Leisure Trends Group ® Since 1989 TRENDS
Agenda <ul><ul><li>Who is LTG? </li></ul></ul><ul><li>The Business at Retail- Retail Trends </li></ul><ul><ul><ul><li>Phen...
WHO IS LTG AND WHAT DOES LTG DO? Solutions for Business Track sales and key metrics  – Retail sales tracking  Understand b...
<ul><ul><ul><li>PIONEER RESEARCH </li></ul></ul></ul><ul><ul><ul><li>ROSSIGNOL </li></ul></ul></ul><ul><ul><ul><li>SALOMON...
FASTEST GROWING CATEGORY
 
 
 
 
Leisure Trends has the MAAP ™   (Most Active Americans Panel) A proprietary database of over 2.1 million diverse, outdoor ...
ACTIVITIES BY MAAP MEMBERS
MAPP ™ PANEL MEMBERS WHO NORDIC SKI
 
OTHER ACTIVITIES DONE BY NORDIC SKIERS
SIA’S MODEL FOR SUCCESS 1334 MAAP ™ MEMBERS SURVEYED ALL RESULTS AT 90% CONFIDENCE LEVEL TO UNDERSTAND PURCHASE BEHAVIOR A...
Nordic equipment is the oldest and replaced the least often of all snow sport equipment
SNOWSPORT CROSSOVER
PARTICIPANT CHARACTERISTICS
Nordic skiers are looking for an escape into a scenic, tranquil environment.  “I liked the mountains and the sayings—they ...
Enjoy the Tranquility and the Scenery Find an Escape Fun with Friends and Family Enjoy some of the Best Exercise Around TA...
IDENTIFIED TRENDS IN THE OUTDOOR INDUSTRY <ul><li>“ IT’S ALL ABOUT ME” </li></ul><ul><li>PERFORMANCE/INNOVATION SELL </li>...
“ IT’S ALL ABOUT ME” Make it relevant Talk to me  Does it fit my lifestyle? Does it improve my experience?
PERFORMANCE/INNOVATION and defining the outdoor lifestyle Keen Crocs CamelBAK Ex Officio Soft-shell Mountain Khakis Sigg P...
DONE IN A DAY or Weekend? Consumers are “busy” even Active Americans … are participating less frequently  and in fewer act...
TECHNOLOGY even  Active Americans …
WHO’S HAPPY? Happiness is DOWN  The drop in our Happiness Index from 7.4 to 6.2 over the past five years is close to an al...
FUN- CHANGING MOTIVATORS  TENACIOUS-PLEASURE SEEKING-RECUPERATIVE- ESCAPIST Show people how they can have fun without spen...
NORDIC LIFESTYLE The majority of Americans research both travel and products online  OPPORTUNITIES FOR RETAILERS Get web s...
What Can We Expect? Weather Economy  Travel Specialty Retailers The Family
The Weather <ul><li>You Can’t Predict the Weather </li></ul><ul><li>When it Snows we are all Heroes </li></ul><ul><li>Get ...
The Economy <ul><li>We found that men tend to be more optimistic about their future spending than women.  </li></ul><ul><l...
<ul><li>The good news is people who participate in sports are more likely to take vacations.  </li></ul><ul><li>They tend ...
Specialty Retail Listens/Reacts/Grows <ul><li>Specialty retailing has proven to be more recession resistant than any other...
FAMILY- NEXT TREND? <ul><li>JUNIOR SALES GROWING </li></ul><ul><li>WOMEN’S PRODUCTS ESTABLISHED TREND </li></ul><ul><li>PO...
CONSUMER TRENDS Targeting the Enthusiast Skier The Active, Affluent, Engaged ALPHA consumers CORE enthusiasts Most Active ...
<ul><li>The Average Sports Buyer –  </li></ul><ul><li>“ Joe” </li></ul><ul><li>The ALPHA Sports Buyer –  </li></ul><ul><li...
One in Four Buyers of Sports Merchandise is an ALPHA buyer
90% of ALPHAs (Lance)  purchase 1+ times every 12 months Twice as often as AVERAGE (Joe)
Purchase Ratio is 1.9 to 1 The ALPHA Buyer Represents ≈   50% of All Sport Purchases
Where ALPHA Consumers  SHOP for Sport Merchandise: 29% Mass / Discount 20% Catalog 18% Department 37% Online / .com 46% In...
Where Lance (ALPHA Consumer) BUYS : Total 74.9% Online 14.0% Specialty Stores 38.4% Sporting Good Chains 22.5%
ALPHA Consumers Visit an Average of 2.7 Stores Each Year
ALPHA Consumer Preference 0% 10% 20% 30% 40% 50% 60% 70% Prefer High Performance Seek Latest Technology Lance Joe
The Importance of Specialty Stores to the Forecasting of Trends: 51.2% of All Units Purchased 65% of All Dollars Spent
“ Must Have” Inventory Performance (69%) Technology (56%)
<ul><li>Six in 10 Americans watch the Winter Olympics, the same number as those who watch the NFL </li></ul><ul><li>People...
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Cross Country Trends by Leisure Trends Group

