Fall - InsideOutdoor Magazine

Fall 2008
www.insideoutdoor.com
UNCOVERING
OUTDOOR
COMPONENTS
Textile Technologies ’09
Fabrics
Get Healthy
Green Sourcing
Monsters
Summer
Market Rewind
Holiday Gift Guide
Printed on 100%
Recycled Paper

the original warmth without bulk
proven
performance
3M and Thinsulate are trademarks of 3M. © 3M 2008
The brand you can count on
Thinsulate TM Insulation from 3M is a proven
high-performer – and a strong, well-known brand.
Add value to your products and gain meaningful
differentiation where it counts: at the point of sale.
To have a sales representative contact you, call
800-831-0658 or visit thinsulate.com

F A B R I C
AS LON
ONG AS THE
WOR
LD
IS FU
LL OF DURA
BLE PE
OPLE
LE,
WE
’LL KE
EP
MAK
ING DURA
RABL
E FABR
ICS.
S
www.
w.CO
CORD
RDUR
URA .com
. 800.
0.
57
7.
3733
33
©2
20 08 I
NVIS
TA. CORD
URA®
is ar
re
gist
ered
tradema
rk of INVIST
VISTA fo
r du
rabl
ef
fa
bric
s.

C O N T E N T S
Fall 2008
30
14
36 Betting on a Better World
Global corporations are feeling intense social pressure
to clean up their acts, but sourcing environmentally
friendly materials and developing greener products
present harsh new realities for designers and engineers.
Things should get easier, assuming executives
are able to show some patience.
By Martin Vilaboy
Departments
DATA POINTS
8 NUMBERS WORTH NOTING
Pick up of in-store; signs of the times; energy policies;
plus more
HOLIDAY GIFT GUIDE
25 The gift of gear
FEATURES
36
14 Salt Lake in the Rearview Mirror
Now that we’ve had time to digest all the activities and announcements
that took place at the recent OR Summer Market, there’s
still only time to scratch the surface. That said, here’s a look back at
some trends observed as well as a few forecasts for the future.
By Martin Vilaboy
30 A Healthy Dose of Textile Technology
The outdoor market is long on fabrications that protect us and
maintain comfort in less-than hospitable situations, but a new
breed of technology goes one step further toward the medical
and therapeutic. It could be a healthy opportunity for those
willing to make a commitment.
By Martin Vilaboy
TEXTILE NEWS & NOTES
40 ON-SPEC AND IN-STOCK
Component swatches and shorts
BACK OFFICE
46 TO CATCH A THIEF
Solving the worst kind of shrink
48 MINDING YOUR OWN BUSINESS
Who else will?
6 Letter from the Editor
12 Rep News and Moves
50 Advertiser Index
4 | InsideOutdoor | Fall 2008

Yaktrax Ice Traction keeps you safe and secure, whether exploring
a snowy trail or traveling down an icy sidewalk, allowing you to go farther
than ever before. www.yaktrax.com The Running Event | 218
THE IMPLUS LINE OF FOOTCARE PRODUCTS APARA SNEAKER BALLS SOF SOLE YAKTRAX www.implus.com

Editor’s Letter
Holiday Wishes?
It’s quite possible this winter we will see one of those rare instances of late when an
Outdoor Retailer expo fails to experience sequential growth in the number of exhibitors.
Now, don’t get your bike short chamois in a bind. We’re not here to add murk to the
gloom and suggest that even the outdoor market is not insulated from the current recessionary
period. Sure, the capital crunch will put a kibosh on marketing agendas at some
smaller vendors and squash plans altogether for a few upstarts, both of which tend to
represent much of the new exhibitors, and hence the growth, at OR. What’s less clear
at this point, however, is how current market conditions will impact winter traffic in the
retail aisles.
Not good, say the experts, and for good reasons. But we’re still not convinced it’s wise
for outdoor dealers to alter plans in expectation of drastic dips in holiday spending, as is
widely suggested.
We’re willing to bet most of the 20 percent or so of your customers that generates 80
percent or so of your business didn’t see a large chunk of net worth suddenly disappear
when the Dow dropped below 10,000. And while lending is an issue that touches everyone,
credit card companies simply aren’t going to suddenly cut off qualified consumers or
jack rates on them in such a competitive environment. Nobody, quite frankly, likes to turn
away good business.
The instability of global markets even produced an interesting upside that for some
reason gets little attention from the keepers of the headlines. As the markets have dipped,
surely you’ve notice, so have food and gas prices, and that may impact Christmas consumerism
more than tanking stocks and tight credit, at least if we can believe the surveys
taken when those prices were rising.
There’s some evidence we should. This September, reports the U.S. Census, overall
retail dollars were down 1.2 percent compared to September 2007. Food and beverage
on its own, however, was up about 5 percent.
Gasoline station sales were up 17 percent year over year, despite data suggesting
people were cutting back on their driving. Consumers apparently were spending more
for lots less.
It seems safe to assume, as gas and food prices dip, much of the dollars saved once
again become discretionary. Of course, consumer attitude about the economic conditions,
or confidence, is a huge factor, as well, and falling prices at the pumps could have
the same positive effect as rising prices appear to have had a negative effect. We’d also
bet that as soon as the elections are over, we’ll be hearing a lot less from the talking heads
about how terrible the economy is performing.
So when it begins to look a lot like Christmas, don’t be surprised if it ends up looking a
lot like the holiday seasons of the past few years, when a good amount of retailers were
too short on inventory and staff to take advantage of the traffic. We’re not suggesting
caution is not in order. Consumers and financial institutions have been irresponsible, no
doubt, and some belt tightening appears inevitable. (The suggestion that purchasing is
patriotic while prudence is bad for the nation’s economy simply is dangerous, but that’s a
different discussion.)
Perhaps it’s best to take the same advice level-headed investment planners are offering
clients in these rocky financial times: There are two strikes, two outs, no runners on
base and you’re down a few runs, so give up going for the home run, and maybe even
choke up on the bat a little, but don’t just stand their taking pitches. If you do, there’s a
good chance you’ll watch the third strike go right by. –MV
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
6 | InsideOutdoor | Fall 2008

Photographs by Dan Milner
Every day is an
OPPORTUNITY
DISCOVER
to
Fabien Cousteau, an explorer like his father Jean-Michel
and grandfather Jacques, carries the water
and slash resistant Sloth outdoor travel bag.
something new.
Come see us at the Outdoor Retailer (gear trends, inside outdoor, outdoor business)
samsoniteoutlab.com

Data Points
Numbers Worth Noting
by Martin Vilaboy
Uptick of In-store Pickup
According to the e-tailing Group’s most recent cross-channel
study, “buy online for pickup in-store is definitely becoming more a
part of stores’ culture,” says Lauren Freedman, e-tailing president.
A primary appeal for consumers is the free shipping to stores,
which 96 percent of surveyed retailers now offer compared to 92
percent last year. Efficiencies within the store, such as the pickup
location more frequently being at the customer service area and
more related in-store signage, are further evidence of the feature’s
integration within the brick and mortar environment.
Nonetheless, more merchants appear to be stocking
products centrally, and that means more time needed to ship
goods to designated stores, suggest the findings. Last year,
73 percent of merchants surveyed offered same day pickup
versus 54 percent in the third quarter of 2008.
In-Store Pickup Experience (% of surveyed merchants)
3Q 2008 3Q 2007
Pickup Location and Type
Designated pickup counter 37% 45%
General cashier 42% 43%
Customer service area 21% 12%
Designated Counter
Easy to find 79% 78%
Medium difficulty 17% 13%
Difficult to find 4% 9%
In-store signage for pickup 58% 55%
Overall wait time 2.58 min 3.21 min
Product ready and waiting 94% 83%
Source: the e-Tailing Group, September 2008
Snow Sports Snapshot
The 2007/2008 snow sports season brought in $2.97 billion
in sales of snowsports equipment, apparel and accessories
among both brick and mortar shops and on the Internet,
according to the latest figures from SIA. Of that, $834 million
came from equipment, $1.165 billion from apparel and $973
million from accessories. Sales through specialty shops
increased 3 percent in units and 5 percent in dollars over last
season to $1.9 billion, while chain store data showed sales
totaling $616 million, 15 percent higher than in 2005/2006, the
last season measured. Internet sales, meanwhile, increased
an impressive 39 percent in units and 46 percent in dollars,
says SIA. On eBay alone, 22,635 new (but not necessarily
current) alpine skis and 37,182 new (but not necessarily
current) snowboards were purchased between August 1, 2007
and March 31, 2008.
All told, about 26 million people in the U.S. consider
themselves snow sports participants, but 9 million did not
participate in 2007.
Digital Signs Grab, Engage, Inform
A study released by SeeSaw Networks and conducted
by OTX suggests that advertising on digital signage is a
compelling media for advertisers to effectively deliver their
messages. Nearly two-thirds of adults say that digital signage
catches their attention, and among those who have seen
advertisements on different kinds of media over the past 12
months, respondents found digital signage advertising to
be the most unique and the most interesting, just ahead of
magazine and television advertising, which came in a close
second and third on both accounts.
People Reporting That Advertising On The Media
Catches Their Attention
Media
% of Respondents Noting
Digital signage 63%
Billboard 58%
Magazine 57%
TV 56%
Internet 47%
Newspaper 40%
Radio 37%
Mobile phone 10%
Source: SeeSaw Networks
Digital signage also scored well in terms of being “credible”
and “informative,” ranking near the top in both categories. The
latter is particularly important because while all advertising
seeks to increase demand for a product or service, “informative
advertising provides people with information that influences
their decisions,” suggest OTX researchers.
Advertising On The Media Is Credible
Media
% of Base
Newspaper 41%
Magazine 37%
Digital signage 33%
TV 32%
Radio 27%
Internet 25%
Billboard 19%
Advertising On The Media Is Informative
Media
Magazine 59%
Newspaper 55%
TV 51%
Digital signage 50%
Radio 43%
Billboard 36%
Internet 35%
Source: SeeSaw Networks
% of Base
8 | InsideOutdoor | Fall 2008

Data Points
40%
Consumers Conversely, Are respondents Most Interested also find messaging Seeing on Sale digital and signs received a mobile offer, while about the 34% same percentage 31% was
less Product annoying Info than on Screen nearly all other media, and acceptance is a worried about the 30% cost of airtime.
“How “critical interested component would you of be effective in seeing media,” ... on large the video report screens concludes. in stores?”
21% 21%
Incidentally, the most annoying form of advertising when
20%
15%
Mobile Marketing Offer Responses
12%
comparing all forms was online advertising, say the findings,
% of
8%
Specials viewed as an annoyance by 67 percent of respondents. 81%
10%
Responders All 3%
Offer Types
Products
72%
to Mobile Respondents
0%
When Comparing Digital Signage With
Very often or Frequently
Offers
Sometimes Rarely/Never N/
al Events Other Media, Only Newspapers Were Found 68%
Responded to a text message always for product reador service read 70% read 17%
News To Be “Less Annoying” than Digital Signs
Participated in survey sent to mobile phone 42% 10%
67%
Source: MarketingSherpa
Media
% of Base
Responded to email offer for product or service 30% 7%
Weather
67%
Newspaper 23%
Responded to Web offer on mobile browser 22% 5%
al Shows Digital signage 26% 52%
Responded to a coupon offer 18% 4%
Billboard 26%
Source: Direct Marketing Association
Card Info
50%
Magazine 33%
ic Videos
TV 51%
49%
That seems to suggest that as data services get cheaper or
Radio 52%
continue to move toward unlimited plans, and as mobile messaging
orts Info
46%
Internet 67%
becomes more prevalent, a huge uptake is possible. A lack of interest
and Trivia
36%
was cited by 45 percent of non-responders. Interestingly enough, 18
Source: SeeSawNetworks
percent of non-responders said either that their phones did not have
0% 20% 40% 60% 80% 100% the capabilities or they simply did not know how to use it.
Energy Policies
If your company Base: is feeling Consumers the pinch 18+ of rising energy costs, Reasons for Not Responding to Mobile Offer
you’re not alone. Just less than 70 percent of small and midsized
Source: Arbitron businesses surveyed by the National Small Business
I was not interested 45%
I have never received an offer on my mobile phone 33%
Association have taken action this year directly related to rising
energy costs. The most prevalent move is to simply increase
prices, named by 37 percent of respondents, while a third of
It cost me airtime or money to respond
My mobile phone doesn’t support this capability
32%
13%
firms have reduced business travel.
My phone has the capability, but I don’t know how to use it 5%
A Majority of Shoppers Find Retail Video Displa
Businesses have been forced to take steps to
mitigate the impact of higher energy prices.
“In response to rising energy costs, which of the following
steps have you taken?”
Cut production schedule or commenced
other conservation measures
None
11%
31%
Increased
Invested in
37% Prices
Energy-Efficiency
Upgrades
18%
3%
Increased Use of
Public Transportation
33%
Reduced Amount of Business Travel
Source: National Small Business Association
10%
4% Reduced
Employed Benefits
Reduced Workforce
Texting Tops Mobile Offers
Among the 24 percent of mobile phone users who have
responded to mobile marketing, a full 70 percent say they
have responded to a marketing text message compared to
42 percent who’ve responded to a survey and 30 percent to
email offers, according to findings from the Direct Marketing
Association. Of the 74 percent of respondents who did not
respond to mobile marketing, 33 percent said they had never
10 | InsideOutdoor | Fall 2008
60%
50%
54%
Transactional email
Typical opt-in messaging
Other 5%
to be Helpful
Source: Direct Marketing Association
“Do you think that video programs featuring product or sale
Overall, about
information
one-fifth of
are...?”
mobile marketing responders
indicated that they respond to three or more offers a month.
Not surprisingly, younger, “Very single Helpful” and the more affluent cohorts
are more likely to interact with
16%
mobile messaging, says DMA.
Gift Cards Get Personal
The perception that gift cards are impersonal is the top
inhibitor to consumers purchasing them, according to a survey
from National Research Network. So one way to increase gift card
sales and help them stand out in a dense marketplace is through
the “personalization “Not of at gift Allcards,” says Keith Maladra, National
Research Network Helpful” vice 22% president. Of course, personalization
means knowing customers better, so NRN tells us that gift card
purchasers are most likely to be female and between the ages
of 18 to 24, while Christmas and birthdays, not surprisingly,
were cited as the top occasions for gift card giving.
Base: Consumers 18+ who have seen retail video
In 2006, consumers spent nearly 18 percent of their 2006
total holiday merchandise Source: Arbitron gift expenditures on gift cards, up
from 13 percent in 2005, says the International Council of
Shopping Centers. In 2007, meanwhile, respondents to the
NRN survey claimed to have spent $262 on gift cards, at an
average of $52 per card. NRN also found that 15 percent of
gift card recipients spend less than the total gift card amount,
benefitting the card issuer.
“So
H

