[pct-l] out door stores

[Paul Magnanti]

re: REI

Nothing wrong per se, but REI (being so big) makes most of their money on the "outdoors
as a lifestyle" image. More apparel is sold than gear. People look like they are outside
even if they are mainly sipping coffee at the Starbucks outside the REI, etc.

And that type of customer is likely to buy the totchkes that "you absolutely need
to be prepared in the woods"...without the knowledge and experience to know
when to not need it (or use it all).

The local army/navy store that sells discount polypro probably does not get the 
same customer. Nor the high end mountaineering/backcountry ski shop.

As for the REI market..check out their catalog. Some smiling, good looking, clean cut, 
happypeople doing something way cool to show how active people are who use their
gear. Turn the page...and it all looks like people from an episode of "Friends"!
Lattes included.

Now, you wouldn't want someone with my ugly mug on the front page (to say the least)
and it is great marketing. But well, it shows what the market is: "The Outdoors as Lifestyle".

So yes..other outdoor stores can do the same thing. But, if we are honest, REI is the 800 lb
gorilla that, even more so than LL Bean or any other large outdoor retailer, is the main purveyor
of the "outdoors as a lifestyle". 

I'm not against people making a buck. I wish I had a successful business model
like REI is currently. Doesn't mean I can't recognize what their customer base consists of mainly:
Probably the same people who may make a Yuppie 911 call. :)


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