fall / holiday 2011 running apparel trip report europe

Fall / Holiday 2011

Running ApparelRunning ApparelTrip ReportTrip Report

EuropeEurope

Fall / Holiday 2011Fall / Holiday 2011

Helsinki, Finland

Men’s focus group Core Runners (5)

• Many of the runners brought gear from all different sports. None had exclusively running apparel. • Almost all of the runners had hand knit leg warmers to help prevent Achilles and calf injuries. Similarly most would appreciate a solution to help keep the leg warmers down and covering the ankles while running (strap? etc).• Most of the runners also brought neck warmers or baraklava’s for convertibility and as a layering option.• One common complaint was that thumb warmers cut off the circulation in the thumbs and actually made thumbs colder as a result.• Wrist gaiters would be appreciated.• Athletes called out keeping the back of the neck warm as important.• Many improvisation from the runners to create the apparel they were missing including knit leg warmers, knit neck warmers, and even underwear with wind stopper in the front.


Helsinki, Finland

Women’s focus group Core Runners (5; age 16 - 22):

• Many of the runners brought gear from all different sports. None had exclusively running apparel. • Many of the runners had knit leg warmers to help prevent Achilles and calf injuries. • Almost all of the runners also brought neck warmers or balaclava's for convertibility and as a layering option.• Sustainability was not a big issue and the women would not pay more for organic fabrics.• Many of the girls said they were inspired by their coaches and the end goal. Also cited the feeling they get from running.• Many improvisation from the runners to create the apparel they were missing to keep warm.• Most all had a wool base layer or accessory for warmth• Sports bra were very simple, compression style bras similar to the Nike Pro bra.


Stockholm, Sweden

Women’s focus group Active Runners Stockholm (age 23-25 years old)

We met with a handful of women’s active runners. Most of these girls were just starting to run and did not typically run long distances. Most of the girls were unwilling to spend much money on their running apparel and often just took old clothes to work out in. Most of these girls ran to stay in shape. These girls were much more body conscious and conservative in their apparel choices than the core runners.

Brands they like- (Weekend, Tiger, FilipaK, Peak Performance, H&M, Fornarina, Acne, Boomerang) Generalities• Shopped at outlets, Stadium, Adidas, at the local shop at the gym.• Girls often copied what their workout instructor was wearing.• When shopping first attracted by 1)style, 2) function, 3) how the product is presented.• Not drawn to runner’s specific verbiage in graphics but did like funny verbiage on tee’s (ex. Slow sucks).• Would appreciate longer tops to work out in. • Biggest annoyance in apparel is zippers on hems of tights and chaffing.• A classic, sporty, simple design is appreciated but they do want to look fast. • Would NEVER run in- hot pants, boy shorts, split legs• Multi functional apparel is somewhat important.• Most girls like how accessible running is and that applied to their outfits as well (could just wear something old and worn out, no need to invest).• All the girls run with music.• Fitness and cross training were the biggest motivation. To stay in shape or keep up with the rest of “the team” in other sports. • 3/4 of the girls did not like running with others.• All four women we interviewed ran almost exclusively indoors on a treadmill in the winter months• None prioritized reflective as a feature on their apparel • Only one understood the importance of wearing a supportive sports bra, she also had the larger bust size of the group- 34DD.• The other runners had old, worn out bras and only buy bras about once a year.


Stockholm, Sweden

Men’s focus group Active Runners Stockholm (age 18 – 22):

We met with 6 active male runners between the ages of 18 - 22. The group was very open and talked about a wide range of issues, but in realistic terms all but one fell into the Sport runner category. Only one of the group (the oldest) was interested in technical features, the rest ran in retired everyday clothes ranging from – old favorite cotton tees, dad’s old 80’s track pants or an old swimming short.

Generalities:

• Shopped at big box stores – H+M, Stadium, Adidas, R Legacy. Brands they wore to run in - Stadium own label, Swedish army issue, Nike, Craft, Reebok, Adidas, Umbro.• All wanted cotton or cotton hand, not interested in technical fabrics. (All like the visual of the wool half zip fabric the best in the showroom – least techy)• Only one had ever been to an RSG, none of them saw any reason to visit one • None of them had heard of Nike+ , some listened to music when running• Only 2 of them ran outside in the winter – one wore a safety vest, the other wasn’t bothered with visibility• Only one had ever run in an organized race• Quality for price was a very important issue, therefore bought store brands – Nike was seen as being too pricey for the quality, no different from own brand• Most wore trunk style underwear under their shorts• Like the idea of making their apparel customizable • Were willing to pay a little bit more for environmentally considered products in general, not just sportswear• Nike seemed to be more focused on cool designs and not on functionality of products


Stockholm, Sweden/Marketplace◦RSG: (every skier runs, every 10th runner, ski’s)

◦ Increase level of Nordic Ski product in Holiday. Consumers sometimes cross pollinate their running and XC ski apparel.

