be outfitter
This is simply a student project and is not, in any way, affiliated with the brand.
THE ASK.
For this project, we were tasked with developing a strategy for an up-and-coming ‘David’ brand to take on a market-leading ‘Goliath’ brand. We were assigned BE Outfitter - an outdoor adventure brand known for its flagship backpack.
tHE challenge.
BE Outfitter was founded by two brothers who design the gear with the intent for it to aid them both in adventure and everyday life. However, the outdoor adventure gear industry is very over-saturated. With major brands like Patagonia, REI, and The North Face, BE faces a lot of strong competition. Each of the brands in this category is known for their unique look and dedication to sustainability.
THE INSIGHTS.
While many of our competitors see their consumers as daring adventure enthusiasts, we realized that the majority of consumers are really just looking for ways to spend time outdoors to improve their mental health. The outdoors has a significant positive impact on mental health, and these benefits offer an opportunity for BE to stand out in the industry by embracing a unique mission and appealing to a broader audience.
THE CONCEPT.
BE Outfitters doesn’t need to target the niche of consumers that love extreme outdoor adventure. There is a vast community of consumers who use the outdoors as a way to improve their mental health. From local hikes, to short walks around the block, just 20 minutes of time spent outdoors each day can have major benefits. We propose that BE appeals to this community of consumers, offering their products as a go-to for any outdoor exploration, no matter how simple. BE should also stand out from competitors by founding a non-profit organization that makes the outdoors more accessible to all and by giving back proceeds from new products to mental health organizations. This all starts by clearly defining their brand values, and carrying that mission through every aspect of their company.
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BRAND VALUES.
BE Outfitter needs to clearly define its unique brand values so that, as it carries forward, it will stay true to its principles and stand for something. I wrote four new brand values for BE, each taking a stance for mental health, accessibility, giving back, and embracing the joy.
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DIGITAL PRESENCE.
Most of BE’s competitors use their social platforms to show extreme adventure. BE should use the imagery as a way to show the joy of being outside. Additionally, the non-profit organization and new product efforts will be supported by a social campaign on Instagram and Facebook, a YouTube docuseries, and podcast advertising.
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BE Outside Non-Profit.
BE should found a non-profit organization called BE Outside which gives resources to underprivileged schools to take students on outdoor field trips. Additionally, BE should regularly donate product proceeds to mental health organizations. These efforts will be supported on digital platforms, offering opportunities for donations to the cause.
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PRODUCTS.
BE should introduce new products where some proceeds go toward mental health organizations. These products include limited-edition styles of their flagship backpack, a mental health/travel journal, and outdoor activity starter kits. Each of these additions to their product offerings supports their new brand values.
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THE TEAM.
Allia McDowell (CBM ‘23)
Kennedy Thompson (ST ‘23)
Hannah Jackson (CBM ‘23)
Nika Rahini (CBM ‘23)
Victoria Nguyen (CBM ‘23)
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MY CONTRIBUTION.
I worked diligently on the research to understand the brand history and competitive landscape. I played an integral role in developing the strategy, establishing a target audience, defining the brand values, and justifying each of the tactics. I also helped in the deck design and presentation storyline.
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