This document summarizes sales trends in the women's outdoor, cycling, running, and snow sports markets. It finds that women's specific product sales are outperforming other categories in 2012. Footwear is experiencing strong growth, especially in trail running, sandals, and minimalist shoes. Popular apparel styles include skirts, dresses, and looser fitting tops. The presentation identifies key trends like style, versatility, and creative layering as priorities for women consumers. It provides sales data and examples of top-selling brands and categories to help understand growth opportunities in serving women customers.

1. Driving Growth Through
Enhanced Marketplace Insight
Women’s Market 2012
Sales and Trends Update
July 18th, 2012
Presented by Liz Stahura
estahura@leisuretrends.com
(303) 786-7900 ext. 120
Webinar will start at 35 past the hour

2. 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.
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3. OIWC Corporate Members
Thanks to our many corporate members of OIWC, especially our Gold and Platinum members.
Platinum:
Gold:
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4. 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

5. Retail Tracking Service
Analysis of the pipeline - the volume that is
moving, how it’s moving, and what's not
moving... what's growing and what's 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

6. 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
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7. $3.5B+ Sales – All Women’s Products
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8. +/-31% All Women’s Specific Products
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9. Cross Industry Perspective - % of Total
Specialty Sales
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10. Cross Industry Perspective - % of Dollars
Sold – Specialty Retail
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11. Cross Industry Perspective - % of Units
Sold – Specialty Retail
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12. 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
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13. What Women Want –
Key Style Trends to Watch in 2012
True North Marketing
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14. TREND #1: WANTED: Just a little bit of
style
“I want more style! I am taking back
the girl in sports clothes I
buy.” Almine, trail runner, rock
climber, mountaineer.
“Style is very important to how I buy. I
am very much influenced by how a
store or catalogue will display an
entire outfit.” Shelley, hiker, fly fisher,
camper.
“I don’t want a grandma shoe. I want
a shoe with real style.” Peggy, trail
runner, paddler, backcountry
skier. And 63
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15. TREND #2: Looser Tops that Drape
“It always seems like I
have to size up in tops,
which no woman likes to
do. I know I don’t have
the traditional skinny-
runner-with-no-boobs
physique. You don’t have
to reinforce it with all
those tight, tiny tops.”
Jenny, 50 mile a week
trail runner.
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16. TREND #3: Radical running apparel
silhouettes
“I just did my first trail run in a skirt
and will never wear shorts again. I
imagine that is how it feels to be a guy
running without a shirt on!”
“My favorite summer running outfits is
a Nuu Muu dress with Moving Comfort
compression shorts and bra
underneath. After wearing running
skirts and dresses, I don’t know if I’ll
go back to traditional running outfits
again, at least in the summer.”
Connie, trail runner.
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17. TREND #4: Insulating and warmth
providing apparel – even in summer.
“My single biggest frustration with
cycling is splashing in puddles on
the roadway and getting cold.”
– Hannelore, bicycle enthusiast
and hiker.
“I just want to be warm. If I am
cold, I am not having fun.”
Shelley, hiker, fly fisher,
camper.
“I aspire to own one of those down
sweaters that look so warm but
without the Michelin-man-look.”
Sarah, hiker, camper, skier,
snowshoer.
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18. TREND #5: Creative use of accessories,
especially wool socks
“When it is cold, I prefer to use
wool socks instead of running
tights or pants. It gives me a
little ventilation and I can
choose my socks to reflect my
mood that day,”
Jenny, trail runner.
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19. TREND #6: Versatile Bike Apparel
“I am bummed that
Levi’s only did the
commuter jeans for
men.”
Robin, bicycle
commuter and
yogi.
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20. TREND #7: A brand’s footwear and apparel
go hand-in-hand
“I always look at running apparel when I go into the
store. Even if I am there to buy shoes. I usually look
at apparel first. If a brand has only shoes and no
apparel, I probably am not as aware of their brand as
I am with someone who has a lot of apparel.” –
Connie, trail runner.
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21. 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%
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22. OUTDOOR SPECIALTY - Women’s Specific Sales
Nearly $800M in 2011
+7%
+5%
+14%
-1% +1%
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23. RUN SPECIALTY - Women’s Specific Sales Continue
Steady Growth
+7%
+6%
+15%
+9%
Prior YTD YTD YTD Change YTD Growth
Footwear $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%
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24. 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 Growth
Bicycles $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%
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25. SNOWSPORT - Women’s Specific Sales Edge Down
1%, Remain above $1B
-1%
+2%
-8%
-3%
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26. 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%
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27. 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%
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28. 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%
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29. Brand in Mind: Athletic Footwear, Apparel,
Equipment
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30. Sales Staff Matter: Bike Example
% Who Prefer Help from a Sales Assoc.
83%
Road Bike
Mountain Bike 86%
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31. Key Insights
In General , Sales of Women’s Specific Product are
Outperforming Men’s/Gender Neutral so far in
2012
There is still room to grow women’s specific sales
– particularly in cycling specialty stores
Footwear is HOT in 2012: Sandals, Trail, Casual,
Minimalist, Running
Key Words for 2012: Style and Performance,
Design, Drape, Versatile, Radical Silhouettes,
Minimalism, Warmth, Creative Layers,
Skirts/Dresses, Celebrating Femininity
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32. Thank You!
Liz Stahura
Senior Retail Analyst
Leisure Trends Group
303.786.7900 ext 120
estahura@leisuretrends.com
Ali Sacash-Johnson
Principal
True North Marketing – we guide you in the right direction
+1.360.980.2611
ali@truenorthmarketing.biz