Women's Retail Sales in the Outdoor, Run, Snow Sport, and Cycling Industries
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Women's Retail Sales in the Outdoor, Run, Snow Sport, and Cycling Industries

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    Women's Retail Sales in the Outdoor, Run, Snow Sport, and Cycling Industries Women's Retail Sales in the Outdoor, Run, Snow Sport, and Cycling Industries Presentation Transcript

    • Driving Growth ThroughEnhanced Marketplace InsightWomen’s Market 2012Sales and Trends UpdateJuly 18th, 2012Presented by Liz Stahuraestahura@leisuretrends.com(303) 786-7900 ext. 120 Webinar will start at 35 past the hour
    • Outdoor Industries Women’s Coalition 1,600 members 95 Corporate members 130 volunteers OIWC Vision: Respect, inclusion and gender equality at every level in the workplace. OIWC Mission: Advocacy, education and resources for women in the outdoor, bike and snow sports industries. 2
    • OIWC Corporate Members Thanks to our many corporate members of OIWC, especially our Gold and Platinum members.Platinum:Gold: 3
    • Leisure Trends Group – 23 Years of Free Time Retail Sales Tracking covering over $15 Billion in retail sales • Outdoor • Cycling • Snow Sports • Run Specialty • Paddle Sports • NEW 2012! Independent Shoe (NSRA) • NEW 2012! Sporting Goods Consumer Research – Why • LeisureTRAK- Free Time of Americans • The “ALPHA” Consumer (Most Active Americans Panel™) Customer Relationship Management (CRM) • Engage Customers • Maximize Loyalty • Drive Repeat Sales
    • Retail Tracking ServiceAnalysis of the pipeline - the volume that ismoving, how it’s moving, and whats notmoving... whats growing and whats shrinking.  Size of industry  Category and class trends  Volume – units and dollars sold  Competitive analysis- all brands  Model analysis- all styles  Margins  Turn & sell thru  Inventory  Gender & Adult/Jr  Price point & average retail selling price
    • Agenda Women’s Specific Sales Overview: Cross Industry Perspective True North Marketing: 2012 Style Trends That Matter Translating Trends into Sales: What’s Hot at Specialty Retail?  Outdoor  Run  Cycling  Snow Wrap up and Questions 6
    • $3.5B+ Sales – All Women’s Products 7
    • +/-31% All Women’s Specific Products 8
    • Cross Industry Perspective - % of TotalSpecialty Sales 9
    • Cross Industry Perspective - % of DollarsSold – Specialty Retail 10
    • Cross Industry Perspective - % of UnitsSold – Specialty Retail 11
    • 2012 Sales – All Women’s Specific Products  OUTDOOR SALES +4% (+4%)  SNOW SALES -1%* (-5%)*  BIKE SALES UP +11% (+12%)  RUN SALES +13% (+7%) *Oct – March winter season 12
    • What Women Want – Key Style Trends to Watch in 2012 True North Marketing 13
    • TREND #1: WANTED: Just a little bit of style“I want more style! I am taking backthe girl in sports clothes Ibuy.” Almine, trail runner, rockclimber, mountaineer.“Style is very important to how I buy. Iam very much influenced by how astore or catalogue will display anentire outfit.” Shelley, hiker, fly fisher,camper.“I don’t want a grandma shoe. I wanta shoe with real style.” Peggy, trailrunner, paddler, backcountryskier. And 63 14
    • TREND #2: Looser Tops that Drape“It always seems like Ihave to size up in tops,which no woman likes todo. I know I don’t havethe traditional skinny-runner-with-no-boobsphysique. You don’t haveto reinforce it with allthose tight, tiny tops.”Jenny, 50 mile a weektrail runner. 15
    • TREND #3: Radical running apparel silhouettes“I just did my first trail run in a skirtand will never wear shorts again. Iimagine that is how it feels to be a guyrunning without a shirt on!”“My favorite summer running outfits isa Nuu Muu dress with Moving Comfortcompression shorts and braunderneath. After wearing runningskirts and dresses, I don’t know if I’llgo back to traditional running outfitsagain, at least in the summer.” Connie, trail runner. 16
