survey

Consumers Cast Their Vote

This election season, we asked consumers to cast their vote… about outdoor brands, retailers, technologies, trends, gamechangers and more. As brands and retailers become more bold in stating their political stances, we asked consumers how they felt about political branding. Sixty-percent of respondents told us they approve of brands and retailers taking a stand on political issues. And 52 percent said the political stance of a brand or retailer has impacted their purchasing decisions. With so much buzz about sustainability, we also inquired about how consumers are impacted by their eco-consciousness. Eighty-six percent reported that they donate their winter jackets when the jackets reach the end of their lifecycles. Fifty-eight percent said they are buying more active apparel made with natural fibers, in part due to ocean plastics pollution being a growing concern. The survey, conducted by MESH01, included 132 respondents, male and female, with an average age of 34 years old.

CONSUMER SURVEY

As weather patterns shift, do you change your workout wardrobe seasonally or buy product that features “year round” wearability?

When do you typically buy a new winter jacket?

Which of these factors best describes how you changed the most in your activewear purchasing decisions during the past year:

As functional fabrics become fashionable and fashion becomes more casual, has your everyday dress code incorporated more fitness wear compared to years past?

When your winter jacket reaches the end of its life, what do you do with it?

Do you wear wool in the summer?

Is all the talk about tariffs and higher prices on products made outside the U.S. impacting your purchasing decisions?

Do you wear wool in the summer?

Quotes

What active apparel or footwear purchased in
the past year do you consider a gamechanger in terms
of enhancing your workout performance?

The survey, conducted by MESH01, included 132 respondents, male and female, average age of 34 yrs old.

Leggings with phone pockets.

Lightweight down jackets are great because they can be used in a casual setting and for hikes and Nordic skiing etc.

Being able to keep track of my running, heart rate.

Shoe insoles.

I have found a particular brand of yoga pants that stay put and keep sweat wicked away while also being fashionable. I think yoga pants are becoming a lot more game changing in the way they are designed.

No lace shoes.

Temperature controlled clothes.

High waisted leggings and leggings with pockets.
I also love my Nike Flex running shoes. They really help my foot pain.

Recovery sandals.

Wool, having wool socks in the winter has changed everything, my feet feel fresh.

Shoe inserts have helped reduce overall injury.

It seems silly, but workout pants with pockets has been a game-changer for me this year.

Running shoes that I had fitted based on my foot and gait.

Snowboarding boots with the easy twist laces instead of the traditional laces; thicker socks with arch support; leggings with pockets (I love pockets).

Great wicking/breathable base layers that also keep you at the right temp during winter running.

Heat gear that wicks away sweat.

Black tanks I can wear to work and then straight to the gym.

No bounce sports bras.

I purchased a tennis shoe which doesn’t make squeaky noise at the gym when it rains.

My favorite athletic pants which are breathable, compressing and allow for tons of movement without falling down.

For a top, thumb holes with folded mitt options (so I don’t have to wear gloves). For bottoms, tights and shorts that have a cell phone pocket(s).

Quotes

Do you approve of brands or retailers taking a stand on political issues?

YES / 60%

Businesses are run by people who have opinions and I believe if a consumer disagrees with an opinion then they can spend their money elsewhere. Nike has been especially visible lately and I honesty doubt their brand will suffer for it. Male / 27

It doesn’t matter to me. But I believe it’s all ultimately about publicity and marketing more than a great principled stand. Male / 34

Opinions are everywhere. Female / 35

I think you should always stand up for what you believe is right, even if that means you lose some business. Female / 31

I was once told, “How you spend your money is more important than how you vote” and I believe it. Female / 28

Sure, I’m ok if they make a stand on the environment, etc., but not on presidential candidates or political parties — that would be a turn off. Female / 34

I think it shows if they have good or bad values. Female / 18

As a company they are entitled to endorse any issue they see fit. It would be up to the consumer to decide if they wish to continue to do business with them. Male / 28

I think businesses are free to express their opinions. It doesn’t bother me personally. They know when they do that it may affect their business in the long run. Female / 36

I don’t see why free speech would be
limited to individuals. I wouldn’t necessarily buy something because I have the same political stance but on the other hand, I would stop myself from buying something I want if I don’t agree with that company’s stance. Female / 33

I’ve seen multiple brands in the outdoor industry take a stand for/against issues that impact the environment, and essentially impact their industry. These political stances are relevant to the brands’ success and the brands’ consumer, so I have no problem
with them taking a stance in that instance. Male / 32

If it’s a stand I support. In today’s society where corporations are people and people have no voice, it’s almost incumbent for corporations to take a position to support what is right for the environment, human rights, etc. Male / 34

I like when they agree with my beliefs. Female / 28

I’m much more apt to purchase from a company that aligns with my values. Brands and corporations have huge power and I like to see that power being used for good. Male / 35

I don’t necessarily have to agree with their stance, but I do approve of them taking a stand of their own. Female / 40

Yes, it helps me to decide which brands I will invest my resources in. Female / 49

I like when brands take a stand on things that they feel are important. They have a platform and if they are willing to potentially lose (or gain!) by it, more power to them. Female / 31

It depends on the relevance of that stance to the company’s business and mission (e.g., a mountaineering/outdoor manufacturer
taking a stand on environmental issues makes sense; other stances that appear purely political in nature are more suspect). Male / 45

Brands are like people with their own perspectives. Male / 45

Standing up for the environment, fair trade, and human equality/basic human rights is important. Male / 34

NO / 40%

Doesn’t change what that brand is. And how great their products are. Female / 27

I refuse to purchase items from politically affiliated companies, the world is saturated with politics. Female / 33

Why they want to publicly communicate their beliefs to target a certain group of people is beyond me. If you have a good product I’m going to buy it. If you are going to preach to me about your political views, I’m going to ignore it. I just want the product I like, not anyone’s opinions. Female / 27

I think political stances are personal and don’t need to be brought up as a retailer. Female / 22

I’ve stopped buying from several brands because of their aggressive political stances. I don’t need a lecture with my gym shorts. Male / 50

I don’t think a brand should take sides in an issue. I want their opinion on retail items, not politics. Male / 28

They sell something. No need to be political about it. Male / 31

No need to alienate customers. I don’t need brands to be an authority in politics. Female / 39

I don’t care what brands or retailers think, just make good stuff and stay out of it. Female / 47

Politics has nothing to do with clothes. Female / 32

I’m ok as long as they agree with me! Female / 42

Keep politics out of my fashion. Female / 37

Unless it’s an issue of sustainability, I do not want to hear about political issues from brands and retailers. Male / 41

Surveys by publication

Consumers Cast Their Vote

What active apparel or footwear purchased in the past year do you consider a gamechanger in terms of enhancing your workout performance?

Do you approve of brands or retailers taking a stand on political issues?

What active apparel or footwear purchased in
the past year do you consider a gamechanger in terms
of enhancing your workout performance?