Women Helping To Drive Outdoor Market

By Tina DíAversa-Williams
One of the reasons for the categoryís growth is that more women than ever before are flocking into the Great Outdoors.
Thereís an industry out there full of passionate, enthusiastic participants - even amid the Internet challenges and successes, rising interest rates, retail competition and political confusion. And while the general sporting goods market has shifted with ever-changing consumer tastes, the outdoor market managed to excel.
Was it that outdoor retailers were better prepared to meet the needs of their consumers?
Ask them, and you might find that the growing number of female participants in outdoor activities is one reason for the growth. Women are finally being recognized in the outdoor sports industry. Some have been frustrated by a lack of opportunity - and related sports gear - for todayís sports-active woman.
Historically, thereís no question that sporting goods retailers and manufacturers havenít catered to a womanís needs.
But times have changed. No matter which report you review, outdoor sports are thriving. And while itís not all double digits, business is good - especially on the womenís side. Add to that the growing and prospering womenís sports segment and you have a tremendous opportunity.
The most important thing to remember is that women shop and buy differently than men. You must also remember that fashion trends play a major role in their decision. On the outdoor side, apparel and footwear has clearly become a lifestyle buy for them.
According to the Sporting Goods Manufacturers Associationís (SGMA) Outdoor Recreation in America October 2000 study, the appeal of the Great Outdoors has never been stronger.
While the number of female participants is slightly lower in total than men across most outdoor categories, less than 1 percent on average (not including the hunting and fishing categories), the womenís segment is growing faster than the menís, especially in apparel and footwear.
SGMA also reports that more than 22 million Americans participated on a frequent basis (15+ days a year) in outdoor activities associated with camps, trails and mountains.
In a recent womenís research study conducted by SPORTS TREND, 58 percent of the women surveyed indicated that they regularly participated in mountain biking, with 18 percent citing hiking and backpacking are frequent activities.
More women are also participating in more outdoor-related activities such as trail running, hiking and climbing.
In comments from the study, the women surveyed confirmed they wear active and sports apparel even when theyíre not participating in a sport. And while they buy for many reasons, the study shows performance and comfort are more important than the brand.
Todayís typical woman is also aware of fibers and fabrics that add comfort and technical features to her apparel. She recognizes the importance of educated sales associates and hangtags.
Todayís women are also shopping for specific athletic or sports needs. They arenít shopping for just the family.
Manufacturers and retailers have a great opportunity to court and cater to the female buyer. Find out what she wants and provide it. She will come back again and again.
What Women Want
Today's women are shopping for specific athletic or sports needs. They aren't necessarily shopping for just the family.
ï 78 percent think about fibers and fabrics when purchasing.
ï 37 percent are familiar with performance fabrics.
ï 56 percent will pay extra for added performance.
ï 69 percent expect retail store sales people to be knowledgeable about function and performance.