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Driving Growth Through Enhanced Marketplace Insight
Women’s Market 2012
Sales and Trends Update
July 18th, 2012
Presented by Liz Stahura
(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.
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Thanks to our many corporate members of OIWC, especially our Gold and Platinum members.
Platinum:
Gold:
OIWC Corporate Members
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
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.
Retail Tracking Service
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
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$3.5B+ Sales – All Women’s Products
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+/-31% All Women’s Specific Products
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Cross Industry Perspective - % of Total Specialty Sales
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Cross Industry Perspective - % of Dollars Sold – Specialty Retail
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Cross Industry Perspective - % of Units Sold – Specialty Retail
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2012 Sales – All Women’s Specific Products
OUTDOOR SALES +4%
SNOW SALES -1%*
BIKE SALES UP +11%
RUN SALES +13%
*Oct – March winter season
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(+4%)
(-5%)*
(+12%)
(+7%)
What Women Want –
Key Style Trends to Watch in 2012
True North Marketing
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TREND #1: WANTED: Just a little bit of style
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“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
TREND #2: Looser Tops that Drape
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“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.
TREND #3: Radical running apparel silhouettes
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“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.
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. 17
TREND #5: Creative use of accessories, especially wool socks
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“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.
TREND #6: Versatile Bike Apparel
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“I am bummed that Levi’s only did the commuter jeans for men.”
Robin, bicycle commuter and yogi.
TREND #7: A brand’s footwear and apparel go hand-in-hand
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“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.
OUTDOOR - Women’s Specific Sales Reach $1.8B in ’11, Continue Growth in ‘12
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+6% +1%
+12%
+13%
+11%
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%
OUTDOOR SPECIALTY - Women’s Specific Sales Nearly $800M in 2011
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-1% +1%
+5%
+14%
+7%
RUN SPECIALTY - Women’s Specific Sales Continue Steady Growth
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+6%
+15% +9%
+7%
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%
CYCLING SPECIALTY - Plenty of Room to Grow! Women’s Specific Sales Total $441M in ‘11
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+7%
-2%
+1% +27%
+5%
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%
SNOWSPORT - Women’s Specific Sales Edge Down 1%, Remain above $1B
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-3%
+2%
-8%
-1%
Hot Categories in Outdoor Specialty - 2012 (Dollars Sold)
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• 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%
Hot Categories in Run Specialty - 2012 (Dollars Sold)
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• 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%
Hot Categories in Cycling Specialty - 2012 (Dollars Sold)
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• 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%
Brand in Mind: Athletic Footwear, Apparel, Equipment
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Sales Staff Matter: Bike Example
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Road Bike
Mountain Bike
83%
86%
% Who Prefer Help from a Sales Assoc.
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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Liz Stahura
Senior Retail Analyst
Leisure Trends Group
303.786.7900 ext 120
Ali Sacash-Johnson
Principal
True North Marketing – we guide you in the right direction
+1.360.980.2611
Thank You!