Confusion disenfranchises the consumer. This fact puts the independent owner in a precarious situation of surviving and competing in an unhealthy environment. However, survival can prove to be the very catalyst that catapults the Canadian sporting scene into a new level of consciousness, that may finally challenge the Canadian character. The generic brand industry in sporting goods is still in its infancy. The independent store owners and small manufacturers have found a common ground.
Big manufacturers align themselves with big retail chains on a volume basis.
This leaves the independents to differentiate themselves from the large chains by the products they sell. Even though the large manufacturers and retailers act as battering rams, the goal for the independents must be a hit and regroup strategy in changing the perceptions around brand name products. Unfortunately these two individuals have failed miserably in analyzing the strength and character of the independent store owners. In fact the independents owe their existence to poverty. Most came from humble backgrounds.