◦Good use of showcase or shop in shop partnerships: Nike Puma Gore Asics Craft with New Line (private label) Adidas (looked BAD)

◦Consumer 30-40 years old◦Sporting Goods (Stadium and Intersport):

◦Concept shops within door◦No branding on fixtures◦No clear merchandising strategy (Adi top w/Nike short)◦Hard-good haven! Hockey sticks, soccer balls, ski’s, etc

overtake floor.


Stockholm, Sweden◦Competition

RSG◦High percent of Gore product during Holiday.◦Retailers were skeptical about Gore because of price; but

consumers are investing because of the craftsmanship of the product. Considered, consistent, reliable and crafted.

◦Newline (private label) and Nike #2 in Holiday.◦Nike #1 brand in other seasons.◦Craft is struggling with design/color. Confident they will

rebound.◦Casell is a swedish brand that sells well. It’s feminine yet

technical. ◦Adidas, not selling well.


Sweden Marketplace


Copenhagen, DenmarkMen’s focus group Core Runners (age 21-25):

◦ Use to running in cold weather; prefer to layer as needed, don’t want one garment to do everything for them.

◦ The outfit is specific if it is a Speed versus LSD day: keep layers light◦ Like bright colors in winter so they can be seen. Don’t think much about

reflective because they run in the city with street lights.◦ Do not like hoods on jackets; would not buy.◦ Update apparel if they find a new technology/benefit.◦ One runner had a 15 year old shirt that he wears regularly.◦ Don’t like idea of 2-in-1 short because they don’t want restriction of the

compression short; more split leg runners.


Copenhagen, DenmarkWomen’s Focus Group Core Runners:

◦ Cold weather product very important to them. Like men’s they prefer to layer rather than have bulky/heavy single layers.

◦ Tops and bottoms lengths need to be longer. Sleeve cuffs need to be tighter to avoid cold air running up your sleeve.

◦ Women are shopping for the latest innovation and newest colors, so they want choices and are willing to spend money on their running wardrobe.

◦ Reflective: can never have enough. ◦ Pockets: small and invisible. ◦ Thumb holes are better than hand warmers. ◦ Wool is starting to build and become more important. ◦ Neck warmers are an important piece of equipment. Winters are cold and

it’s nice to have something to keep your face and neck warm. ◦ Sustainability: growing and becoming more important. ◦ No one reads the hang tags. (simple communication)◦ Looking for a long airborne w/o the built in bra. ◦ Skirts are starting to trend (older runner 30+) ◦ Woven shorts are growing popularity (younger runner 24 -)◦ Want compression shorts under shorts. ◦ Bottoms are always black. Color wanted in tops and jackets. ◦ Color blocking can look masculine. ◦ Innovation comes first, then attitude.


Copenhagen, DenmarkFocus Group Runners


Copenhagen, Denmark◦Competition

Nike is strongest brand because of the newness offered. Good balance now with carryover.

New Line, Denmark brand, is performing strong. Gore product is prominent, but expensive. #1 selling jacket is $300 from Gore; best selling jacket

brand. Would like Nike to have clear distinction between

G/B/B like Adi has Adi Star, Adi Zero, Adi Response. Retailers would like to see a collection based line.

Fusion Crew neck top is great mid-weight base layer at $100.

Casell and shock absorber are #1 for sports bra’s.


Munich, Germany◦ Runners

Men’s Focus Group ◦ 1 Core runner: 13 year runner; runs 9 times each week.

Wear light weight tight in winter for better movement. Heats up quickly, so likes to layer and shed. Holds key in hand; doesn’t like movement on body. Does not run with music; uses as a motivator only before a race. Competes in 2” split and Singlet (Run underwear) Trains in ½ Tight and SS Top (boxer brief) Gets cold in knees…needs extra protection. Does not care about reflective or sustainability.

◦ 1 Active runner: 2 year runner; runs 3 times each week. Does not like to run in cold weather. Runs with music in hand; jacket pocket bounces. Will not use running product as cross-over. Buys cheapest product. Reflective is important and expected. Wears graphic tees in social situations, but not to run in. Wears soccer shorts to run in, but would like internal pocket for IPod or key. Will buy a performance top when he has money; big constraint by lack of disposable income.


Munich, Germany◦Women’s Focus Group

1 Core runner: Corina, 23 runs 5 times each week.◦ Cold weather running: wears two pairs of tights. ◦ 3 layers on the top, plus a neck gator. ◦ Doesn’t trust unsecure pockets because she carries her phone. ◦ Doesn’t run with music, likes to hear nature. ◦ Prefers hats over hoods, until she tried our thermal hoody on. ◦ Cold zones are thighs an butt. Always wears a hat. ◦ Shops at RSG for product. ◦ Summer running: capri, or short tight, base layer. Thinks shorts are irritating. ◦ Never runs in just her bra- always has a base layer over. ◦ Considers her bra as important as her footwear. ◦ Chooses black color so they don’t show sweat, even though its hotter. ◦ Likes to buy running apparel whenever she shops. “when you put new running product

on, it makes you want to run”. ◦ Reflectivity is not important, but nice to have. ◦ Recycled would support as long as the price didn’t go up. ◦ Would never wear her running apparel to school. ◦ Brand loyalty is not important. ◦ LOVE- thumb holes! ◦ Prefers half zip tops because you can unzip them to cool off. ◦ Does not want her footwear or apparel to match.


