Thinking outside the woods - Outdoor Marketplace

Every year the camo industry, lead by the big boys, Realtree and Mossy Oak, introduces new camo patterns. How do they do that? Is there a point where you run out of camo designs? This is not a question you ask of Bill Jordon or Toxey Haas. In other words, you don't go into these two companies' massive booths at the SHOT Show and ask, "Do you have any new patterns this year?" Not a safe question.

You also can be assured the new patterns will already be offered in half of the products at the SHOT Show--from deer-antler lampshades to full-camo auto-loading shotguns. How do they do that? It's the camo phenomenon. And on your flight home, you'll see some teenager walking through the Las Vegas airport with the new pattern trimming a chic jacket. Don't ask how they do that.

What the camo industry has done is think outside the woods. It's called "marketing" and few in the industry do it better. Perhaps none. It wasn't that long ago that Realtree and Mossy Oak had booths at the SHOT Show the size of the folks who sell deer-antler lampshades. Today, you need a two-day pass to see all the attractions at their booths. And while many other companies in the industry are going through tough times, the camo industry continues to grow.

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Through dynamic marketing programs, the camo companies have created a demand for more patterns on more products. Mossy Oak has launched a new Elements Sportswear line that includes everyday shirts, pants, t-shirts and caps--all featuring the company pattern in just the right places. According to Mossy Oak, "Elements gear is designed not only for hunters, but also for all outdoor enthusiasts who want to show their passion for the outdoors in their everyday lives." Don't forget the teenagers.

Mossy Oak recently announced a partnership with GMC to feature the company's New Break-Up pattern on the front bumper, side panels and interiors of Sierra trucks.

Realtree has golf carts and golf clubs that feature, fashionably, the company's camo patterns. How about seat covers in Advantage Max-4 HD, Advantage Timber or Realtree Hardwoods? No problem. They are all available, and more.

All Things Camo

Camouflage can also be found in the bedroom. There are bed frames, sheets, and blankets and don't forget the deer-antler lampshades--all in camouflage. Of course, camouflage has been in the bedroom for some time. A number of companies have offered, and still do, camouflage negligees, which begs the question: If you can see through camouflage is it really camouflage?

To really complement the camo bedroom, you can now add camouflage carpet thanks to a company named Camoboys--right off, you've got to like these guys. The Camocarpet is offered in Realtree High Definition Hardwoods Green and Mossy Oak Break-Up and Shadow Grass. And, yes, you can also install the carpet in the living room, den and your teenager's room.

Now, can things get any better than this? Visit Camoboys online at www.camocarpet.com.

At the SHOT Show, visit Realtree and Mossy Oak. Trust me, they won't be hard to find.

COPYRIGHT 2003 Publishers' Development Corporation
COPYRIGHT 2003 Gale Group