A Brand Strategy for Reinventing the Outdoor Recreation Category for the Millennial Generation
1. CULTURE / STRATEGY / INNOVATION
REINVENTING OUTDOOR RECREATION
FOR THE MILLENNIAL GENERATION
2. 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
83. 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.
92. 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
93. VIRGIN IS THE ONLY BRAND THAT CAN
REDRAW AND EXPAND THE MARKET
CAR CAMPING
BACKPACKING
HIKING
BIKING
PADDLING
TRADITIONAL
OUTDOOR PARTICIPANTS
FUN
ASPIRATIONAL
OUTDOOR PARTICIPANTS
FESTIVAL CAMPING
GLAMPING
OBSTACLE COURSES
LAWN GAMES
BARBECUES
NEW
OUTDOOR PARTICIPANTS
94. VIRGIN CAN
OF HAVING FUN INTO THE OUTDOOR
RECREATION CATEGORY IN A WAY
THAT BETTER ALIGNS WITH CONSUMERS’
NATURAL REASONS
FOR PARTICIPATION.
INFUSEVALUESITS
95. VIRGIN CAN USE ITS CUSTOMER CENTRIC
TO BETTER
MEET
CONSUMERS’
PRODUCT NEEDS.
DESIGNFOCUS
96. 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.
158. 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
167. 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.
171. 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.
MOBILITY
PORTABILITY
RELIABILITY
Products 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
SOCIAL
CONNECTIVITY
ENTERTAINMENTTECHNOLOGY
GENDERDIFFERENCES
INDOOR/OUTDOOR
APPEAL
CATEGORY
Productsthatare
designedfor
outdoorand
travelusebut
cantransition
intoeverydayuse.
Multi-use,
multi-function
products for
use in multiple
locations
Ease of use,
intuitive,functionalproducts
created with
efficiency ofspace
Productsthat
aredelightful,
promoteself-
expressionand
havecreative
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,
thatletmen
andwomenfeel
sexyoutdoorsand
avoidstraditional
androgynousapparel
associatedwiththe
outdoors.
Products thatbringtechnology
harmoniouslyinto theoutdoors
Products
that are playful,
fun and engaging.
Products
that promote
friendly competition
Productsthatareshareableandhaveahigherworthwhenshared
VIRGIN OUTDOORS BRAND VALUES
173. 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.