The fridge light has
moved outdoors.
Introducing the new Cooler Light.
The Cooler Light attaches to any hinged lid
providing hands-free light whenever you need it.
Lights up your cooler at night – just like your fridge light!
Call 1-877-264-4526 for a catalog or visit us online at
www.coghlans.com.
The Outdoor Accessory People.

Rep Moves and News
GreenRep.org announced its official launch as “a sales
agency dedicated to selling green products and advancing
green initiatives.” A full service agency, GreenRep.org will
focus on representing green-oriented manufactures in the
surf, skate, snow and outdoor industries. GreenRep.org works
by donating 5 percent of all profits to green organizations and
educational sources. The mission behind this contribution is
to build a business protocol that reflects the same values
their client’s share.
“We believe that it is incumbent upon all of us, as
ambassadors to the outdoors, to educate our end-consumers to
the very real connection between the effects of global warming
and the sports we love,” explains founder Daniel Clayton.
Among its early clients, GreenRep.org manages regional
sales and custom programs for industry brands Helly Hansen,
Gramicci, Ando and Friends and LiViTY Outernational.
Chinook Outdoors, an agency founded in 1995 by Ben
Tindall, will represent SCARPA North America in New York,
New Jersey, Pennsylvania, Maryland, D.C. and Delaware. Tindall
has been in the industry for nearly 25 years and started his
career in sales as a tech rep for Rossignol. Chinook’s other lines
include Sierra Designs, Boeri, Acorn and Io-Bio. Tindall can be
reached at 610-346-8843 or bent@chinookoutdoors.com.
Expecting a substantial increase of sales in these regions
in the coming year, NuCanoe has entered into three new
partnerships in the third quarter. In the Northeast, NuCanoe
now will be represented by John and Pete Tangney (617-
448-4509), while Bob Nichols (321-282-8289) will handle
Florida and Joe Lammers (937-470-5822) will handle
Michigan, Ohio and Indiana.
Skins is taking its gradient compression technology into the
Canadian market through a partnership with distributor Roblin
Athletic Inc. Roblin Athletic is an in-stock distributor, offering
fast shipping and a service-focused national sales team known
for superior product knowledge. The company will introduce
Skins to select run, cycle and ski specialty stores coast-to-coast
beginning November 1, 2008.
“With our advanced technology, there is a need for a
high level of specialized retailer education. Roblin Athletic
is committed to retailer education, thus was the perfect
choice for Canadian distribution,” says Jon Graff, brand
manager for Skins.
Gearupdate.com is dedicated to promoting
the latest gear in the outdoor industry.
We invite both retailers and manufacturers to
upload your new products.
CPC advertising model for guaranteed ROI.
12 | InsideOutdoor | Fall 2008

nearly 1,000 nominations for this accolade from snow sports
retailers nationwide.
Nine regions were identified for retailers to vote for the snow
sports rep they felt most deserving. This year’s SnowSports
Regional Rep of the Year winners will be recognized at the SIA
Fall Education Seminars held in three locations throughout
the U.S. Each winner will receive a commemorative plaque
recognizing their commitment to the industry, and they are:
Wacoal Sports Science Corp., makers of CW-X
Conditioning Wear, has appointed Black Water Designs
(BWD), a division of Barrett Marketing Group Corporation,
as its exclusive Canadian distributor. BWD, based in Toronto,
is also the Canadian licensee of Sierra Designs and Ultimate
Direction and the exclusive distributor for Karrimor products.
BWD has been in business more than 25 years in the specialty
outdoor retail market and nine years in the specialty running
retail market. For more on BWD, contact Chad
Smith at chads@blackwater.ca.
At the same time it announced the departure
of longtime employee Martin Wilkinson, who
REGION
Atlantic (N.Y., Pa., N.J., Del., Md.)
Eastern Lakes (Mich., Ohio, Ind.)
has taken a position with Mountain Khakis as
Midwest (N.D., Minn., Wis., S.D., Iowa, Ill., Neb., Mont., Kan., Okla.)
the newest member of their sales division,
Outdoor Sports Marketing announced the Northeast (Me., Vt., N.H., Mass., R.I., Conn.)
hiring of two new team members.
Whit Clifford will be joining Outdoor Sports
Northern California
Northwest (Wash., Ore., Idaho, Mont., Alaska)
Marketing covering Georgia, Southern Alabama
Rockies (Wyo., Utah, Colo., N.M., Texas)
and South Carolina, while Justin Sams will be
serving Outdoor Sports Marketing’s retailer base South (W.Va., Va., Ky., Tenn., N.C., S.C., Ga., Ala., Miss., Fla., Ark., La.)
in Florida. Whit can be reached at 912-536-1299 West (Southern California, Nev., Ariz., Hawaii)
or whit@outdoorsportsmarketing.com, and
Sams at 904-477-0458 or justin@outdoorsportsmarketing.com.
And finally … now in its third year, The SnowSports
Industries America’s SnowSports Regional Rep of the Year
Award recognizes those sales reps in the snow sports industry
that have successfully fostered relationships with retail
storefronts to help move winter sports products. SIA received
WINNER
Rob Haggerty
Broc Johnson
Scott Ladwig
Brad Sellew
Craig Wingard
Dustin Anderson
Rob Howland
Mitch Chilton
Bob Stanislaus
Voting for the regional rep award began in late July with
surveys sent out to nearly 10,000 retail storefronts. Nomination
criteria focused on five main components including: relationships
with retail shops; communication with retailers; proactively
helping stores manage inventory; conducting shop clinics; and
timely response to retail shops’ calls and emails.
Fall 2008 | InsideOutdoor | 13

Salt Lake in the
Rearview Mirror
Photo courtesy Outdoor Retailer
Summer Market Rewind & Fast Forward
by Martin Vilaboy
Peaking travel costs and threats of “staycations”
be damned. The outdoor industry was
out in full force in August, convening in Salt
Lake City for what show organizers, Nielsen
Business Media, called a record-breaking Outdoor Retailer
Summer Market.
An informal survey taken on the show floor suggested
tough times forced some smaller independent
retailers, particularly those from Eastern parts of the
U.S., to send fewer buyers than in the past or forego
the trip altogether. But, by and large, outdoor industry
members used whatever means necessary (planes,
trains, automobile, buses and bicycles) to convene on
the Salt Palace, where traffic in the aisles was as heavy
as ever, and booths continued to push the boundaries
of the space provided by the long-time venue.
14 | InsideOutdoor | Fall 2008

Count on Serious Traction.
serious
traction
gear
Whatever the winter activity STABILicers provide the ice traction product you need.
Quick and easy on and off and performance-designed for durability and comfort.
Aggressive cleats bite into ice, rock, snow and pavement, providing unbeatable
traction with every STABILicers product.
800-782-2423
www.32north.com

Photo courtesy Outdoor Retailer
So much so that some requests from veteran exhibitors
for bigger footprints on the show floor had
to be refused, say show organizers. And that’s after
space was freed up by the removal of the paddle tank.
Meanwhile, many first-time exhibitors had to take
their chances on the expo’s first real attempt to house
booths off-site, across the street from the Salt Palace at
ESA or EnergySolutions Arena, which a few exhibitors
lovingly dubbed “East Siberia Area.”
When heading out through the West exit of the Salt
Palace, the walk over to the ESA actually wasn’t that
bad, but foot traffic still was light to non-existent any
given hour most days. It was probably wishful thinking
to expect anything much different. Remember the
first time temporary tents were set up in the Salt Palace
parking lot?
As most show organizers will attest, the first
year is always tough for a new site at an old event,
so it’s pretty safe to assume that traffic and enthusiasm
in the ESA will improve significantly down
the road, assuming also that enough companies are
willing to purchases booth space in the ESA next
summer and beyond.
That said, there are signs executives at Nielsen Business
Media now believe that OR Summer Market has
outgrown its host city, and while we’ve heard nothing
official, we wouldn’t be surprised if Nielsen already is
searching for other sites and cities, as its current agreement
with the Salt Palace nears its end in 2010. There’s
no telling yet where Summer Market will move, as
there simply aren’t many choices of convention halls
that can fit the entire industry under one roof, as well
as provide decent outdoor access for demos, competitions
and recreation. That’s partly why the smaller OR
Winter Market likely stays put in Salt Lake, at least for
the near to mid-term, even if Summer Market relocates
to a new home.
What’s SUP
Back to last summer’s show and the main floor,
it was hard not to notice the impact made by standup
paddling, including the momentum it generated
at the on-water demo, even before the expo officially
Stand-up paddlers are a sight for the paddlesports
market’s sore eyes.
16 | InsideOutdoor | Fall 2008

KEEP YOUR
COOL
MAX
YOUR PERFORMANCE.
THE ULTIMATE PERFORMANCE FABRIC
The original moisture management fabric. COOLMAX ® fabric features an advanced wicking technology that helps keep moisture
away from the body. Keeping your customers drier and cooler so they can go farther, faster.
To learn more about COOLMAX ® fabric, contact Sharon Osborne at 212-512-9393.
COOLMAX ® fabric is a trademark of INVISTA. ©2008 INVISTA.
COOLMAXFABRIC.COM

Anglers enjoy the versatility of SUP
opened. Providing a wave of excitement in an otherwise
flat paddling market, SUP quickly has permeated
the show’s paddlesports section. There’s even an inflatable
stand up board available to retailers already.
“Paddle dealers that haven’t yet brought in standup
paddling, or are at least considering it, will be
doing so in five years,” predicts Duke Brouwer,
events/promotion manager from SUP
board vendor Surf Technicians Inc.
Part surfing part kayaking, the
sight of an adult standing fully erect
up on top of the water is proving
to be an eye-catching site at paddle
dealer demos, says Brouwer, and proponents
of the sport claim it’s much easier
to learn than surfing, due to the flat bottom of the
boards, while the paddle helps with balance. After
a good 15 minutes of proper instructions, most folks
can get the basics down after about five minutes on a
board, says Brouwer.
“After debuting stand-up paddling at the show
three years ago, this year was clearly a break out year
for stand-up, both from the retailers interest, as well
as the expansion of our program into
the range of uses for different models,”
says Sander Nauenberg, Surftech marketing
manager.
Indeed, though SUP is a product
of the coastal surf culture, stand-up
boards are making their way inland,
with hybrid designs being developed
for all sorts of waters and
uses.
“Flat water paddling, tri-athlete
training and racing, fishing, river paddling, wave riding
... too many fun approaches,” says Nauenberg.
Similar to more traditional watercraft, SUP boards
range from nimble and fast to extremely stable and slow,
while SUP vendor C4 Waterman, for its part, this year
introduced a “go-anywhere board” called the ATV. The
end result is a sport with the cool factor of surfing and
the flexibility and market reach of canoeing.
“You want to fly fish off one of these boards? Let’s
do it,” says Surftech’s Brouwer.
18 | InsideOutdoor | Fall 2008
A Fleet for the Feet
Moving from the water ways to
retail aisles, retailers hungry
for opportunities
to cross-merchandise
footwear with apparel
on the sales floor have
some solid options
for Spring 2009. Now
into their second year
in the apparel business,
Merrell’s designers have
placed special emphasis
Lowa’s new Zephyr GTX was
on providing clothing styles designed to walk the line
that integrate tightly with the between beefy backpacking
company’s footwear line, says boot and everyday shoe.
a company spokesperson.
Similarly, Ex Officio took its first steps into
footwear with styles also intended to be
mixed and matched with ExO apparel on
the sales floor.
And sticking with footwear, it appears boots
are back, at least light hikers are anyway. After
years of hearing that old school hiking boots
were overkill for what most users were
doing on the trails, while the “fast and
ultralight” trend dictated that trail
running-type styles would be what
most hikers wanted, a few footwear
The SÓL represents
GoLite’s first step into
the outdoor boot
business.
vendors were plopping down
light-duty hiking boots that resembled
the once-dominant day
hikers of the 1990s.
Even “fast and light” purveyors GoLite, for example,
introduced its first full-sized boot, the Speed of
Light (SÓL). GoLite says its leather/fabric upper
boot is one-third the weight of comparable hikers,
but it’s certainly more day hiker than the
“running-inspired” shoes typical of the
GoLite line.
The Amazon GV Women’s
is part of Asolo’s Freeland
collection of multi-sport
boots and shoes.
Coming from a company steeped in trail running, Oboz’s new
Wind River is billed as a lightweight and agile backpacking boot.