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Leisure Trends Group presents market research and trends in the Nordic Industry.

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  • The data in this ppt. reflects 2007 outdoor retail trends as well as consumer trends. The consumer trends are from LTG’s LeisureTRAK (random online survey projectable to the US population age 16 and over) as well as from the LTG MAAP or Most Active Americans Panel or a panel of ALPHA consumers age sixteen and over- core outdoor enthusiasts. Retail tracking POS data is from one of LTG’s RetailTRAK’s.
  • Cross Country Trends by Leisure Trends Group

    1. 1. Leisure Trends Group ® Since 1989 TRENDS
    2. 2. Agenda <ul><ul><li>Who is LTG? </li></ul></ul><ul><li>The Business at Retail- Retail Trends </li></ul><ul><ul><ul><li>Phenomenal Double Digit Growth </li></ul></ul></ul><ul><ul><ul><li>CONTINUING THE MOMENTUM </li></ul></ul></ul><ul><ul><ul><li>MAAP ™ The Most Active Americans Panel </li></ul></ul></ul><ul><ul><ul><li>SIA’s Model for Success </li></ul></ul></ul><ul><ul><ul><li>Perspective- Over All Trends – What we have seen from MAAP ™ What to expect in the upcoming year </li></ul></ul></ul><ul><ul><ul><li>ALPHA Consumer Trends </li></ul></ul></ul><ul><ul><ul><li>The Olympian Opportunity </li></ul></ul></ul>
    3. 3. WHO IS LTG AND WHAT DOES LTG DO? Solutions for Business Track sales and key metrics – Retail sales tracking Understand business at retail Understand your Consumers - Consumer research Explore the who, the why and the how Engage your customers 1:1 - Customer management Dialog- Drive Sales- Gain Loyalty
    4. 4. <ul><ul><ul><li>PIONEER RESEARCH </li></ul></ul></ul><ul><ul><ul><li>ROSSIGNOL </li></ul></ul></ul><ul><ul><ul><li>SALOMON </li></ul></ul></ul><ul><ul><ul><li>SEA & SEA </li></ul></ul></ul><ul><ul><ul><li>SIERRA DESIGNS </li></ul></ul></ul><ul><ul><ul><li>SMART WOOL </li></ul></ul></ul><ul><ul><ul><li>SUUNTO </li></ul></ul></ul><ul><ul><ul><li>THE NORTH FACE </li></ul></ul></ul><ul><ul><ul><li>TIMBERLAND </li></ul></ul></ul><ul><ul><ul><li>W.L. GORE </li></ul></ul></ul><ul><ul><ul><li>YAKIMA </li></ul></ul></ul><ul><ul><ul><li>OIA (outdoor) </li></ul></ul></ul><ul><ul><ul><li>SIA (snow sports) </li></ul></ul></ul><ul><ul><ul><li>SIMA (surf/skate) </li></ul></ul></ul><ul><ul><ul><li>AFFTA (fly fishing) </li></ul></ul></ul><ul><ul><ul><li>PWIA (personal watercraft) </li></ul></ul></ul>Who We Work With
    5. 5. FASTEST GROWING CATEGORY
    6. 10. Leisure Trends has the MAAP ™ (Most Active Americans Panel) A proprietary database of over 2.1 million diverse, outdoor oriented, affluent, active ALPHA consumers with opinions that matter! Listen to, know and understand your existing and potential customers.
    7. 11. ACTIVITIES BY MAAP MEMBERS
    8. 12. MAPP ™ PANEL MEMBERS WHO NORDIC SKI
    9. 14. OTHER ACTIVITIES DONE BY NORDIC SKIERS
    10. 15. SIA’S MODEL FOR SUCCESS 1334 MAAP ™ MEMBERS SURVEYED ALL RESULTS AT 90% CONFIDENCE LEVEL TO UNDERSTAND PURCHASE BEHAVIOR AND MOTIVATION REGARDING SNOWSPORTS EQUIPMENT EXPLORE SENSORY OR OTHER STIMULANT FACTORS THAT MOTIVATE PURCHASE
    11. 16. Nordic equipment is the oldest and replaced the least often of all snow sport equipment
    12. 17. SNOWSPORT CROSSOVER
    13. 18. PARTICIPANT CHARACTERISTICS
