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A Brand Audit REI Recreational Equipment Incorporated. Executive Summary, REI is a well established sporting goods apparel and gear retail business It is built on the business. model of a consumer cooperative rather than a publicly traded company It establishes a growing. customer base with the brand and provides opportunities to focus on the long term interests of the co. op and its members There are currently 6 million active members Through regular contact with. members the company is able to design products and outdoor experiences that meet the needs of this. target audience In 2016 Backpacker Magazine awarded a number of new products the Editor s Choice. Awards Fortune Magazine has listed REI as one of the 100 Best Companies to Work For every year. since 1998 Currently REI is in the top ten for company revenue in the sporting goods footwear and. apparel retail market, REI demonstrates a number of positive attributes in this competitive market There is an emphasis on. quality products as a key characteristic of the brand All of those products include a lifetime warranty. The emphasis on experiencing the outdoors through the online videos and in store information has. stimulated sales The REI offerings with the travel programs education and philanthropy all work. together to bring in new customers as well as repeat customers and co op members Whether it is the. educational programs travel programs or philanthropy participation offered to the customers there is a. natural transition to apparel and equipment needed for best performance All products include a. lifetime warranty The staff are experienced and trained in all aspects of the retail experience. Competition in the sporting goods market has intensified In the eighties and nineties the boomer. generation dominated the market As they age out the market has responded by reaching out to the. Under 40 market segment This is reflected in the online sales images REI is working with to stimulate. millennial hikers as well as the aging boomers through personalizing relationships with the brand Video. stories of customer experiences are being disseminated on their website and in related sporting. magazine websites They recently launched Every Trail Connects about different audience segments. and their emotional story experiences with three American hiking trails To expand their customer. outreach they are reaching out to Latino hikers American Indian and male and female outdoor. experiences and their equipment needs These videos and images from customers create opportunities. for target audiences to view how people are motivated by the outdoors and where they can go receive. instruction more information and support for hiking camping biking or backpacking The company s. goal is to play a vital national role in growing outdoor participation and protecting the environment for. future generations, A Brand Audit REI Recreational Equipment Incorporated. Introduction,For 78 years Recreational Equipment,Incorporated REI has been building its. specialty outdoor retail business It was,founded in 1938 as a cooperative business.
to provide rock climbing tools for a group,of friends who needed to purchase. equipment Headquartered near Seattle it,is now the nation s largest consumer co op. with a current community of 6 0 million active members REI has established 142 retail outlets in 34. states In March of 2016 it was reported that one million new members joined REI in the last fiscal year. The current CEO is Jerry Stritzke He links the health of the company with the health of the outdoors. The company has reported double digit growth for the last two years REI contributes that growth to a. dual perspective of stewardship of natural resources and providing the recreational equipment needed. to enjoy those resources For example The Annual Stewardship report combines the company s. progress towards a sustainable business model through the co op approach of membership and reports. on efforts to connect people to outdoor experiences REI reported record annual revenues of 2 4 billion. in 2015 a 9 31 percent increase from 2 2 billion 2014 Comparable store sales which include direct to. consumer sales were up seven percent and digital sales grew by nearly 23 percent REI Financial. Statements 2015 REI is ranked among the top 10 companies for sporting goods revenues Statista. 2016 As of 2015 REI currently has more than 12 000 employees REI com newsroom 2016 As a co. op more than 72 percent of REI s profits from 2015 revenues went back co op members employees. and nonprofit partners That represented a record 185 3 million. It began with an ice axe In 1936 Americans Lloyd and Mary Anderson were not able to locate quality ice. axes in the United States for mountain climbing So they had to buy them from Austria for between. 4 25 and 5 40, A Brand Audit REI Recreational Equipment Incorporated. As a result in 1938 he got together with climbing buddies to develop a recreational equipment. cooperative so they could share outdoor gear By working cooperatively they were able to pool. resources and obtain more equipment It was this spirit of working together that established the. business model that is still used today With better equipment they could create better adventures. With a 30 dollar loan they began the business The goal was to secure sufficient members to facilitate. group buying By building up membership stock they could build a buying reserve and participation to. everyone The company is identified as a consumer co op rather than a publicly traded company The. focus is on integrating the interests of its members into the equipment and outdoor adventures while. protecting the environment Members pay 20 00 for a lifetime membership and receive a proportional. profit to the company s profits based on purchases made They also have access to other special. The first retail store began in 1940 in a gas station near Seattle Most of the equipment was stored in. the Anderson s home Then in 1963 they opened their main retail store which remained there in Seattle. for 30 years, The store began to expand in 1975 to California As the retail operation grew so did their co op. opportunities They became active in environmental opportunities In 1987 they developed REI. Adventures offering travel experiences in the outdoors while providing all the equipment the travelers. would need The business model has expanded steadily over the 78 years with the concepts of co op. retail adventure and environment to become sustainable and successful. A Brand Audit REI Recreational Equipment Incorporated. Today there are 145 retail stores in 36 states The retail operation has developed its own line of gear and. apparel in addition to other national brands for outdoor activities such as camping climbing cycling. fitness hiking paddling snow sports and travel REI works with 1 300 vendors Those vendors are. located by regions to develop a more efficient ecosystem for product delivery A variety of. communication channels are provided to customers to research and buy outdoor products Those. options include retail stores telephone mail order and two online stores www rei com and. www rei com rei garage Social media includes Facebook twitter Pinterest YouTube and Instagram. Mobil apps are also included Incentives are offered like 15 off for signing up for email They also offer. an REI Master Card, Beyond the retail store they have expanded to offer outdoor experiences environmental stewardship.
