Outdoor footwear sales boost

Most European outdoor brand owners reported an increase in wholesale sales during 2015.

According to the European Outdoor Group (EOG)'s annual survey of its members and the standing of the sector, the majority of European outdoor brand owners reported an increase in wholesale sales during 2015. Some 73 per cent of the respondents saw growth of at least 2.5 per cent, and 12 per cent of member companies recorded an increase of up to 2.5 per cent. Outside these positive statistics, 8 per cent of respondents advised that their sales had fallen, with the remainder saying that there was no discernible change over the preceding year.

EOG members commented that the overall value of the goods they are selling is increasing, with consumers being willing to pay a premium for innovation. There has also been a rise in demand for year-round products and fashion-oriented styles.

In a specific retail market survey of 11 major retailers and buying groups, some 45 per cent noted that unit sales were higher year-on-year. Not surprisingly, weather conditions had an affect on overall sales figures. A number of retailers reported a challenging start to the winter, due to both the business climate and the slow arrival of colder conditions necessary to encourage the purchase of seasonal products.

Mark Held, EOG general secretary, remarked: "Looking at the big picture, it is clear that outdoor businesses must adapt to attract the next generation of consumers. Finding ways to inspire more people to get outdoors and participate is vital to the long-term health of our industry. The good news is that consumers do value innovation and that is something that this sector has a great track record of delivering. Businesses need to keep doing that, while finding ways to engage effectively with those people who will become the next generation of outdoor enthusiasts."

Publishing Data

This article was originally published on page 3 of the March 2016 issue of SATRA Bulletin.

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