Outdoor Industry Monthly Trend Report Executive Market Summary May 2010
Presented by: Outdoor Industry Association 4909 Pearl East Circle, Suite 200 Boulder, CO 80301 Tel: 303.444.3353 www.outdoorindustry.org Prepared by: The SportsOneSource Group 2151 Hawkins St Suite 200 Charlotte, NC 28203 Tel: 704.987.3450 Fax: 704.987.3455 www.SportsOneSource.com
About OIA VantagePoint™ OIA VantagePoint is built on the SportScanInfo technology platform and is supported by a marketing partnership between Outdoor Industry Association (OIA), the premier trade association for the active outdoor recreation business, and The SportsOneSource Group, a full‐service market research and solutions development company serving the full breadth of the active sports and outdoor lifestyle product supply chain. The SportScanInfo (SSI) technology was first launched in 1998 to serve the U.S. athletic footwear and apparel market and quickly grew to include sports licensed products, athletic hardgoods and outdoor and sportsman related hardgoods. Today, SSI tracks weekly retail point‐of‐sale data from over 12,000 retail doors and websites, including over 350 outdoor specialty doors. OIA VantagePoint revolutionizes the way the outdoor industry accesses data by providing critical, in‐depth and detailed business information within five days of the prior week close. OIA VantagePoint Member Data includes:
•
Category Reports with detailed, timely, and robust category sales information for OIA members, including details by trade channel, gender, custom price points and geographic region;
•
Trend Reports for OIA members and associate members provided on a weekly, monthly and quarterly rotation.
OIA members have access to OIA VantagePoint Category Reports as a member benefit and receive discounts on Expanded Services. Expanded Services for in‐depth market share, brand information and product information are accessible through Data Subscriber access. Contact The SportsOneSource Group for more information on these services. OIA members can access this and historical Monthly Trend Reports online via www.outdoorindustry.org/vantagepoint About Outdoor Industry Association Outdoor Industry Association® (OIA) is a national trade association whose mission is to ensure the growth and success of the outdoor industry. OIA provides trade services for over 4000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA provides industry‐ defining resources and support in government/legislative affairs, market and social research, business‐to‐ business services and youth outreach initiatives. Ongoing education opportunities and strategic business workshops provided by OIA include the annual Rendezvous®, Outdoor University® sessions, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer tradeshows. For more information about OIA go to www.outdoorindustry.org or call 303.444.3353. About The SportsOneSource Group The SportsOneSource Group is a full service market research company delivering solutions through consumer insight research, retail insight research and retail point‐of‐sale trending and analysis. The company provides the most reliable, timely and comprehensive sports and outdoor industry information available in the market today. SportsScanInfo is a SportsOneSource technology platform developed to compile, aggregate and disseminate aggregated retail point‐of‐sale information. SportsOneSource also publishes the Sports Executive Weekly and The B.O.S.S. Report executive newsletters, along with the SGB, SGD TEAM Business and Performance Sports Retailer print publications and their related online, e‐mail and digital products. For more information about the SportsOneSource Group call 704.987.3450 or go to www.SportsOneSource.com . Page 2
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Contents Monthly Snapshot
4
Market Overview
© 2010
Sales Trends by Channel
5
Sales Trends by Region
6
Category Overview
Footwear Market
7
Apparel Market
9
Hardgoods Market
11
A Look Ahead
13
Methodology Retail Trade Channels
14 15
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Page 3
May 2010
May Snapshot Year‐Over‐Year Comparison As Spring weather finally hit many of the mountain states in May, sales of footwear and apparel began to pick up at retail. However, consumers still continued to shy away from big‐ticket purchases, pushing sales of these items down for the most part. For the month, the outdoor market outpaced the overall retail market. Total retail sales in May were down 1.2% according to the U.S. Census Bureau. However, Outdoor Equipment, Apparel and Footwear sales were up in the high‐single digits, according to retail point‐of‐sale data compiled by The SportsOne‐ Source Group for the OIA VantagePoint retail point‐of‐sale reporting platform. Outdoor Footwear sales were particularly strong in May with healthy double‐digit percent increases in sales driven by increased units sold as well as higher average selling prices. The largest increase in aver‐ age selling prices came from the Family Footwear channel, as merchants in the channel continue to expand their consumer base by offering more higher‐end brands to those willing to spend $100 or more on outdoor and performance footwear products. Outdoor Apparel sales were vigorous through the outdoor chain stores in May, with a strong double‐digit percent increase driven by outerwear and spring/summer apparel. Still, the category stagnated in other retail channels. Even though seasonal spring weather swept through much of the country in May, outerwear sales still outpaced spring/summer apparel sales. Overall Outdoor Hardgoods sales, including paddle sports, were up in the mid‐single digits in spite of heavy declines coming from the travel market. While many high‐ticket items saw substantial down‐turns in sales due to cautious consumers, the paddle sports market seems to be immune from consumer fears. As exemplified by the graph below, weekly sales of Outdoor Hardgoods continued to climb through the spring season and retail year commencing February 1.
