In Through the Outdoors, Part III: Outside In Opportunities

There’s no denying that climate change is upon us. Once infrequent, severe weather events have become a regular occurrence throughout the world, oftentimes making our desire for fresh open air and greenery difficult to achieve. As these changes force us indoors, more and more people are exploring ways to recreate the outdoor experience without all its headaches. The Outside In trend incorporates elements of fantasy, abstraction, and facsimile to reimagine nature as we wish it to be. In doing so, the trend offers many opportunities for savvy brands.

The Re- Generation

Patagonia supports outdoor experiences while promoting Earth-friendly practices.

The deep ties between Outside In and climate change cannot be understated. Add to this a growing demand that brands take immediate action to reduce their climate footprint and opportunity comes into focus. Sustainability is no longer enough. To win over today’s consumers, brands must think beyond the greenwashed sheen of carbon offsets and move toward regenerative solutions. What does that involve? Well, the practical definition is still up for debate and will vary by industry. Organic cotton, for instance, may sound preferable but it is highly water intensive, produces lower yields, and is generally worse for the environment than conventional cotton.

Doing what’s right for the environment may feel confusing and overwhelming, but don’t let this stop you from taking part in the discussion. Instead of just printing textiles with images of nature or using “all-natural” materials, make the time and investment in researching your supply and production chains. Not only is it good for the planet, but it’s good PR that connects your brand to the climate-centric values of many of today’s consumers.

The transfer of Patagonia’s ownership to a newly created, climate-focused private trust and non-profit is a great example of this opportunity in action. Though no one is asking you to sell your company, it’s worth noting that this action has only further cemented the devotion customers feel for the apparel company. And this at a time when customer loyalty is falling.

Environment-All

The Real Real offers resale options

Studies have shown that eco-friendly products are not always wallet-friendly ones. Even if your brand caters to the luxury market, offering affordable Earth-friendly options earns credibility for your brand across all consumer segments by demonstrating that your company values the planet over profits. What’s more, it also introduces your brand to new, likely younger, customers, priming them to make larger purchases as their income grows. This practice is well-known to high-end fashion brands who often see their accessory collections generating higher revenues than their apparel. So why not apply this proven strategy toward products that are good for the environment?

Several high-end fashion brands are taking advantage of this opportunity by offering ways consumers can resell their apparel. This approach is a win-for-all—consumers can buy authenticated goods at lower prices while the brand can reap the Earth-friendly benefits as well as control the look and feel of the experience. Best of all, it promotes reuse and conscious consumption which benefit the planet.

Raw is Real

Jan Ernst’s Three Arms, Two Legs is an example of lumpy raw design.

Architect Antonio Gaudi once famously said, “There are no straight lines or sharp corners in nature.” The lumpy, organic shapes we are seeing more and more reflect the power nature has on our evolving aesthetic tastes. But Blobism, NeoNatural, and “ugly” design are also aspects of Gen Z’s quest to present their authentic selves. Even though Outside In often incorporates elements of fantasy, do not forget the importance authenticity has to this growing consumer base.

Sensitivity Training

Scent-diffusing robot Piro is one way to layer different senses into an indoor experience.

Though there are many physical examples of Outside In, humans have five senses with which to experience the world. Scent and sound can trigger strong emotions and have the potential to transport us to imaginary worlds. Finding ways to incorporate multiple sensory experiences into your product line will help distinguish your brand from the noise—and doesn’t that smell like sweet success?

Apple is already taken a bite of this opportunity with the release of personalized spatial audio features on their Airpods. Spatial audio gives the sound an immersive effect by adding locational layers to the listening experience. Though spatial audio isn’t new, Apple’s new feature personalizes the experience based on the unique shape of the user’s ear.

If you’d like to discuss other ways your brand can use Outside In to its advantage, reach out a free 30-minute consultation.