Technavio provides a global outdoor and tactical clothing market analysis in 2023, with the following key findings:
The global tactical and outdoor apparel market is forecast to grow to $2,452.63 million between 2021 and 2026, at a CAGR of 6.35%. This growth is driven by regional expansion opportunities, product innovation, and post-epidemic recovery. Key players in this fragmented market include global and regional players such as 5.11 Inc, Adidas, Condor Outdoor, and The North Face. The tactical apparel segment is expected to dominate the market with its growing demand owing to its functionality and growing appeal as a fashion trend among the youth.
Geographically, North America is expected to contribute 29% of the market growth, with the US being the key driver. The region is benefiting from a strong outdoor sports culture and growing demand for healthy lifestyle apparel. The North American market is expected to grow faster than other regions such as the Middle East and Africa. Factors such as innovation in apparel design and the prevalence of outdoor activities are key drivers of regional growth.
Innovation and premiumisation are key growth drivers, with manufacturers expanding their product lines to appeal to different age groups and activities. Increased purchasing power and consumer preference for lightweight and comfortable tactical apparel are also boosting sales. In addition, the increasing participation of women in outdoor sports and adventure activities is emerging as a significant trend, further fuelling market growth.
However, the industry faces challenges from the proliferation of counterfeit products, particularly in Asia Pacific. Counterfeit goods undermine genuine brands by eroding market share, destabilising prices and reducing consumer confidence. These issues, coupled with the poor quality of counterfeit garments, are likely to restrain market growth over the forecast period.
What do we learn from this ourdoor and tactical clothing market analysis report?
1. Market growth and adoption trends
The tactical and outdoor clothing market is expected to grow at a CAGR of 6.35%, with North America accounting for 29% of global growth. Once used primarily by military personnel, tactical apparel is increasingly being used by civilians for outdoor activities, sports and even as a fashion statement. This dual demand presents huge opportunities for manufacturers and brands.
2. Market potential in North America
North America, particularly the United States, represents a significant growth market due to its established outdoor sports industry and increasing consumer health consciousness. The culture of outdoor recreation and fitness is driving demand for versatile, high performance tactical apparel that can be used for both work and leisure.
3. Importance of product innovation
Innovation and premiumisation are key to meeting market demand, with consumers prioritising features such as lightweight materials, enhanced durability and advanced functionality. Tactical apparel that combines comfort and cutting-edge technology appeals not only to professionals, but also to the growing civilian market looking for high quality, versatile clothing.
4. The challenge of counterfeiting
The increasing availability of counterfeit tactical apparel, particularly in regions such as Asia Pacific, threatens brand integrity and erodes market share. Counterfeit products often fail to meet quality standards, undermining consumer confidence in the industry. There is an urgent need for brands to invest in anti-counterfeiting measures and consumer education.
5. Growing female participation
This outdoor and tactical clothing market analysis repor show that women's increasing participation in outdoor and tactical activities, including hiking, mountaineering and sports, has expanded market opportunities. This trend highlights the need for women's tactical apparel that addresses fit, functionality and aesthetic preferences, while offering inclusivity in marketing and product development.
6 Dominance of the competitive landscape
Established suppliers dominate the tactical apparel market through effective branding, extensive product lines and strong distribution networks. The ability to innovate and maintain brand awareness provides a competitive advantage, so it is critical for small businesses to differentiate themselves through niche products or superior customer engagement.
If you are in the military clothing business or a supplier of military clothing, what should you do?
1. Expand your product range
To meet the growing demand for tactical clothing, expand your product range to include versatile, stylish, high-quality products that appeal to both military and civilian markets. Focusing on lightweight, durable materials and versatile designs will ensure that your products meet the needs of professional users while appealing to the casual and fashionable segments. This helps to increase market penetration and diversify your customer base.
2. Strengthen your presence in the North American market
Increase your market presence in North America through targeted marketing campaigns that highlight the dual use of your products for both professional and casual use. Develop strategic partnerships with established retailers, distributors and influencers in the outdoor and tactical sectors. Ensure timely and efficient delivery of your products through a strong distribution network covering urban and remote areas.
In addition to the US market, there are a number of other markets to focus on and enter. A heat map of military apparel around the world is shown below:
3. Invest in R&D for innovation
Invest in R&D to create innovative garments that incorporate cutting-edge technologies such as moisture-wicking fabrics, enhanced protective materials and ergonomic designs. Add value by offering customisable options to make your products suitable for specific use cases, such as tactical operations or outdoor sports. Staying ahead of the industry with innovative features will help your brand stand out in a competitive marketplace.
4. Anti-counterfeiting and finding reliable suppliers
Implement a strong anti-counterfeiting strategy to protect your brand and consumers. Product authentication combined with security labels, unique QR codes and holograms help customers verify the authenticity of their purchases. Educating your customers on how to identify authentic products will also help build trust and protect your market share.
You should work with a reliable, experienced military apparel supplier to ensure your products are of the highest quality. If you are looking for a reliable military clothing supplier, check out this article: Top 12 Military Clothing Suppliers In The World
5. Designing for the female consumer
As women's participation in outdoor and tactical activities continues to grow, design and market tactical apparel specifically for female consumers. Focus on comfort, fit and functionality to ensure products meet the unique needs of women involved in outdoor sports or military operations. Use inclusive advertising to reflect different body types and activity levels to appeal to a broader, more loyal customer base.
6 Strategic Partnerships and Networks
Build partnerships with outdoor sports retailers, online platforms and even government organisations to extend your reach. These partnerships can help you reach a new customer base and increase brand awareness. In addition, consider attending trade shows, conferences and industry events to network with key players in the tactical and outdoor industry. These events provide opportunities to promote your products, gain market insight and build valuable relationships.
If you are just a small start-up and do not have enough capital. Then you can cost-effectively open an online store with shopify and quickly create your D2C brand.