Snowboard Boot Sales - Transworld Business

Transcription

Sales, Fails And Silver
Linings: The State Of The
Industry
Kelly Davis, SIA
2012 TransWorld Snow Conference
SNOWBOARD DATA
PRESENTATION
News from the Market
•  US Economy Recovering – sans snow
•  European Recession – with snow
•  Prices likely to increase, e.g. consumer
prices increasing for food (4.7%) and
apparel (4.6%)
?
•  Asian production costs rising
•  Snow Sports – Scarce Snow
•  Snowboard Equipment sales Aug –
Jan down 7% $, 11% units
•  Snowboard apparel sales down
14% $, 15% units
Mammoth Mountain Jan 2012
Sources: Bureau of Labor Statistics CPI, Unemployment Situation, employment by educational attainment, Dec 2011 –Seasonally Adjusted. U.S.
Census Bureau, Conference Board Consumer Confidence Survey Dec 2011
Snowboard Retail
Windward Board Shop, IL
In-season sales reached $216M down 4% or $18M through January due to lack of snow
Snowboard Category Sales - Aug - Jan
Channels:
  Specialty, $152M – down11% in units and down 8% in dollars
  Internet, $53M - up 2% in units and up 7% in dollars
  Chain Stores, $29M – down 23% in units and down 21% in dollars
Categories
  Boards $110M - down 9% in units and down 7% in dollars
  Boots $67M - down 12% in units and down 7% in dollars
  Bindings $57M - down 12% in units and down 8% in dollars
Topline RetailTRAK™ Carryover included in data above – carryover excluded in data below
Inventory units: up 25% overall, up 25% in boards, up 19% in boots, and up 40% in
bindings – in-season equipment only through January 31, 2012
Margins: Specialty snowboard category margins were down 1% overall through January
Sell-through: Specialty sell through of in-season snowboard equipment down 13%
overall through January. Down 11% in boards, down 11% in boots, down 17% in
bindings
Source: *SIA RetailTRAK™ BY The Leisure Trends Group, August to January 2012
Snowboard Equipment Regional Sales
Aug – Jan 2012
West Specialty Sales $54M,
down 4% in $, down 8% units
Northeast Specialty Sales
$52M, down 10% in $, down
15% in units
Midwest Specialty Sales $23M,
down 9% in $, down 8% in
units
South Specialty Sales $23M,
down 14% in $, down 13% in
units
Source: SIA RetailTRAK by Leisure Trends Group , Topline Regional Category
Looking Ahead - Market Trends
2012/2013
•  Orders 2011/2012 weak
•  Early closeout sales may cut margins
•  Better Snow – stop the bleeding
?
•  Equal or Lesser Snow = trouble
•  Stronger economy = higher prices
•  Production costs rise again
•  New paradigm in park and pipe product
sales – outerwear and tertiary lifestyle
trends
Mammoth Mountain 2012/2013?
Snowboard Participants
8,196,000 Snowboarders
•  Snowboard’s bigger core
•  Girls going sideways
•  War in the Park?
Alpine ski core = 2,708 with 7.4 avg. days compared to 11.7 avg. for snowboard
Alpine ski core = 2,708/11,504 (23%) Snowboard = 2,783/8,196 (34%)
Source: SIA Snow Sports Participation Study 2008 – 2011 produced by the Physical Activity Council
Snowboard Participation Growth
Opportunities
Photo Credit: Mark Manual Photography
Snowboard youth = 31% of all riders
More Female Riders
3000
Female Participants ('000s)
2500
2000
1500
1000
500
0
18-24
25-34
35-44
45-54
55-64
65+
Total
Female Riders 2008/2009
17 and
Under
698
631
545
205
87
39
0
2205
Female Riders 2009/2010
651
797
895
219
129
66
8
2765
Female snowboard participation up 25% overall
•  up 44% in the 18-35 age bands
Diversity in the Park
Diversity in the Terrain Park
Snowboard
