, Gilbert, AZ, 85234 

PRESS RELEASES 

INSIDE OUTDOOR magazine welcomes press releases and any other 

information relating to the outdoor products value chain. Releases should be 

emailed to Martin Vilaboy at martin@bekapublishing.com 

REPRINTS 

For high-quality article reprints, minimum of 100 quantity, please contact the 

publisher at 480-503-0770. 

ADVERTISING 

For a media kit or information about advertising, call Berge Kaprelian at 

(480) 503-0770, berge@bekapublishing.com 


Gear 

sprays, making it easy to move relief from the medicine cabinet 

to the pack, purse, glove box or pocket. 

A plastic clip makes them easy to affix 

to clothes and gear. www.pharmacalway.com 

Yaktrax 

For 2008, Yaktrax will introduce 

eco-friendly footcare products and 

packaging focused on keeping the 

foot stable and comfortable for any 

outdoor conditions or activities. 

The Yaktrax Shock (pictured) footbed 

combines a fully organic tencel 

moisture management layer with a 

100 percent recycled Repreve fabric 

cover and an anti-microbial top cover 

to control odor. For foot comfort, the 

Shock combines a gel heel with both 

arch and forefoot protection. The new 

Yaktrax Stable Trax footbed is ultra 

lightweight but supports all three 

arches. Hydrologix moisture management 

top fabric keeps feet cool and 

dry, while the open cell Implus Foam enables a breathable 

and ultra-lightweight design. Finally, The Yaktrax Multi-Sport 

outdoor socks feature slip-resistant technology that stabilizes fit 

and redirects shearing. Constructed from merino wool, it combines 

climate control and comfort in a damage-reducing, highneedle 

count weave. The Multi-Sport sock comes in both crew 

and quarter styles. (800) 446-7587, www.implus.com 

Zeal Optics 

Among the new items from Zeal Optics is a group of polarized 

models, including the Lift ZB-13 polarized shield (pictured) 

offered in matte black and shiny white. New for women are the 

Entice ZB-13 polarized shield offered in lacquer black and shiny 

white and the Orb ZB-13 polarized shield in lacquer black, shiny 

white, chocolate/brown wood stripe and pale ice blue. MSRP for 

all three models is $110. www.zealoptics.com 

Where every fixture has a story! 

ECOWOOD 

DISPLAYS 

made w/ reclaimed wood 

proudly made in the usa 

800-452-1679 

www.ecowooddisplays.com 


Greensheets 

Carbon Footprint 101 

Part: 1 A Greenhouse Gas and LCA Primer 

by Ernest Shiwanov 

These days, you hear people talking about carbon footprint 

all the time. Yet surprising few people have a firm understand of 

what it is or what “carbon footprint” actually means. 

Then, once one knows what it means, how does one start 

the process of reducing it? Acquiring an answer entails researching 

a great deal on the subject or presuming that your source is 

reliable. What we will do is explore the different facets involved 

in determining carbon footprint. First, let us look at how a carbon 

footprint fits within the greenhouse gas story. 

The Kyoto Protocol identifies six atmospheric gases as key 

contributors to global climate change: carbon dioxide (CO2), 

methane (CH4), nitrous oxide (N2O), perfluorocarbons (PFCs), 

hydrofluorocarbon (HFCs) and sulfur hexafluoride (SF6). Each 

compound has a different global warming potential (GWP). The 

GWP is based on the difference between incoming and outgoing 

solar radiation energy (radiative forcing). With carbon dioxide 

used as one unit of GWP, also known as the carbon dioxide 

equivalent, all greenhouse gases (GHGs) have a GWP calculated 

in terms of their carbon dioxide equivalent. 

For example, using one of the standard conventions, 25, 298 

or 22,800 tons of carbon dioxide equals one ton of methane, 

nitrous oxide or sulfur hexafluoride. Nice. 

Fortunately, not all of the gases are as prevalent as CO2. 

However, over time and without control, the accumulative effect 

of these common gases will be devastating to the environment. 

GHG Impacts on Global Warming 

Greenhouse Gas (GHG) 

Chemical 

Symbol 

It’s Not All about Carbon Dioxide 

Knowing about carbon dioxide and its family of greenhouse 

gases and their GWP is a sobering reminder of how important it 

is to look at the big picture. A carbon footprint is a case in point. 


