a brand strategy for reinventing the outdoor recreation category for the millennial generation

CULTURE / STRATEGY / INNOVATION

REINVENTING OUTDOOR RECREATION FOR THE MILLENNIAL GENERATION

9 FOCUS GROUPS

35 PHONE INTERVIEWS

72 IN-PERSON INTERVIEWS

STORE AUDITS

COMMUNICATION AUDIT

SECONDARY RESEARCH

CULTURE & TREND STUDY

OUTDOOR INDUSTRY CONFERENCE

TAILGATING CONFERENCE

RESEARCH

OUTDOOR RECREATION RETAILERS RING UP NEARLY $50 BILLION IN SALES EACH YEAR.

THIS DOESN’T INCLUDE THE ADDITIONAL $243 BILLION IN

TRIP RELATED EXPENSES.

YET... THE OUTDOOR RECREATION INDUSTRY IS OUT OF TOUCH

WITH CONSUMERS.

THE MAJORITY OF CONSUMERS DON’T REMEMBER THE BRANDS.

1910 2010

1910 2010

1950 2010

THE CURRENT RETAIL OPTIONS DO NOT INSPIRE THE CONSUMER.

WALMART DICK’S SPORTING GOODS

SPORTS AUTHORITY

ELITISTREI

L.L.BEAN

BASS PRO SHOPS CABELAS

THE MOST COMMON MARKETING THEMES USED TO MARKET THE OUTDOORS DO NOT REFLECT PEOPLE’S TOP REASONS FOR PARTICIPATING IN OUTDOOR RECREATION.

REVERENCE CONQUERING AGGRESSION

REVERENCE CONQUERING AGGRESSION AGGRESSION

REVERENCE REVERENCE

CONQUERING AGGRESSION

SERENITY SERENITY

CONQUERING

(and what the current outdoor recreation brands are missing)

5 TRENDS THAT HAVE

CHANGED THE FACE OF OUTDOOR RECREATION

1 FESTIVAL CAMPING

THOUSANDS OF PEOPLE CAMPING TOGETHER USED TO BE A ONCE IN A GENERAT ION EVENT.

NOW MILLIONS OF FESTIVAL CAMPERS ATTEND A VARIETY OF FESTIVALS ALL YEAR ROUND, ALL AROUND THE WORLD.

MUSIC

FOOD

ARTS

CAMPING + GLAMOUR

GLAMPING =

“Think of it like the hip hotels of camping.” Jonathan Knight, author of “Cool Camping.”

GLAMPING’S POPULARITY INVITES A WHOLE NEW GROUP

OF CONSUMERS TO ENJOY OUTDOOR RECREATION

ON THEIR TERMS.

AND IS PART OF THE TREND TOWARDS

RAISING THE BAR FOR WHAT CAMPING CAN BE.

3 LARGE GROUP EVENTS

DUE TO SOCIAL MEDIA, ADULT BASED, OUTDOOR EVENTS ARE ON THE RISE.

POLAR BEAR PLUNGE AND PARTY ANN ARBOR ADVENTURE CLUB

THE BRIDGE TO NOWHERE FULL MOON PARTY. SANTA MONICA HIKING GROUP, LOS ANGELES, CALIFORNIA

4 BARBECUE EVENTS

OVER 200 MILLION PEOPLE WILL ATTEND A BBQ PARTY OVER THE NEXT 4TH OF JULY. 

TV SHOWS, CELEBRITY CHEFS AND HIGH

STAKES COMPETITIONS HAVE TAKEN WHAT WAS

ALREADY A PASTIME AND TURNED IT INTO AN AMERICAN OBSESSION.

APPROXIMATELY 85% OF AMERICANS OWN A GRILL.

“BBQ HAS BECOME MORE THAN A GREAT COMPLIMENT TO THE PARTY...IT IS THE REASON

FOR THE PARTY.”

5 OUTDOOR “PARTY” GAMES&

COMPETITION

“LAWN GAMES” OR “BACKYARD GAMES” [OR

WHATEVER YOU WANT TO CALL THEM] ARE BEING REPURPOSED

FOR A NEW GENERATION.

CORNHOLE

LADDER GOLF

WASHERS

BEERSBIE

BOCCE

ANYWHERE FRIENDS

UNINHIBITED

BACKYARD FAMILY

RESERVED

TODAY’S GENERATION

BOOMER GENERATION

OUTDOOR COMPETITION EVENTS ARE ALSO BEING RESHAPED

AND REPURPOSED FOR A NEW GENERATION.

“THE HOTTEST SPORT ITEM OVER THE NEXT COUPLE OF YEARS IS GOING TO BE

TOUGH MUDDER.” Forbes, 2010

“... THE CAMARADERIE FOUND IN HELPING OTHERS OVERCOME EACH OBSTACLE- THAT IS THE DIFFERENCE BETWEEN TOUGH

MUDDER AND OTHER ENDURANCE EVENTS.”

