Tips for retailers

Backpacks
What customers want

Like all sport and outdoor equipment, backpacks are constantly evolving and at every trade show new trends emerge. Fishing brands now make backpacks that can carry laptops and files, new backpacks shown at the OutDoor Europe Show in Friedrichshafen have been shedding weight and even added breathability features to straps and fastenings, a backpack that doubles as a a shopping bag has come on the market… to mention a few innovations.

But, how important are all these new features to the average backpack buyer?

What influences a customer in making the final decision to buy a pack? Is it the brand name, comfort features, colour, storage options… or do customers simply look at the price tag and buy the cheapest without trying them on?

Matt Tibenham of Drifters Adventure Centre in Sandton City maintains that fit and comfort is still the most important aspect of any pack. “A pack should not be sold if the customer has not fitted the bag.”

Apart from the comfortability, it is extremely important to have a salesman who is well informed,” says Vicky du Toit of Die Blou Meul in Alberton. “We are very reluctant to sell a backpack to a third party, without having the actual ‘wearer’ in the store. Our salesmen also assist the customer with adjusting it to fit their bodies perfectly. Some body types simply can’t wear some backpack brands!”

The correct fit is especially important for first time hikers, says Ryan Ferreira of Outdoor Warehouse “Selecting a pack that is adaptable to a body shape is very important and can determine whether a hike is enjoyable or terrible.”

Evan Torrance, marketing manager of Cape Union Mart agrees. “It can often be the difference between a successful Otter Trail enjoyed with friends and a painful, uncomfortable five-day ordeal.”

Nowadays there are several backpacks developed specifically for women. These bags usually have a slightly shorter carry system because women generally have shorter backs, and narrower, shorter and closer-set shoulder straps.

Price tag first?

Do customers look at the price tag first and then decide whether or not to buy?

People do look at the price tag first, says Du Toit — but it is really up to the salesperson to explain the pro’s and con’s of a certain product. “It also depends on what the client wants to do with the backpack, whether it will take a lot of wear and tear, or if it’s just a day pack,” she says. “Better quality means a bigger price, although the basic Red Mountain range, which is good value at a more affordable price, is very popular.”

Tibenham points out that most customers are aware that a good brand is going to ultimately have a higher price tag.

“When a customer feels that they are getting excellent quality, sufficient features in the product and world-class service and support, the price should reflect good value for money,” says Torrance.

Size counts

Richard Turkington of Trappers Wonderboom says that daypacks have always been popular and due to their wide usage, they will always be the biggest seller.

“Daypacks are not only more popular but also need replacing every few years as a result of excessive use and general wear and tear,” adds Torrance.

Most retailers agree that the 30L daypacks are the biggest sellers, but Ferreira says 20L and 25L daypacks are very popular with their customers as these are normally bought for mixed use, such as school, overseas travel, urban use and the odd hike. He also says that the 35L daypack market is growing, as more and more South Africans are climbing Kilimanjaro and the recommended size for that is a 35L daypack.

“Hiking backpacks and travel bags are purchased for specific excursions or holidays and are not used as often,” comments Torrance.

Travel packs are therefore seasonal (best sales are November through to February). Hiking and alpine type packs sell slowly all year round, however, winter is the prime time for hiking and mountaineering so you naturally see an increase in sales at this time of year, Turkington found.

Tibenham found that hiking packs in the 75L range are the biggest movers, with ladies specific models proving very popular now that they are more available on the market. “Travel bags are still popular in the 75l range, but still tend to be relatively seasonal.”

“Factors such as intended use, physical build of the user and price are to be considered in every case,” states Sarel van Rensburg of Hikers Paradise.

Hydration: bottle or bladder

Most packs nowadays have bladder compatibility and this has therefore become a more sought after feature - although many people now use a combination of bottles and bladders, says Tibenham.

“Our customers usually buy the bladder, because of its many uses — they can put it on their back for a simple day walk, and if it’s a longer/weekend walk, it can easily be stored in their backpacks or day packs too,” adds Du Toit.

Hydration systems have become indispensable for adventure sport and even larger packs are now provided with a pocket to accommodate the bladder. “All types are used from a plain 2L plastic bladder to the more professional MSR range of up to 6 litre and the specialized bladder packs such as Camelbak series,” says Van Rensburg.

“Customers are increasingly aware of and educated about the benefits of a bladder hydration system and hence this is a feature that customers have almost come to expect in a hiking backpack,” says Torrance. “The choice of system depends again on use. An adventure racer may opt to have two different water bottles in order to regulate water and supplement intake while a hiker would opt for a bladder with just water.”

Even daypacks nowadays come with an extra hydration compartment. “This has become an important feature, as people don’t want to carry excess around their hips or on the outside of the pack as this is uncomfortable and irritating,” says Ferreira. “Easy access is also important.” Thermal control kits are also becoming very popular.

But, one should advise customers to avoid cheap low quality hydration systems, as this section of the market is very much where you get what you pay for! advises Turkington.

Brand conscious?

Do customers care about a brand name when selecting a backpack? That depends on the kind of customers that frequents a specific store.

