South Africa, June 19 -- Now, the iconic South African retailer is entering a new chapter with the launch of its Live Life Outside positioning, a platform designed to reflect the evolving ways consumers engage with outdoor experiences today.

While the brand's long-standing Adventure Starts Here message helped establish its reputation among generations of outdoor enthusiasts, Cape Union Mart believes the modern outdoor lifestyle has become far more diverse and inclusive.

Lynn Reines, head of marketing at Cape Union Mart, shares the thinking behind its new positioning, how changing consumer behaviours are shaping the outdoor retail landscape, and why the future of outdoor culture extends far beyond mountain summits and hiking trails.

Adv...