Outdoori Summer 2003 State-of-Trade retails Survey
At the beginning of July we mailed out a questionnaire to 40 retailers. By the cut off date of 28th we had received a 52% return. These retailers represent a balanced geographical spread and represent multiples, chains and independents. However, it should be noted that each buyer only has one say so the survey is not weighted against the size of the retailer and the volume sold.

Summary - Lifestyle and lower prices are the current driving force
Confidence is a fickle faculty according to outdoor retailers. Only 42.8% felt more confident than last year - this compares with 90% in 2002, although it should be noted that this was compared with 2001, the year of FMD. In terms of the fastest growing product category, footwear was first followed by adventure travel, general clothing. Accessories, athletic outdoor and base layer were also named.

Lower prices, increased participation and lifestyle were contributory factors in current sales although of those that considered that the market was growing (over half - 52.4% thought that the specialist sector was static while a conclusive 95.2% consider that the general outdoor market is growing) believe that the growth was coming from lifestyle products and lower prices.

Survey
In terms of business confidence compared with 12 months ago, do you feel:
More confident 42.8%
Less confident 33.3%
No different 23.8%

What's your fastest growing product category overall?
Footwear 33.3%
Adventure travel 23.8%
General clothing 14.3%

What do you believe are the major contributory factors currently driving sales?
Lower prices 38.1%
Increase in outdoor participation 33.3%
Lifestyle/fashion 33.3%
New product innovation 23.8%
Product performance/quality 19.0%

Do you think that the SPECIALIST outdoor market is:
Growing 28.6%
Declining 19.0%
Static 52.4%

Do you think that the GENERAL outdoor market is:
Growing 95.2%
Declining
Static 4.8%

If you believe that the market is growing where is the growth coming from:
Lifestyle/fashion 57.1%
Increase in outdoor participation (new activities) 42.8%
New/replacement product / 9.5%
Other. Cheaper product/ 9.5%

Best and Worse Supplier
Aware of the highly competitive nature of the outdoor trade, service is now a key issue. We asked retailers who they considered the best/worse suppliers. In terms of the best supplier, Berghaus were first followed by The Mountain Boot Company and Lifesystems. Others named included Brasher, Lyon Eq, Mountain Eq and Patagonia. Berghaus and The North Face emerged as offering the best promotional advertising support. On the reverse side Karrimor and Merrell were named as the most difficult suppliers to deal with together with The North Face and Nike ACG.

Who do you rate as the best supplier in the Trade?

Berghaus 38.1%
Mountain Boot Company 14.3%
Lifesystems 14.3%
In your opinion which supplier offers the best promotional/advertising support?
Berghaus 38.1%,
The North Face 19.0%
Which supplier is the most difficult to work with?
Karrimor 19.0%
Merrell 19.0%
The North Face 14.3%
Nike ACG 14.3%

CONTACT

Outdoori
PO Box 50, Kendal
Cumbria LA9 4GW, UK

T: +44 (0)1539 730400
F: +44 (0)1539 725514
E: peter@outdoori.com