    14. 19. Nordic skiers are looking for an escape into a scenic, tranquil environment. “I liked the mountains and the sayings—they made you feel as if anything is possible,” one respondent said about one test ad. • X-C skiers also respond to ease-of-use features, such no wax skis and one-pull lacing. • They want a good workout, but “it’s not cheating to have a ski that makes kicking easier,” another respondent noted. Cross-country fans picked up on the idea that “a great workout doesn’t have to be hard.” • They value boot-binding integration and new materials.
    15. 20. Enjoy the Tranquility and the Scenery Find an Escape Fun with Friends and Family Enjoy some of the Best Exercise Around TARGET YOUR MESSAGE
    16. 21. IDENTIFIED TRENDS IN THE OUTDOOR INDUSTRY <ul><li>“ IT’S ALL ABOUT ME” </li></ul><ul><li>PERFORMANCE/INNOVATION SELL </li></ul><ul><li>THE TIME CRUNCH – GET IT DONE IN A DAY </li></ul><ul><li>TECHNOLOGY SELLS AND HOW TO USE IT </li></ul><ul><li>WHO’S HAPPY? CAUTION OR OPPORTUNITY </li></ul><ul><li>FUN - CHANGING MOTIVATORS </li></ul><ul><li>APPEALING TO THE OUTDOOR LIFESTYLE </li></ul>
    17. 22. “ IT’S ALL ABOUT ME” Make it relevant Talk to me Does it fit my lifestyle? Does it improve my experience?
    18. 23. PERFORMANCE/INNOVATION and defining the outdoor lifestyle Keen Crocs CamelBAK Ex Officio Soft-shell Mountain Khakis Sigg Prana
    19. 24. DONE IN A DAY or Weekend? Consumers are “busy” even Active Americans … are participating less frequently and in fewer activities (2005- 107 mean times / 2007- 93 mean times)
    20. 25. TECHNOLOGY even Active Americans …
    21. 26. WHO’S HAPPY? Happiness is DOWN The drop in our Happiness Index from 7.4 to 6.2 over the past five years is close to an all-American funk. Active Americans still have the greatest connection to happiness- People who are active are happier. If the activities take place outdoors, people are even happier.
    22. 27. FUN- CHANGING MOTIVATORS TENACIOUS-PLEASURE SEEKING-RECUPERATIVE- ESCAPIST Show people how they can have fun without spending too much $$$ and you will get their attention. Involve consumers in an upbeat, active lifestyle. Socializing, competition and ambition are all down are Americans too tired and stressed to socialize? Trial should be the objective - Entice people to try your products and activities any way you can – get them to invest themselves in your activity—emotionally
    23. 28. NORDIC LIFESTYLE The majority of Americans research both travel and products online OPPORTUNITIES FOR RETAILERS Get web site in gear Make the winter outdoors accessible Show how quickly and easily consumers can join FUN Nordic trend. Offer family package deals on skiing staples Show how equipment can enhance their experience Become a resource for good places to go/fun things to do Complimentary maps of skiing trails Offer clinics on how to be prepared and have fun Position your brand as friendly to newcomers
    24. 29. What Can We Expect? Weather Economy Travel Specialty Retailers The Family
    25. 30. The Weather <ul><li>You Can’t Predict the Weather </li></ul><ul><li>When it Snows we are all Heroes </li></ul><ul><li>Get sales in before it even snows </li></ul>
    26. 31. The Economy <ul><li>We found that men tend to be more optimistic about their future spending than women. </li></ul><ul><li>People who participate in sports (34%) are more likely to feel they will be able to afford most of what they need than those who do not participate (25%). </li></ul>
