Lifetime of Outdoor Apparel, Footwear & Gear EOG Climate Action - PowerPoint PPT Presentation

• Lifetime of Outdoor Apparel, Footwear & Gear • EOG Climate Action Programme – Research Update Peter Hollenstein – July 13, 2020 European Outdoor Group Confidential–Internal Use Only

Ag Agenda nda - About - Apparel - Footwear - Hardware - Climate Action Programme - Questions/Discussion European Outdoor Group Confidential–Internal Use Only

About European Outdoor Group Confidential–Internal Use Only

551 Respondents Cou ountr try of of res esid iden ence Age Ag 65+ 18-24 3% 7% 55-64 12% 17 Outside Europe 1 3 Other European Country 25-34 36 27% 135 45-54 24% 1 227 12 35-44 25 16 27% 5 23 39 Gend Ge nder 9 Female: Male: 1 1 47% 52%

Apparel European Outdoor Group Confidential–Internal Use Only

Wearing Frequency 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% • The ownership rate of outdoor apparel T-Shirt / Longsleeve is generally high, with the worst- Midlayer Top performing products still reaching 75%. • T-shirts and midlayer tops are worn Baselayer Top (underwear) most frequently, which suggests their requency multifunctional use. Softshell/Regular Pants ring fre • Hardshell pants are worn least Hardshell Jacket (rain jacket) Weari frequently, followed by insulation We jackets. This can be attributed to the Baselayer Bottom (underwear) weather dependency. Softshell Jacket Daily Insulation Jacket (synthetic) Weekly Monthly Insulation Jacket (down) Quarterly Yearly Hardshell Pants Don’t own

Years in Use T shirts, baselayers and midlayers are • Insulation Jacket (down) more likely to be kept for up to 5 years. Hardshell Pants Hardshell and insulation products are • more likely to be kept for 5 to 10 years. Insulation Jacket (synthetic) The length of usage tails off after 10 • Hardshell Jacket (rain jacket) years. Softshell Jacket As might be expected, there is a • etime correlation between the frequency of Lifet Midlayer Top wearing and the length of time the Li product is kept for . Softshell/Regular Pants Baselayer Bottom (underwear) Up to 5 years 5 to 10 years Baselayer Top (underwear) 11 to 15 years 16 to 20 years T-Shirt / Longsleeve 20+ years 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

In case of damage, what would you usually do with apparel? 0% 10% 20% 30% 40% 50% 60% 70% In case of damage, most consumers • prefer to repair their outdoor apparel instead of replacing it. Repair it myself Most consumers choose to repair • damaged outdoor apparel allowed themselves. answers al Use brand/retailer repair service Brand/retailer repair services are used • by about one third of respondents. le an Multiple The type and severity of damage has • Mult not been considered here, but likely Discard and replace has a big influence on the chosen action. Other

What is the main reason you usually discard apparel? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Product failure / wear and tear is by far • the main reason for discarding Product failure / wear and tear outdoor apparel. This suggests that physical durability • Size and fit issues of products is key for a long use phase. allowed Only for slightly less than 10% of • Functional shortcomings answers al respondents fashion or taste changes are a reason for discarding outdoor le an Multiple apparel. Product upgrade Mult Safety reasons Fashion or taste changes Other

How do you usually discard apparel? 0% 10% 20% 30% 40% 50% 60% Most respondents aim to keep • discarded outdoor apparel in the loop Gift / donate by donating it, returning it to a recycling facility or repurposing it. Public recycling bin / recycling facility Slightly over 20% discard outdoor • allowed apparel in the household waste. Repurpose (i.e. rope for gardening) answers al Resale is currently practiced by one • fifth of respondents. le an Multiple Household waste The in-store collection and take-back • Mult services that are offered by brands are only used by a minority of Sell respondents. à lack of information or convenience? In store collection / return to brand Other