and support of environmental causes REI Releases 2015 Stewardship and Earnings Report Gives Back. Three Quarters of Profit to Outdoor Community and Opens Voting for Board Members REI com. Newsroom The report measures progress towards the company goal of operating a sustainable. business It also tracks the broader efforts to ensure that the next generation has a connection to the. natural environments They are striving to be transparent in their actions and hold themselves. accountable to the members customers communities and employees. Beyond the retail store, Travel with REI A full service adventure travel program offers unique trips since 1987 to help. co op members get outside on all seven continents They specializes in human powered. outdoor activities such as hiking and trekking backpacking kayaking cycling climbing snow. sports and more, REI Outdoor School Outdoor school teaches outdoor activities Beginning to advanced level. classes and outings in a wide variety of outdoor activities are offered Professional instructors. share their knowledge while providing a safe enjoyable experience. In store classes Local stores provide information about adventures through in store educational. classes and the expert advice of REI staff, Learn online REI staff and other outdoor adventure pros offer helpful tips tricks and ideas to help you. enjoy your adventure How to articles and videos help to identify needed gear. A Brand Audit REI Recreational Equipment Incorporated. Share experiences Stories photos and videos are shared through REI social media. Working at REI The Company has won awards for from Fortune Magazine s 100 best companies for. work for every year since 1998 Employees rate the experience as more of a lifestyle The environment. encourages respect diversity shared values and a passion for the outdoors They focus on a team spirit. for sharing their enthusiasm for the outdoors, Environmental Stewardship and Community Service REI identifies as a purpose driven cooperative in. which the business and purpose work together In addition to marketing quality outdoor equipment. they are dedicated to promoting environment and access to outdoor recreation To support this. endeavor they recycle reduce waste in packaging and use green building practices The Company. coordinates hands on volunteer service projects like improving trails cleaning beaches and restoring. local habitats, REI Gives A portion of operating profits to help protect and restore the environment increase access to.
outdoor activities and encourage involvement in responsible outdoor recreation. REI Foundation The nonprofit foundation was founded in 1993 The focus is on providing for outdoor. enthusiasts and conservation stewards reflect the diversity of America The foundation encourages. young people and their families to experience the outdoors It also supports recovery efforts after. natural disasters,Industry Recognitions,Backpacker Magazine. Backpacker awarded the 2016 Editors Editor s Choice Award to the REI. o Exped SynMat Hyperlite Duo Sleeping Pad, o Men s and Women s Columbia OutDry Ex Diamond Rain Shell. o Men s Mountain Hardwear AP Pants,o MSR Guardian Purifier. o Backpacker s Pantry Chana Masala,o Stanley Stainless Steel Shot Glass Set. o Men s and Women s Vasque Skywalk Gore Tex Hiking Boots. Backpacker awarded the 2010 Editors Choice Gold to the REI Half Dome 2 Tent. A Brand Audit REI Recreational Equipment Incorporated. Outside Magazine, Outside Magazine awarded the 2010 Gear of the Year to the REI Half Dome 2 Plus Tent.
Listed on FORTUNE magazine s 100 Best Companies to Work For every year since the. magazine began compiling the list in 1998, Cannes Lions International Festival of Creativity Grand Prix and Titanium Category. REI s OptOutside campaign,Current Market Position, According to Statista REI is in the top ten in terms of revenue of the largest sporting good footwear and. apparel retailers in the U S Statista com 2016 It reported 2 2 billion in revenue for 2015 Walmart. had the highest at 9 8 with REI at 10th place Since this report The Sports Authority closed the business. Schlossberg 2016 reported that it was crippled with debt According to the June 18th 2016 report by. Business Insider REI appears to be thriving when other sporting goods retailers are struggling The point. to how the products offered contribute to the different outdoor experiences It does not sell brands you. can get anywhere they are unique They have created a community through the co operative. cultivating a sense of connection between customers As of January 2016 there are 6 0 million voting. co op members rei com, A Brand Audit REI Recreational Equipment Incorporated. Customer Story, The demographics for national trends in outdoor sports highlight the target audiences that the sporting. goods companies are competing for The Sports Business Research Network reported the Pew Research. study on population distribution related to outdoor sports The millennial generation is projected to. surpass the Baby Boom generation as the largest living generation The Millennials are defined as. between the ages of 18 to 34 are projected to reach 75 3 million surpassing the projected 74 9 million. Boomers ages 51 to 69 while the Gen X segment ages 35 to 50 in 2015 is projected to outnumber the. Boomers by 2028 Sports Business Research Network 2015 The Sports Business Research Network. surveyed Millennials and their participation in outdoor recreation activities between 2010 and 2014 It. was observed that hiking fresh water fishing target shooting hunting with firearms and backpacking. increased between 2010 and 2014 while participation in camping swimming and bicycle riding declined. during the same period, In the eighties and nineties the boomer generation dominated the market As they age out the market.
has responded by reaching out to the Under 40 market segment This is reflected in the online sales

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