Outdoor Product Sales Improve in August
Solid Growth in Apparel and Hardgoods Again Drive Positive Outdoor Product Sales
Sales of outdoor products increased 2.9 percent in fiscal August to $868.2 million according to the latest monthly sales report from OIA VantagePoint™. As in fiscal July, Outdoor Hardgoods and Apparel posted solid sales while Footwear again struggled. The National Accounts Internet, Specialty Internet, and Discount/Mass trade channels once again provided the strongest growth in outdoor product sales for the four-week period ended August 31, 2013.
Outdoor Apparel sales rose 6.0 percent to $160.8 million, down slightly from the July growth rate but still well above levels seen since April. The growth in apparel was driven primarily by sales increases in Outdoor Outerwear as well as Outdoor Sportswear. Outdoor Active Bottoms (specifically Active Shorts) remained weak for the month. In Outdoor Market Accessories, Socks, Headwear, and Handwear sales all declined.
Outdoor Footwear sales continued its downward trend in fiscal August, with sales down 12.9 percent to $204.3 million. Most Outdoor Footwear categories declined for the month, with the exception of Technical Hiking and Trail Shoes, which were the only primary categories to post positive growth.
Sales of Outdoor Hardgoods increased 10.0 percent to $503.1 million in fiscal August, a slight increase in the growth trend compared to the previous two months. Most Hardgoods categories increased over the comparable month last year, with the exception of the Outdoor Electronics and Trailers/Racks categories. Sales of Camping Equipment, one of the largest segments within Outdoor Hardgoods, had double-digit growth for the month.
The National Accounts Internet, Specialty Internet, and Discount/Mass channels continued to gain share of outdoor product sales. National Accounts Internet accounted for 8.1 percent of the outdoor product sales tracked by SportScanInfo for OIA VantagePoint™ (up from 7.1 percent in August 2012), Specialty Internet accounted for 6.3 percent of sales (up from 5.6 percent in August 2012), and Discount/Mass Retailers accounted for 5.6 percent of sales (up from 4.9 percent in August 2012).
Final results for the month are published monthly in the OIA VantagePoint™ monthly trend report, available free of charge to Outdoor Industry Association® (OIA) members. For more information about becoming an OIA member, visit outdoorindustry.org/join or contact the OIA membership team at 303.444.3353.
OIA VantagePoint is the first and only “full market” weekly point-of-sale data reporting platform built specifically for the outdoor industry. OIA VantagePoint monthly trend reports provide the broadest and most timely view of outdoor product sales available. Category reports are available at no charge to Outdoor Industry Association members and provide comprehensive visibility into the outdoor marketplace by tracking weekly point-of-sale data from more than 10,000 retail doors and websites that carry outdoor products, including nearly 450 specialty locations. It is the broadest view of both brick-and-mortar and Internet sales of outdoor products available in the market. In-depth sales information is available online within four days of the prior-week close — a competitive advantage for businesses, who can shift critical resources and react quickly to ever-changing consumer preferences.
Outdoor Industry Association
Based in Boulder, CO, with offices in Washington, D.C., Outdoor Industry Association is the leading trade association for the outdoor industry and the title sponsor of Outdoor Retailer. OIA supports the growth and success of more than 4,000 manufacturers, distributors, suppliers, sales representatives and retailers of outdoor recreation apparel, footwear, equipment and services. For more information, visit outdoorindustry.org or call 303.444.3353.
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. SportScanInfo, SSI Performance, and OIA VantagePoint reportsare developed utilizing a proprietary SportsOneSource technology platform to compile, aggregate, and disseminate retail point-of-sale trending information. The SportsOneSource Group also publishes the Sports Executive Weekly and The B.O.S.S. Report executive newsletters, along with the SGB and SGB Performance print publications and their related online, email and digital products. For more information about The SportsOneSource Group or OIA VantagePoint™, call 303.997.7302 or email OIAVantagePoint@SportsOneSource.com.
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