Footwear European Outdoor Group Confidential–Internal Use Only

Wearing Frequency 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 76% of respondents are wearing • trekking shoes weekly or more often, Trekking/Approach/Casual shoes (Low) which suggests their use for everyday leisure. While almost 80% of respondents own • Hiking Shoes (Mid) mountaineering or winter shoes, they are worn least often. quency freque Climbing shoes are owned by slightly • ring fr Sandals more than half of respondents. Most of Weari the owners use them at least monthly. We Climbing Shoes Daily Weekly Monthly Quarterly Yearly Mountaineering or Winter Shoes (High) Don’t own

Years in Use Up to 5 years is the typical length of • Mountaineering or Winter Shoes (high) usage with the exception of mountaineering or winter shoes. Past 10 years the usage falls off. • Hiking Shoes (Mid) etime Lifet Sandals Li Climbing Shoes Up to 5 years 5 to 10 years 11 to 15 years Trekking/Approach/Casual shoes (low) 16 to 20 years 20+ years 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

In case of damage, what would you usually do with footwear? 0% 10% 20% 30% 40% 50% 60% 60% of respondents discard and • replace footwear in case of damage (compared to 28% in apparel). Discard and replace About one out of two respondents • uses brand/retailer repair services allowed (35% in apparel). answers al Use brand/retailer repair service Only 19% of respondents repair • footwear themselves (compared to le an Multiple 68% in apparel), suggesting a lack of Mult appropriate tools and/or knowledge. Repair it myself Other

What is the main reason you usually discard footwear? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Product failure / wear and tear is by far • the main reason for discarding Product failure / wear and tear outdoor footwear. Fashion or taste changes are almost • Functional shortcomings irrelevant for replacing footwear. allowed Size and fit issues answers al le an Multiple Product upgrade Mult Safety reasons Fashion or taste changes Other

How do you usually discard footwear? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% A higher share of footwear is ending up • in household waste compared to Public recycling bin / recycling facility apparel (46% vs. 22%). Resale of footwear is practiced by 10% • Household waste of respondents. allowed Only 6% of respondents return worn- • Gift / donate answers al out footwear to the brand or use in- store collection schemes. le an Repurpose (i.e. rope for gardening) Multiple Mult Sell In store collection / return to brand Other

Hardware European Outdoor Group Confidential–Internal Use Only

Usage Frequency – Climbing/Mountaineering Products As a more specialized category, there • Helmets is more variation in the usage of climbing hardware and a higher level Harnesses of non-ownership. Helmets and harnesses are the most • Carabiners & Quickdraws popular product and used most often. Comparatively high levels of non- • ge frequency cy Ropes & Slings ownership and low usage frequency may point to opportunities for rental- Usage Crampons services. Us Climbing Devices / Via Ferrata Equipment Daily Weekly Ice Axes Monthly Quarterly Yearly Crash Pads/Mats Don’t own 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Usage Frequency – Other Hardware For the hiking and camping related • Backpacks hardware, quarterly is the most popular usage frequency. Lighting 66% of respondents are using • Cooking, Eating & Hydration backpacks at least weekly, which suggests their use for everyday Poles activities. cy ge frequency Mattresses/sleeping mats Usage Us Sleeping Bags Tents Daily Weekly Monthly Camping Furniture Quarterly Yearly Snow Safety & Equipment Don’t own 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Years in Use - Climbing/Mountaineering Products Ice axes and crampons are typically in • Ice Axes use for more than 10 years. Ropes, slings are typically replaced • Crampons after max. five years, followed by helmets and harnesses. Crash Pads/Mats Carabiners & Quickdraws etime Climbing Devices / Via Ferrata Equipment Lifet Li Harnesses 1-4 years 5 years 6-9 years Helmets 10 years 11-15 years 16-20 years Ropes & Slings 20+ years 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Years in Use – Other Hardware 10 years is the typical length of time of • Tents usage for hiking and camping related hardware. Cooking, Eating & Hydration Sleeping Bags Camping Furniture Backpacks etime Lifet Li Mattresses/sleeping mats 1-4 years Poles 5 years 6-9 years 10 years Snow Safety & Equipment 11-15 years 16-20 years 20+ years Lighting 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%