Alpine Ski
Freestyle Ski
71.0%
64.0%
53.0%
16.0%
16.0%
12.0%
Caucasian/White
Asian/Pacific Islander
15.0%
14.0%
10.0%10.0%
Latino
7.0%
5.0%
African American/Black
3.0% 3.0% 2.0%
Other
Snowboard and freestyle ski bring more diversity into the snow sports market.
New Trends
“Urban Woodsman”
Ski vs. Board 2012 - Park and Pipe
War
or
Strained
Coexistence
or
Mutually Beneficial Coexistence
Snowboard and Ski Sales Trends
Ski and Snowboard Sales 15 Year Trend
1,600,000
1,400,000
Units Sold
1,200,000
All Boards and Skis Sales,
1,116,000
1,000,000
800,000
Ski Sales units, 634,000
600,000
400,000
200,000
0
Source: SIA RetailTRAK™ data produced by the Leisure Trends Group
Snowboard Sales, 482,000
Twin Tip Skis vs. Snowboard
Twin Tip Skis as a Percent of Freestyle Snowboard Sales
Twin Tip Skis as a % of Freestyle snowboard Sales
78.9%
66.2%
42.5%
2008/2009
44.5%
2009/2010
2010/2011
2011/2012p
What Do Snowboarders
Do When Not Riding?
•  48% Bowl
•  40% Play Pool
•  44% Run
•  35% Ride a Road Bike
•  34% Alpine Ski
•  33% Play Basketball
Production Trends
Photo courtesy of TransWorld Business – Jim Ayo at Mervin
2011 annual wage $2,250 up 22%
2011 annual wage $1,152 up 11.5%
2011 annual wage: $943 up 15%
Sources: Jeremy Rubman (pros/cons), labor rates from IMF World Economic
Outlook, Oct 2010
2011/2012 Weather: La Niña Conditions?
What Happened?
Source: National Oceanographic and Atmospheric Administration, Climate Prediction Center, ENSO
2012/2013 Weather – What Next?
Year
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
La Niña
DJF
-1.7
-0.7
-0.2
1.1
0.3
0.6
-0.9
0.7
-1.5
-0.9
1.6
-1.4
-0.9
JFM
-1.5
-0.6
0
0.8
0.2
0.4
-0.7
0.3
-1.5
-0.8
1.4
-1.3
FMA
-1.1
-0.5
0.1
0.4
0.1
0.3
-0.5
-0.1
-1.2
-0.6
1.1
-1
El Niño
MAM
-0.9
-0.3
0.3
0
0.1
0.3
-0.3
-0.2
-0.9
-0.2
0.7
-0.7
NDJ
-0.8
-0.3
1.3
0.3
0.7
-0.8
1
-1.4
-0.7
1.6
-1.5
-1
Neutral
Looking Ahead: Threats and Opportunities
Photo Credit: Mikkel_BearMtn_Blotto, Burton
Appendix
Full Mid-season Snowboard hardgoods and softgoods category retail
data including:
•  Units sold Aug– Dec 2011/2012
•  Dollars sold Aug–Dec 2011/2012
•  4 Season – mid-season sales trends: board, boots, bindings
•  Inventories - December
•  Sell-Through – December
•  Camber Trends
•  Best Sellers -Equipment
Snowboard Equipment Unit Sales Trends
Aug – Dec 2008/2009 – 2011/2012
Aug - Dec Unit Sales Trends
1,000,000
900,000
800,000
Units Sold
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
Aug - Dec
2008/2009
276,082
Aug - Dec
2009/2010
259,273
Aug - Dec
2010/2011
282,643
Aug - Dec
2011/2012
281,229
Snowboard Boots
351,201
332,152
344,768
321,526
Snowboard Bindings
328,962
283,429
317,789
299,414
Total Snowboard Equipment
956,245
874,854
945,200
902,170
Snowboards
Source: SIA RetailTRAK™ produced by the Leisure Trends Group. Does not include carryover sales data.
Snowboard Equipment $ Sales Trends
Aug – Dec 2008/2009 – 2011/2012
Aug - Dec Dollar Sales Trends
$200,000,000
$180,000,000
$160,000,000
Dollars Sold
$140,000,000
$120,000,000
$100,000,000
$80,000,000
$60,000,000
$40,000,000
$20,000,000
$0
Snowboards
Aug - Dec
2008/2009
$78,224,159
Aug - Dec
2009/2010
$72,593,681
Aug - Dec
2010/2011
$86,050,504
Aug - Dec
2011/2012
$86,248,355
Snowboard Boots
$47,646,077
$45,306,894
$51,648,234
$50,208,830
Snowboard Bindings
$42,684,709
$37,095,626
$45,481,611
$44,599,524
Snowboard Equipment
$168,554,945
$154,996,201
$183,180,349
$181,056,709
Snowboard Sales December Sales Trends
December Snowboard Sales Trends by Channel
