/ How would a new outdoor company gain trust?
For instance, new company "design crisis gear"invented a product, say a piece of protection it's new,innovative all tested CE, EN, UIAA. Would you be more inclined to buy the new gear from a trusted company ie DMM, Black Diamond than the new company?
Before people ask, I'm not planning on selling my big cam!
Trust is key for something safety critical, so I'd only buy from an established brand with a good reputation. In addition to the CE/EN/UIAA their gear has been tried & tested in real use by millions of times by hundreds of thousands of climbers over several decades.
I've bought stuff from smaller EU brands so it doesn't need to be a big brand like DMM etc, for a small new brand the CE/EN/UIAA testing should be done in a country I trust.
I'd never buy from "design crisis" though - too scarey sounding!
It works. It works in real conditions. It works in real conditions and adds a significant improvement over other products.
Example BD camalots in the late 90's. Buffalo in the early 90's. Patagonia R1 hoodie.
That is brilliant, ultimate faith in your product. Not many businessmen can say they have risked it all!!
You have to give people a reason to deviate from the known.
This has to be either
b) Function (Innovation comes here)
Then, you have to market well. In the outdoors market, this seems to be typically done by;
a) Sponsoring professionals
b) Classical advertising (Magazines, Online, UKC)
c) Trade shows
d) Giving freebies to gear reviewers (UKC, Outdoorsmagic, AKP e.t.c)
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