Fall - InsideOutdoor Magazine
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Fall - InsideOutdoor Magazine

Fall - InsideOutdoor Magazine Fall - InsideOutdoor Magazine

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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

Building your Business<br />

for 2009 and Beyond<br />

Heat up your 2010 winter season with<br />

the hottest outdoor products. Come to<br />

Outdoor Retailer Winter Market to test<br />

drive the latest in product technology<br />

and innovations, preview material and<br />

fabric stories firsthand and participate<br />

in business building seminars and<br />

networking opportunities.<br />

JANUARY 22-25, 2009<br />

SALT PALACE CONVENTION CENTER<br />

SALT LAKE CITY, UTAH<br />

JANUARY 21, 2009<br />

SNOWBASIN SKI RESORT<br />

HUNTSVILLE, UTAH<br />

REGISTER TODAY AT<br />

WWW.OUTDOORRETAILER.COM

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