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Outdoor Industry Association® and The North Face to Unlock the Millennial Mindset at Outdoor Retailer Industry Breakfast

For Immediate Release

Avery Stonich
Outdoor Industry Association
303-327-3511
astonich@outdoorindustry.org

Boulder, Colorado — Jul 25, 2012

Outdoor Industry Association® and The North Face to Unlock the Millennial Mindset at Outdoor Retailer Industry Breakfast
Results of “Outdoor Attitudes” Study to Be Revealed

Outdoor Industry Association® (OIA) and The North Face are once again teaming on the OIA Industry Breakfast, which takes place during Outdoor Retailer on Thursday, Aug. 2 from 7:00 to 9:00 am in the Salt Lake City Marriott Downtown Ballroom. The focus of the event is Millennial consumers, including their interactive paths to purchase, value-driven mindset, and expectations from outdoor industry companies.

The Industry Breakfast will reveal insights gathered during a custom “outdoor attitudes” study that OIA and TRU, a research firm specializing in Millennial trends, have conducted over the last 10 weeks. During the presentation, TRU will share key findings, show video clips from study participants, and explore implications for retailers and brands during a live panel discussion with several Millennial consumers.

“Millennials are a very influential consumer group these days,” said LaRae Marsik, vice president of business intelligence for OIA. “Gathering direct impressions from members of this complex community provides a glimpse into what they care about, what they buy and why — and how the outdoor industry can tap into their trends.”

The North Face is the lead sponsor of the Industry Breakfast, which kicks off the Outdoor Retailer Summer Market.

“As a leading outdoor brand, we know the importance of knowing our customers and understanding trends,” said Aaron Carpenter, vice president of marketing for The North Face. “The Millennial generation represents an important demographic that we can all learn from. We’re happy to help bring this presentation to Outdoor Retailer Summer Market so that our industry can learn how remain relevant and continue to provide products and experiences that appeal to our evolving customers.”

As a follow-up to the Industry Breakfast, OIA is hosting a Q & A forum with the Millennial consumer panel from 11:00 am to 12:15 pm, also at the Marriott. This session offers attendees the opportunity to ask questions about anything from product design preferences to recreation likes and dislikes to retail shopping habits, and get the direct, unfiltered truth. The Q&A will be moderated by Millennial research experts from TRU, who will keep the conversation flowing and interpret the insights through their own expert lens.

Event Details
Outdoor Industry Breakfast, presented by The North Face
Outdoor Attitudes Unplugged – Exploring the Relevance of Outdoor Lifestyles and Products Among Today’s Millennial Consumer
Thursday, Aug. 2, 2012 – 7:00 am to 9:00 am
Location: Marriott – Salons A-J

Outdoor University Educational Session
Trend Transparency – An Open Q&A with Today’s Millennial Consumer Panel
Thursday, Aug. 2, 2012 – 11:00 am to 12:15 pm
Location: Marriott – Salon D

About the Outdoor Industry Association
Based in Boulder, Colo., with offices in Washington, D.C., Outdoor Industry Association (OIA) is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA supports the growth and success of more than 4,000 manufacturers, distributors, suppliers, sales representatives, and retailers of outdoor recreation apparel, footwear, equipment and services. For more information, go to outdoorindustry.org or call 303.444.3353.

The North Face®
The North Face, a division of VF Outdoor, Inc., was founded in 1968. Headquartered in Alameda, California, the company offers the most technically advanced products in the market to accomplished climbers, mountaineers, snowsport athletes, endurance athletes, and explorers. The company’s products are sold in specialty mountaineering, backpacking, running and snowsport retailers, premium-sporting goods retailers and major outdoor specialty retail chains.

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