EOG says apparel has 50% share of European outdoor market
20/12/2011
It suggests that 50% of outdoor products that European consumers bought in 2010 were clothes. Footwear accounted for a further 25% of the market, with tents and backpacks taking a combined 10% of the market.
Consumers in Germany contributed 23% of the total spend, the report continues, with the UK and Ireland (which most brands group together for language and distribution reasons) following with a 15% share and France with 14%. Alpine countries Italy, Switzerland and Austria have 6%, 6% and 5% respectively, while Norway and Sweden account for 4% each and Finland 3%.
According to the EOG, a lack of data on the European outdoor market has long been a problem for everyone involved in the sector. In response, it has now put together what it is calling “the most authoritative report on the market that has ever existed”.
General secretary of the Swiss-based organisation, Mark Held, said: “The base data on which this has been built is actual data supplied by 80 brands, and not extrapolations from consumer focus groups or such like. What this means is that the percentage of base data we collected is statistically sufficient for us to be able draw our conclusions with a high degree of confidence in accuracy of our figures. To doubly ensure that the data is relevant, we gathered together a peer group of experts to review our initial findings.”
The final reports will be shipped only to the research partner brands as they shared their information (on a 100% confidential basis), including detailed country and category specific figures on volumes and values. The EOG says its research into the scope of the outdoor market in Europe will continue and it has invited brands outside the original 80 to take part from 2012 onwards.
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