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The interactions between retailer and consumer can have a dramatic influence on the gear carried and experience had by a consumer. We examine the tools both retailers and consumers can use in evaluating gear and determining the best lightweight options for individuals.

At some point, when people decide they'd like to give backpacking a try, they generally head to their local shop to get outfitted. Because specialty outdoor retailers are the front line in consumer education, it makes sense that retailers first need to fully understand ultralight philosophies themselves for the greater public to develop an ultralight consciousness.

Sales are based in no small part on familiarity. If we assume that a novice backpacker has a passing familiarity with traditional backpacking, then we know what kind of expectations they have when they go looking for gear. And frankly, most of them expect to be pack mules! I think it is important for retailers (and their consumers) to realize just how much impact a retailer can have on a person's limited vacation time. Proper guidance in gear selection can really help make or break someone's trip.

ARTICLE OUTLINE

  • Introduction
  • The UL Soft Sell
  • For the Visual Learners
  • Comfort, Safety, and Cost
  • Think of Ounces in Terms of Pounds
  • One Piece at a Time
  • No One is Always Right

# WORDS: 2800
# PHOTOS: 5

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