Global Warming 

Potential-100 years 

Carbon dioxide CO2 1 

Methane CH4 25 

Nitrous oxide N2O 298 

Perfluorocarbon -- Tetrafluoromethane CF4 7,390 

Perfluorocarbon -- Hexafluoroethane C2F6 12,200 

Hydrofluorocarbon - -Fluoroform CHF3 14,800 

Sulfur hexafluoride SF6 22,800 

Source: The Contribution of Working Group I to the Fourth Assessment Report of the 

Intergovernmental Panel on Climate Change (IPCC AR4 WGI) 2007 

A carbon footprint attempts to quantify the impact of human 

activity, measured in units of carbon dioxide gas, on our 

environment. Since carbon dioxide is not the only constant that 

affects our environment, we need to look carefully at all the 

factors that contribute to an ecological footprint. That is done by 

auditing of your personal or business activities to determine the 

emissions created. This audit method is called Life Cycle Analysis 

or Life Cycle Assessment (LCA). LCA is a comprehensive 

assessment of a product or process, from inception to end of 

life. The assessment includes: 

• transportation of raw materials to the manufacturer, 

• manufacturing of materials, 

• transportation of materials to product manufacture, 

• manufacturing of product, 

• transportation of product to end user, 

• impact of product by end user 

• and disposal of product by end user. 

The assessment has been used as a tool to evaluate a product 

or company’s eco-performance, which in turn can be used 

to improve it. In the simplest sense, an LCA is a management 

decision support tool, says the European Environment Agency. 

LCAs as assessment tools are still maturing. Companies marketing 

LCAs have a tough job: balancing scientific data and/or 

economic data with values sets. That is, values outside the 

scope of the LCA that are important to the commodity or 

service. Consequently, LCAs are not a purely objective exercise. 

Nevertheless, LCA consultants and LCA software 

continue to perfect their analyses as databases, models 

and science refine their results. 

The LCA Highway 

OK, great. An LCA will get you down the right path. 

However, not all LCAs are the same. There are at least 

three different ways to approach an LCA: 

1. Economic Input Output Lifecycle Analysis (EIO-LCA) 

2. Process Lifecycle Analysis (LCA) 

3. Hybrid Lifecycle Analysis (hybrid LCA) 

Here is an overview of the different LCA tools and 

their pros and cons. 

EIO-LCA 

Economic Input Output Lifecycle Analysis, also known 

as top down LCA, was based on the work of Wassily Leontief, 

the 1978 Nobel Laureate in economics. His work is based on 

a general equilibrium model that uses a simplified assumption 

that any increase in the output of goods in a given commodity

OPTIMUS 

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- Backpacker Magazine 

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canister stove kitchen.” 

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with such a diminutive device.” 

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The Optimus Crux 

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• 2 New Cook Systems - $60 and $80 for stove and cook set 

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• Unique Self-Cleaning Feature - no need to stop cooking or disassemble 

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See the Full Optimus Line at: 

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Greensheets 

Life Cycle Assessment as Defined by ISO 14040: 2006 

1 

2 

2 3 

GOAL & SCOPE DEFINITION 

INVENTORY ANALYSIS 

IMPACT ASSESSMENT 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

4 

1. Goal and Scope Definition, the product(s) or service(s) to be assessed are defined, a functional 

basis for comparison is chosen and the required level of detail is defined; 

2. Inventory Analysis of extractions and emissions, the energy and raw materials used, and emissions to 

the atmosphere, water and land, are quantified for each process, then combined in the process flow 

chart and related to the functional basis; 

3. Impact Assessment, the effects of the resource use and emissions generated are grouped and 

quantified into a limited number of impact categories which may then be weighted for importance; 

4. Interpretation, the results are reported in the most informative way possible and the need 

and opportunities to reduce the impact of the product(s) or service(s) on the environment are 

systematically evaluated 

Source: The United Nations Environment Program, Society for Environmental Toxicology and Chemistry 

sector results in a proportional increase from all other sectors. 

For example, if in one year you manufactured 100 four season 

mountaineering tents using 1,000 Megawatts of wind power, if 

you make 200 tents the next year, you will use 2,000 Megawatts 

of power. Using EIO-LCA, one can extrapolate carbon dioxide 

numbers for all sectors in the supply chain through sales of the 

four season tents. These sectors would include those that make 

aluminum products like tent poles, nylon fabric for fly sheets, 

footprints and canopies and plastic for items like side release 

buckles and connectors. Backpacker Magazine’s Zero Impact 

Challenge, a no loser contest for backpack manufacturers to use 

“sustainable product development” to “create a midsize backpack,” 

have chosen the LEAPS EIO-LCA method to determine 

the entrant’s carbon footprint. 

