Marmot has a home on Main Street Park City
July 31, 2009
Marmot doesn’t believe in choosing between form and function. The company produces clothing and equipment for mountain recreation and they want people to look great in it, explained Karen Smith, visual merchandising manager.
The company moved into its first and only retail store on Main Street in early in June in cooperation with Jans Mountain Outfitters.
Jans owns the space but has struggled with how to best utilize it. Last winter it was home to Rossignol. Jans is known for its ski shops, explained general manager Jack Walzer, but 540 Main Street is too small to do one properly. It’s a great size for retail clothing, however.
Jans has endorsed and carried Marmot products for years and the positive relationship between the two companies led to the idea of showcasing Marmot’s entire line in an exclusive Main Street store, he said.
When clothing manufacturers showcase their items at events like last week’s Outdoor Retail Market, they display all their lines and are able to pitch themselves to buyers. But then retailers pick and choose what to order. The manufacturers rarely get to share their entire story with consumers.
This store allows Marmot to present itself however it chooses, Walzer said, and that’s especially important for Marmot because their story is a sophisticated one.
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Clothing items are designed to complement each other in more ways than one. Because they’re made for active people, everything from the underwear outward to the shell is designed for proper ventilation. Different lines are designed for different types of skiing in winter or running in summer to facilitate movement. Then there’s the color. Men and women like to color coordinate and a Patagonia jacket may be offered in different shades of blue than Marmot jackets.
"Now we can show people how our colors, trims and functions were designed to go together," she said. "It really completes the Marmot story and shows them how much effort we put into creating something for every activity and every layer that you need."
In addition to showing off just how much work went into design, the opportunity to display everything Marmot offers is also great for sales, Smith explained.
The outfits are visually engaging and appeal to people looking for more than just a jacket, she said. Instead of going from store to store to get what they need, shoppers can now buy entire outfits designed to go together.
But Jans is most impressed with how it performs, Walzer said.
"It’s reliable, durable and it works in the mountains. It’s designed for active endeavors," he said. "The brand and its products suit our environment well and we have a lot of confidence in it."
Lastly, the store allows Marmot to show off its equipment items albeit in a limited way, Smith said. High-end synthetic and down sleeping bags are available, as are a few packs. See Marmot.com to check out their full line of camping equipment including tents.
540 Main Street