Fall - InsideOutdoor Magazine

Data Points
Numbers worth noting
by Martin Vilaboy
Minimalist Mindshare
Full three-quarters of “active Americans” are aware of
the “barefoot” or minimalist concept for footwear design,
according to a recent survey from Leisure Trends Group, and
among those 75 percent of respondents who are aware, 46
percent say they have tried or are considering trying footwear
in this category. However, when asked what activities they
would consider for minimalist shoes, the panel of active
Americans largely associated the movement with water
sports rather than running. Perhaps some are confusing slipon
water shoes for minimalist kicks.
Activities Will Use “Barefoot”/Minimalist Footwear
Kayaking 13%
Canoeing 11%
Beachwear 10%
Other water sports 10%
Boating 9%
Runs of 2 miles or less 9%
Casual wear 8%
House shoes 7%
Fishing 5%
Runs longer than 5 miles 5%
Yoga Structuring an Earnout 4%
Aerobics 3%
Other Issues for Consideration 3%
None of the above 4%
• Accounting
• Earnout Amount
Source: Leisure Trends Group
• Availability of Capital
• Earnout Period
• Management
Conflicting Reports
• Performance Goals
• Change in Control
• Payment Schedule
Some may say that channel conflict is simply a foregone
• Tax Impact
• Operational Integration
conclusion of today’s retail environment, but that’s not to say
retailers are happy about it. Almost two-thirds of retailers
surveyed by Shopatron said they would reduce spending with
brands that sell direct to consumers. That’s up from 51 percent
Would your buying patterns change
for large brands that you already stock
if they decided to start selling direct
to customers on their Web site
who said the same thing in 2009, suggesting that retailers
are not growing more comfortable with the practice as more
and more manufacturers Structuring adopt the direct an strategy. EarnoutMore than
one in 10 retailers said they Issues would for stop Consideration buying from the brand
altogether.
• Accounting
• Earnout Amount
QR • Code Availability of Readers
Capital
• Earnout Period
Among • Management the 14 million mobile users in • the Performance U.S. who Goals have
scanned a QR code with their smartphone, according to
• Change in Control
• Payment Schedule
comScore counts, the most likely place the scanning took place
was at • Tax home Impact in a printed magazine or newspaper. • Operational Nearly Integration half
of respondents scanned a QR code from a printed publication,
while product packaging was the second most common source.
QR Code
Source of Scanned QR Code Audience
% of QR Code
Would your buying patterns (000) change Audience
Printed for magazine large or brands newspaper that you 7,138 already stock 49.4%
Product if they packaging decided to start 5,101 selling direct 35.3%
Website to customers on PC on their Web 3,957 site 27.4%
Poster or flyer or kiosk 3,393 23.5%
Yes, I would stop buying
Business card or brochure from that Brand 1,94011%
13.4%
Storefront Yes, I would buy as little as possible 1,850 12.8%
TV from the brand 1,693
19%
11.7%
Total audience Yes, I would reduce my buying 14,452 100%
from that brand
34%
Location When Scanning QR Code
At home
No, I would not change my buying
from that brand
8,382 13% 58%
Retail store 5,688 39.4%
Grocery store I am not Polartec sure 3,546 NeoShell 23% Outperforms 24.5% in Dynamic
At work 2,844 19.7%
Source: Shopatron
Outside or on public transit 1,827 18000 12.6%
Restaurant 1,095 16000 7.6%
Source: comScore MobiLens, June 2011
14000
12000
For those who complain that the 10000 Outdoor Retailer trade
Outdoor Participation, 2006 8000 to 2010
Total Outdoor Outings
6000
11.6 Billion 11.4 Billion 11.2 Billion
4000
10.1 Billion 10.1 Billion
HIGH
breathability
Going Inorganic
LOW
breathability
Water Vapor Flux g/m 2 /24hrs
Yes, I would stop buying
from that Brand
Yes, I would buy as little as possible
from the brand
Yes, I would reduce my buying
from that brand
No, I would not change my buying
from that brand
11%
19%
13%
34%
Number of Participants
0 25 50 75 100 125 150 175 2
Pressure Drop Across Sample (PA)
138.4 Billion
137.8 Billion 137.9 Forces Billion air through fabric to illustrate the effect o
135.9 Billion wind and movement on breathability
134.4 Billion
Participation Rate
Source: Polartec
No air
movement
49.1% 50.0% 48.6% 48.9% 48.6%
Slight air
movement
Increasing
air movement
I am not sure
23%
Source: Shopatron
8 | InsideOutdoor | Fall 2011
2006 2007 2008 2009 2010
Source: Outdoor Industry Association