The outdoor specialty group called Moosejaw’s open letter defending its site on Walmart.com “cynical and inaccurate,” and argues that big retailers like Walmart crave the brand equity that has been built up over years of partnership between outdoor specialty stores and brands. “The stability of long-term brand equity is more important to the outdoor industry than short-term profits.” Moosejaw’s letter argued that its attempt to open a site on Walmart.com with a handful of brands that are normally in outdoor specialty stores was an effort to reach minority customers. The brands on the site were quickly targeted by outdoor specialty ... Log in to view full article.