ECCO BIOM VENTURE. ECCO OUTDOOR 2017 was impacted by market challenges, which marked a turning point for ECCO OUTDOOR. This is now an independent business unit within ECCO, with a more focused ability to drive forward product innovations for the highly competitive premium outdoor footwear market. From a product perspective, ECCO Outdoor will celebrate functional versatility in designs for existing and new consumers who demand all-day comfort in shoes which maintain their distinctly stylish looks in almost any walking environment. This is strongly emphasised in the shoe’s marketing tagline – Made for the Elements, which will be the foundation of further product innovations, such as ECCO EXOSTRIKE, which combines DYNEEMA® BONDED LEATHER BY ECCO and PhoreneTM midsole technology in one seamless, versatile product. In terms of consumer reach, ECCO OUTDOOR is expanding its product offering via a more effective global distribution network, in 2018. It is also expected to open more premium outdoor accounts than in any previous year. This will be a clear sign to the industry that ECCO Outdoor will remain in this market long term. Our product offerings will be tailored to the needs of today’s savvy outdoor-orientated consumers. Better engagement with consumers on social media , and instore, will be central for ECCO OUTDOOR. 32 ECCO Annual Report 2017
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