Drifters customers, who would be fairly knowledgeable about specialised hiking equipment, do attach value to a brand name, says Tibenham. “Customers want to know that they are buying a reputable brand.”

Yet, customers of Die Blou Meul, which caters for a more general outdoor market, don’t really care as much about brand names. “As long as the product is comfortable and well suited to their needs, the customer is happy!” says Du Toit.

“Not many South Africans have been exposed to the international brands, though, so as a result, the most trusted brands in the SA market are generally the ones that have been around for the longest and that have a reputation for offering quality, good value and an array of features,” remarks Torrance.

What should it look like?

“All packs now have their own styling features,” says Tibenham, “and this does to a degree influence a person towards a certain model. However, colour plays less of a role than it did a few years ago.”

Du Toit found that customers are inclined to choose bright colours, for the simple reason that they can be spotted easier, should they get lost when hiking etc. “They see a bright colour as a safety feature.”

The importance of the design or colour of the backpack, depends on what the bag will be used for, says Torrance: “One might be looking for a lightweight hydration backpack with just enough space to hold a fleece jacket or wind-breaker while cycling, in which case brighter, more visible colours (to be seen by cars or in the case of a possible mountain rescue) would seem appropriate.”

“If a customer is going into more extreme environments a brighter, more reflective pack is required,” say Ferreira, “but people generally purchase colours that suit their personalities. They also want to buy a colour that looks good in a few years time, and therefore darker colours are the norm.”

Storage options

Most packs now feature fold flat pockets as opposed to the old puff pockets, so it is easy to use either way and most people still like to have these as an option, believes Tibenham.

Du Toit feels that not many customers care about pockets, but once again, it comes down to the purpose of the backpack. Pockets are very important if you are going to carry wet stuff, so that when it leaks, or when wet clothes are stored for instance, it won’t affect the dry goods inside the main bag.

The number of pockets, sizes and location remains a matter of personal choice to the customer, says Van Rensburg. “It is mainly decided by the manner of stowage and retrieval of items,” explains Van Rensburg. “The provision of removable clasp-type side pockets suits specific uses such as mountaineering where size adjustment is important.”

Customers embarking on a multiday hike would opt for a hiking bag with side and top pockets in order to compartmentalize their load and to allow items to be easily accessed during the hike, advises Torrance. “This would be very different to an alpine climber who may be on a rock-face all day and need the bag to be slender in order to fit through crevices on the wall. They will also not be accessing the contents of the bag while climbing and hence may only require one main storage compartment which will be accessed once the days climbing has been completed.”

According to Turkington, the large side protruding pockets as we know them are very much a South African thing and you won’t easily find them on packs elsewhere in the world! However more and more overseas packs are coming out with long flat bellow pockets which convert an alpine type pack into a hiking pack. “This system is very innovative as you are getting essentially two packs in one,” he explains.

Customisation

How important is customisation for a specific activity for customers, such as cycling, climbing and watersports — or do customers buy one pack that fits all?

Du Toit believes that customisation is very important to the customer. “Each sport has a specific type of backpack suitable to it. You can’t go cycling with a travelbag or go on a weekend hike with a day pack!”

That, however, depends on how dedicated the customer is to his or her sport, cautions Tibenham. “Those customers who are more socially active are more likely to look for a multi-purpose pack.”

Frames & Harnesses

He also found that there has been a definite return by most manufacturers to the more simple and proven harness systems. “Customers have been indicating that they have no real need for super revolutionary designs that do the same thing as a standard harness.”

“Any adjustable framed backpack is in demand,” adds Ferreira. “It is important that the pack can fit comfortably on your back.”

According to Turkington only internal frame packs are available now as the old external (H-frame) type packs are a thing of the past. “It is a pity because the old external frames can carry a much heavier load easier however with all the equipment getting much lighter and smaller internal frame packs are far more comfortable.”

Smaller packs are fitted only with an internal stiffener from plastic and are generally not adjustable, adds Van Rensburg.

Demand for backpacks

He says there has not been any drop in sales of backpacks as a result of the economic downturn. “Apart from the local hiking activities, South Africans are visiting overseas countries in increasing numbers. The demand for hiking equipment remains constant and tends to even grow, particularly in terms of specialised equipment.”

The backpacking market experienced a decline in the late 90’s, but has remained constant over the last 4-5 years, adds Turkington. He says there was an increase in the larger/expedition (overseas) type trips between 2003 and 2007, which can be seen as a pity as SA has some of the best hiking landscapes and climates in the world! “The biggest problem in SA for people wanting to get into hiking is finding information on hiking trails,” he says. “We have a shortage of tour companies doing local guided hikes to help people capture the complete hiking experience without worrying about how and where it is it safe to go. There are some trails offering slack packing trails (slack packing is when you hike with a day pack containing items you need for that day and the trail organizers move your main heavy gear to the next camp). In my opinion more hiking trails have to look at this option as it attracts a whole new market as well as the existing market.”

Torrance confirms that despite the recession, backpack sales remain buoyant. “Backpacks and day bags are extremely versatile and offer a myriad different uses and functions.

With the constant innovation and technological developments that are taking place, backpacks will continue to become more comfortable, useful and incorporate even more features.”