Emily Rathbone

Conscious of shifting consumer priorities, and thus an altered consumer landscape, my final major project takes a proactive approach to facilitating women’s safety and comfort in outdoor sports. With a strong interest in the sports and activewear industry, I paired extensive market research with personal insight and experience to devise a novel brand concept that metaphorically ‘raises the bar’ within the women’s outdoor market: Salus.

Though a historically male-driven industry, female participation in outdoor sports is burgeoning as consumers increasingly value nature, wellbeing, and social connection post-pandemic. Crucially, the emerging consumer base predominantly exercise for escapism, a key behavioural distinction. Despite the shifting landscape, competitors have been slow to innovate and accommodate demands for more feminine, yet functional outdoor apparel, as well as address the pressing issue of women’s safety in the outdoors.

Given the context, the UK and EU markets are primed for the emergence of an inclusive, female-centric outdoor brand that welcomes, inspires and educates. Where existing brands prioritise the outdoor native, specialising in a particular product/service, there remains lucrative scope to support leisure-driven consumers from purchase to post-use. Through empowering underrepresented communities in the outdoors industry, the accessibility of nature increases, catalysing diversification within the wider market.

Committed to creating an inclusive access point to nature, Salus delivers innovative solutions to outdoor enthusiasts irrespective of age, background or athleticism. Adopting a supportive yet encouraging narrative, we relate to our audience, understanding their challenges and motivating change. Built upon the principles of durability, versatility and sustainability, Salus offers size-inclusive outdoor apparel, innovatively designed to flatter the female silhouette and accommodate shifting physicalities. Conscious of the cost barrier associated with outdoor exercise, items are both buildable and adjustable, enabling freedom to construct an outdoor wardrobe within means. Post-use, consumers are encouraged to elongate the product lifecycle by engaging with Salus Circle, our product re-sell and re-cycle scheme. Beyond the tangible offering, Salus also comprises a shoppable mobile app providing route planning and preparation support based on safety, accessibility and trends in logged environment and terrain.