IP CONSIDE R 2014 , T RE NT O SKIT OURING ST UDY E sthe r Va - PowerPoint PPT Presentation

IP CONSIDE R 2014 , T RE NT O SKIT OURING ST UDY E sthe r Va n Do kkum Christina F rie b e Ce c ilia T a rda ni Auding a Jokštytė Ma xe nc e De le po ulle

Ove rvie w Sa lomon ne e ds Co untry vs. skito uring pra c tic e Ge nde r vs. e q uipme nt ne e ds 4 Re se ar c h obje c tive s Co nsume r o b je c tive s vs. type s o f skito uring pra c tic e Skito uring pra c tic e vs. e q uipme nt ne e ds Pur c hase Br ands loc ation Consume r pr ofile

Countr y of r e side nc e Countr y  T o ta l 703 re spo nse s 25% 21%  F o c us o n 13% 12% 10% 8% 7%  T he Ne the rla nds  Po te ntia l  Skiing is po pula r  Sa lo mo n is kno wn  Switze rla nd & I ta ly  Sa me ski a re a  E a sy c ro ss b o rde r  Co mpe titive ma rke t Ski- ar e a  I nc re a sing tre nd

T ime of skitour ing Ofte n -E a rly in the mo rning 57.4% -Afte r wo rk 40.9%  51 da ys -I n we e ke nds 81.8%  21-50 da ys  11-20 da ys Ofte n -E a rly in the mo rning 69.0% -I n we e ke nds 81.7%  5-10 da ys  L e ss tha n 5 da ys No sig nific a nt diffe re nc e

T ype of skitour ing on/ off pist Slightly mor e off pist Ma inly on pist Ma inly off pist On/ off pist

Off pist Italy 82% 47% Switze r land 41% T he Ne the r lands 39% not signific ant 14% al Ge ne r • F re e riding 61% • Adv. to uring 55% • Ski running : 41% On pist

T ype of skitour ing 1. Adve nture 51.1% 2. Ski running 21.6% 3. On pist to uring 10.8% 1. Alp. pro g .1 46.0%  I ta ly 1. Adv. T o uring 59.2% 2. Adv. to uring 18.7%  Adve nture to uring 2. Alp. pro g .1 15.5% 3. F re e ride 12.0% 3. F re e ride 11.3%  Switze rla nd  Ski running  Adve nture to uring  T he Ne the rla nds  Alpine pro g . 1  Alpine pro g . 2 1. Adve nture 46.8% 2. Alp. Pro g .1 18.1% 3. F re e ride 14.8%

T ype of skitour ing up or down 21% Ski running Ge ne r al Switze r land 21% Ski running On piste tourting Adve rnture touring Alpine prog re ssive 46% Alpine prog re ssive 67% F re e riding • Ita ly: the re la tio nship is no t sig nific a nt • Ne the rla nd : the re la tio nship is no t sig nific a nt • Switze rla nd: 28% up

Most impor tant c r ite r ia boots 60.0% 77.3% 80.3% 1. Comfor t 20.1% 1. Comfor t 21.6% 1. Comfor t 20.8% 2. Co ntro l/ sta b ility 14.2% 2. L ig htne ss 17.8% 2. Ro b ustne ss 12.8% 3. Pro te c tio n 11.2% 3. Wa lka b ility 9.0% 3. L ig htne ss 12.1% 1. Comfor t 27.2% 1. Comfor t 30.7% 1. Comfor t 28.1% 2. Pro te c tio n 11.4% 2. L ig htne ss 8.8% 2. Ro b ustne ss 15.6% 3. L a te ra l suppo rt 9.6% 3. Wa rmth 6,1% 3. L ig htne ss 12.5% 40.0% 22.7% 19.7%

T e c hnic al fe atur e s boots 1. Contr ol & Stability 3.07 1. Contr ol & Stability 3.17 2. Bre a tha b ility 2.77 2. Ho mo g e ne o us ho ld 2.90 3. Ho mo g e ne o us ho ld 2.76 2. Grip 2.90 1. L ightne ss 3.43 1. Contr ol & Stability 3.40 2. Co ntro l & Sta b ility 3.37 2. L ig htne ss 3.33 3. Ho mo g e ne o us ho ld 2.93 3. Wa lka b ility 3.19 3. Adjuste d lo c k o ff 2.93 1. Walking  skiing 3.40 1. L ightne ss 3.51 2. Wa lka b ility 3.46 1. L ightne ss 3.40 3. Wa lking  skiing 3.39 3. Ho mo g e ne o us ho ld 3.38 3. Re g ula r fo o t ro ll 3.38

