#SIAdata 2015 SIA SNOW SPORTS MARKET INTELLIGENCE REPORT DESCRIPTIVE SUMMARY $125 zeal optics 15-SIA-027 Descriptive Summary_sherry_MECH.indd 1 10/22/15 3:36 PM CONTENTS CHANNEL FOCUS 6 REGIONAL FOCUS 8 WOMENS SPECIFIC FOCUS 9 DOWNHILL SKI FOCUS 10 SNOWBOARD FOCUS 14 NORDIC FOCUS 18 BACKCOUNTRY FOCUS 20 APPAREL FOCUS 22 EQUIPMENT FOCUS 26 tim zimmerman 15-SIA-027 Descriptive Summary_sherry_MECH.indd 2 10/22/15 3:36 PM According to data produced by the NPD Group for SnowSports Industries America, snow sports 2014/2015 market sales totaled $4.5B for the 2014/2015 season, up 2% compared to the 2013/2014 season. SEASON Total market projections are based on retail data collected by The NPD Group from the Point of Sale BRINGS systems of more than 1,200 snow sports retailers in specialty, chain and online retail sales channels. $4.5B INTO THE SNOW Overall, categories including outerwear, handwear, baselayer, snow boots, and headwear sold very well this season but equipment and many equipment accessories like goggles and helmets sales declined SPORTS compared to the 2013/2014 season. Outerwear sales including insulated, shell, soft shell and fl eece MARKET tops and bottoms were up 9% to $1.8B. Equipment sales including alpine, alpine touring, snowboard, cross country, telemark, and adjustable poles dropped 7% to $839M. Equipment accessories including racks, protective pads, helmets, goggles, racks, and snowshoes declined 3% to $331M. Selected apparel accessories sales including total headwear, handwear and baselayer sales increased 5% to $556 million through March. Digital cameras continued a sharp upward trend with $55M in sales, up 10% compared to the 2013/2014 Season. Digital camera sales have doubled in the past 4 seasons. snow sports market sales totaled $4.5 billion up 2% for the 2014/2015$$$ season compared to the 2013/2014 season #siadata 3 15-SIA-027 Descriptive Summary_sherry_MECH.indd 3 10/22/15 3:36 PM Weather conditions across the country dictated snow sports market performance and there were MOTHER extreme conditions in the various regions that left their mark this season. The impacts of heavy NATURE: snow and temperatures that dipped far below average in the Northeast, drought in the Sierras, A DRIVING warmer than average temperatures in the Pacifi c Northwest and sporadic conditions in the Rocky FORCE Mountains were felt in the sales results and in resort visit patterns. In fact, according to National Ski Areas Association (NSAA), resort visits in the Pacifi c Northwest were down more than 30% this season, and resort visits were down nationwide 5% by the end of the season. “Visitation nationally was variable by month, although weakest later in the season. On an overall national basis, visits were up 7% in October/November, down 4% in December, up 12% in January, down 10% in February, down 13 percent in March, and down 28% in April. Patterns were variable by region, although all regions enjoyed increases in January, and all regions experienced losses in February, March (except for a slight uptick in the Northeast), and April (except for gains in the Southeast).” Source: 2015 NSAA Kottke End of Season Report 4 15-SIA-027 Descriptive Summary_sherry_MECH.indd 4 10/22/15 3:36 PM NATIONAL SNOW ANALYSIS 2014/2015 snow depth 2013-02-10 06 utc inches thousands of feet 0 0.39 2 3.9 9.8 20 39 59 98 197 295 394 787 0 1.6 3.3 4.9 6.6 8.2 9.8 11 13 15 0 1 5 10 25 50 100 150 250 500 750 1000 2000 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 cm elevation (km) Source: NOAA National Operation Hydrological Remote Sensing Center data, National Snow Analysis 5 15-SIA-027 Descriptive Summary_sherry_MECH.indd 5 10/22/15 3:36 PM CHANNEL FOCUS SPECIALTY SALES Sales by Channel DECLINED Specialty sales reached $2.4 billion, down 4% in dollars sold and down 5% in units sold AS CHAIN Chain sales reached $1.2 billion, up 10% in dollars sold and up 9% in units sold AND ONLINE Online sales reached $997 million, up 4% in dollars sold and up 3% in units sold SALES GREW SNOW SPORTS 2011/2012 - 2014/2015 SALES BY CHANNEL all channels snow chain snow internet snow specialty Dollars $5,000,000,000 Sold $4,500,000,000 $4,000,000,000 $3,500,000,000 $3,000,000,000 $2,500,000,000 $2,000,000,000 $1,500,000,000 $1,000,000,000 $500,000,000 $0 8 months (aug‘11 - Mar‘12) $3,926,072,305 $952,487,530 $783,497,966 $2,190,086,809 8 months (aug‘12 - Mar‘13) $4,052,040,706 $993,565,197 $883,454,408 $2,175,021,101 8 months (aug‘13 - Mar‘14) $4,426,308,227 $1,022,136,997 $956,452,980 $2,447,718,250 8 months (aug‘14 - Mar‘15) $4,505,686,720 $1,157,726,736 $997,062,247 $2,350,897,737 Source: SIA Snow Sports Retail Data produced by The NPD Group 6 15-SIA-027 Descriptive Summary_sherry_MECH.indd 6 10/22/15 3:36 PM chain store sales Specialty shops sales fi nished the season down 4% to $2.4 billion and accounted grew for 52% of all sales in the snow sports market. Outerwear sales increased 5% in specialty to $720 million. Apparel accessories including baselayer, handwear and headwear were down slightly (1%) to $86M. Specialty retail shops rental equipment 13% in dollars sold to revenue increased 14% to $219 million. Specialty equipment sales were down 9% to $601M this season; alpine equipment sales were down 10% in dollars sold to $1.2 billion $423M, Snowboard equipment sales decreased 7% in specialty shops to $146M, in 2014/2015 and cross country equipment sales languished with a 12% drop in sales to $23M. One bright spot in equipment sales was alpine touring equipment, sales increased 18% to $7.2M through March. Selected equipment accessories sales including helmets, goggles, racks, cameras, pads, and backcountry accessories sales fell 7% outer- in the specialty shop channel to $191M. wear Chain store sales grew 13% in dollars sold to $1.2B in 2014/2015 according to sales NPD. Chain sales were driven by increases in sales of outerwear (up 15% to $506M) and apparel accessories including handwear, headwear and baselayer (up 15% to were $202M), alpine equipment (up 5% to $27M), cross country equipment (up 27% to $5.8M) and winter footwear (up 8% to $91 million). Action camera sales went up through the roof in the chain channel with $23M in sales, a 35% increase. Online sales of snow sports equipment fell 4% in dollars sold to $177 million, 11% according to NPD, about $8 million less than the 2013/2014 season. Alpine equip- ment sales made online were off 7% in dollars sold, cross country equipment sales online were down 18% in dollars sold to $6.2M, and snowboard equipment sales totaling to $83M were fl at in dollars sold. Outerwear sales were up 11% online to $487M, representing nearly half all snow sports internet dollar sales. Selected apparel $487 accessories enjoyed strong sales growth online; handwear sales were up 17% to million $33M, headwear sales increased 10% to $15M, and baselayer sales were down 6% to $28M. Helmet sales online increased 14% to $17M and was the only distribution representing channel that saw an increase in helmet sales during the 2014/2015 season. nearly half of all snow sports internet dollar sales #siadata 7 15-SIA-027 Descriptive Summary_sherry_MECH.indd 7 10/22/15 3:36 PM Scott sports / Erik se0 skier: tom wallisch REGIONAL FOCUS WEATHER IMPACTS REGIONAL SALES $924M, down 7% in dollars sold – drought continued in California and the Pacifi c Northwest had higher than average temperatures, west Utah had below average conditions in February and the Rockies had snow, but several warm periods between storms. $407 million, up 1% in dollars sold – lake eff ect snowfall, cold temperatures and lower gas prices were a good combination for Midwest this region. Snowboard equipment sales jumped 7% in this region to $27M. $655M, down 2% in dollars sold – continued snow and good northeast conditions fi nally drove an increase in apparel sales, but equipment sales were down. $365M, down 6% in dollars sold – the 2013/2014 season was a blockbuster for the South region as unusually cold temperatures and far above average snow and ice hit the region due to the jet south stream dipping far south of the norm. This season (2014/2015) was good for the South region, despite the decrease in sales compared to last season. 8 15-SIA-027 Descriptive Summary_sherry_MECH.indd 8 10/22/15 3:36 PM Visual should include a female participant shot and infographics as noted. marker dalbello volkl usa WOMEN’S SPECIFIC FOCUS Sales of women’s specifi c products were up 4% in dollars sold to $1.4 billion (31% of total sales) WOMEN’S through March this season. In addition, women make 80% and infl uence 95% of all household SALES spending decisions. INCREASE IN ALL Other women’s specific results: CATEGORIES Women’s outerwear sales up 13% in dollars sold to $783M through March Women’s snow boots sales up 25% to $55M through March Women’s headwear sales up 13% to $25M through March Women’s AT/Randonee equipment sales increased 87% overall to $2.2M. AT ski sales to women increased 329% to $931K and AT boot sales to women increased 34% to $1.3M Women’s specifi c snowboard equipment down 4% to $51 million, about $2 million less than the 2013/2014 season.