    • TREND #4: Insulating and warmth providing apparel – even in summer.“My single biggest frustration withcycling is splashing in puddles onthe roadway and getting cold.” – Hannelore, bicycle enthusiastand hiker.“I just want to be warm. If I amcold, I am not having fun.” Shelley, hiker, fly fisher,camper.“I aspire to own one of those downsweaters that look so warm butwithout the Michelin-man-look.”Sarah, hiker, camper, skier,snowshoer. 17
    • TREND #5: Creative use of accessories, especially wool socks“When it is cold, I prefer to usewool socks instead of runningtights or pants. It gives me alittle ventilation and I canchoose my socks to reflect mymood that day,” Jenny, trail runner. 18
    • TREND #6: Versatile Bike Apparel“I am bummed thatLevi’s only did thecommuter jeans formen.” Robin, bicyclecommuter andyogi. 19
    • TREND #7: A brand’s footwear and apparel go hand-in-hand“I always look at running apparel when I go into thestore. Even if I am there to buy shoes. I usually lookat apparel first. If a brand has only shoes and noapparel, I probably am not as aware of their brand asI am with someone who has a lot of apparel.” – Connie, trail runner. 20
    • OUTDOOR - Women’s Specific Sales Reach $1.8B in’11, Continue Growth in ‘12 +11% +12% +13% +6% +1% Prior YTD YTD YTD Change YTD Growth Outdoor Equipment $30,344,150 $30,086,775 ($257,376) -1% Equipment Accessories $14,628,721 $16,663,554 $2,034,834 14% Apparel $425,896,776 $435,970,147 $10,073,371 2% Footwear $169,616,315 $182,922,029 $13,305,714 8% All Products $640,485,962 $665,642,504 $25,156,543 4% 21
    • OUTDOOR SPECIALTY - Women’s Specific SalesNearly $800M in 2011 +7% +5% +14% -1% +1% 22
    • RUN SPECIALTY - Women’s Specific Sales Continue Steady Growth +7% +6% +15% +9% Prior YTD YTD YTD Change YTD GrowthFootwear $124,702,533 $143,143,045 $18,440,511 15%Apparel $22,221,277 $22,271,037 $49,760 0%Accessories $3,488,864 $3,892,377 $403,513 12%All Products $150,412,675 $169,306,460 $18,893,785 13% 23
    • CYCLING SPECIALTY - Plenty of Room to Grow! Women’s Specific Sales Total $441M in ‘11 +5% +7% -2% +1% +27% Prior YTD YTD YTD Change YTD GrowthBicycles $151,564,281 $169,164,477 $17,600,196 12%Apparel/Helmets/Shoes $36,966,124 $39,278,713 $2,312,589 6%Aftermarket Parts $3,350,360 $3,985,904 $635,544 19%Aftermarket Accessories $2,193,537 $2,713,752 $520,215 24%All Products $194,074,301 $215,142,845 $21,068,544 11% 24
    • SNOWSPORT - Women’s Specific Sales Edge Down1%, Remain above $1B -1% +2% -8% -3% 25
    • Hot Categories in Outdoor Specialty - 2012 (Dollars Sold)• Sandals: +23%• Casual Shoes: +63%• Trail Running Shoes: +24% (minimalist trail shoes up 71%)• Packs: +19%•Climbing Gear: +46%•Insulated Tops: +2%• Sportswear: +7% •Skirts: +28% •Dresses: +23%• Accessories +13% Totes/Handbags +20% Sunglasses +27% 26
    • Hot Categories in Run Specialty - 2012 (Dollars Sold)• Minimalist Road Shoes: +127%• Neutral/Cushion Road Shoes: +29%• Trail Running Shoes: +11% (minimalist trail shoes up 32%)• Women’s Apparel • Dresses +482% • Loose Sleeveless: +50% • Skirts +30% • Outerwear Tops: +7% • Long Sleeve +16%• Accessories +16% Arm/leg Sleeves +1676% Socks +5% Insoles: +15% 27
    • Hot Categories in Cycling Specialty - 2012 (Dollars Sold)• Transit/Fitness Bikes: +33%• 29er MTB: +278%• Road Bikes: +2%Women’s Apparel +5%• Casual Apparel +65%• Short Sleeve Jerseys +22%• Skirts +34%• Warmers +31%• Socks +17%•Helmets: +19%• Saddles: +21% 28
    • Brand in Mind: Athletic Footwear, Apparel,Equipment 29
    • Sales Staff Matter: Bike Example % Who Prefer Help from a Sales Assoc. 83% Road BikeMountain Bike 86% 30
    • Key InsightsIn General , Sales of Women’s Specific Product areOutperforming Men’s/Gender Neutral so far in2012There is still room to grow women’s specific sales– particularly in cycling specialty storesFootwear is HOT in 2012: Sandals, Trail, Casual,Minimalist, RunningKey Words for 2012: Style and Performance,Design, Drape, Versatile, Radical Silhouettes,Minimalism, Warmth, Creative Layers,Skirts/Dresses, Celebrating Femininity 31
    • Thank You!Liz StahuraSenior Retail AnalystLeisure Trends Group303.786.7900 ext 120estahura@leisuretrends.comAli Sacash-JohnsonPrincipalTrue North Marketing – we guide you in the right direction+1.360.980.2611ali@truenorthmarketing.biz