Process LCAs 

Process LCAs first appeared in the 1960s as a way to improve 

an industry’s competitive advantage by managing costs. 

By the 1970s, prompted by the Middle East oil embargo, businesses 

started to think critically about energy costs and the 

environment, including it more often in their assessments. In 

the 1980s and 1990s, The United Nations Environment Program 

(UNEP) and the Society for Environmental Toxicology and Chemistry 

(SETAC) continued to develop these assessment methods. 

In 1997, building on UNEP’s and SETAC’s work, the International 

Organization for Standardization published the 14040 series on 

LCAs as part of ISO’s 14000 environmental management standards. 

In 2006, ISO 14040:2006 (principles and framework) and 

14044:2006 (requirements and guidelines) replaced the original 

series and their subsequent changes, appreciably simplifying 

the LCA process. The figure above illustrates process LCA. 

Hybrid LCAs 

As the label would suggest, the hybrid LCA combines features 

that some LCA practitioners believe incorporate the best 

features of EIO-LCAs and process LCAs. Carnegie Mellon University’s 

Green Institute of Design, which maintains a public economic 

input output database of the United States economy for 

EIO-LCAs, defines hybrid LCAs as a way “to perform a hybrid life 

cycle assessment (LCA) for a custom product. The term ‘hybrid’ 


Greensheets 

LCA Comparison Sheet 

Method Pros Cons 

EIO-LCA 

Relatively inexpensive 

Relatively quick results 

More accessible to the non-LCA professional 

First order approximations on environmental impact of products and their 

waste and emissions are economy-wide 

Raw material extraction and manufacturing on an economy-wide scale 

Transparency of assessment when using public databases 

Databases from the U.S. Department of Commerce have not been updated since 

2002. Carnegie Mellon’s EIO-LCA public site is still using USDC’s 1997 database 

Commodity sectors are aggregated to only 491 total sectors by the U.S. Department 

of Commerce. Many businesses, including the outdoor retail business, are broadly 

represented by the current economic input output data. For example, the outdoor 

retail industry shares a sector that includes nudist camps w/o accommodations and 

skeet shooting facilities 

Globally, commodity sector databases are limited 

Recycling, remanufacturing or disposal are not well represented in the context of 

resource use 

Many businesses do not share economic data due to its confidential nature, thereby 

limiting the resolution of the database 

No standards for validation 

PROCESS LCA 

Detailed analysis of specific products or services 

End-of-life or cradle-to-cradle data is included in assessment 

Uses standards established by the International Organization of 

Standardization (ISO). The current ISO 14040 and 14044 were updated in 

2006 

ISO standards make peer review of results verifiable and transparent 

Relatively expensive 

Relatively time-consuming in obtaining results 

Requires LCA professionals 

Boundaries are created to limit the scope of the analysis since this method is so 

detail-oriented 

Interpretation phase of LCA is subjected to value judgments 

HYBRID LCA 

Combines the detail of process LCAs including end-of-life assessment with 

the economy-wide assessment of an EIO-LCA 

Relatively inexpensive depending on level of required detail 

Relatively fast results depending on how far down you drill 

Transparency of assessment when using EIO-LCA public databases 

ISO standards for the process LCA assessment make peer review of results 

verifiable and transparent 

Databases from the U.S. Department of Commerce have not been updated since 

2002. Carnegie Mellon’s EIO-LCA public site is still using USDC’s 1997 database 

Commodity sectors are aggregated to only 491 total sectors by the U.S. Department 

of Commerce. Many businesses including the outdoor retail business are broadly 

represented by the current economic input output data. For example, the outdoor 

retail industry shares a sector that includes nudist camps w/o accommodations and 

skeet shooting facilities 

Globally, commodity sector databases are limited 

Many businesses do not share economic data due to its confidential nature, thereby 

limiting the resolution of the database 

No standards for EIO-LCA validation 

Requires process LCA professionals 

Boundaries are created to limit the scope of the process LCA’s contribution to this 

method since it is so detail-oriented 

Interpretation phase of the process LCA is subjected to value judgments 

indicates that you will be able to create your own theoretical 

sector through which you will be able to model a custom product 

or process based on input-output data from the EIO-LCA 

model and process LCA data to which you may have access. 

“This feature will allow you to look beyond the aggregation 

of existing EIO-LCA sectors and towards a more fine-tuned 

analysis of various custom products,” Carnegie Mellon and 

Green Design Institute researchers continue, “including early 

development, hypothetical or existing products that may not 

be adequately modeled with the existing aggregation of the 

input output sector in question (i.e. an electric car, palm pilot, 

hydrogen fuel cell or specific existing product).” 