Market Sales by Major Category (2010 Sales by Week -- Expressed in $ Millions) $140 $120 $100 Footwear
$80
Apparel
$60
Hardgoods
$40 $20 $0
Week Ending
Page 4
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May 2010
Market Overview Sales Trends by Channel The Total Outdoor Specialty Channel Sales table below tracks sales of all products reported in the OIA VantagePoint system and sold in outdoor specialty retailers, including non‐outdoor products; while the Outdoor Product Sales by Channel table reports sales for only outdoor products in all channels that are tracked by OIA VantagePoint.
Total Outdoor Specialty Channel Sales*
Outdoor Channels
May 2010
May 2009
2009 YTD
($Millions)
% Change
2010 YTD
($Millions)
($Millions)
($Millions)
% Change
1. Independent Outdoor Specialty
$171.9
$160.2
7.3%
$621.3
$639.0
(‐2.8%)
2. Outdoor Chain Specialty
$134.7
$109.9
22.6%
$400.8
$329.9
21.5%
Total Outdoor Specialty Sales
$306.6
$270.1
13.5%
$1,022
$968.9
5.5%
Outdoor Product Sales by Channel**
Trade Channels
May 2010
May 2009
2009 YTD
($Millions)
% Change
2010 YTD
($Millions)
($Millions)
($Millions)
% Change
$143.7
$130.8
9.8%
$523.5
$522.0
0.3%
All Specialty Retailers 1. Independent Outdoor Specialty
Represents Bike and Run Specialty Available Spring 2011
2. Other Specialty All Chain Retailers 3. Outdoor Chain Specialty
$94.8
$82.9
14.2%
$283.3
$239.6
18.3%
4. Sporting Goods Retailers
$238.4
$223.0
6.9%
$930.1
$864.3
7.6%
5. Athletic/Urban/Mall Retailers
$17.0
$18.0
(‐5.8%)
$69.4
$83.8
(‐17.2%)
6. Internet/Catalog
$54.1
$50.7
6.6%
$204.1
$188.4
8.3%
7. Department Stores
$16.3
$17.5
(‐7.0%)
$67.0
$70.0
(‐4.3%)
8. Family/Independent Footwear
$53.4
$45.5
17.3%
$170.3
$150.9
12.9%
9. Discount/Mass Stores
$206.1
$197.5
4.4%
$621.8
$596.5
4.2%
Outdoor Sales Total Product
$823.7
$766.1
7.5%
$2,869
$2,715
5.7%
All Volume Retailers
* Includes all product sales in outdoor channels **Only includes outdoor product sales
OIA members can access this and historical Monthly Trend Reports online via www.outdoorindustry.org/vantagepoint
NOTE: For Trade Channel and Retail Strata definitions see page 15. Please contact SportsOneSource for a full list of reporting retailers in each channel. © 2010
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Page 5
May 2010
Outdoor Category Trends by Region
May 2010 Year‐Over‐Year Sales Variance Footwear Southeast
37. 0%
Mid‐Atlantic
-0.4%
18.5%
New England
19.7%
-16.0%
20.0%
Midwest
Hardg oods
Apparel
4.4%
-3.1%
0.4%
30.8%
13.5%
Southcentral
15.7%
22.2%
Rockies
18.1%
-2.5%
-23.7%
-17.3%
-40%
24.5%
-15.0%
-7.2%
Southwest Northwest
10.5%
16.1% -2.5%
-11.6%
-20%
0%
20%
-40%
40%
-20%
Footwear Apparel Hardgoods
0%
20%
40%
-10%
0%
Sales Change
Sales Change
10%
20%
30%
Sales Change
50% 37.0%
40%
30.8%
30%
22.2%
24.5%
20.0%
18.1% 16.1%
20% 10% 0% -10% -20% -30%
15.7%
‐2.5% ‐11.6% ‐17.3%
4.4%
0.4%
‐7.2% ‐2.5% 13.5% 10.5%
19.7%
18.5%
‐0.4%
‐3.1%
‐15.0%
‐16.0%
‐23.7%
Region 1 | Northwest Region 5 | Midwest
Region 6 | New England
Region 7 | Mid‐Atlantic (includes NYC) Region 2 | Southwest Region 8 | Southeast Region 3 | Rockies
Page 6
Region 4 | Southcentral
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May 2010
Footwear Market Overview Sales Trends by Channel The Total Outdoor Specialty Channel Sales table below tracks sales of all products reported in the OIA VantagePoint system and sold in outdoor specialty retailers, including non‐outdoor products; while the Outdoor Product Sales by Channel table reports sales for only outdoor products in all channels that are tracked by OIA VantagePoint.