    27. 32. <ul><li>The good news is people who participate in sports are more likely to take vacations. </li></ul><ul><li>They tend to travel in the U.S. more than internationally, and are more likely to camp than to stay in hotels. </li></ul><ul><li>Those who hike or backpack travelled significantly more in 2007 (28%) than the general population (18%) did. </li></ul><ul><li>Sports enthusiasts are more likely to economize on their travel-to take trips that fit into a day or weekend, or to choose less expensive activities </li></ul><ul><li>Sports participants & domestic destinations (travel plans): Florida (21% vs. 13%) California (17% vs. 6%) Hawaii (7% vs. 3%) This is opportunity, not competition </li></ul>Travel Plans Adjusted
    28. 33. Specialty Retail Listens/Reacts/Grows <ul><li>Specialty retailing has proven to be more recession resistant than any other form of retailing in our 20 years of doing business. But for specialty retailers to succeed in the current climate, it is even more important to provide reasons for sport enthusiasts to buy. </li></ul><ul><li>Communicate new technology, show new fashion and most importantly, make it obvious to customers that they will have more fun and achieve new heights in performance by owning the latest and greatest. You have to demonstrate to consumers that an investment is worth it. </li></ul>
    29. 34. FAMILY- NEXT TREND? <ul><li>JUNIOR SALES GROWING </li></ul><ul><li>WOMEN’S PRODUCTS ESTABLISHED TREND </li></ul><ul><li>POST 9-11 SPENDING TIME WITH FAMILY & FRIENDS MATTERED </li></ul><ul><li>OUTDOOR ENTHUSIASTS BRINGING KIDS </li></ul><ul><li>CAMPING- A FAMILY ACTIVITY </li></ul><ul><li>SELL THE OUTDOOR LIFESTYLE </li></ul><ul><li>HEALTHY SPECIALTY CHANNEL CONTINUES TO GROW </li></ul>
    30. 35. CONSUMER TRENDS Targeting the Enthusiast Skier The Active, Affluent, Engaged ALPHA consumers CORE enthusiasts Most Active Americans
    31. 36. <ul><li>The Average Sports Buyer – </li></ul><ul><li>“ Joe” </li></ul><ul><li>The ALPHA Sports Buyer – </li></ul><ul><li>“ Lance” </li></ul>
    32. 37. One in Four Buyers of Sports Merchandise is an ALPHA buyer
    33. 38. 90% of ALPHAs (Lance) purchase 1+ times every 12 months Twice as often as AVERAGE (Joe)
    34. 39. Purchase Ratio is 1.9 to 1 The ALPHA Buyer Represents ≈ 50% of All Sport Purchases
    35. 40. Where ALPHA Consumers SHOP for Sport Merchandise: 29% Mass / Discount 20% Catalog 18% Department 37% Online / .com 46% Independent Specialty Store 56% Specialty Chain 60% Sporting Goods Chain
    36. 41. Where Lance (ALPHA Consumer) BUYS : Total 74.9% Online 14.0% Specialty Stores 38.4% Sporting Good Chains 22.5%
    37. 42. ALPHA Consumers Visit an Average of 2.7 Stores Each Year
    38. 43. ALPHA Consumer Preference 0% 10% 20% 30% 40% 50% 60% 70% Prefer High Performance Seek Latest Technology Lance Joe
    39. 44. The Importance of Specialty Stores to the Forecasting of Trends: 51.2% of All Units Purchased 65% of All Dollars Spent
    40. 45. “ Must Have” Inventory Performance (69%) Technology (56%)
    41. 46. <ul><li>Six in 10 Americans watch the Winter Olympics, the same number as those who watch the NFL </li></ul><ul><li>People aged 45 to 64 are the largest segment with 33% considering themselves fans. </li></ul><ul><li>Olympics presents huge opportunity to showcase the sport </li></ul>Get that URL on the Olympic site!!! Sport Associations and Company Sponsors should collaborate with the Olympic Committee to make information available on how to learn, where to buy what’s needed to start and where to go to play!!!

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