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  • Camping on a rooftop can be quite the adventure
    Evrgrn (2015) ©
CASE STUDY

Casual Campers: pitching up in the urban jungle

The great outdoors is having a moment. The outdoor apparel industry made $4 billion in 2014. But with more people living in cities than ever before, what it means to be ‘outdoorsy’ is changing. A new consumer has emerged; the casual camper. But who are they? And how are brands engaging them?

Location Global

Scope
The great outdoors is having a moment. The outdoor apparel industry made $4 billion in revenue in 2014, with outdoor brand REI’s revenue increasing 10% and Patagonia tripling its profits. [1][2][3] But with more people living in cities than ever before, what it means to be an outdoor enthusiast today has changed.

A new consumer has emerged; one who won’t be climbing mountains on a daily basis but who wants to be prepared for when they do venture into the wilderness, head to a festival or sleep al fresco on an ...

Canvas8

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