Outdoor Retailer: Traditional advertising may scare off potential customers

Iconic pictures and advertisements of climbers hanging off a rock face by a fingernail, base jumpers leaping off a cliff or surfers riding enormous waves might appeal to extreme outdoor enthusiasts. But they could be scaring off millions of potential customers. That was the message a California-based consulting firm called IDEO and staffers Clark Scheffy, Kate Lydon, Jill Levinohn and Tracy DeLuca brought to retailers and manufacturers attending the Outdoor Retailer Summer Market trade show that...

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