The outdoor industry drives $646 billion in retail sales. Wild Yonder is a fictional outdoor brand comparable to The North Face, LL Bean, Patagonia, and Barbour that is trying to compete in the market. As clothing becomes more affordable, it also becomes more disposable to younger consumers who have lower quality expectations. Older consumers appreciate the high quality of outdoor gear, but younger consumers do not. The challenge was to focus marketing to younger consumers without alienating the older core consumers.