dri-release microblend performance fabric
Faster Releasing=Greater Comfort
FreshGuard keeps garments fresh
Lasting quality, wash after wash
Dri-release is
RELEASE
FACTOR a real speed
4
demon when
it comes to
liters per hour
moisture
transport —
releasing as much as 4 liters
of moisture in one hour. That’s
faster than cotton, and faster
than any other performance
fabric! That means you will stay
dryer and more comfortable
even in your
most intense
workouts.
FreshGuard
keeps garments
smelling fresh by
working from deep
inside the yarn.
Unlike antimicrobials,
FreshGuard doesn’t kill
bacteria, it inhibits odors
caused by bacteria from
clinging to fabrics. How? Since
FreshGuard is built directly
into the yarn, it works from
the inside out. It’s like having a
“clean room“
inside your
garments,
where smells have a tough
time penetrating.
drirelease.com
For more information on dri-release, call 1-800-994-3083 or go to www.drirelease.com.
Dri-release and FreshGuard are registered trademarks of Optimer.
Dri-release is
a real trooper
when it comes
to the rough
and tumble
world. Because there’s no
topical finishes or harmful
chemical additives to the
yarn, the performance won’t
wash out. All of Dri-release’s
fabulous qualities are intrinsic
to the yarn itself which makes
for an extralong
lasting
garment, wash
after #@!{|@#
wash.

Merrell’s Bedlam is an
“action sport inspired”
camouflaged canvas boot
for multisport use.
Of course, in the bigger picture,
trail shoes are getting lighter and
sleeker. Even boot brand
Lowa made a
major push
into the trail
running and
outdoor crosstraining
categories
this year. But at the
same time, there’s also a
sense that low-cut profiles
and slimmed down
outsoles won’t work for every done-in-a-day activity
and end user. So among the many “athletic-inspired,”
mesh upper trail runners, there
was a fair share of high-cut, leather-based
hikers and even a few new “light backpacking”
boots designed to crossover as “everyday
use shoes.”
Again, ultralight, by no means, has become
less important. It’s just not driving every design
decision as it seemed to do during the past few
years. Or at least its predominant place on the
hype cycle has been somewhat usurped by
“going green” and sustainability.
Sustaining Momentum
Meanwhile, from outsole to outerwear,
the sustainability groove continues to charge the
room, some advocates looking to change their products,
some looking to change the world. Some more
realistic about change than others.
As would be expected, there was a bounty of green
gear and components, but the call to sustainable living
is causing more subtle changes that go beyond
the greening of products and production. Consider
a shift taking place within outdoor lifestyle apparel,
for example. Sure, there’s organic cotton and earthfriendly
bamboo, but there’s also a trend emerging
that, at least partly, can be traced back to the
bike-to-work movement.
The concept of “function meets fashion”
has become cliché in the world of outdoor
apparel, but we are seeing a slightly new
twist on this old trend. It’s difficult to wrap
a label around the concept, but it deviates a
bit from “performance pieces in fashionable
colors and stylings” and represents more than
“works in the outdoors but still looks good.” What
we are seeing now is more about “function meets
function,” as in sport performance functionality
in the back with design functionalities for office
and everyday life in the front.
20 | InsideOutdoor | Fall 2008
The model is best illustrated by the bike commuter
clothing lines from folks such as Gramicci and Smartwool.
A pair of wool bike/work shorts from Smartwool,
for example, sports a woven twill typical of wool
suits, says Smartwool’s PR firm SnL Communications,
while a smart city jacket by Gramicci hides a reflective
strip tucked away in a lower back pocket. Merrell
Apparel, for its part, incorporates reflective strips on
the sleeve of a shirt that strap down around the wrist,
hidden from sight, when in the office. Stretch jeans,
cycling shorts with a removable chamois and argyle
performance socks, such as those from Fox River, also
define the trend.
Whatever marketers decide to call it, one upshot of
this trend is the expansion of outdoor apparel
from the weekend trail and into daily
life and the work week, without necessarily
chasing the fashion whims of department
store shoppers or waiting for outdoor looks
to once again become “fashionable.”
Moving a bit more directly within the sustainability
movement, solar and self-powered
technologies continue to get increasingly interesting,
if for no other reason than the potentially
massive impact they can have on
the world’s energy production and consumption.
Companies such as Brunton
and Seattle Sports lead the
way with new alternative-powered
lights,
Fox River’s new performance
argyle socks exemplify the
trend toward office/outdoor
crossover apparel.
radios and chargers,
with increasingly impressive
output and
charging capabilities.
One particularly
nifty item is the self-powered ActiveTrax Audio from
Seattle Sports. The ActiveTrax combines an iPod/mp3
speaker with an AM/FM/Weatherband radio that is
charged through dynamo cranking or a built-in solar
panel. Small enough to take anywhere, the ActiveTrax
Audio cranks out impressive sound
without the need for batteries or electricity.
Elsewhere, one of the more interesting
possibilities among the alt-powered
opportunities was found over
on the less-traveled ESA show floor,
in the PowerFilm booth.
PowerFilm produces
monolithically
integrated solar
panels on
thin and flexible
plastic using
a roll-to-roll
The ActiveTrax Audio from Seattle Sports
can be charged via crank or sun power.

Paris.
Milan.
New York.
Des Moines.
Is Iowa the new fashion mecca? It’s possible, now that DuPont has created a
renewably sourced polymer for fabric with corn, DuPont Sorona ® . It’s exactly what
manufacturers, designers and buyers look for in a premiere fabric. Rich, vibrant colors.
True blacks and whites. Comfort stretch and recovery. Fade resistance. Easy care.
It also has something unexpected—it’s smart for the environment. That’s because it’s
the only high-performance polymer made with a renewable resource. So not only will
Sorona ® make consumers feel good in their activewear, swimwear or even lingerie,
they’ll feel great about your brand. Be the first in your field to be glamorously green.
Visit sorona.dupont.com or call 1-866-4-SORONA.
© 2008 DuPont. All rights reserved. The DuPont Oval Logo, DuPont, The miracles of science, Sorona ® and Renewably Sourced
are registered trademarks or trademarks of E. I. du Pont de Nemours and Company or its affiliates.

manufacturing process that the company says significantly
reduces manufacturing costs. The system’s
flexible-yet-durable polyimide substrate results in
paper thinness and light weights, while the amount
of silicon used in PowerFilm solar panels is as low
as 1 percent of the amount used in traditional solar
panels, says the company.
Although most of the applications are industrial
and architectural at this point, it’s quite possible that
PowerFilm eventually could provide apparel manufacturers
with small strips of its solar panel film, which
then could be attached to a Velcro strip on a jacket, for
instance, in order to continually charge mobile electronics
while out playing or exercising. Or maybe a
shell piece can generate its own heat when the temperature
drops – no batteries, heat-activated compounds
or (gasp) insulation required.
And while we’re over at the ESA, and since only
a minority of attendees found the time to make
the trek across 300 West, we’ll transition here to a
few of the gems uncovered by a quick walkabout
through the “new exhibitor” section. Hoping to
capitalize on the popularity of the iPod, iPhone
and other portable devices, SNIK’s headphone cord
routing device for apparel and bags is one quick
way to “tech your threads,” says Rob Honeycutt
of SNIK products. SNIKs are essentially slightly
oversized buttons with a small groove around their
circumferences to hold a headphone strap securely
in place. Line up a few SNIKs down the front of a
jacket or button-down shirt, for example, and just
about any such garment instantly includes a builtin
cord routing system.
Equally as small, simplistic and innovative as the
SNIK, the new Cord Lock Light from exhibitor Black
Crater combines a replacement cord lock device with
a hyper bright 3mm LED light. Conveniently attached
to any sleeping bag, stuff sack or hooded jacket, the
Cord Lock Light features three modes (low, high and
flash), a water-resistant construction and weigh less
than 8 ounces.
Individual Cord Lock Lights wholesale for about $5 a
piece, depending on volume, and come with a free point
of purchase hang strip with promotional graphic.
At the risk of suggesting that media swag leads to
positive ink (wink wink), the folks at Naturally Bamboo
were passing out free t-shirts to media members
who made their way to the ESA, and after a handful
of wears, the 100-percent bamboo shirt is now one of
the first t-shirts grabbed from my closet. The t-shirt
Reclaimed, Recycled, Responsible!
ECOWOOD
DISPLAYS
made w/ reclaimed wood
proudly made in the usa
800-452-1679
www.ecowooddisplays.com
22 | InsideOutdoor | Fall 2008

The Cord Lock Light appears
to have appeal to both
retailers as a replacement
item and to apparel
designers as a point of
differentiation.
is super light and super
cool in the Arizona
heat, hangs nicely
and seems to live
up to what bamboo
advocates claim. Assuming
that the free
giveaway shirt was a
basic style and likely
not the company’s
best effort, we’re
optimistic about what
bamboo can do.
And finally, from the
new exhibitors to the notso-new,
history was in the
air at OR with many long-standing outdoor brands looking
to get “back to their roots” when it comes to both
positioning and product development.
“We’ve worked off our heritage equipment and
core product,” said Barry McGeough, vice president
of hardgoods for The North Face, in reference to the
company’s Spring ’09 equipment collection.
Eagle Creek marketing representative, Stasia
Raines, likewise, was quick to emphasis the company’s
renewed focus on core offerings, as well as getting
re-acquainted with the company’s history as a
pioneer of adventure travel gear. Meanwhile, throwback
imagery and retro stylings could be spotted in
every corner, such as JanSport’s billboard-sized tribute
to founder Skip Yowell and Freestyles line of fun, neon
bright 1980s-influenced wristwatches.
It’s quite possible the nostalgic mood hit full swing
because many outdoor brands are celebrating or preparing
to celebrate significant anniversaries of their
respective formations, some of which can be traced to
the early days of the outdoor industry and beyond.
Among them, Isis turned 10 this year, EcoWood
turned lucky 13 and CGPR marked its 15th anniversary.
Both Thinsulate and Nikwax celebrated 30 years;
Hilleberg the Tentmaker, Polarguard and Marmot each
turned 35; and The North Face threw a 40th birthday
bash. Going even further back, Gore-Tex marked its
50th year, while La Sportiva celebrated its 80th, and
Deuter hit a whopping 110.
Not that anyone needs another reason to party at
an OR show, where the free beer flows more plentiful
than at a Catholic wedding. But hey, faced with more
than 30 hours of trade show in four days, no one was
complaining either.
Prevention is Better Than a Cure
®
since 1996
worldwide
Consumables
that sell
all year long
better skin protection
for sports
& outdoor
upper
body
thighs
feet
© 2008 W STERNOFF LLC, Bellevue, WA USA
tel (888) 263-9454
bodyglide.com
Fall 2008 | InsideOutdoor | 23

Is your business
ready to make it
to the top?
Building and growing a business requires blending the right mix
of people, products and skills to achieve objectives. Finding the
right mix for success isn’t always obvious or easy and from time
to time businesses need specialized talent and resources to
‘smooth out the rough spots’ for continued success. Whatever
your situation, Corporate Ladders can provide a full range of
business services to equip your company with the tools you
need to give your company the edge over your competition.
Corporate Ladders is a business development consulting and
coaching firm whose principals have been senior managers
in multiple organizations, guiding a variety of businesses to
success. Our team of industry professionals brings experience,
expertise and a unique global perspective to the business
development and operations concerns needed for success in
today’s dynamic business environment.
Corporate Ladders goes beyond traditional consulting firms by
recognizing that the best business plans and strategies need
to be successfully executed to ensure results. We don’t just
recommend ways for your business to get to the top and step
away - we stay with you and provide executive level business
development coaching and support for as long as you need it.
We help you achieve your vision for taking your company to
the next level.
e
rs
Corporate
Ladders
Contact us today for more information
about taking your company to the top.
Corporate Ladders | 119 Donnybrook Drive | Allendale, NJ 07401
Phone (201) 825-8296 Fax (201) 818-8673 E-mail: info@corporateladders.com www.corporateladders.com

