Outdoor Voices has carved a unique niche in the activewear industry, distinguishing itself with a blend of style, comfort, and inclusivity. But what exactly defines the Outdoor Voices target market? This question goes beyond demographics; it encompasses the values, lifestyle choices, and preferences of the brand’s customers.
By pinpointing this target audience, Outdoor Voices has been able to build a community of loyal consumers who embrace the brand’s philosophy of “doing things” over merely looking good. In this article, we’ll dive deep into the core elements of the Outdoor Voices target market, exploring the customer segments that fuel the brand’s success and how it resonates with them on multiple levels.
Understanding the Target Market for Outdoor Voices
Outdoor Voices is a brand that has gained significant traction in the activewear industry, particularly through its emphasis on making fitness and leisure accessible to everyone. With a commitment to creating versatile, high-quality clothing, the brand promotes the idea that activity should be about enjoyment, not performance. Its products, ranging from leggings to sports bras and outerwear, are designed with comfort, flexibility, and inclusivity in mind. This approach has attracted a broad consumer base that values both function and style.
The Outdoor Voices target market spans several key personas who embrace the brand’s values of being active, social, and inclusive. From fitness enthusiasts to casual wearers, Outdoor Voices appeals to a variety of demographics united by a shared mindset of participation over perfection.
- Active Millennials
- Gen Z Fitness Enthusiasts
- Busy Professionals
- Eco-conscious Consumers
- Health and Wellness Advocates
- Athleisure Fashion Seekers
- Social Media Savvy Influencers
Let’s take a closer look at the key segments of the Outdoor Voices target market.
#1. Active Millennials
Active Millennials represent one of the largest and most loyal segments of the Outdoor Voices target market. This group has grown up in an era where fitness and wellness are highly prioritized, not only as a way to stay healthy but as a lifestyle choice. They are generally tech-savvy and socially conscious, often seeking brands that align with their values of sustainability, inclusivity, and self-care. This age group tends to be both urban and suburban, with many balancing busy professional lives with active routines. They value versatility and ease, often looking for clothing that can be worn across multiple settings, from the gym to casual outings.
Outdoor Voices effectively taps into this persona by offering activewear that is both stylish and functional, with an emphasis on comfort. Millennials are often looking for clothing that can adapt to their dynamic lifestyles. Products such as the “Tech Sweat” leggings, designed for flexibility and breathability, and the “Warm Up” jacket, which works as both an activewear piece and a layering option, cater perfectly to this need. Additionally, the brand’s emphasis on inclusivity—ensuring that all body types are represented in its marketing—resonates strongly with Millennials, who demand greater diversity in the brands they support.
Key Characteristics:
- Age: 25-40 years old
- Values: Sustainability, social consciousness, wellness
- Activities: Running, yoga, outdoor hiking, gym workouts
- Shopping Behavior: Prefers brands that prioritize quality, sustainability, and functionality
- Example: A Millennial professional who starts their day with a run in their Outdoor Voices gear, heads to work in the same clothing, and then meets friends for lunch, still looking stylish and comfortable.
#2. Gen Z Fitness Enthusiasts
Gen Z is a generation that prioritizes authenticity, self-expression, and inclusivity, making them a crucial part of the Outdoor Voices target market. Fitness for Gen Z is often about community and connection rather than competition. They view physical activity as a means of personal growth, mental health improvement, and social interaction. Social media platforms such as Instagram, TikTok, and YouTube are central to their lives, and they regularly turn to these platforms to share fitness routines, health tips, and lifestyle content.
This persona highly values transparency in the brands they support. Gen Z is skeptical of traditional marketing and prefers brands that are honest and engage in social and environmental activism. Outdoor Voices caters to this market by aligning with these values—offering products made from sustainable materials and promoting a culture of body positivity. Items like the “Exercise Dress,” which allows for both comfort and fashion, or the “FreeFlow” tank top, designed for maximum breathability and flexibility, appeal directly to this group, especially as they showcase these pieces on their social media platforms.
Key Characteristics:
- Age: 18-24 years old
- Values: Authenticity, inclusivity, mental well-being
- Activities: Social fitness challenges, gym classes, dancing, running
- Shopping Behavior: Influenced by social media trends, prefers brands that are transparent and support their values
- Example: A Gen Z student who participates in online fitness challenges and posts about their workouts, wearing Outdoor Voices gear in every post to maintain a polished, on-trend appearance.
#3. Busy Professionals
The Busy Professional persona in the Outdoor Voices target market includes individuals who have demanding work schedules but still prioritize maintaining an active lifestyle. This segment is made up of people who lead fast-paced, high-pressure careers but recognize the importance of staying healthy both physically and mentally. These professionals are often in office jobs, management roles, or entrepreneurial ventures, and they need clothing that supports both their active routines and professional lives.
For this persona, Outdoor Voices delivers the perfect blend of practicality, style, and comfort. Busy professionals need versatile pieces that can work in the office, at the gym, or even on the weekend. The brand’s collection of items, such as the “Everyday” leggings or the “Do-It-All” hoodie, is ideal for someone who might wear the same outfit throughout the day, from a morning workout to a client meeting or a casual dinner with friends. Additionally, the comfort and flexibility of these pieces are crucial for individuals who may need to squeeze in workouts during their lunch breaks or commute.
Key Characteristics:
- Age: 30-45 years old
- Values: Efficiency, quality, convenience
- Activities: Quick gym sessions, running errands, casual outdoor activities
- Shopping Behavior: Focused on finding functional, multi-purpose gear for a busy lifestyle
- Example: A professional who wears the same pair of Outdoor Voices leggings for their morning run, quick coffee meeting, and then switches to a more formal top to attend a conference, all without changing their base outfit.