Spe c ific boots for type of skitour ing Alpine prog re ssive 46% 10% On pist touring 5% 23% 67% 12% Ski running 56% Only skito uring Alpine - & skito uring Adv. touring Alpine skiing

SR OnPT AP1 AdvT F r T AP2 Crite ria boots/ T ype Skitouring War mth Comfor t Dur ability/ r obustne ss Rigidity fr ont/ r e ar E ase of ste p in/ out Contr ol of tr aje c tor ie s and stability Adjuste d loc k off Homoge ne ous hold Walkability E ase of switc hing func tion Re gular foot r oll L ightne ss

Spe c ific binding for skitour ing No Ye s 35% 12% 65% 88% Ski r unning iding Adv. tour ing F r e e r On piste tour ing 76% 97% 80% 90% 75% 80% 60% 100% Mo de l: Mo de l: Mo de l: -Ra c e -T NT -Duke -Ra dic a l Ge ne r al -Spe e d Switze r land

Most impor tant c r ite r ia bindings 60.0% 80.3% 77.3% 1. L ightne ss 26.9% 1. Safe ty 26.9% 1. L ightne ss 28.8% 2. Sa fe ty 21.6% 2. Co mmo dity 2. On sno w 3. Co mmo dity g o ing uphill 16.1% pe rfo rma nc e 18.4% g o ing uphill 15.2% 2. Pric e 16.1% 3. Sa fe ty 17.9% 1. Safe ty 32.3% 1. L ightne ss 26.7% 1. Safe ty 31.7% 2. Co mmo dity 2. Sa fe ty 21.7% 2. L ig htne ss 29.3% g o ing do wnhill 18.9% 3. Co mmo dity 3. Pric e 14.6% 3. Pric e 15.2% g o ing uphill 20.8% 40.0% 22.7% 19.7%

Most impor tant c r ite r ia bindings SAF E T Y L IGHT NE SS

Ski br ake s No sig nific a nt diffe re nc e 50.0% 61.4% 30.0% 37.8% 32.2% No, a le ash No, ne ithe r Ye s 31.7% 30.0% 35.0% 27.5% 57.1% 38.3% 37.5%

T ype of skitour ing br ake s & le ash usage Ge ne r al Switze r land T he Ne the r lands Ski b ra ke s 43% 24% 34% F re e riding F re e riding Ski running 72% 60% 56% L e a sh 29% 31% 30% Alpine Alpine pro g . 2. On pist to uring pro g . 2 75% 67% 42% No ne 28% 45% 35% Ski Ski running Alpine pro g . 1 running 87% 49% 68%

ands Br 1. Atomic 20,3% 1. Atomic 11.6% 2. F isc he r 15.0% 2. Sa lo mo n 5.8 % 3. Sa lo mo n 12.8 % 1. Dynafit 62.4% 1. Dynafit 47.7% 2. AT K 10.5% 2. Sc a rpa 40.3% 2. Plum 6.6% 1. Sc ar pa 43.7% 1. Dynafit 62.7% 2. Dyna fit 35.2% 2. Dia mir 12.0% 3. Ga rmo nt 11.3% 3. Ga rmo nt 11.3% 1. Sc ar pa 30.4% 1. Dynafit 35.2% 2. Dyna fit 27.1% 2. Dia mir 7.3% 3. Ga rmo nt 6.5% 3. Ma rke r 4.9%