Total Outdoor Specialty Channel Footwear Sales*
Outdoor Channels
May 2010
May 2009
2009 YTD
($Millions)
% Change
2010 YTD
($Millions)
($Millions)
($Millions)
% Change
1. Independent Outdoor Specialty
$39.2
$35.1
11.6%
$136.7
$135.9
0.6%
2. Outdoor Chain Specialty
$26.0
$21.2
22.9%
$75.1
$61.1
22.9%
$65.2
$56.3
15.9%
$211.8
$196.9
7.5%
Total Outdoor Specialty Sales
Outdoor Footwear Product Sales by Channel**
Trade Channels
May 2010
May 2009
2009 YTD
($Millions)
% Change
2010 YTD
($Millions)
($Millions)
($Millions)
% Change
$30.9
$26.7
15.9%
$104.3
$100.2
4.0%
All Specialty Retailers 1. Independent Outdoor Specialty 2. Other Specialty
Represents Bike and Run Specialty Available Spring 2011
All Chain Retailers 3. Outdoor Chain Specialty
$21.9
$18.0
21.5%
$62.4
$50.5
23.5%
4. Sporting Goods Retailers
$41.6
$36.9
12.7%
$160.9
$139.0
15.8%
5. Athletic/Urban/Mall Retailers
$9.1
$5.9
54.7%
$27.7
$22.9
20.9%
6. Internet/Catalog
$6.1
$4.2
44.9%
$26.3
$20.8
26.4%
7. Department Stores
$10.1
$10.4
(‐3.8%)
$30.1
$33.3
(‐9.8%)
8. Family/Independent Footwear
$51.9
$43.8
18.4%
$163.5
$144.0
13.6%
9. Discount/Mass Stores
$11.2
$17.5
(‐35.9%)
$43.5
$58.1
(‐25.2%)
$182.7
$163.4
11.8%
$618.6
$568.8
8.8%
All Volume Retailers
Total All Channels
* Includes all product sales in outdoor channels **Only includes outdoor product sales
OIA members can access this and historical Monthly Trend Reports online via www.outdoorindustry.org/vantagepoint NOTE: For Trade Channel and Retail Strata definitions see page 15. Please contact SportsOneSource for a full list of reporting retailers in each channel. © 2010
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Page 7
May 2010
Footwear Market Overview Category Trends Footwear continues to be a chief growth vehicle at retail in the outdoor industry as consumers shift their buying preferences to more brown footwear and active outdoor silhouettes. In addition, outdoor footwear generally has much broader distribution than apparel or hardgoods. The fact that consumers can find outdoor brands at the mall is clearly driving growth.