Yaktrax Pro Ice Traction
The weather outside is frightful,
but no worries, the Yaktrax Pro Ice
Traction Device has undergone
major improvements for the
2008-09 winter season. A
new outer band, toe bridge,
heel tab and added texturing
enhance the fit and
grip on the shoe, while
increased coil spacing,
impact nubs on strand intersections
and increased heel
strand thickness make each device
extremely durable. As the Pro has always
been tailored for active performance users, the nylon
security strap has been changed to a lightweight nylon, enhancing
comfort and fit over the forefoot. 919-282-1001 or
www.implus.com
Outside Inside
Outside Inside’s gift
collection, distributed
by GSI Outdoors, includes
a complete array
of birdfeeders,
birdhouses, party
lights, cake toppers,
magnets, frames
and ornaments for
home, lodge or cabin.
New for the holidays is a
group of decorations including
the Rooftop Kayak Santa (MSRP
$12.95). All items in the collection are
packaged in decorative display boxes, ready to give as gifts
at anytime. www.outsideinsidegifts.com

C.A.M.P. Cosmic Helmet
We all have someone on our list
that could use some head protection,
and the Cosmic does the job in
style and comfort.
A ridged ABS injection-molded
shell with a
patented new
closure system
eliminates clips and
buckles around the
chin, allowing the
helmet to fit more
securely and comfortably.
Millimetric adjustment
is achieved with a
dial built into the helmet’s main structure
near the right temple. Headlamp
compatible, the Cosmic weighs 400
grams. www.camp-usa.com
Stealth Cam Epic Camera
Weighing
just 3 ounces,
the new Epic
camera can
be mounted
virtually anywhere
– from helmets
to handlebars to arms or
boots. The high-resolution video
and SD compatible memory with up to
200 minutes of video at 30 frames per
second plus audio makes it an ideal tool
for capturing those unforgettable, onthe-go
moments. The unit doubles as a
5 megapixel camera with Burst Mode
Technology for multiple still images.
877-269-8490 or www.epicstealthcam.com
Coghlan’s Cooler LED
Brunton BrewFire
The new
Cooler Light is
a single LED
light reflected
through an
acrylic lens
that secures
to the underside
of any
cooler lid with
double-side
adhesive tape. The light is designed
to shine automatically when the lid is
raised and to turn off when the cooler
is closed. Unlike the typical refrigerator
light, however, the Cooler Light will
shut off automatically after 20 seconds
regardless if the lid is shut completely.
www.coghlans.com
Even the camper who has everything
will be impressed by the BrewFire, the
world’s first propane/butane portable
coffee maker that serves up home
brewed coffee anywhere. Just twist
on a fuel canister, hit one button and
brew eight cups of
java. The doublewalled,
vacuumsealed
stainless
steel carafe keeps
coffee hot for
up to 2.5 hours.
Suggested retail
is $99. www.
brunton.com
26 | InsideOutdoor | Fall 2008

OverBoard Waterproof Camera Case
Gave someone a digital camera last Christmas? Help
them keep it protected this year with Overboard’s Waterproof
Zoom Camera Case. Compatible with virtually all
compact digital cameras utilizing a telescopic zoom lens,
the Waterproof Zoom Camera Case is
a flexible waterproof case that allows
users to take pictures above or under
the water. Submersible to
19 feet, the extended
zoom channel
allows for
the protrusion
of a camera’s
telescopic
lens, while the
hard clear lens provides
image clarity
in all applications. This
waterproof case is available
exclusively from ROC
Gear, Inc. 706-955-0241 or www.ROCgearWholesale.com
“we’ve got you covered”
Our patented 3 in 1 system offers a soft case
and a cleaning cloth concealed in the eyewear
retainer. From our Classic that started it all, to
the ClipCase and SportGrip that together make
up our TechnoSkin, we can protect your eyewear.
Additionally, for the marine enthusiasts our H2O
will keep Davy Jones from claiming anymore
eyewear from you. Eyewear retainers and
protection is all we do. When it
comes to your eyewear…
“we’ve got you covered”
www.hides.com
866-287-0667
Slumberjack Deluxe Cooler Seat
Slumberjack’s line of cooler seats combines the comfort
of camp chairs with the storage and organization of a cooler.
The line is highlighted by the Deluxe Cooler Seat ($69.99),
which features an insulated cooler with two detachable
cooler cubes that easily mount on the side of the seat for
easy access. It even incorporates a unique beverage holder
system and multiple storage pockets for fast access to beverages,
keys, cell phone and other gear. The fully collapsible
seat features a lightweight yet durable aluminum construction
with a 600 x 300 poly-oxford
seat. The seat is made
from 100 percent PVCfree
fabric. 800-233-6283
or www.slumber
jack.com
Princeton Tec Swerve
Impress the urban
biker on
“we’ve
your
got you covered”
gift list with the new
Swerve bike tail light
from Princeton Tec.
Utilizing two highpower
LEDs rather
than regular 5 mm
LEDs, the combination
of diffused and
focused lenses creates
a bright beam
pattern that repeats
between a wider
beam and a narrow
beam, ultimately
creating a higher level of visibility, says the company. The
Our patented 3 in 1 system offers a soft case
and a cleaning cloth concealed in the eyewear
retainer. From our Classic that started it all, to
the ClipCase and SportGrip that together make
up our TechnoSkin, we can protect your eyewear.
Additionally, for the marine enthusiasts our H2O
will keep Davy Jones from claiming anymore
eyewear from you. Eyewear retainers and
protection is all we do. When it
comes to your eyewear…
“we’ve got you covered”
www.hides.com
versatile Swerve can be attached to a seatpost, a seatstay,
handlebar, jersey, helmet, fork, messenger bag, etc. Suggested
retail is $29.99. www.princetontec.com or www.
swerveyourbike.com
866-287-0667
Fall 2008 | InsideOutdoor | 27

M-Rock Multi-Use Camera Bags
The series of EXTREMEM-ROCK Multi-
Use camera bags can be used as independent
carrying cases or as modular pouches
that attach to the sides of M-ROCK’s
SLR bags and backpacks. The Ozark 505
can hold lenses up to 4 inches tall, many
medium-sized digital cameras with a large
zoom lens, compact camcorders, small
binoculars, hand held electronic games
and many other small electronics.
800-773-7067 or mrock@m-rock.com
Ruff Wear DoubleBack Collar
Lansky MultiTool
You don’t have to be a handyman
to appreciate a good multitool
in your holiday stocking, and the
Lansky Professional Grade Multi-
Tool delivers 20-tool functionality gift
wrapped inside a durable rustproof
stainless steel construction. A fullsized
tool, it is distinguished by its detailed
fit and matte, bead-blasted finish.
The needle-nose pliers deploy with a flick of
the wrist, and integrated tools and blades open smoothly from the inboard
handle positions and lock in place for safe use. The MultiTool stows into a reinforced,
ballistic nylon belt sheath with snap closure. The complete package
is designed to retail under $30. 716-877-7511 or info@ lansky.com
Primus TiLite Set
Perfect for the lightweight lover on your gift list,
the TiLet Set features an extremely lightweight,
compact and powerful stove and pot that is the
ideal combination for adventures that require minimal
weight and packing volume. The gas stove and 0.9-litre
pot weigh only 198 grams thanks to the versatile titanium
material. The piezo ignition guarantees easy handling, and
the matching 0.9-liter titanium pot with its practical handle is
big enough to feed two people on tour. www.primus.se
The perfect gift for the “big dog” in
the family, the DoubleBack Collar was created
to address those big pullers with an
infinitely adjustable buckle – no need to
punch any holes in this collar. The unique
lace back buckle made of forged anodized
aluminum employs the same lacing configuration
found on climbing harnesses,
making it strong with no moving parts
to fail. The hardware, V-ring leash attachment
point and separate ID attachment
are all set on jacquard woven strength-rated
webbing. Suggested retail is $19.95.
888-783-3932 or www.ruffwear.com
Sealife ReeMaster Mini
This 6-megapixel camera is
guaranteed waterproof to a depth
of 130 feet/40 meters and shockproof
to 6 feet/2 meters. The Reef-
Master Mini is compact and light
enough to fit in your pocket, fully
rubberized and ready to take impressive
photographs under harsh
outdoor conditions. 212-966-9000
or kgraue@graubardgroup.com
28 | InsideOutdoor | Fall 2008

NRS Co-Pilot
The Pilot Knife
was such a success
that NRS decided
to expand its knife
line with the new
Co-Pilot featuring
a unique locking
sheath, blunt
tipped smooth and
serrated blade, contoured
handle and a
bottle opener. The Co-
Pilot knife is smaller
than the typical nonfolding
PFD knife,
saving space without
sacrificing the necessities.
800-243-1677
or www.nrsweb.com
For 30 years, Lansky has been the first
choice of consumers worldwide.
Lansky offers the broadest selection
of sharpening products in a choice of
ceramic, diamond, tungsten carbide or
natural Arkansas abrasives.
The best value in sharpeners.
V
For catalogs,
wholesale prices:
lansky.com
PO Box 50830, Dept. INO, Henderson, NV 89016 • Ph: 716-877-7511
Fargason Tent Chair
For soccer
moms to creek
side anglers, the
portable Fargason
Tent Chair is
always the best
seat in the house
anytime you’re out
of the house. Featuring
two large
zippered windows
in the canopy, the
Tent Chair is designed
to set up in seconds — just remove
the chair from its included carrying
bag, unfold it and pull the attached
tent over the chair. The lightweight
design (under 10 lbs.) and convenient
carrying bag make it easy to take anywhere,
yet it’s sturdy enough to support
a 295-lb. person. 800-828-1554 or
www.fargasonoutdoors.com.
kahtoola.com (866) 330-8030
Fall 2008 | InsideOutdoor | 29

A Healthy Dose of
Textile TechnologY
Fabrics and constructions offering
‘health and wellness’ benefits
represent a new
opportunity for outdoor
by Martin Vilaboy
It’s not very often that a truly “new”
category appears within a mature
market or industry, but an emerging,
albeit loosely tied, group of
“medically beneficial” fabrications
may just be one of those rare cases.
And while there could be all sorts of
outdoor performance applications at
play, this “category within a category” behaves and is
merchandised in ways that outdoor retailers haven’t
before seen among apparel products.
True, garments that protect us from the elements,
prevent chaffing, regulate body heat, even fight off bugs
and shield us from the suns rays all offer “health” benefits
and certainly are all familiar territory. What we’re
starting to see now, however, goes one step further, more
toward wellness and even the therapeutic, often combined
with performance enhancement, as well.
Indeed, fabrics and constructions have come to market
with the power to release moisturizers when signaled by
body heat or friction, that support or warm joints on command
and monitor physiological functions. There’s even one
fabric technology that is flexible under normal situations but
seizes up on impact to absorb shock like a solid pad.
Mind you, these aren’t 10-year out, seen in medical
and the military market examples; we’re talking technologies
that are on store shelves right now.
Macy’s, for example, this summer introduced a line
of women’s undergarments embedded with microcapsules
that “continuously moisturize and smooth the skin
while helping to reduce the appearance of cellulite.” The
new line of Skineez Skincarewear comes with a bottle of
Skintex skincare spray to replenish the fabric after every
six to 10 trips through the wash.
“Women will be able to give their body a slimmer, more
contoured look, while helping to smooth the appearance
of cellulite and moisturize their skin, all at the same time
and with one garment,”
the company says.
Sales of these so-called
“shapewear” garments grew
more than 36 percent between
April 2006 and 2008, says NPD
Group, with dollar value for the most
recent 12-month period reaching $718
million, says the market research company.
A bit closer to home, this fall Optimer announced
that its Dri-release technology has been
combined with Celliant in socks aimed at the athletic
market. Celliant is a material that when added to textile
products and worn or placed next to the skin reportedly
will enhance oxygen levels in the body from 8 percent
to 25 percent, according to Ao2, the exclusive global distributor
of Celliant, and Hologenix, which holds the patent
to Celliant. The technology is marketed as a way to
help regulate body temperature, boost energy, accelerate
muscle recovery after exertion and aid in wound healing,
say the companies.
Critics argue that any material in contact with the
skin will lift blood flow and oxygen levels at the skin
surface, but Ao2 and Hologenix say Celliant works by
modifying light, altering its energy and transmitting it
to the body through textiles in contact with the skin.
30 | InsideOutdoor | Fall 2008

We¹re Green
even in a
whiteout
SUSTAIN - A Collection of Environmentally
Friendly Textiles from ASF Group
Petroleum is the base of most outerwear fabrics. It is becoming
increasingly scarce in the world and its products leave a heavy
impact on the environment. By building eco-friendly fabrics,
our SUSTAIN Collection takes another step forward towards a
cleaner planet.
The ASF Group produces technically advanced fabrics that use
Recycled Polyester and other Eco-friendly Fibers for performance
outerwear. For more info on how we create green fabrics, please
contact us.
SUSTAIN - Environmentally Friendly Fabric Collection
310-831-2334
We are the fabric builders—from fiber, to fabric, to factory, to finished.
www.asfgroup.com

