Focusing on the new outsiders we create a ripple affect on all customer groups.
As the segment is truest to ourselves it lets us keep Iceland at the center of our content and communications.
Technically-led yet highly stylish people whose lifestyle is fully immersed into nature; often because they are leading a creative, bohemian, or entrepreneurial life connected to nature. Think adventure photographer, cold-water surfer, or niche craftsperson— someone with an authentic skill and a slightly unexpected point of view. They are technically sophisticated and knowledgeable enough that they can hold their own with “Elite Technicals” but are aesthetically at home in the hipper parts of any big city… not that they live in one.
#YOLO perpetual travelers whose only skill set involves being internet famous.
The most technically advanced customers in the world. They are the climbers targeting the Seven Peaks or the athletes attacking record-setting performances. The technical requirements for this group are second-to-none as product performance can be a life-or-death question for this group. This group prioritizes technical performance first and second, with aesthetics a distant third. While it is the hardest group to please it is also the customer group with the most in-depth and important performance feedback.
Mainstream. This is a very narrow and specific group.
A big city-dweller motivated by style— not fashion— who is very aware of trends and also lives a highly active life, even if that’s just cycling or running in the city. The “Experience Seeker” is aesthetically-led and buys their activewear in luxury fashion shops or concept shops, not sports stores. Their acquaintances think of them as a trend-setter and a world-traveler, but their good friends know they also enjoy sports like kayaking, skiing, or sailing, even if it’s just those times of the year when they’re on holiday.
The mainstream luxury customer. The “Experience Seeker” owns hiking boots.
Someone who lives in an “outdoor-connected” city or town at the doorstep of mountains, forest, or national parkland and gets out with their mountain bike, skis, and trail shoes whenever they can. This person has a day job but looks forward to the weekend days spent outside, whether that’s with their running, hiking, or cycling club, or with friends of various ability levels. Spends a lot of time researching the best kit and keeps very up to date with their smartwatch activity tracker or Strava app.
Newbies. This group might not be “pros” but they are highly knowledgeable.