“TOUGH MUDDER IS ABOUT FINISHING,

NOT COMPETING.”

TOUGH MUDDERS “FUN AND LIGHTHEARTED

WHILE STILL BEING... A TOUGH AND RUGGED EVENT.”

WARRIOR DASH

TOUGH MUDDERS “COMBINING ALL THAT ENERGY INTO A KICK-ASS FESTIVAL AT

THE END OF THE DAY.”

COLLABORATIVE FUN

COLLECTIVE

COMPETITIVE SERIOUS

INDIVIDUAL

TODAY’S GENERATION

BOOMER GENERATION

IN SUMMARY: THE CURRENT GENERATION IS PUTTING A NEW SPIN ON OUTDOOR RECREATION.

FESTIVAL CAMPING AND GLAMPING ARE THE FIRST NEW CAMPING TRENDS SINCE CAR CAMPING IN THE 60’S.

FUN AND COLLABORATION ARE CHANGING THE FACE OF OUTDOOR COMPETITIVE EVENTS.

PEOPLE ARE SEEKING A GREATER SENSE OF COMMUNITY AND SOCIAL EXPERIENCES THROUGH OUTDOOR RECREATION.

TO

THIS BRAND CAN

THE FACE OF OUTDOOR RECREATION.

REDEFINE

THIS BRAND CAN

BETWEEN WALMART AND REI.FILL THE GAP

THIS BRAND CAN

THE PROUDCT EXPERIENCE.INNOVATE

VIRGIN IS THAT BRAND

CAR CAMPING BACKPACKING

HIKING BIKING

PADDLING

TRADITIONAL OUTDOOR PARTICIPANTS

VIRGIN IS THE ONLY BRAND THAT CAN REDRAW AND EXPAND THE MARKET

CAR CAMPING BACKPACKING

HIKING BIKING

PADDLING

TRADITIONAL OUTDOOR PARTICIPANTS

VIRGIN IS THE ONLY BRAND THAT CAN REDRAW AND EXPAND THE MARKET

FESTIVAL CAMPING GLAMPING

OBSTACLE COURSES LAWN GAMES BARBECUES

NEW OUTDOOR PARTICIPANTS

VIRGIN IS THE ONLY BRAND THAT CAN REDRAW AND EXPAND THE MARKET

CAR CAMPING BACKPACKING

HIKING BIKING

PADDLING

FESTIVAL CAMPING GLAMPING

OBSTACLE COURSES LAWN GAMES BARBECUES

TRADITIONAL OUTDOOR PARTICIPANTS

NEW OUTDOOR PARTICIPANTS

FUN

VIRGIN IS THE ONLY BRAND THAT CAN REDRAW AND EXPAND THE MARKET

CAR CAMPING BACKPACKING

HIKING BIKING

PADDLING

TRADITIONAL OUTDOOR PARTICIPANTS

FUNASPIRATIONAL

OUTDOOR PARTICIPANTS

FESTIVAL CAMPING GLAMPING

OBSTACLE COURSES LAWN GAMES BARBECUES

NEW OUTDOOR PARTICIPANTS

VIRGIN CAN

OF HAVING FUN INTO THE OUTDOOR RECREATION CATEGORY IN A WAY THAT BETTER ALIGNS WITH CONSUMERS’ NATURAL REASONS FOR PARTICIPATION.

INFUSE VALUESITS

VIRGIN CAN USE ITS CUSTOMER CENTRIC

TO BETTER MEET CONSUMERS’ PRODUCT NEEDS.

DESIGN FOCUS

AND WITH RICHARD BRANSON’S REPUTATION AS AN OUTDOORSMAN, IT MAKES VIRGIN THE IDEAL FIT TO STEP INTO THIS MARKET, BRINGING INSTANT LEGITIMACY AND CREDIBILITY.

REVERENCE CONQUERING AGGRESSION

REVERENCE CONQUERING AGGRESSION

SERENITY

VIRGIN WILL CHALLENGE THE OUTDATED IDEAS SURROUNDING THIS CATEGORY.

BRING A RUG

BRING YOUR TEA POT

BRING YOUR LAP TOP

BRING YOUR MAKE UP

BRING A HOT TUB

BRING A MOVIE

JUST BE OUTDOORS

NOT

NOVICE

EXPERTVS

INTRODUCING

COME OUT AND PLAY

.

TO: CONFIDENCE

EXPERIENCED

@PLAY IS ABOUT BEING ACTIVELY ENGAGED IN THE MOMENT.

@PLAY IS ABOUT HAVING A POSITIVE ATTITUDE.