Information Sources: Outdoor versus
Fitness Consumers
60
50
40
30
20
10
0
57%
50%
16%
33%
Fitness
25% 25%
13%
Web sites TV shows Product
review sites
Outdoor
16%
Online
retailers
15% 15%
Manufacturer
sites
Source: Hanson Dodge Creative
Inching us even closer to the reality of “smart garments,”
Delaware-based Textronics develops and produces “electrotextiles”
that seamlessly integrate micro-electronics with textile
structures. Machine-washable materials including fibers,
films and coatings are designed to react to electrical, optical
or magnetic signals providing embedded intelligence to knit,
woven or non-woven structures that monitor the condition
of the wearer.
One application of the technology involves stretch fabric
placed Percent strategically Playing Games in a garment While that Camping exhibits light transmission
and reflection properties. The smart fabric measures changes
in the amount of light transmitted through the fabric relative
to the Card amount gamesof light reflected by the fabric when the 79% fabric
Pen stretches and paper in puzzles response to a dramatic motion 40% such as respiration
or a subtle motion like the beating of the heart.
Dice games
25%
An upshot is a sports bra with a heart-rate monitor built directly
into the garment – no wires, straps or clunky devices. The
Checkers/chess
18%
Scrabble
information gathered from 16% the garment can be sent wirelessly
to a compatible Monopolywristwatch.
14%
Backgammon 8%
Source: KOA
54%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Transactional Emails Are Opened & Read
60%
50%
Transactional email
Typical opt-in messaging
40%
34%
This mesh from d3o features the company’s 31% shock-absorbing
material 30% with intelligent molecules that “flow with you as you
move but upon 21% shock 21% lock together to absorb the impact energy.”
20%
15%
12%
8%
32 10% | InsideOutdoor | Fall 2008
5%
3%
Have you identified or recovered sto
and/or gift cards that were being e
The NuMetrex heart rate monitoring sports bra by Textronics Yes
80%
features electronic sensing technology integrated Yes into the 71% fabric.
The sensors in the fabric pick up the 70% wearer’s 67% heartbeat and relay it
to the WearLink transmitter in the front of the bra.
60%
Yes
68%
Textronics this summer released 50% a developer’s kit that includes
the company’s textile electrodes 40% for use by designers, No
No
33%
researchers and product developers interested in creating their 29%
30%
own interactive wearable prototypes. The kit contains stretchy
textile electrodes that can be cut and 20% sewn for custom applications
and samples of the transmitter 10% modules.
Out in front of this health and wellness
0%
movement, at least
in terms of outdoor market penetration, are 2006 various versions 2007 2
of engineered gradient or variable compression and muscle/
joint wrapping. Marketed to the outdoor Source: National industry Retail Federation primarily in
performance tights under brand names such as Skins, CW-X
and Opedix Wellness Gear, the basic concept generally involves
varied and specific surface pressures over specific body parts in
order to provide targeted support to certain muscles or joints or
trigger blood flow.
How do you prefer to communicate o
Originally developed for the healthcare with a company industry whom for applications
including medical grade stockings and post-surgical
you do busine
recovery garments, compression Emailtechnologies carry a wide array
of physiological and performance benefits, both during and
Web site
37%
post activity, say its proponents. By accelerating blood flow and 34%
venous return to specific parts of the body, and thereby 23%
Postal Mail
increasing
oxygen delivery to those parts, varied compression can fo-
35%
cus muscle power, minimizing Fixed-line voice
23%
lactic acid build-up and muscle 29%
soreness during and after an activity, accelerate muscle 18% repair
Mobile voice
and optimize body temperature, according to 12% numerous studies
and testimonials put forth by Skins and CW-X. 10%
In 5 Years
Fax
13%
Opedix, for its part, uses compression for its S1 Knee-Support
System ski tights, Other which (in person) were recently granted 10% status as an
8%
Currently
official supplier to the National Ski Patrol for the 12% Winter 2008-9
Text, SMS messages
season. Opedix S1 tights can “unload” 2% knees, says the company,
reducing the load of impact pressure knee joints 17%
Instant messaging
otherwise
5%
would absorb.
Web meetings
12%
2%
19%
Video conferencing
1.3%

have you
stocked up
for winter?
Ruff Wear K-9 Overcoat
MSRP: $49.95
Take advantage of Ruff Wear’s Advance Order Program
For program information please contact your Sales Rep at 888-783-3932
or sales@ruffwear.com • visit ruffwear.com

In addition to the sporting
benefits, the increased
oxygenation and circulation
delivered through
gradient compression also
can relieve many medical
complaints, say executives
at Skins, including arthritis,
chronic fatigue syndrome,
lymphoedema, varicose veins
and deep vein thrombosis. It’s
also used to promote circulation
during pregnancy.
It all represents lots to convey
on the retail sales floor, which illustrates
one of the key ways this
emerging category differs significantly
from just about any
other apparel category outdoor
retailers have marketed and
merchandised up to this point.
When a consumer walks up to
a rack of rain parkas, puffy
winter coats, dry tops or even
climbing pants and lifestyle
garments, they intuitively understand
the primary function
and inherent benefits. That’s not
always the case when the benefits
are increased circulation, the
release of anti-cellulite cream or
the transformation on impact from
shirt to protective padding.
“You can’t just put this stuff on
a shelf and expect it to walk out the
door,” says Jaimie Fuller, Skins CEO.
“Part of our challenge,” says Fuller,
“is when you hold our product up and
look at it through the naked eye, you
can’t see it doing anything. It’s not until you
Skins’ gradient compression tights put it on that you feel
increase circulation to specified body it.”
parts to provide a range of performance In other words,
and therapeutic benefits.
retailers looking to
embrace the health
and wellness sub-category must be prepared to make a commitment,
both in terms of floor space for proper merchandising
and display as well as product knowledge and staff training, so
sales personnel can communicate the benefits in an intelligent
and authoritative manner.
In many ways, selling apparel such as compression garments,
says Fuller, is more akin to the consultative selling typical of technical
footwear and equipment rather than the ordinary apparel
purchase, which often consists of just color and size issues.
“We have made a very significant investment in store clinics,
training and working with our retail partners to recognize that
it is not like normal apparel,” says Fuller.
The differences are so apparent that some Skins dealers have
pulled their Skins inventory out of apparel sections and into
other parts of the stores, such as by the dietary supplements or
energy food. Such a strategy, says Fuller, not only establishes
the product as different from “ordinary apparel,” but it also
specifically targets the type of consumer who might be tuned
into the healthy benefits.
Likewise, seeing how this of group therapeutic garments
are differentiated primarily on their “health benefits,” the subcategory
also can push outdoor retailers toward a more fitnessfocused
consumer base, and according to recent research from
Hanson Dodge, the fitness-oriented active consumer and the
outdoor-oriented active consumer represent two distinct shopping
mindsets.
Whereas outdoor-oriented consumers tend to seek product
advice from family and friends and are more likely to respond
to “common folk” testimonial and word of mouth marketing,
fitness-oriented consumers tend to respond to intellectual appeals,
such as product reviews and recommendations of “experts,”
say Hanson Dodge researchers. And while everyone
scraps the Internet for product information, fitness consumers
are more likely to seek out third-party reviews and information
from online retailers, say the findings
Again, that seems to emphasize the importance of presenting
research-based, clinical product information on the sales
floor and online, as well as a deep staff knowledge of the mechanisms
at work.
On the other hand, attracting customers from the fringes of
the outdoor market is usually a good thing, and in addition to
hikers, bikers, trail runners, high-endurance athletes and the
like, health and wellness fabrications also are being actively
marketed to a wide cross-section of consumers – from golfers
and other mainstream sports participants to travelers to the elderly
to folks with circulation and other medical issues.
There are other more operational-type advantages, as well.
Often, apparel items sold on their health and wellness benefits
are not seasonal and have little or no connection to the whims
of fashion, so “there are no closeouts,” says Fuller, and no need
to gamble on color, trends or weather patterns.
“I have no idea how retailers forecast how many long sleeve
tops they are going to need in six-months time,” says Fuller.
“They don’t have to with us.”
What retailers must do, however, is understand that in the
near term extra investment and attention is required in order
for consumers to understand why they should pay $115 for a
pair of tights when a $50 pair is on a nearby shelf.
The good new is, it’ll likely be some time before the health
and wellness apparel category starts appearing in the aisles
of big box retailers. And since this sub-category tends to involve
premium-priced product, says Fuller, “it warrants that
extra attention.”
34 | InsideOutdoor | Fall 2008

Betting on
a Better World
Product designers face challenges working with
eco-friendly materials
by Martin Vilaboy
The sourcing of eco-friendly materials
and development of more sustainable
products are proving to be daunting
challenges for a goodly percentage of
businesses that have made the commitment
to move toward green products
and processes, suggest an Aberdeen Group survey
of a cross section of consumer and commercial product
suppliers from around the globe. And it’s much more
than high cost and low availability of cleaner components
and technology that are frustrating efforts.
A full one-third to half of the firms taking green
steps struggle to meet product launch dates and/
or keep within development budgets. And right up
there behind material costs and initial capex concerns,
struggles within an uncertain regulatory and compliance
environment is the number two challenge, say
survey respondents.
Indeed, the attempt to optimize products for environmental
impact rather that just to meet government
requirements, say Aberdeen analysts, “can present
unfamiliar obstacles for engineers traditionally tasked
with assessing product form, fit and function.”
The reality of developing eco-friendly products “often
requires product development teams to contemplate
factors, materials and approaches that they traditionally
would not have considered,” they continue.
Not that it’s keeping executives from feeling
quite green, at least not for now. More than half
of companies have deployed some form of a design
for a greener products strategy, according to
a 2008 survey of engineer executives. All told, a
whopping 96 percent of companies surveyed currently
are pursuing at least one design for a green
strategy. What’s more, the call to arms is coming
from the top down, Aberdeen analysts argue, as
36 | InsideOutdoor | Fall 2008

push for change often generates from corporate and board
level executives.
To define “green” within this discussion, respondents were
following three basic paths: products from or for recycled or
reclaimed materials plus friendly disposal, reducing/eliminating
natural resource consumption and emissions, and reducing
packaging and logistics costs.
In some ways, those higher-level executives feel as if they
don’t have much choice but to move in these directions. The way
things are viewed, you gotta give customers what they want.
“Essentially, no executive can publically say no to a green
initiative without public scrutiny of eco-friendly watch organizations,”
Aberdeen analysts find.
When asked about the drivers of greener
product development, respondents listed
corporate responsibility, conscientious customers
and demand for better use of natural
resources all among the top five, while
a “corporate responsibility initiative” was
named as a top driver by 74 percent of respondents
in another recent survey.
That’s not all good news, as it points
to what’s arguably the biggest challenge
so far with eco product initiatives: it’s difficult
to measure the top and bottom line
impact of growing social pressure to act
responsibly. While there may be enormous
pressure to go green, “it’s hard to
quantify the advantage,” Aberdeen analysts
point out.
Traditional product development strategies
can be measured directly, Aberdeen
analyst argue, either in terms of dollars
saved in a budget or a shortened cycle,
but business benefits tied to improved
branding and differentiation “are harder
to measure and an order of magnitude
removed, particularly with the product
development organization.”
And make no mistake, sales managers
and financial officer types will need to
hear about more than “soft” benefits and
proper public perception, much less the
altruism of doing the right thing, in order
to embrace the movement. For them,
eco means an opportunity for growth, a
means to differentiate what they see as a
“commodity” product, findings suggest.
In other words, it’s the desire for the proverbial
“new and improved” product.
The problems is, that won’t likely work
for everyone. Certainly, there is heavy social
pressure on corporations to lessen their
environmental impact, and consumers like
to think of themselves as doing their part
to fight climate change. It still remains to be
seen, however, whether or not consumers
are willing to walk the walk with their wallets and pay the premium
that’s still present most of the time.
Surveys of retailers from both RSR Research and Retail Forward
from earlier this year, for example, both cited little or no
demand from consumers as a top barrier to introducing more
green products into stores. More recently, a July 2008 survey of
more than 2,800 U.S. consumers age 16 years and older by Yankelovich
suggests that Americans who are strongly concerned
about the environment still represents a “niche opportunity,”
says Walker Smith, Yankelovich president.
“While (consumers) are highly aware of environmental issues
due to the glut of media attention, the simple fact is that
Fall 2008 | InsideOutdoor | 37

Building your Business
for 2009 and Beyond
Heat up your 2010 winter season with
the hottest outdoor products. Come to
Outdoor Retailer Winter Market to test
drive the latest in product technology
and innovations, preview material and
fabric stories firsthand and participate
in business building seminars and
networking opportunities.
JANUARY 22-25, 2009
SALT PALACE CONVENTION CENTER
SALT LAKE CITY, UTAH
JANUARY 21, 2009
SNOWBASIN SKI RESORT
HUNTSVILLE, UTAH
REGISTER TODAY AT
WWW.OUTDOORRETAILER.COM