Key Observations: • Though sandals enjoyed a nice boost from the shift in weather, it is clear that consumers are not in
the summer shopping mentality just yet. Closed‐toe Outdoor Footwear showed stronger growth rates than sandals in May. • Hybrid/Water Shoes experienced the strongest growth rate during the month, with healthy sales in‐
creases from brands such as Keen and Vibram Fivefingers. Water Sandals and Trail Sandals both en‐ joyed double‐digit increases in May. Water Sandals did so with a considerably higher average selling price, while trail sandals are suffering considerable price erosion. • Approach/Multisport, Light Hiking, and Outdoor Casual footwear all delivered double‐digit gains for the month with steady average selling prices. There is a clear shift in fashion trends towards brown footwear and the outdoor category is benefitting. • Technical Hiking footwear managed mid‐single digit growth for the month entirely due to higher av‐ erage selling prices. Units sold in the category experienced a slight decline. • After a slow winter season for sales, Performance Trail Running Footwear is showing some life again. Sales were up in the mid‐teens. However, the real story in running this month were the lightweight and hybrid running categories, both of which more than doubled in volume in May.
Featured Category Sandals* Market Share — May 2010 by Retail Strata Specialty Retailers
Volume Retailers OTHER 39%
NIKE 23%
VIBRAM 4%
CHACO 32%
OLUKAI 10% ADIDAS 16% MNTNKA MINNETONKA MCSN 4% 4%
MERRELL 4%
SKECHERS 6%
TEVA 8%
Chain Retailers
OTHER 14%
NIKE 18%
OTHER 28%
JORDAN 14%
KEEN 12%
REEF 13%
TEVA 15%
CHACO 4% TEVA 12%
CROCS 12%
ADIDAS 12%
* Includes all sandals sub‐categories, including trail, water, fashion casual and flip flops.
NOTE: For Trade Channel and Retail Strata definitions see page 15. Please contact SportsOneSource for a full list of reporting retailers in each channel. Page 8
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May 2010
Apparel Market Overview Sales Trends by Channel The Total Outdoor Specialty Channel Sales table below tracks sales of all products reported in the OIA VantagePoint system and sold in outdoor specialty retailers—including non‐outdoor products; while the Outdoor Product Sales by Channel table reports sales for only outdoor products in all channels that are tracked by OIA VantagePoint.
Total Outdoor Specialty Channel Apparel Sales*
Outdoor Channels
May 2010
May 2009
2009 YTD
($Millions)
% Change
2010 YTD
($Millions)
($Millions)
($Millions)
1. Independent Outdoor Specialty
$51.0
$50.8
0.4%
$205.5
$249.5 (‐17.6%)
2. Outdoor Chain Specialty
$34.0
$26.6
27.9%
$116.9
$87.9
32.9%
Total Outdoor Sales
$85.0
$77.4
9.8%
$322.4
$337.4
(‐4.5%)
% Change
% Change
Outdoor Apparel Product Sales by Channel**
Trade Channels
May 2010
May 2009
($Millions)
($Millions)
$35.9
$35.1
% Change
2010 YTD
2009 YTD
($Millions)
($Millions)
2.5%
$166.7
$194.0 (‐14.1%)
All Specialty Retailers 1. Independent Outdoor Specialty
Represents Bike and Run Specialty Available Spring 2011
2. Other Specialty All Chain Retailers 3. Outdoor Chain Specialty
$26.9
$20.8
29.5%
$95.8
$71.7
33.6%
4. Sporting Goods Retailers
$63.7
$65.8
(‐3.1%)
$390.4
$376.2
3.8%
5. Athletic/Urban/Mall Retailers
$6.4
$10.8
(‐40.2%)
$36.4
$55.9 (‐34.9%)
6. Internet/Catalog
$5.2
$5.8
(‐9.0%)
$44.0
$44.6
(‐1.5%)
7. Department Stores
$6.2
$7.0
(‐11.8%)
$36.9
$36.7
0.6%
$1.5
$1.7
(‐10.5%)
$6.8
$6.9
(‐0.8%)
$7.1
$8.9
(‐20.0%)
$33.1
$39.6 (‐16.4%)
$153.1
$155.8
(‐1.7%)
$810.0
$825.6 (‐1.9%)
All Volume Retailers
8. Family/Independent Footwear 9. Discount/Mass Stores Total All Channels
* Includes all product sales in outdoor channels **Only includes outdoor product sales
OIA members can access this and historical Monthly Trend Reports online via www.outdoorindustry.org/vantagepoint
NOTE: For Trade Channel and Retail Strata definitions see page 15. Please contact SportsOneSource for a full list of reporting retailers in each channel. © 2010
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Page 9
May 2010
Apparel Market Overview Category Trends While apparel sales were strong at outdoor retailers—both specialty and chain—the category showed significant declines in other key channels. Cool, wet spring weather drove Outerwear sales in the West‐ ern states. At the same time, the larger population centers in the East were experiencing some of the warmest spring temperatures on record, driving stronger sales in Spring/Summer Sportswear and Activewear. The end result was a very well‐balanced apparel market during the month of May, with healthy sales of more technical apparel slightly out‐pacing sales growth in the more fashion‐oriented products.
