UK-based external business environment analysis of outdoor adventure clothing using the PESTEL tool and its future outlook

摘要

In this paper, we will firstly pay attention to the holistically external business environment of the outdoor adventure clothing in the UK and present a full picture of its market based on the UK. By giving this full picture, we will also identify the economic and sociocultural factors as two main factors from the PESTEL tool. They both are believed to have the most significant impact for the market of outdoor adventure clothing. Besides, their commercial effects, inherent marketing mechanisms and significances will also be discussed and analysed in depth. Whereby two potential opportunities of the UK-based outdoor adventure clothing market corresponding to the new entrant will be presented. The first is to reduce the costs of the products by its advanced fabric and improve the performance simultaneously. By this way, they can reduce the brand loyalty to their commercial competitors and thereby attract more consumers. The second is to enhance the recognition of the new entrant and its products by a series of promotion activities and whereupon gain a sound reputation in a short period. Finally in this paper, the potential niche markets will be pointed out and several specific recommendations for the new entrant will be provided.