Top Five Challenges for Developing Green Products
Challenge
High expense associated with developing new technologies that are green or
compliant
43%
Regulations differ widely according to regions and countries around the world 30%
Difficulty measuring unconventional ROI on green products 25%
Difficulty in understanding applicable regulations due to exemptions and
shortages of knowledgeable employees
24%
Greener materials and technologies require new and large capital
manufacturing investments
24%
Source: Aberdeen Group
% of All Respondents
DEALERS WANTED
Top Five Pressures Driving Green Product Development
Pressure
Developing green products part of corporate social responsibility initiative 37%
Green products offer greater competitive product differentiation 35%
Conscientious customers demand products that are more eco-friendly 28%
Compliance to green related regulations required for market entry 26%
Customers demand for products that use natural resources more efficiently 23%
Source: Aberdeen Group
% of All Respondents
‘going green’ in their everyday life is simply
not a big concern or a high priority,”
says Smith.
A mere 13 percent of those surveyed
by Yankelovich, says Smith, are “strongly
concerned” about the environment, while
less than a quarter believe they can make
a difference.
And while Al Gore’s An Inconvenient
Truth received widespread acclaim from
the media and members of the scientific
community, less than 20 percent of consumers
saw the movie or read the book,
say Yankelovich findings.
Some may argue that the current economic
crisis is distracting consumers from
just about every other issue under the sun,
including the environment. But no matter
the reasons, such results already are raising
questions about the potential bottomline
benefits that can be derived from
investing in socially responsible product
development. Unless consumers begin to
change their tune, one has to wonder how
much patience American manufactures
will show toward green investments outside
of regulatory-driven necessities.
Not that all hope is lost, by any means.
In its sixth annual report on the carbon
footprints of Global 500 companies, the
Carbon Disclosure Project, a not-for-profit
organization that acts as an intermediary
between shareholders and corporations on
climate change-related issues, argues that
some companies confirmed billions of dollars
in savings as a result of sustainability
efforts in operations and packaging.
Even within the seemingly pessimistic
Yankelovich study, Smith makes the point
that despite “most consumers’ lukewarm
attitudes toward green,” companies that
successfully convey the benefits of green
attributes in a product can make those attributes
a key feature in the buying decision
of consumers who are just moderately
concerned about climate change and the
environment. That could include all but
the 29 percent of consumers described by
Yankelovich as “Greenless,” or unmoved
by environmental issues and alarms.
Possibly most encouraging of all, Aberdeen
researchers found a direct correlation
between the length of time a company
has been pursuing a green strategy and
the level of success in generating a positive
return from it. So companies that have
had the opportunity to figure out what
does and does not work well earlier than
their manufacturer peers are dramatically
more likely to hit launch dates, stick within
budgets and minimize price increases.
That seems to suggest that if manufacturers
continue to push on, the premium
price paid for greener products eventually
goes away. And at that point, the need
to change consumer behavior becomes
much less of a factor.
In the long term, eco-friendly product
development could have a bright future.
But that’s assuming manufacturers of all
types can be persuaded to show patience,
seeing how, in the nearer term, as we
have said before, things likely get harder
before they get easier.
• Mulit-funtional gloves featuring •
Thermolite ® Fibers
• Keep you warm, even when wet •
• Excellent P.O.P. display options •
• MORE PROFIT PER PEG •
Free
sample pair for
qualified dealers. Call us for
more information
800-426-8860
atlasgloveconsumerproducts.com
GO ANYWHERE • DO ANYTHING
ATLAS® is a registered trademark of
SHOWA Glove Co. Thermolite® is a registered
trademark for INVISTA certified performance
fabrics containing proprietary INVISTA fibers.
Fall 2008 | InsideOutdoor | 39

Klymit Pumps the Gas
Top Sources of Shrink
It’s probably not surprising that someone decided
Employee theft of merchandise to investigate storesthe possibilities of using noble gases
the chambers when needed via small gas canisters
(dubbed “hotshots” by the company) that are sold
along with the garment. Each canister can refill a
as an alternate form of insulation within outdoor garment about seven to 10 times, Information says Klymit, Sources: and the Outdoor versu
Customers stealing merchandise
garments and gear. After all, noble gases (in this company plans to sell replacement Fitness canisters Consumers through
Employee theft of cash
(voids, case post-voids, argon, etc) xenon and krypton) can be as much as its retail partners. Prices have yet to be finalized, but
five times Paper shrink more efficient in terms of heat transfer, Klymit expects a replacement set of canisters 57% to cost
60
(missed markdowns, according incorrect to PO) researchers at Klymit, which introduced consumers about $20.
50%
Fitness
its Fraudelent gas insulation returns technology to the outdoor market at Since a very little amount of gas 50is required to keep
Outdoor
Organized the recent crime OR ringsSummer Market.
a user warm – a garment at full 40capacity would be
33%
What’s more, argon, xenon and krypton are under less than 1 pound of pressure per square inch,
Register under-rings (sweethearting)
actually lighter than the air we breathe, providing says Nick Sorensen, director of business 30
25% 2
development
Employee theft of
sufficient levels of insulation in incredibly slim for Klymit – garments will be highly compressible. 16%
merchandise in distribution
20
And
13%
Lost
profiles.
or stolen shipments
The possibilities, says Klymit, include sleek if the gas is fully removed, a cold-weather garment
dress style pants that can double on the ski slopes can be squished down to a very small
10
size in order to
Fraudulent credit or card windbreakers transactions that can handle temperatures at high minimize packing space. 0
Web sites TV shows Product
Saleable merchandise elevations. used as supplies Meanwhile, a Klymit glove could be heat There’s also a green element to the story. The noble review sites
welded to allow for seamless finger tips along with gases used by Klymit, after all, are naturally present
Fraudulent check transactions
minimal volume, thereby increasing hand dexterity. in the atmosphere and are extracted Source: by Hanson the Dodge company Creative
With the Klymit 0% 10% system, 20% wearers 30% 40% control 50% 60% the 70% directly 80% from the air we breathe, so the processes
regulation of temperature though an integrated required to produce synthetic fill is eliminated.
Source: RSR Research
dial that controls the amount of gas held within Likewise, “you will never see our insulation in a
the chamber system that’s built into the product.
The dial also acts as a valve by which users refill
landfill,” says Sorensen.
As for the downsides, gas cannot be contained
within fabric for extended periods of time, so a winter
jacket sitting in the closet for the entire off season
Comparison of Heat Transfer, Gas vs. Fiber Insulation
will lose its “loft,” so to speak. Along those lines, a
jacket that requires gas canisters, valves and dials
to function, as well as the possible purchase of refill
6
Fiber Insulations
canisters down the road, may be a bit cumbersome
Ar
on the sales floor and inevitably Percent will lead Playing to some Games While Campi
5
Kr Klymit gases skepticism from consumers.
4
3
Xe
*
On the other hand, Klymit envisions the earliest
Card games
adopters being high-end, ski resort visitors who love
Pen and paper puzzles
to have the latest technology and gadgetry.
40%
Of course, Klymit is at the very earliest Dice games stages with 25%
its gas insulation technology, primarily Checkers/chess focused, up to 18%
2
*
this point, on prototyping and getting the Scrabble attention of
16%
vendors’ research and development teams. So enduse
products likely won’t be hitting retail sales floors
1
Monopoly 14%
*
* Backgammon
The thicker the insulation, the less heat is lost
*
8%
any time soon.
0
That said, it’s worth keeping an eye 0% on this 10% 20% 30% 40% 50%
2.5 4.5 6.5 8.5 10.5 12.5 14.5 emerging technology, if for no other reason than the
Thickness (mm)
dominate resources required Source: in this KOA case are cheap
Source: Klymit
and plentiful.
Heat Transfer (W)
On-Spec and
In-Stock
Outdoor Component Swatches and Shorts
40 | InsideOutdoor | Fall 2008

Optimer, 180’s Settle
Infringement Case
Optimer Performance Fibers has settled with 180’s
concerning a patent and trademark infringement upon
its Dri-release with FreshGuard product. The original
complaint identified work wear shirts sold online by
180’s under its Gorgonz label as far back as 2005 that,
although marked with the Dri-release with FreshGuard
patent number, did not contain Dri-release yarn. It also
identified 180’s ear warmers also not made of Drirelease
that were sold bearing the Dri-release with
FreshGuard logo.
“Dri-release is well known in many markets as a
highly effective moisture management technology
brand. This action is critical to protect our patent
as well as the integrity of Dri-release products sold
to trusting consumers,” says Beth Moore, Optimer
director of operations.
Green Springs across
the Supply Chain
As most would expect, the recent OR Summer
Market was awash in new eco-friendly offerings and
sustainability stories, with news and new materials
generated from up and down the supply chain.
Among the bigger stories, buyers of nylon 6.6 now
have a new alternative, as both Toray Industries and
Unifi separately announced nylon yarns made from
recycled material.
Both options utilize pre-consumer nylon fiber
waste, or “off-spec” yarn, that is collected during
the production of traditional virgin nylon fiber and
converted to the recycled nylon. While this process
doesn’t take plastic bottles out of landfills, as Unifi’s
Repreve recycled polyester does, Repreve Nylon
conserves the equivalent of 6 million gallons of
Making Virgin Nylon Versus Making Repreve
Virgin Nylon 6.6 Process
Crude oil wellhead
Crude oil refinery
Benzene
Cyclohexane
Hexamethylene & adipic acid
Nylon salt
Polymerization
Extrusion
Texturing
Source: Unifi
Repreve Nylon 6.6 Process
Process eliminated
Process eliminated
Process eliminated
Process eliminated
Process eliminated
Process eliminated
Repreve chip production
Extrusion
Texturing
gasoline annually compared to the production of
virgin nylon or polyester, says the company. In other
words, for every pound of Repreve nylon yarn, 77,000
BTUs are conserved, or the equivalent of 0.6 gallons
of gasoline.
Meanwhile, Toray’s new ecodream requires only
15 percent of the energy consumption required to
produce virgin nylon, say Toray sources, while the
greenhouse gas emissions are only 20 percent of
virgin nylon production.
Unifi has partnered with Burlington Worldwide and
United Knitting in the development of new woven and
knit fabrics using Repreve nylon. Burlington will feature
Repreve nylon under the Generations Collection,
targeting technical sportswear. United Knitting will
introduce Repreve nylon in a series of new eco-friendly
knit fabrics for activewear.
And speaking of Unifi, Polartec has fully embraced
Repreve recycled polyester for many of its offerings.
The company says it will save 38 million pounds of
CO2 annually by using recycled yarns, and by 2009
expects 20 percent of all Polartec products to contain
at least 50 percent recycled material.
Fall 2008 | InsideOutdoor | 41

Likewise, Primaloft continues to emphasize its
Eco Yarn blend of 50 percent virgin Primaloft and 50
percent recycled fibers made from plastic bottles.
Continuing in the performance synthetics category,
Invista also made some noise with the introduction
of its COOLMAX EcoTech for legwear, which delivers
the same high-performance, quick-dry benefits and
comfort level as the current COOLMAX fabric with the
added boost of being made from recycled resources,
namely post-consumer PET bottles. In development
since May 2007, EcoTech fiber will be available in two
levels: Everyday and Extreme Performance.
Tests for absorbency, wicking, hand, durability
and abrasion resistance showed COOLMAX EcoTech
fibers to be equivalent to existing COOLMAX fabric
standards. EcoTech fibers also demonstrated superior
results over current COOLMAX when tested for
whiteness and piling, say Invista sources.
Performance sock companies DeFeet and Injinji are
among the earliest adopters to incorporate EcoTech
into their lines.
Elsewhere, Nüwa Textiles made its initial splash
at the OR show and is hoping the ripples grow into
a massive wave. For Nuwa, keeping plastic bottles
out of landfills and building the market for recycled
materials is just the beginning. Ultimately, the weaver
wants textile executives to reconsider their entire
production processes.
“We look to deliver design innovation and a strong
commitment to the environment that is unmatched
in textile manufacturing,” said company president
Michael Shih.
To that end, the company’s facilities employ
advanced energy production, efficient energy use,
water-conserving dyeing machinery, emissions
recycling and effluent treatment, while at the same
time delivering eco-friendly fabrics to manufacturers
worldwide. The weaving mills, which produce more
than 20 million yards of fabric each month, are ISO
9001, 14001 and 18001 certified, while Nüwa’s dyeing
and finishing plant is Oeko-Tex certified and is in the
process of certification by bluesign. In fact, a bluesign
staff member informed the company that the 101
liters of water per kilo of fabric it dyed was far below
the 150 liters used by companies employing industry
best practices.
“We are continually changing
our machines and refining our
processes, filtering our waste
and rethinking our transport,”
says Shih.
“We are continually changing our machines
and refining our processes, filtering our waste and
rethinking our transport,” says Shih.
What’s more, the company insists that all of the
factories in its supply chain recycle and reduce their
water usage, control their air emissions and implement
fair labor practices, says Shih.
Honmuye Enterprises, for example, a weaving
company in the Nüwa alliance, recycles 70 percent
of the water used by its machines, while alliance
member Sunny Dyeing and Finishing, owned by Shih’s
father, eliminates open air emissions through a new
coal gasification system and recycles water in its own
water-treatment plant.
“We are simply putting one foot in front of the
other, to create a future where pollution and waste
do not dominate, where chemistry is benign and
transparency in business is a given,” says Shih.
A similar philosophy is at work at German/
Chinese leather producer ISA Tan Tec. While much
still must be done to reduce the impact of effluents
discharged from tanneries, ISA Tan Tec is taking
steps in the right direction with news that ground
has been broken on a new “ecologically friendly
model factory” in Saigon, Vietnam. For starters, the
plant will emit 35 percent less CO2 than conventional
production facilities.
“The demand from clients such as Timberland,
New Balance, Keen, and Hush Puppies for
ecologically friendly leather is increasing rapidly,”
said Thomas Schneider, ISA Tan Tec founder and
CEO. “That’s why, in addition to our new ecological
factory in China, we’re building a second factory
where our environmental concept will be even more
thoroughly implemented.”
Within the new facility, the hot water needed for
the tanning process will be heated via solar modules,
which also serve as roofing for the company parking
lot, while ground water is pumped out by windmills.
ISA Tan Tec also makes use of excess heat generated
during production. The water heated while cooling
hydraulic machinery, for instance, is channeled into
the hot water tank. In addition, the company saves
energy by using state-of-the-art tanning drums and
infinitely variable air compressors. For its waste water
treatment, ISA Tan Tec employs solid-liquid separation
and continual waste water recycling to reduce the
quantity of waste water treated, further decreasing
energy consumption.
“This is the only factory in the industry of this
size that is pursuing such an ambitious environmental
plan,” said Schneider.
The new tannery will start operations in June
of 2009 with 280 employees expected to produce 2
million square meters of leather each year.
42 | InsideOutdoor | Fall 2008