Key Observations: • Spring/Summer Outdoor Apparel sales were up in the mid‐teens for the month. • Outdoor Short Sleeve Active Tops witnessed the strongest growth for the month, with men’s product • •
• •
out‐pacing women’s. Sleeveless Active Tops also enjoyed solid growth in May but women’s product drove the vast major‐ ity of the sales. Outdoor Skirts, Skorts and Dresses reported very strong growth, more than doubling in volume for the month. This growth was driven primarily by Dresses, but Skirts and Skorts showed double‐digit gains as well. The majority of expansion in this category came from specialty retailers. Outdoor/Adventure Shorts delivered low‐single digit growth driven by men’s product. Outdoor outerwear was up in the mid‐single digits for the month, driven primarily by the unseason‐ able cool and wet weather from the Sierras to New England. Outdoor Shell Jackets were up in the
Featured Category Outdoor Raingear* Market Share — May 2010 by Retail Strata Chain Retailers SIERRA DESIGNS 8%
Volume Retailers
Specialty Retailers OTHER 10% THE NORTH FACE PATAGONIA PATAGONIA 21% 21% 31%
RAIN SHIELD 5%
OTHER 2%
OTHER 8%
STEARNS 6% THE NORTH FACE THE 7%
MARMOT 21%
COLUMBIA COLUMBIA 30% 30%
MARMOT 36%
NORTH FACE 41%
COLEMAN 9%
COLUMBI COLUMBIA A 52% PRIVATE 52% LABEL 13%
* Includes Jackets, Pants and Sets. Does not include paddle sports‐specific product.
NOTE: For Trade Channel and Retail Strata definitions see page 15. Please contact SportsOneSource for a full list of reporting retailers in each channel. Page 10
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May 2010
Outdoor Hardgoods Market Overview Sales Trends by Channel The Total Outdoor Specialty Channel Hardgoods Sales table below tracks sales of all hardgoods products reported in the OIA VantagePoint system and sold in outdoor specialty retailers, including non‐outdoor products; while the Outdoor Hardgoods Product Sales by Channel table reports sales for only outdoor hardgoods products in all channels that are tracked by OIA VantagePoint.
Total Outdoor Specialty Channel Hardgoods Sales*
Outdoor Channels
May 2010
May 2009
2009 YTD
($Millions)
% Change
2010 YTD
($Millions)
($Millions)
($Millions)
% Change
1. Independent Outdoor Specialty
$81.8
$74.3
10.0%
$279.1
$253.6
10.0%
2. Outdoor Chain Specialty
$74.7
$62.2
20.2%
$208.9
$180.9
15.5%
Total Outdoor Sales
$156.5
$136.5
14.6%
$488.0
$434.5
12.3%
Outdoor Hardgoods Product Sales by Channel**
Trade Channels
May 2010
May 2009
2009 YTD
($Millions)
% Change
2010 YTD
($Millions)
($Millions)
($Millions)
% Change
$76.9
$69.1
11.2%
$252.6
$227.8
10.9%
All Specialty Retailers 1. Independent Outdoor Specialty 2. Other Specialty
Represents Bike and Run Specialty Available Spring 2011
All Chain Retailers 3. Outdoor Chain Specialty
$46.0
$44.2
4.1%
$125.2
$117.4
6.6%
4. Sporting Goods Retailers
$133.1
$120.4
10.6%
$378.7
$349.2
8.5%
$1.4
$1.4
5.1%
$5.3
$5.0
5.8%
$42.7
$40.8
4.9%
$133.8
$122.9
8.9%
7. Department Stores
n/a
n/a
n/a
n/a
n/a
n/a
8. Family/Independent Footwear
n/a
n/a
n/a
n/a
n/a
n/a
9. Discount/Mass Stores
$187.8
$171.1
9.7%
$545.2
$498.8
9.3%
Total All Channels
$487.9
$446.9
9.2%
$1,441
$1,321
9.1%
5. Athletic/Urban/Mall Retailers All Volume Retailers 6. Internet/Catalog
* Includes all product sales in outdoor channels **Only includes outdoor product sales n/a — Not Applicable
OIA members can access this and historical Monthly Trend Reports online via www.outdoorindustry.org/vantagepoint NOTE: For Trade Channel and Retail Strata definitions see page 15. Please contact SportsOneSource for a full list of reporting retailers in each channel. © 2010
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Page 11
May 2010
Outdoor Hardgoods Market Overview Category Trends Equipment sales continued to see a strong upswing in May, making this the second month in a row of sales growth after a rocky start to 2010. Technical backpacking gear saw nice increases and select camping commodity items, like stove fuel and food, were up for the month implying that more people are getting outside and camping.