2008/2009-2011/2012
140,000
120,000
Units Sold
100,000
80,000
60,000
40,000
20,000
0
2008/2009 Dec
2009/2010 Dec
2010/2011 Dec
2011/2012 Dec
Snowboards Chain
19,654
17,505
15,472
12,192
Snowboards Specialty
78,477
76,135
81,462
71,865
Snowboards Internet
22,086
25,632
24,948
24,967
Snowboards All Stores
120,217
119,271
121,882
109,024
Snowboard Boot Sales
December Snowboard Boots Sales 2008/2009 - 2011/2012
200,000
180,000
160,000
Units Sold
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
2008/2009 Dec
2009/2010 Dec
2010/2011 Dec
2011/2012 Dec
Snowboard Boots Chain
48,470
37,769
33,907
27,366
Snowboard Boots Specialty
113,537
116,057
121,230
99,976
Snowboard Boots Internet
20,879
22,574
20,404
21,617
Snowboard Boots All Stores
182,886
176,399
175,541
148,959
Source: SIA RetailTRAK™ produced by the Leisure Trends Group. Does not Include carryover sales data
Snowboard Bindings Sales
December Snowboard Bindings Sales 2008/2009 - 2011/2012
180,000
160,000
140,000
Unit Sales
120,000
100,000
80,000
60,000
40,000
20,000
0
2008/2009 Dec
2009/2010 Dec
2010/2011 Dec
2011/2012 Dec
Snowboard Bindings Chain
44,525
31,977
24,579
18,050
Snowboard Bindings Specialty
97,817
91,257
103,159
87,162
Snowboard Bindings Internet
24,254
22,714
24,988
26,722
Snowboard Bindings All Stores
166,595
145,949
152,727
131,933
Source: SIA RetailTRAK™ produced by the Leisure Trends Group. Does not Include carryover sales data
Snowboard Equipment Inventory and
Sell-Through Trends
Sell Through (Current Month Only)
as values
Prior Season to Date
Season to Date
Season to Date Change
Season to Date
Growth
Snowboards
63.52%
57.37%
-6.16%
-9.69%
Snowboard Boots
60.26%
53.72%
-6.54%
-10.85%
Snowboard Bindings
64.58%
55.17%
-9.41%
-14.57%
Snowboard Equipment
62.63%
55.30%
-7.33%
-11.70%
Prior Season to Date
Season to Date
Season to Date Change
Season to Date
Growth
Snowboards
162,314
209,009
46,695
28.77%
Snowboard Boots
227,358
276,963
49,606
21.82%
Snowboard Bindings
174,281
243,262
68,981
39.58%
Snowboard Equipment
563,953
729,234
165,282
29.31%
Inventory Units
as values
Source: SIA RetailTRAK™ produced by the Leisure Trends Group. Does not Include carryover sales or junior equipment
Snowboard Equipment Sales
Camber Trends
Snowboard Camber Trends - Percent of Total Boards Sold
Full Season 2008/2009 - 2010/2011 and Aug - Dec 2011
Normal Camber
Reverse Camber
72.19%
63.89%
65.35%
52.32%
47.68%
34.65%
36.11%
27.81%
2008/2009
2009/2010
2010/2011
2011/2012
Source: SIA RetailTRAK™ produced by the Leisure Trends Group. Does not Include carryover sales or junior snowboard equipment sales data
Snowboard Equipment
Best Sellers (Aug – Dec) 2011/2012
Adult, In-Season Models (Alpha Order)
Best Selling Boards
Best Selling Boots
Best Selling Bindings
• 
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Burton Blunt Series
Burton Clash Series
Burton Custom Flying V
Series
Burton Feather
Gnu Carbon Credit BTX
Series
Burton Invader
Burton Mint
Burton Moto
Burton Ruler
Ride Anthem Boa
Burton Custom
Burton Freestyle
Burton Mission
Ride EX
Ride LX
Thank You
•  Contact SIA – Kelly, Dave, Ed, Reddy
 
 
 
 
Market Intelligence
Trade Show
Membership
More
•  More Data – See Appendixes for Mid-Season (Aug – Dec) OR go to
TransWorld Business online for a full set of Aug – January data
 
 
 
 
 
Units Sold
Dollars Sold
Inventory Units
Margins
Sell-Through

Snowboard Boot Sales - Transworld Business

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