Vibram Stands
Out with 2CM
Performance quality does not have
to be boring, argues Vibram, so the
sole maker has applied it extensive
know-how in molding techniques to
create an “Urban” range of high-tech
soles that sport a unique look and
leave a fun footprint. Vibram’s 2CM
(two color molding) is the result of
an exclusive process to manufacture
high-precision multi-color rubber
soles, thus making possible a wide
array of creative ideas.
For its 2CM, Vibram has developed
a technique that eliminates the groove
typically found between colors or
different types of rubber, thus making
possible seamless shifts in color
without producing “empty zones.”
Originally developed with the
snowboarding market in mind, Vibram
expects to apply its 2CM technology
to skateboarding, travel and street
sport markets, as well.
“With 2CM, the sole becomes a
creative element, almost a work of
art, and a means of expression for
the wearer,” says Vibram.
Vibram also released its IdroGrip,
which the company describes as “the
new reference for grip in a modable
rubber compound.” Designed for use
in treads with large contact surfaces
and a wide vartiety of wet and dry
activities, IdroGrip “was perceiveably
stickier than the competition on wet
and dry rock and matted grass,” says
the company.
Vibram is bringing IdroGrip to
market with leading brands for spring
2009 including Chaco, Cloudveil,
Shimano and Vasque.
Cotton Gets
Picked for
Performance
No doubt related to the
intuitive connection between
“sustainability” and “natural
products,” cotton has been
getting some increased
attention of late, and it’s more
than just the increasing potential
for organic cotton. There’s also
some new opportunities for
performance applications.
Leading the way, Cotton
Incorporated recently unveiled its
TransDRy moisture management
technology, a system that
enables the production of quickdrying,
engineered fabrics for
performance apparel. Cotton fabrics
made with TransDRY offer cotton’s
familiar comfort and softness
while staying dry since they are
engineered to transfer moisture in
one direction, away from the skin
to the outside of the fabric, where
moisture can evaporate.
Slip Cocoon’s new Thermal Liner into your
bag to actively regulate temperature and
moisture for a better nights sleep!
• Superior temperature
regulation with
Outlast ® technology
• 100% CoolMax ® for
quick-drying moisture
management
• Mummy or
Rectangular-shaped
sleeping bag liners
• MummyLiner in
Women’s and
standard length
Available at Outdoor & Travel Shops Nationwide
WWW. COCOONUSA. COM 1.800.254.7258
“With 2CM, the sole becomes a creative
element, almost a work of art, and a means
of expression for the wearer,” says Vibram.
Fall 2008 | InsideOutdoor | 43

”Many synthetic fabrics in the market claim to
have the ability to move moisture away from the body
to the outside of the fabric,” says David Earley, Cotton
Incorporated’s director of supply chain marketing. “But
most do nothing more than absorb perspiration into
the fabric, staying as wet on the inside of the garment
as they are on the outside.”
According to Earley, Cotton Incorporated spent
the past year conducting moisture management
testing to gauge the performance advantage of
TransDRY technology, utilizing testing equipment,
called the MMT Tester, from SDL Atlas in the United
Kingdom. Originally developed by Hong Kong
Polytechnic University, the MMT Tester has the ability
to measure the differential wetness of both sides of a
performance fabric and calculate a one-way moisture
transfer index.
“Fabrics engineered to have one-way transfer
performance beat any synthetic product we’ve tested
in head-to-head comparisons – it’s not even close,” says
Earley. “We think this is an incredible breakthrough for
cotton in the world of performance apparel that will
help us compete head-to-head with synthetics.”
Longworth Industries, an American manufacturer
of high-tech performance apparel and base layer
garments, will be the first to bring a TransDRY product
to market under its new PolarMax Naturals brand.
Longworth has been field testing prototype garments
with branches of the military to gauge performance
and acceptability of the TransDRY technology. The
consumer market will be next up, says Trey Harris,
Longworth’s senior director of business development
“At the end of the day, people just like wearing
cotton, and with the moisture-management factor of
TransDRY, there’s a real advantage,” he says, pointing
to the company’s cotton double-knit. “With untreated
cotton on the outside of the fabric and treated cotton
against the skin, moisture finds its way through better
than our synthetics.”
The concept of TransDRY and cotton “is
phenomenal for Longworth,” Harris says. “The cotton
is sustainably grown in the U.S., and it addresses
a core consciousness among consumers against
petroleum-based products.”
“We think this is an incredible
breakthrough for cotton in the
world of performance apparel
that will help us compete
head-to-head with synthetics.”
At the same time, instead of applying chemistry
to the entire fabric, Cotton Incorporated uses it
selectively in lower amounts on certain areas of fabrics
to engineer to the right level of performance. The
result is responsible and more sustainable production,
says Cotton Incorporated, a program funded by U.S.
growers of upland cotton and importers of cotton
and cotton textile products designed and operated to
improve the demand for and profitability of cotton.
Spectrum Yarns, Inc., and Buhler Quality Yarns Corp.
initially will be the providers in the Western hemisphere
of cotton yarn treated with the TransDRY technology.
Spectrum and Buhler have aligned themselves with
several knitting mills and full-package garment makers
to provide performance fabrics and yarns.
“TransDRY will forever change the way consumers
view cotton,” says Mike Carter, director of business
development for Spectrum Yarns. “The superior
wicking performance of TransDRY will further launch
the fiber into fabrics for performance apparel.”
From the surface to the interior, this summer
PrimaLoft added to its yarn offerings with the announcement
of PrimaLoft Cotton Blend, a combination of 50
percent PrimaLoft fiber and 50 percent cotton.
The end result is a yarn that offers high abrasion
resistance and dries faster and absorbs less moisture
than standard cotton, making it a solid choice for
outdoor garments such as socks, hats, sweaters, base
layers and linings.
“Since last year’s introduction of PrimaLoft yarn,
we’ve been developing new yarns with different
blends,” says Ronald L. Comer, director of international
sales, PrimaLoft Yarn Division. “By blending PrimaLoft
fibers with cotton, we were able to create a yarn that
provides softness, comfort, durability and a faster
drying rate than an all-cotton product.”
The PrimaLoft Cotton Blend yarn also is easy to
care for, as it is machine washable and dryable, and
dries faster than 100 percent cotton, says Comer.
Elsewhere, there’s also development in the world
of washable waxed cotton. Historic U.K. supplier British
Milleran is on top of a trend toward light waxed cotton
fabrics and easy care finishes. The company’s new
Driden is made with special synthetic wax that has the
look, feel and function of the original waxed cotton but
is fully washable. Typically, waxes must be re-applied
to the finished garment from time to time in order to
maintain its look and weather resistance. Cleaning is
done by wiping the surface with a damp cloth.
The Driden finish, on the other hand, is permanently
infused into the fabric, not only making it washable but
also applicable to lighter weight fabrics and even to
synthetics, lending itself to a wider array of product
categories that require water and wind resistance but
need a traditional look.
44 | InsideOutdoor | Fall 2008

Available in a variety of widths for innumerable applications, Lunabrite changes the game
in terms of piping possibilities.
“We have customers that wouldn’t even look at the
original waxes simply because of the care factor,” says
Chris Parkes, national sales manager at Concept III Textiles,
through which British Millerain products are available in
North America. “Now we have several sampling Driden
for new outerwear projects including everything from
sportswear-styled outerwear to wind shirts.”
Though the new Driden washable wax finish can be
applied to a wide range of fabrics, Concept III believes
strongly in three stock cotton versions: Driden Kato,
a twill; Driden Sahara, a cambric; and Driden Sahara
Sun, a 50/50 hemp and cotton canvas.
Pied Piping
What do you get when you have reflective piping
that doesn’t require an immediate light source to
emit a reflection? The answer is all kinds of design
possibilities that go beyond safety and extend into
aesthetic and applications for apparel, marine, outdoor
gear and even decks and patios.
In actuality, Lunabrite is not a “reflective” piping
technology at all but serves many of the same
purposes. A sewable trim piping, Lunabrite is a
photo luminescent flexible light tube technology that
regenerates with sun or lamp light.
Along with the obvious emergency and public
safety applications, Lunabrite can be customized to
attach to virtually any product, says Peter Tarlton,
Lunabrite co-founder and inventor. Hence, “we are
seeing it’s relevance in other industries such as
architectural, marine, apparel, footwear and a wide
range of outdoor equipment.”
Imagine, for instance, a tent illuminated with
Lunabrite trim in order to help campers find their way
home after a late-night visit to the pit toilet, or tire
spokes and tennis shoes tricked out with Lunabrite to
enhance both the safety and aesthetic appeal of the
product, while providing a point of differentiation.
Activated within five minutes of exposure to a
light source, Lunabrite achieves maximum brightness
in about 30 minutes and can be seen as far as 100
yards away, say company sources. The brightest light
is emitted during the initial three to four hours after
exposure, but the perceptible glow can be visible up
to a maximum of 12 hours.
Lunabrite Light Technology is available in two
colors (blue and green) and in diameters ranging from
5/16 inch to 1/2 inch with a 1/4 inch selvage edge
for mechanical attachment or with custom profiles.
It is machine washable, non-toxic, weather and UV
resistant and antimicrobial.
Fall 2008 | InsideOutdoor | 45

Back Office
TO CATCH A THIEF
Solving the worst kind of shrink
by James W. Bassett
According to a U.S. Chamber of Commerce
research study conducted in 1975, one-third of all
small business failures are caused by employee theft.
Despite improvements in alarms, surveillance cameras
and other security hardware, employee theft still takes
the same toll on small business today. But you’re
primary interest is in your store and the employee
theft problem you may have now or may confront in
the future.
Some people wonder why employees steal.
Is it always “need” or “greed” as many textbooks
claim? In reality, it’s not that simple. Employees
steal because they see themselves as victims
enabling them to blame their stealing on someone or
something else. Employees who steal believe “I am
owed, but I haven’t received. So I will make things
even by taking what is owed to me.” The thief can
blame society, prejudice, low pay, under appreciation,
overwork, poverty, bad luck, parental neglect, parental
overindulgence, etc., etc.
Once employee theft occurs in a location, it can
quickly spread like a disease among employees. The
antidote is to confront thievery quickly and decisively.
If other employees observe a co-worker fired or
prosecuted for stealing, they are far less likely to
steal. Conversely, ignoring employee theft sends the
message that management is either indifferent to
employee theft or powerless to stop it.
The busy holiday season and the chaos it often
brings to retailers is a perfect storm for employee
theft. It is nearly impossible for outdoor retailers to
continually conduct inventories during this hectic
period. Most employee theft committed during
November and December is not discovered until
January. Additionally, many small stores hire temporary
workers who know their jobs will be gone by New
Year’s Day. The shorter the employee’s tenure, the
more likely she will steal from her employer.
This year may be a banner year for employee
theft. Recent events in our country have spawned
millions of American workers who see themselves
as victims. Some truly are victims who face financial
disaster. Devastating hurricanes, rapidly increasing
prices, home mortgage foreclosures, stock markets
losses, rampant inflation, a general recession and
expensive gasoline are just some of the factors
threatening to make this holiday season an employee
theft record breaker.
Once an employee starts stealing, he continues
stealing in progressively larger amounts until he is
caught or strongly fears he is going to be caught.
Stealing employees often quit when a theft investigation
is announced. Others quit during the
investigation. The thief believes that once he has left
your company, he can’t be prosecuted.
When you experience an employee theft, you want
to report it to the police right away. A uniformed officer
usually will come to your store and take a report. He
will hand your case over to a detective who will then
come out and interview you. But this may be the last
you hear from the detective. Most police agencies
don’t like employee theft cases because they are
difficult to investigate. Most employee theft cases
yield no eye witnesses and no physical evidence. Even
when stealing employees are caught, most employers
choose not to prosecute. This leaves the detective
feeling like he’s wasted his time. Metropolitan police
departments consider employee theft cases a low
priority. Their first priority is crimes against persons
rather than property. This means your employee theft
case will probably be pushed to the back burner.
How do you solve your employee theft case? The
best way to find out which employee(s) are stealing
from you is to ask the people who can probably tell you
– your honest employees. We have found that better
than 80 percent of the time, employees who were not
involved in the theft strongly suspect which co-worker(s)
committed the theft. Sometimes they know for sure
which co-worker is the culprit.
There are two ways of asking your employees what
they know about a theft. First, you can individually interview
each of your employees and ask them what they know
about the theft, who they think stole what is missing,
and why they think so. However, most store owners feel
uncomfortable assuming the role of interrogator. They fear
damaging rapport with their employees and fear company
morale might be affected. Others simply don’t have the
time or the inclination to investigate a theft in their stores.
However, there is an alternative.
The alternative is a theft investigation questionnaire
administered to all employees who had access to
what was stolen. The theft investigation questionnaire
is a pen and paper investigative tool – a written theft
interview you administer to your employees in a group
like a written test in school. The theft investigation
questionnaire can be ordered from the author’s Web
46 | InsideOutdoor | Fall 2008