Infor mation & pur c hase loc ation 1. Inte r ne t advic e 31.2% 1. Outdoor / br and stor e 52.2% 2. I n sto re a dvic e 19.4% 2. L a rg e spo rts c ha ins 29.3% 3. F rie nds & fa mily 18.6% 3. I nte rne t 15.9 % 1. F r ie nds & F amily 27.3% 1. Outdoor / br and stor e 74.3% 2. I n sto re a dvic e 26.8% 2. L a rg e spo rts c ha in 14.9% 3. I nte rne t a dvic e 14.9% 3. I nte rne t 6.9% 1. F r ie nds & family 30.6% 1. Outdoor / br and stor e 44.8% 2. I nte rne t a dvic e 24.5% 2. L a rg e spo rts c ha in 31.3% 3. I n sto re a dvic e 18.8% 3. I nte rne t 13.5% 1. F r ie nds & family 27.7% 1. Outdoor / br and stor e 56.5% 2. I nte rne t a dvic e 23.5% 2. I nte rne t 21.1% 3. I n sto re a dvic e 18.4% 3. L a rg e spo rts c ha in 16.0%

Outdoor spor ts 10% 12% 9% 11% 13% 12% 11% 12% 11% 11% 15% 11%

Consume r pr ofile : T he Ne the r lands Ho i I ’ m I ng rid Infor mation a nd I ’ m 18- 25 • F rie nds & fa mily ye ar s old • Ma g a zine a rtic le / te st • Adve rtise me nts Pr ac tic e habits Buying • 1 to 10 da ys • Spe c ia list b ra nd sto re • Do wn, o n pist • L a rg e c ha in spo rts sto re • Alpine pro g . 1 • I nte rne t • 0-500 o r re nts Boots • Co mfo rt ts : Outdoor spor • Alpine skiing • Ato mic , F isc he r, Sa lo mo n • Wa lking fo r e xe rc ise Binding • Da y hiking • lig htne ss

Consume r pr ofile : Switze r land Ha llo , we a re Julia a nd Be nja min, we Infor mation a re 18- 25 ye a rs • Sto re ma na g e r/ old re c o mme nda tio n • I nte rne t a dvise Pr ac tic e habits • Athle the / c e le b rity, • 21+ da ys e ndo rse me nt • Off pist • Spe c ia list sto re • E q ua l up a nd do wn • Adve nture to uring • 800+ e uro Boots • L ig htne ss, wa lka b ility Outdoor sports : • Dyna fit a nd Sc a rpa • Alpine skiing Binding • Wa lking fo r e xe rc ise • L ig htne ss, o n sno w pe rf • Da y hiking • Dyna fit

Consume r pr ofile : Italy Cia o , we a re Ma rc o a nd F ra nc e sc a Infor mation • Pe rso na l o pinio n • L a rg e spo rts c ha in Pr ac tic e habits • 11-20 da ys • Off pist a nd Do wn • Adve nture to uring • 0-250 e uro s o r 800+ Boots • Ro b ustne ss/ dura b ility, e a se to ste p in/ o ut Outdoor sports : • Sc a rpa , Ga rmo nt • Mo unta ne e ring Binding • multi-da y hiking • L ig htne ss • ro c k c limb ing • Dyna fit

Re c omme ndation & Conc lusion  Mo st pra c tic e d: a dve nture skitouring  Boots : c o mfo rt, c o ntro l & sta b ility, lig htne ss  Binding s : sa fe ty a nd lig htne ss  Diffe re nt ma rke ting stra te g y :  Ne the rla nds : b ig po te ntia l ma rke t  Switze rla nd: b ig b ut c o mpe titive ma rke t fo r b inding s  I ta ly: b ig , tre ndy b ut c o mpe titive ma rke t  Hig h c ompe tition :  I nte rne t / so c ia l me dia  Pic to g ra ms  I nsto re c o mmunic a tio n

L imitations  Sa mple no t re pre se nta tive  No t e ve rything sig nific a nt  Country of residence ≠ nationality  Ope n q ue stio ns ha rd to e va lua te (e mpty re spo nse s)  Bra nd a wa re ne ss no t te ste d  Diffe re nt sa mple size s limit c o mpa ra b ility

T ha nk yo u

Appe ndix

Pr ac tic e time pe r c ountr y

T ype of skitour ing on/ off pist pe r c ountr y

T ype of skitour ing and on/ off pist pr ac tise GE NE RAL NE T HE RL AND SWIT ZE RL AND

T ype of skitour ing and up/ down pr ac tise GE NE RAL SWIT ZE RL AND

Cr ite r ia boots pe r c ountr y