Key Observations: • Select types of backpacking equipment delivered strong sales for the month. Internal Frame Pack
sales were up in the low‐single digits; while down and synthetic mummy bags were both up consid‐ erably for May. Headlamps and Three‐Person Backpacking Tents were also strong categories. • High ticket Family Camping Equipment, like larger tents and rectangular sleeping bags saw declining
sales in May. However, other categories enjoyed strong increases, such as Two‐Burner Stoves and Electric Coolers, both of which delivered double‐digit increases for the month. • The momentum behind water bottle sales has clearly evaporated. May marks the second month in a row of declines and the downturn is accelerating. After two years of double‐digit growth, water bot‐ tle sales are now shrinking as fast as they were growing at the same time last year. • The paddle sports market appears to be immune from consumer fears of high‐ticket shopping. The category is clearly shifting towards higher‐end and higher price‐point merchandise. Cheap sit‐on‐top kayaks and general purpose canoes saw sales decline considerably during the month. However, higher‐end categories experienced double‐digit increases in May.
Featured Category Tents, Shelters and Related Accessories Market Share — May 2010 by Strata Chain Retailers OTHER 22%
SPORTSPOWER SPTPWR 8% 8%
COLEMAN COLEMN 13% 13%
Volume Retailers
Specialty Retailers SIERRA VARIFLEX DESIGNS VARFLEX 57% 57% 7%
OTHER 13% MOUNTAIN MTN HARDWEAR HARDWR 27% 27%
CASCADE DESIGNS 7% THE NORTH FACE 9%
E‐Z UP 7%
OTHER 14%
COLEMAN 8%
BIG AGNES 14%
MARMOT MARMOT 23% MTN 23%
VARIFLEX 21%
PRIVATE LABEL 50%
NOTE: For Trade Channel and Retail Strata definitions see page 15. Please contact SportsOneSource for a full list of reporting retailers in each channel. Page 12
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May 2010
A Look Ahead... June 2010 While May signaled the start to summer weather in some mountain regions, there were still reports of snow falling in many Rockies areas late in the month. By June, summer will be in full swing throughout the lower 48 states and retailers will be looking forward to strong 4th of July weekend sales—which fall into the fiscal month of June. The warmer weather should prompt increased sales in many seasonal categories. While the economy is certainly a major concern, it is clear that the outdoor industry enjoys a certain degree of insulation. Sales in June will be driven more by weather than macro‐economic factors. Expect apparel to slowly reverse the downturn it suffered in non‐outdoor channels and continue growth at the Outdoor Specialty and Outdoor Chain retailers. Footwear should continue to enjoy strong growth and out‐pace the rest of the outdoor market, thanks again to the expanded distribution models common among outdoor footwear brands. With summer camping season well underway, backpacking equipment and family camping equipment should see stronger sales in June. Increases in participation will continue to drive sales of stove fuel and camping food.