Back Office
Top Sources of Shrink
Employee theft of merchandise in stores
Customers stealing merchandise
Employee theft of cash
(voids, post-voids, etc)
Paper shrink
(missed markdowns, incorrect PO)
Source: RSR Research
site, www.TheftStopper.com. It will be sent to you
promptly via email with complete instructions for
Comparison administration. of Heat Once Transfer, the Gas theft vs. questionnaires Fiber Insulation are
completed, you can overnight them to a professional
investigator for analysis. A detailed report with results
6 for each employee is emailed back to you within
Fiber Insulations
two business days, depending upon the number of
Ar
5 questionnaires to be analyzed.
Kr Klymit gases
The theft investigation report divides the
Xe
4 suspects into two groups: employees * who might
have committed the theft or employees who almost
3 certainly did not commit the theft. Next, the report
determines which employees are qualified to take
2 polygraph examinations in compliance with federal
* polygraph law – the Employee Polygraph Protection
1 Act of 1988 (EPPA). Finally, the report ranks the
*
employees qualified for polygraph * tests in order of
The thicker the insulation, the less heat is lost
*
0 the likelihood that each committed the theft. This
enables you to ask your most likely suspect(s) to take
2.5 4.5 6.5 8.5 10.5 12.5 14.5
the polygraph test first. Thickness (mm)
The investigator will also prepare the required
Source: Klymit
forms for you to submit to your polygraph-qualified
employees for their signatures. The forms explain
to the employees why they qualify as “reasonable
suspects” to take polygraph examinations and their
right to refuse polygraph examinations. The forms
also explain your legal right as an employer to fire
them if they refuse to take the polygraph test or they
take the test and “flunk” it.
Heat Transfer (W)
Fraudelent returns
Organized crime rings
Register under-rings (sweethearting)
Employee theft of
merchandise in distribution
Lost or stolen shipments
Fraudulent credit card transactions
Saleable merchandise used as supplies
Fraudulent check transactions
0% 10% 20% 30% 40% 50% 60% 70% 80%
Typically, innocent employees
agree to take the polygraph
examination, pass it,
Information
are thanked
Sources: Outdoor ve
for their cooperation
Fitness
and return
Consumers
to
work. Guilty employees usually quit
57%
their jobs on the spot 60after
saying
50%
Fitn
something like, “Since you don’t
50
trust me, I quit!” Sometimes the
Out
perpetrator will confess, 40 hoping 33%
you will give him a second
30
chance
25%
or a neutral reference he can use to
16%
obtain another job. 20
13
Employee theft 10 investigation
questionnaires identify the
guilty employee(s) more 0 than Web sites 80 TV shows Product
review sites
percent of the time. When used
together with polygraph testing,
Source: Hanson Dodge Creative
the success rate in identifying
employee theft perpetrators is
better than 95 percent.
Theft investigation questionnaires
can provide you with other
benefits, as well. Once the questionnaires are
administered, employee theft usually stops cold.
Innocent suspects are quickly exonerated and
returned to work. The thief can be identified quickly
and verified by polygraph testing, if necessary. You
will often identify the thief without polygraph testing.
And once you catch an employee thief and remove
him from your payroll, you establish a deterrent
for other employees who might be thinking about
stealing from you. The theft questionnaire method Card gamesof
investigation is quick, effective, non-confrontational
Pen and paper puzzles
4
and relatively inexpensive.
Dice games
25%
Theft investigation questionnaires can help you
solve almost every employee theft case you Checkers/chess experience
18%
and help you prevent employee theft from recurring. Scrabble
16%
For more information, visit www.TheftStopper.com Monopoly 14%
or read Solving Employee Theft: New Insights, Backgammon New 8%
Tactics, available on the Web site.
0% 10% 20% 30% 40%
James W. Bassett has been
a professional theft investigator Source: KOA
and polygraph examiner for more
than 30 years. His book, Solving
Employee Theft: New Insights, New
Tactics is available from Booksurge.
com, Amazon.com or the author
himself. You can contact the author through his Web
Percent Playing Games While Ca
Transactional Emails Are Opened
site, www.TheftStopper.com, or by calling him at
(352) 277-6222.
60%
54%
Transactional email
Fall 2008 | 50% InsideOutdoor Typical | 47opt-in mess

Back Office
Minding Your Own Business
by Bill Taylor
How many times have you heard someone say “mind your
own business”? If you are the owner of a retail business,
that may just be a reason to say, “Thank you – Come again!”
We have seen many retail business owners get so wrapped
up “in the business,” stocking shelves, contacting vendors,
scheduling employees, etc., that they never seem to spend
any time working “on the business,” often leading to missed
opportunities or disastrous results.
While it is easy to get caught up in the daily ins and outs
of the retail business, especially in smaller stores, finding a
good balance is key. That is not to say you shouldn’t focus your
energies toward finding and selling customers, implementing
inventory and financial systems and providing excellent
customer service and product support, but a single-minded
approach toward always working “in the business” may be
holding your business back and keeping your profits down. We
believe successful retailers, especially those who also happen
to own the business, must make the time each and every
month to work “on the business.”
What do we actually mean when we say work “on the
business?” This includes changing your perspective by taking a
bird’s eye view and really looking objectively at all key areas of your
business – from how you sell to customers, market your products,
manage people and layout your aisles to a complete financial
review. It includes looking beyond today to allow you to plan for
growth, analyze trends, evaluate new products and product lines,
develop deeper vendor relationships and so much more that could
easily get missed while you’re redecorating your windows for the
holiday season or handling a customer complaint.
Getting Started
A great way to get started working “on the business” is
by developing a basic business plan. Your initial business plan
does not need to be deeply thought through or encyclopedic
in nature. In fact, if you’re just starting out, or if this is your
first time putting together a business plan, less is more when it
comes to developing the plan. A few pages, with a maximum of
five, should probably do it. Your business plan needs to include
what products you plan to sell and who your key suppliers will
be; markets you intend to reach; primary target customers; how
you will reach your customers; methods to recruit, hire and train
employees; customer support programs and procedures; and
most importantly your financial plan, including a projected profit
and loss (P&L). Creating key performance indicators (KPIs) is
another excellent way to establish metrics for your business.
The next requirement is to make time available every
month. We recommend that you spend at least a minimum of
eight hours every month working on your business. Another
good idea is to pre-schedule your calendar to block out this time
each and every month for this work. Employees and suppliers
requesting time to meet with you should be told that you have
a prior commitment and you’ll gladly meet with them at another
time. If finding a full day to dedicate to your business is difficult,
try scheduling two half days or maybe two hours a week, if that
works better for you. The importance lies in making the time
investment each and every month, not whether it is done in a
few short time periods or one long one.
Weekly meetings or conference calls with staff also are a
good way to work on the business. This can be a challenge in a
retail environment where employee schedules are often diverse
and flexible, so you need to be aware of when you can gather
a majority of your people for these sessions, either in person
or by phone, whichever works best. A good idea is to schedule
meeting times in advance, preferably the same day and time
each week, if possible, when you know you’ll have uninterrupted
time with your key employees to discuss the business. Develop
an agenda to be sure you cover the important items and metrics
in every meeting. Timeliness is important, so be ready at the
appointed time and don’t allow others to miss your meeting or
be late. During your sessions review your business objectives
and measure progress against the targets. Ask questions and
challenge the answers you receive.
Mind Your Numbers
Discussing the financial elements is critical. Not every
business person is financially savvy, but every smart business
person needs to learn and understand the basic financials of
successfully running their business. If necessary, ask for outside
help in this critical area. If you don’t have a financial person on
staff, look to a trusted business advisor, or your accountant/CPA
to explain the numbers and the information they provide. Have
them work with you to spot trends and patterns for your store
and for the product lines in your store and ask questions about
profits, margins and expenses. Learn how to read your P&L data
and be able to tell what is going on in your business every month.
It is also important to create an annual expense budget for your
business at the beginning of the year and then stick to it!
Don’t let the issues or problems of the day suck you in and
become your single focus. While you must be involved in building
and running the business, it shouldn’t be the only thing you do.
Minding your own business is not only a great idea, it is essential,
and you should thank everyone that reminds you to do so. After
all, if you don’t mind your own business – who else will?
Bill Taylor is the founder and president of Corporate Ladders,
(www.corporateladders.com) specializing in management,
sales and business development consulting and coaching
for businesses and individuals that want to get to the top.
Bill can be reached at wbtaylor@corporateladders.com or at
201.825.8296.
48 | InsideOutdoor | Fall 2008

Our full-service Marketing and PR firm will lead your company and
take it to the next level. Below are just a few of the many services
that we provide:
• Marketing Plans & Budgets
• Corporate Branding
• Advertising & Brochures
Online & Print
• Public Relations
• Trade Shows & Corporate Events
• Websites, Search Engine Optimization, RSS Feeds
Contact us today for all of your marketing needs!
4708 W Knights Avenue, Tampa, FL 33611
Phone: +1.813.649.8504
Fax: +1.813.600.5919
WWW.CRE8GROUPINC.COM

32north (www.32north.com) 15
3M Thinsulate (www.thinsulate.com) 2
Advanced Elements (www.advancedelements.com) 22
Alphatan International (www.precision-pak.com) 41
ASF Group (www.asfgroup.com) 31
Atlas Glove (www.lfsinc.com/atlasoutdoor) 39
Baum Textile Mills (www.winterfleece.com) 35
Bemis (www.bemisworldwide.com) 37
Body Glide (www.bodyglide.com) 23
Cam Commerce (www.camcommerce.com) 13
Cocoon by Design Salt (www.designsalt.com) 43
Coghlan’s (www.coghlans.com) 11
CoolMax (coolmax.invista.com) 17
Cordura (www.cordura.com) 3
Corporate Ladders (www.corporateladders.com) 24
Cre8 Group (www.Cre8groupinc.com) 49
DuPont Sorona (sorona.dupont.com) 21
Durapeg (www.durapeg.com) 43
Ecowood Retail Displays (www.ecowooddisplays.com) 22
IFAI (www.safetyfabrics.com) 9
Kahtoola (www.kahtoola.com) 29
Kiva Designs (www.kivadesigns.com) 26
Lansky Sharpeners (www.lanskysharpeners.com) 29
Optimer (www.drirelease.com) 19
Outdoor Retailer (www.outdoorretailer.com) 38
Outlast (www.outlast.com) 51
Polarguard (www.polarguard.com) Back cover
Ruff Wear (www.ruffwear.com) 33
Samsonite (www.samsonite.com) 7
SpareHand Systems/ (www.sparehandsystems.com) 12
Stonman Avenue
Vargo Outdoors (www.vargooutdoors.com) 12
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
50 | InsideOutdoor | Fall 2008

ADAPTIVE COMFORT

LEADING THE WAY
FOR 35 YEARS.
For 35 years, you have trusted POLARGUARD ®
Insulation to help you navigate the outdoors.
Whether exploring a local park, trekking in the
mountains of Patagonia or scaling Everest,
POLARGUARD ® has gone the distance with you.
Thank you for making POLARGUARD ® Insulation part
of your adventures. We look forward to joining you
on all the journeys to come. For more information
visit www.polarguard.com or call 1-704-586-7512.
35TH
ANNIVERSARY
©INVISTA 2008. All rights reserved.