The Pros and the Cons 

In the LCA business, there is no black and white. Nothing 

is definitive since the methods are continuing to evolve and 

boundaries are continually being redrawn. Nevertheless, there 

are clear differences between the LCA methods. Here we provide 

a snapshot of what is known of the different LCA tools, 

their advantages and disadvantages. 

One thing is clear, there is no magic bullet that can give 

you an instant carbon footprint number. As LCA databases 

expand to reflect the global economy and science continues 

to hone the models, those numbers will become 

more accurate and meaningful. Within the framework of 

sustainability, carbon footprint is one small but important 

factor. Right now, today, you can reduce your impact on 

the environment without a carbon footprint number. Understanding 

its role is only one of many ways you and your 

business can start down the road of social, environmental 

and economic sustainability. 


Green Sheets 

The Green Glossary 

by Ernest Shiwanov 

Buzz words like sustainability, compostable 

and cradle-to-grave are regularly 

bandied about by authorities and spinmeisters. 

Many use terms interchangeably 

or incorrectly. So Inside Outdoor decided 

to parse the greenwash lexicon and take 

a stab at a short glossary of definitions. 

The following definitions are as organic 

as the topics they address. They are more 

operative than definitive, with the underlying 

subtext being about the discourse that 

we hope to continue. Indeed, these definitions 

are “alive,” and we expect them 

to evolve as new standards are set, technologies 

are developed and our industry 

grapples with the “sustainability” (see below) 

of our businesses. A la Wikipedia, we 

welcome anyone who would like to add, 

change or modify definitions to submit 

their insight to ernest@bekapublishing. 

com. The Green Glossary will continue to 

appear in future issue of IO. 

Biodegradable 

Aerobic decomposition of a polymer 

through the action of microorganisms 

or aerobes. There are no standards for 

eco-toxicity or length of time before degrading 

to biomass and, in some cases, 

eco-toxins. 

Cap and Trade 

See Emissions Trading. 

Carbon Neutral 

or Carbon Offset 

To offset or neutralize net greenhouse 

gas emissions. 

This can be achieved by planting trees, 

using renewable energy, energy conservation 

and emissions trading. Critics contend 

there is no definitive evidence that carbon 

offsets work since there are no models 

or standards that clearly demonstrate 

the equilibrium. 

Compostable 

Biodegradable compostable is the 

ability of an organic material to aerobically 

decompose to its remnants. Industrial 

compostability also has a range of 

definitions, although all of them agree on 

a six-month period for the organic matter 

to degrade. Most standards support 

these tests: 

• Does it biodegrade to carbon dioxide, 

water, biomass at the rate paper biodegrades? 

• Does the material disintegrate leaving 

no distinguishable or visible residue? 

• Are there any eco-toxic materials left, 

and can the remaining biomass support 

plant growth? 

American Society for Testing and 

Materials (ASTM) D6400-99 says to 

be considered compostable, materials 

must undergo degradation by biological 

processes during composting to yield 

carbon dioxide (CO2), water, inorganic 

compounds and biomass at a rate consistent 

with other compostable materials, 

leaving no visible, distinguishable 

or toxic residue. 

The EN (European Committee for 

Standardization or Comité Européen de 

Normalisation) standard is even more 

specific. EN13432 states that a material is 

deemed compostable if it will breakdown 

to the extent of at least 90 percent to H2O 

and CO2 and biomass within six months. 

There are other standards as well with 

DIN V49000 from the German Institute 

for Standardization being the strictest 

in the allowance of heavy metals. Many 

might be familiar with DIN standards for 

their safe release ski bindings. 

Cradle-to-cradle 

The life cycle of a product from manufacture 

to re-manufacture. 


IO_28.indd 61 

1/11/08 6:01:42 PM

Green Sheets 

Cradle-to-gate 

The life cycle of a product or process 

from manufacture to end-user. Also 

known as environmental product declarations 

(EPD). 

Cradle-to-grave 


to end-of-use disposal. 

Degradable 

A material that undergoes chemical 

change and a loss of original characteristics 

due to environmental conditions. 

There are no requirements for time, process 

or toxicity for this method. 

Emissions Trading 

A practice in which businesses are 

given an emissions cap, in the form of 

credits, that allows them to pollute up to 

a maximum credit level. Businesses that 

exceed their cap must purchase (or trade) 

credits from a company that has not exceeded 

its cap. 