@PLAY IS ABOUT LACK OF JUDGMENT.

@PLAY IS ABOUT BEING SEXY WITHOUT EVEN TRYING.

@PLAY IS ABOUT BEING AT EASE.

VIRGIN’S GOAL IS TO TRIGGER

PEOPLE’S PRIMAL URGE TO PARTICIPATE

TO GET MESSY

TO HAVE FUN

TO SHARE

TO SHARE

TO EAT

TO CONNECT

TO LAUGH

TO BELONG

COMPLIMENTARY ATTRIBUTES OF @PLAY: RUGGEDNESS & DESIGN

AN IMPORTANT ROLE FOR VIRGIN OUTDOORS IS TO TAP INTO PEOPLE’S DESIRE TO FEEL

RUGGED OUTDOORS.

TOO SOFT

TOO TOUGH

JUST RIGHT

TOO SOFT

TOO TOUGH

JUST RIGHT

IS AN IMPORTANT ATTRIBUTE OF VIRGIN OUTDOORS THAT WILL CUE TO THE AUDIENCE THAT THIS IS A BRAND THAT SHARES THEIR VALUES. BUT STYLE WITHOUT RUGGEDNESS WILL FAIL TO MAKE A DEEP EMOTIONAL CONNECTION.

STYLE & DESIGN

VIRGIN OUTDOORS HAS A

MISCHIEVOUS PERSONALITY

LOSE YOUR HANG UPS

BRING A KNIFE

PLAY WITH FIRE

STEP ON THE GRASS

JUMP OFF A CLIFF

VIRGIN OUTDOORS

REASSURING

EFFICIENT

COMFORTABLE

DELIGHTFUL

THE VIRGIN IN-STORE BRAND EXPERIENCE NEEDS TO BE CUES

Don’t worry - you are not alone - this is going to be easy - chill - we will show you how easy it is to play, enjoy and have fun without you having to change WHO YOU ARE.

NOT thrilling. NOT exhilarating. NOT challenging - but pure delight and wonder.

Not messy. Totally organized, categorized, structured and easy to navigate.

Helpful staff - sociable - totally casual. Comfortable chairs. Comfortable dining. Comfortable lighting - all things that can help eliminate the idea that camping is uncomfortable.

OWNVIRGIN HAS AN OPPORTUNITY TO

THE OUTDOORS.

“ ”

BY BRINGING SERVICE TO THE SCENERY

1BY BRINGING A SCENE TO THE SCENERY

2

The Outdoor Mobility Lifestyle Category is about untethering universal human activities from the traditional home setting and allowing consumers to enjoy them where and when they wants to.

Outdoor Mobility Lifestyle Virgin Outdoors, as the soon to

be the leader in the Outdoor Mobility Lifestyle Category, will

help consumers see new possibilities in familiar

experiences by allowing them to easily move from setting to

setting.

Products that allow for traditionally home-bound products to be portable so the consumer can experience familiar activities in new settings.

MO

BILITY

PORTABILITY

RELI

ABIL

ITYProducts that stand

up to the riggers of travel, outdoor exposure and

repeated use and hence giving

consumers confidence that those

products can be relied on anywhere.

Untethering traditionally home bound activities and experiences.

VERSATILITY DESIGN

CREATIVITY

SOCI

AL

CONN

ECTI

VITY

ENTERTAINMENT TECHNOLOGY

GENDER DIFFERENCES

INDO

OR/O

UTDO

OR

APPE

AL

CATEGORY

Pro

duct

s tha

t are

de

signe

d fo

r ou

tdoo

r and

tra

vel u

se b

ut

can

trans

ition

into

ever

yday

us

e.

Multi-use,

multi-function

products for

use in multiple

locations

Ease of use, intuitive, functional products

created with efficiency of space

Products that

are delightful,

promote self-

expression and

have creative

choice

The “Outdoors” In Virgin Outdoors is about about flexibility and freedom wherever you are.

Bring a Scene to the Scenery

Helping people “Bring a Scene to the Scenery” is Virgin Outdoor’s guiding Purpose.

Products,

that let men

and women feel

sexy outdoors and

avoids traditional

androgynous apparel

associated with the

outdoors. Products that bring technology harmoniously into the outdoors

\Products

that are playful,

fun and engaging.

Products

that promote

friendly competition

Prod

ucts

th

at a

re

shar

eabl

e an

d ha

ve a

hig

her

worth

whe

n sh

ared

VIRGIN OUTDOORS BRAND VALUES

THANK YOU

This Virgin Outdoor’s presentation has been prepared by and is the property of Culture Strategy Consulting, LLC. The contents of this

presentation, are protected under United States intellectual property and trademark laws. Reproduction of any element of this

presentation, without prior written consent from CS SPACE is expressly prohibited.