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‘Dad Brands’ Tap Urban Youth

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Apparel Online India September, 1-15, 2016

READ MORE ON Dad BrandsMarketing StrategyOutdoor BrandsStreetwear Brands

Finding growth amongst a younger consumer demographic

Primarily catering to a core demographic of middle-aged mountaineers and outdoor sport enthusiasts, the outdoor brands or ‘dad brands’ as they are popularly known as have always found favour due to their product innovation and performance value such as the water-resistant parkas, sturdy fleece and waxed-cotton duffle bags. But increasingly brands such as The North Face, Columbia, Penfield, etc. are collaborating with streetwear brands to target young urban consumers, giving a young twist to an old story. A smart and well thought-out business and marketing strategy directed towards the urban youth is enabling previously boring and predictable ‘dad brands’ to earn high-profile fans such as Kanye West, Drake and A$AP Rocky. Amongst the most popular outerwear brands, The North Face…

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Source: Apparel Online India September, 1-15, 2016
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