#4. Eco-conscious Consumers
As sustainability continues to be a major focus for consumers, eco-conscious individuals are becoming an increasingly important part of the Outdoor Voices target market. These consumers actively seek out brands that align with their environmental values and make purchasing decisions based on a company’s commitment to reducing its ecological footprint. For eco-conscious consumers, supporting companies that use recycled materials, follow ethical production practices, and maintain a transparent supply chain is non-negotiable.
Outdoor Voices has effectively captured this market segment by making sustainability a core part of its mission. The company uses recycled fabrics in some of its popular lines, such as the “ReStretch” leggings, which are made from repurposed materials. Furthermore, Outdoor Voices promotes eco-friendly packaging and the use of water-saving techniques during production. These efforts resonate with eco-conscious consumers who view their purchases as a reflection of their commitment to the planet.
Key Characteristics:
- Age: 25-45 years old
- Values: Sustainability, environmental impact, ethical consumption
- Activities: Hiking, cycling, eco-friendly travel, sustainable lifestyle choices
- Shopping Behavior: Prefers brands with eco-certifications and transparent, sustainable practices
- Example: An eco-conscious shopper who buys Outdoor Voices for its environmentally friendly materials, opting for their weekend hikes in sustainably made gear.
#5. Health and Wellness Advocates
Health and wellness advocates form another important group in the Outdoor Voices target market. For this persona, staying active is not just about physical fitness—it’s part of a holistic lifestyle that includes mental well-being, mindfulness, and self-care. Health and wellness advocates tend to embrace routines that nurture both the body and mind, such as yoga, pilates, and meditation, alongside physical exercise.
Outdoor Voices is an ideal brand for these consumers because its products are designed to support a variety of activities, from yoga classes to casual cycling. The brand’s clothing is comfortable and made for performance, ensuring that health advocates can engage in their wellness routines without discomfort or restriction. Products like the “Train” shorts, which are built for high-performance activities, and the “BaseCamp” jacket, which is versatile enough for both outdoor adventures and urban living, are perfect for health-focused individuals who need reliable and stylish gear.
Key Characteristics:
- Age: 30-50 years old
- Values: Health, mindfulness, self-care
- Activities: Yoga, pilates, cycling, nutrition-focused cooking
- Shopping Behavior: Seeks quality, high-performance gear for wellness activities
- Example: A wellness coach who incorporates both physical exercise and mindful practices into their routine, wearing Outdoor Voices clothing for yoga sessions and daily walks.
#6. Athleisure Fashion Seekers
Athleisure fashion seekers represent a growing segment in the Outdoor Voices target market, focusing on comfort and style over intense athletic performance. This group embraces the athleisure trend, wearing activewear not just for workouts but as a daily fashion choice. For athleisure consumers, the clothing should look good enough to wear outside of the gym, yet still functional enough to handle a fitness session if needed.
Outdoor Voices has positioned itself well in this segment with its stylish, versatile pieces that can easily be dressed up or down. Items like the “Leisure” joggers, which pair effortlessly with a casual tee or a cozy sweater, and the “CloudBra” sports bra, designed for both low-impact activities and casual wear, cater perfectly to the athleisure market. These products offer a blend of fashion and function that appeals to those who want to look good and feel comfortable at all times.
Key Characteristics:
- Age: 20-40 years old
- Values: Style, comfort, trendiness
- Activities: Casual fitness, running errands, brunch outings
- Shopping Behavior: Seeks clothing that can be worn for both athletic activities and everyday casual wear
- Example: A young professional who wears Outdoor Voices leggings to both the gym and a casual social gathering, looking chic without sacrificing comfort.
#7. Social Media Savvy Influencers
Social media savvy influencers play a key role in promoting brands like Outdoor Voices, making them an essential part of the Outdoor Voices target market. Influencers are highly influential in shaping purchasing decisions, especially among younger generations who turn to platforms like Instagram, TikTok, and YouTube for lifestyle inspiration and product recommendations. For these consumers, maintaining an engaging and authentic online presence is crucial, and the products they endorse must fit their image.
Outdoor Voices collaborates with a wide range of influencers, from fitness enthusiasts to lifestyle bloggers, to promote its products. The visually appealing and versatile nature of Outdoor Voices’ apparel makes it a perfect fit for influencers looking to create stylish content that resonates with their followers. Whether showcasing the “Exercise Dress” in a workout video or featuring the “QuickDry” tank top during a day out, influencers help drive brand awareness and trust among their audience.
Key Characteristics:
- Age: 18-35 years old
- Values: Authenticity, social connection, engagement
- Activities: Posting fitness content, lifestyle sharing, brand collaborations
- Shopping Behavior: Influenced by social media trends and brand partnerships
- Example: A fitness influencer who regularly shares their workout routines on Instagram, wearing Outdoor Voices gear to promote a lifestyle of fitness and fashion.
Closing Thoughts
Outdoor Voices has successfully captured a diverse range of consumers by tailoring its products to meet the needs of various personas within its target market. From active Millennials and Gen Z fitness enthusiasts to busy professionals and eco-conscious consumers, the brand has created a versatile, inclusive, and functional product line that resonates across multiple demographics.
By staying true to its core values of sustainability, inclusivity, and performance, Outdoor Voices has positioned itself as more than just an athleisure brand—it has become a lifestyle choice for individuals who prioritize health, wellness, and style. As consumer preferences continue to evolve, Outdoor Voices is likely to maintain its appeal by adapting to new trends while staying grounded in its mission to promote physical activity and self-expression.
As we’ve seen from the diverse personas within the Outdoor Voices target market, the brand is not just about athletic wear—it’s about creating a community where everyone feels included, valued, and empowered. Whether you’re an active Millennial, a wellness advocate, or a social media-savvy influencer, Outdoor Voices has something to offer, making it a leading brand in the world of modern fitness apparel.