OIA members can access this and historical Monthly Trend Reports online via www.outdoorindustry.org/vantagepoint
© 2010
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Page 13
May 2010
Methodology OIA VantagePoint, powered by SportScanInfo, is a powerful retail point‐of‐sale (POS) tracking system de‐ signed specifically for manufacturers and retailers in the active outdoor lifestyle industry. OIA Vantage‐ Point provides OIA members with critical, in‐depth and detailed business intelligence; includes informa‐ tion from over 10,000 retail doors carrying outdoor products; and highlights data from nine trade chan‐ nels across eight geographic regions. Those channels range from full‐line sporting goods and outdoor specialty to family footwear, department stores and Internet/catalogs. The weighting algorithm for the data projected on the OIA VantagePoint system has been vigorously re‐ viewed and tested. The data presented are based on a number of factors—including raw point‐of‐sale data delivered by retailers each week, input from industry trade associations, industry manufacturers, surveys, marketing companies, and the retailers themselves. Our research helps us develop a market picture that provides insight into estimated sales by category and by retail channel. The weight given to a specific Retail Channel for a specific category is based on our ongoing research and analysis—that helps determine the estimated percentage of total sales that Trade Channel represents of total sales for a specific category. Once all sales for a given product are calculated they are rounded to the nearest Unit/Dollar. Notes: The population of mass merchants does not include Walmart or Target Stores, and no attempt is made to project for Walmart or Target stores. Products not sold through one of the OIA VantagePoint reporting retailers will not be reported. Sales of products sold only by OIA VantagePoint reporting retailers but not identified as such, may be overstated. For an in‐depth description of the retail channels and methodology used to calculate market size projec‐ tions, please visit the Methodology page under the Help section at OIAVantagePoint.com.
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May 2010
Retail Trade Channels Specialty Retailer Strata Specialty Retailers include those retailers that sell products targeting a specific activity, such as running, bicycling, skiing, hiking, hunting, fishing, or outdoor activities. Specialty retailers sell sport‐ or activity‐specific footwear, apparel and hardgoods, and have less than 25 retail doors. • Independent Outdoor Specialty Independent Outdoor Specialty retailers focus on products that are specific to outdoor activities. These stores are generally seen as aspirational destinations. • Other Specialty Other Specialty Retailers include activity specific retailers exclusive of the general Outdoor Specialty channel. This would include bike or run specific retail stores that are not focused on products that are specific to outdoor activities.
Chain Retailer Strata Chain Retailers include those retail stores that are part of a national or regional chain with more than 25 stores. • Outdoor Chain Specialty Outdoor Chain Specialty retailers include retailers that primarily sell outdoor products and have more than 25 stores. • Sporting Goods Retailers Sporting Goods retailers sell athletic and outdoor footwear, apparel, plus team and individual sports hardgoods, where hardgoods make up at least a third of total sales. Sporting Goods retailers carry a full‐line of sporting goods and team sports related products. This channel excludes Mass Retailers where non‐athletic product sales account for a majority of sales. • Athletic/Urban/Mall Retailers Athletic/Urban/Mall retailers primarily sell athletic footwear and/or apparel and may carry some hardgoods items serving the 12‐ to 24‐year‐old demographic. These retailers receive allocated footwear product and are generally seen as aspirational destinations.
Volume Retailer Strata Volume Retailers include those large retail stores that are part of a national or regional chain. Volume Retailers tend to be big box formats with higher square footage than the Specialty or Chain Retailers. The Volume footwear retailers tend to allocate more sales floor space specifically to footwear products than Chain retailers. • Internet/Catalog Internet/Catalog retailers conduct a majority of their sales through the Internet or catalogs. • Department Stores Department Stores include those retailers that sell outdoor footwear and apparel, but non‐outdoor products may account for a majority of sales. Retailers in this group do not get key designer apparel brands and focus their efforts on the family‐oriented and price‐conscious consumer. • Family / Independent Footwear Family Footwear Stores includes retailers that sell athletic and outdoor footwear, but non‐outdoor product sales may account for a majority of sales. Retailers in this group focus their efforts on the family‐oriented and price‐conscious consumer. Independent Footwear stores are not part of any national chains. • •
© 2010
Discount/Mass Stores Discount retailers generally sell discounted product, close‐out product or non‐branded product at sharper discounts. Retailers in this group do not generally sell key designer brands or top‐tier outdoor footwear or apparel brands. OIA VantagePoint does not project for Walmart or Target Stores.
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