I believe KMD's downfall has been a long time coming and rebuilding may not be as simple as waiting for consumer confidence to return. In my view, KMD is suffering the long-term consequences of several missteps, ie:
the practice of setting extortionate regular prices, only to offer frequent deep discounts, feels manipulative. While some might see these sales as 'good value', I think this approach ultimately builds consumer resentment. It forces us to 'time our run' when shopping at KMD, adding unnecessary friction to the store experience.
I've noticed KMD losing its identity as an innovative outdoor brand. In my opinion, Macpac has clearly taken the lead in providing genuinely good mountaineering gear. They partner with widely recognised fabric technology companies like Pertex, which adds credibility to their products.
I find their 'Summit Club' rebrand to be poorly executed. Also, charging $10 to join a summit club seems counterintuitive to me.Why should customers pay for the privilege of being loyal?
These issues have soured my perception of KMD and I suspect many other consumers feel the same way.
How do I think KMD can rebuild from here? I believe they need to return to their roots - a genuine love for the outdoors. They should focus on creating innovative products for camping, hiking, and snow activities. I'd like to see them offer more reasonably priced items, with sales that provide real value in bundled purchases.
KMD Price at posting:
43.0¢ Sentiment: Sell Disclosure: Not Held
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