Some problems with the Cap and 

Trade concept include where to set the 

initial levels of the caps, retiring old credits, 

resetting caps, and regulatory/compliance 

standards. 

Environmental Product 

Declarations (EPD) 


to end-user. Also know as cradleto-gate. 

Gate-to-grave 

The life cycle of a product from the 

end-user to end-of-use disposal. 

Life cycle assessment (LCA) 

A comprehensive assessment of a product 

or process, from inception to the end of 

its “life.” The assessment includes transportation 

of raw materials to the manufacturer, 

manufacturing of materials, transportation 

of materials to the product manufacturer, 

manufacturing of product, transportation 

of product to end-users, impact of product 

by end-user and disposal of product 

by end-user. 

The assessment has been used as a 

tool to evaluate a product’s or company’s 

eco-performance, which in turn can be 

used to improve it. 

Life Cycle Management (LCM) 

An integrated approach to sustainable 


production and consumption through the 

management of a product’s or process’ 

life cycle. 

Life Cycle Energy 

Analysis (LCEA) 

The total life cycle energy input. Criticism 

in utilizing LCEAs include the argument 

that different energy sources have 

different potential value (exergy). Additionally, 

critics contend that LCEAs’ energy 

currency cannot supplant economic 

currency as the determinant in business. 

Organic 

In textile technology, organic refers to 

standards ensuring sustainable practices 

during all phases of fiber production. Beginning 

with every aspect of cultivation under 

the National Organic Program (NOP) guidelines, 

post-harvest wet processes such 

as dying and bleaching, textile fabrication, 

manufacturing of goods, transportation, 

worker environment, labeling/compliance, 

packaging, exportation and importation are 

comprehensively addressed. 

Presently, there are no processing 

standards for organic fibers from the U.S. 

federal government beyond cultivation 

ending with the consumer. 

For standards related to organic food, 

please see: http://www.ams.usda.gov/nop/ 

indexIE.htm. 

Oxo-biodegradation 

A two-step process that begins with 

degradation by oxidation, followed by biodegradation. 

A variation of this developed for polymers, 

such as polyethylene, add a degradability 

component during the material’s manufacturing. 

The added component allows 

the polymer to thermo- (heat), photo- (light), 

or hydro- (water) degrade within 90 days in a 

commercial composting environment. 

It is purported that in non-commercial 

composting environments, the biodegradation 

will take place but at a much slower rate. 

RoHS 

An acronym for Restriction of Hazardous 

Substances Directive (the lead-free 

directive). 

Although not a law, the European Union 

passed this directive in 2006, limiting the 

use of six materials in any part of electronic 

and electrical products. The six materials 

limited by RoHS are: lead, mercury, cadmium, 

hexavalent chromium (chromium VI or 

Cr6+), polybrominated biphenyls (PBB) and 

polybrominated diphenyl ether (PBDE). 

PBB and PBDE are flame retardants used in 

some plastics. 

Similar standards have been adopted 

in China, Japan, Korea and California. The 

U.S. federal government currently has no 

plans to adopt a similar directive. 

Recycling 

The U.S. Department of Energy defines 

recycling as “the process of converting 

materials that are no longer useful as designed 

or intended into a new product.” 

Renewable Energy 

The U.S. Department of Energy defines 

renewable energy as “energy derived from 

resources that are regenerative or for all 

practical purposes cannot be depleted. 

“Types of renewable energy resources 

include moving water (hydro, tidal and 

wave power), thermal gradients in ocean 

water, biomass, geothermal energy, solar 

energy and wind energy. 

“Municipal solid waste (MSW) is also 

considered to be a renewable energy resource.” 

Sustainable development 

Economic, social (political) and environmental 

development that is harmonized 

for the good of all interests. 

Many, including the United Nations, 

use the definition from the Brundtland 

Report Our Common Future that “sustainable 

development is development that 

meets the needs of the present without 

compromising the ability of future generations 

to meet their own needs.” 

Others contend that this is not an operational 

definition and that the concept 

is best defined as “a socio-ecological process 

characterized by ideal-seeking behavior 

on the part of its human component,” 

which is adapted from the work of Russell 

Ackoff and Fred Emery, among others. 

Nevertheless, there are some that 

consider the phrase a greenwash oxymoron. 

To many, the concept of growth and 

depleting non-renewable resources are 

mutually exclusive. 

Zero Waste 

An approach to the cradle-to-cradle 

concept that includes reduction of product 

or process waste and consumption, 

plus advancing the notion of reuse, repair 

or return to the environment.

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© 2006 INVISTA

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