The outdoor clothing sector has seen significant growth in recent years, driven by a growing interest in outdoor activities and a greater emphasis on health and wellness. Now post-pandemic, retailers are capitalising on the need for outdoor adventure. Using the unique BOSCO™ Index, we ranked the online performance of ten leading outdoor clothing retailers.
What is the BOSCO™ Index?
The BOSCO Index™ is a measure of your online footprint and how effective you are with investment in organic and paid media channels.
BOSCO™ is built on data from trusted third-party domains, collected from previous digital interactions. BOSCO™ isn’t dependent on your marketing budget, but on whether you’re reaching your online potential in paid and organic search.
The index is computed from 0 – 1000, with 575 being the average score for brands and retailers. A higher BOSCO™ Index score indicates a better online performance from a retailer.
Here’s how we scored the brands
We scored ten leading UK outdoor clothing retailers for the month of February. Here’s how the top five ranked on the BOSCO™ Index league table. Download the league table below to see the full results.
What do these scores mean?
While the BOSCO™ Index score isn’t an indicator of who will have the best deals, it does demonstrate who has put the foundations for success in place and whose marketing spend may fall short of expectations.
As part of their wider marketing strategy, Go Outdoors announced a collaboration with Helen Skelton, previously Blue Peter presenter and now a popular tv personality. Helen is an ambassador for the brand and has supported various collaborations, including a mental health campaign ‘Hats on for Mind’ which included a range of beanies, one designed by Helen, to raise money for Mind UK. More recently, she has collaborated on their new North Ridge clothing range, sharing her favourite items from the collection, as well as posting their latest television ad on her social media channels.
Following the pandemic, Mountain Warehouse made a remarkable recovery for a business which was fighting for survival when the pandemic forced it to close all its UK stores. Mountain Warehouse achieved record sales in its silver jubilee year, breaking through the £300 million mark for the first time in its history.
Overall improved sales performance was attributed to Mountain Warehouse doubling its online inventory to 30,000 products, with e-commerce up 63% on pre-Covid levels. It also benefited from ‘staycation’ holidays with strong demand for items such as hiking boots, wetsuits, and camping equipment.
As a market leader, Snow + Rock is always innovating to meet their customers’ expectations and their latest campaign is no different. ‘United by Attitude’ will see outdoor experts present in their flagship stores to help customers make the right decision when it comes to buying gear and clothing – all united by the love of skiing.
How does your brand stack up on the BOSCO™ Index? You can find out your BOSCO™ Index for free or to book a personalised demo to find out how our predictive analytics platform can work for you.