Munich, Germany◦Women’s Focus Group

1 Active Runner: Tamara, 22 runs 2-3 times a week. ◦ Cold weather running: wears tights, jacket, hat and gloves. ◦ Loves the gloves that have the pocket on the palm. ◦ Only wants storage from the waist down. ◦ Will not run when its raining. ◦ Wants her running apparel to match, but not footwear. ◦ Lt wt equals performance. ◦ Warm weather running: basel ayer and capri. Will wear shorts occasionally. ◦ Color: loves bright colors, blues and purples. ◦ Runs with music, carries it in her hand. ◦ Reflectivity: expects her running apparel to have it. ◦ Finds running graphic tee’s stupid. ◦ Willing to spend her money on a jacket since it is a critical piece of apparel to make the

run more comfortable. ◦ Sustainability is important: however, Tamara made the comment that Nike could not be

considered serious about sustainability. She used Nike Town Berlin as an example… you look at the store and it’s a big building with a ton of bright flashing lights. Expects companies to be sustainable. They don’t have a choice.

◦ Separates sports apparel from lifestyle apparel.◦ A hood would not stop her from buying a running piece.


Focus Group Runners; Germany


Munich, Germany◦ Marketplace

RSG:◦ Dominated by highly technical gear.◦ Gore offering dominates the floor in winter months.◦ Nike is positioned as opening price point and fashion ‘edge’ product; against technical GORE.◦ Great merchandising but opportunity to build key style/multiple color.◦ Cold weather product needs to be available starting in September.

Department Store:◦ Tao (private label); Adidas, Nike◦ Tao is successful due to replenishment plans.◦ Jacket business is dominated by Gore; functional, warm, moisture management and worth the price.◦ Running apparel business is growing.

Sporting Goods:◦ Nike is performing well; on same trend (-8%) as competition and category.◦ Nike does not have a clear differentiation as Adidas; which makes a clear G/B/B offering to consumer.◦ Nike had poor fit in past but getting better; ie tops to short.◦ Gore Soft Shell is selling well, but consumers are wearing for multi-purpose, not just for running.◦ Technical running is difficult to sell in catalog.

Color and style that pop off page are key to catalog success. Shorts can be offered in more colors; consumer responding. Pants must be black. If sold in catalog, will be sold in-store.

◦ Men’s key attribute is function over fashion; women’s is fashion over function.◦ Top Men’s styles:

½ Tight Capri (key style) Pant Short (increase in sales for longer length shorts)

◦ Top Women’s styles: Capri/Tight LS base layer Lt wt jacket

◦ Tops sell well in colors….less risky than buying color in bottoms.◦ Nike needs to offer good cold weather assortment in September, so we can include in Winter catalog.


Germany Marketplace


Munich, Germany◦ Competition

Gore is #1 Cold Weather brand in all channels of distribution. Consumer focus on one sport decisions; do not wear product outside of running. Key to differentiation is craftsmanship; gators, neck gators, and articulation. Success = functional story. Private label looks poor but is at key price points. Adidas- authentic German brand. Trusted and they’ve all grown up with it. Running apparel across competition looks very technical and serious. Falke is considered authentic and premium. Nike is stronger in summer since we are not viewed as being as technical as our

competition.


The Power of Gore


London, England◦ Men’s Focus Group:

8 Runners; 4 Core & 4 Active (Age 21 – 25) Core

Run in solid, and technical looking items. Black bottoms only. No graphic tops Again, layering is preferred because they worry about overheating. Look to RSG reps for information on latest technical gear.

◦Active Interested in function on the fly; product they can use for boxing,

weights, etc, in addition to running. They don’t have much money so they don’t buy often. Looking to express personal style; open to graphics and more

color.


London, England◦ Women’s Focus Group:

3 Runners; Active only (Age 22-26)◦Active

Nell: favorite cold weather pieces Seamless tight (always black) Lt wt jacket with mesh lining (color so she can be seen) Shock absorber bra (always black) Base layer (color so she can be seen) Susie: favorite cold weather pieces Tights (wants the rise to be high, for warmth) Element HZ (wants thumb holes added) Lt wt jacket M&S sports bra (black) Jenn: favorite cold weather pieces Tight/capri- never wears shorts Mid wt base layer HZ Hates jackets


London Pack Runners


London, England◦ Consumer:

2.5 mil runners. 38% women, 62% men. 22% of runners started runner within the last 12

months. 700k participate in road races. Running is being adopted by a broad range of

participants due to ease of access.


London, England◦Marketplace

Sport Direct 35% of running ttl- opportunity to clean up marketplace by leading with clean merchandising.

JJB – opportunity to leverage key marketing stories, but understand they are in re-building mode.

JD Sport – opportunity to leverage Y20 runner with Amplify Sport. Nike Retail – opportunity to build by investing in key styles and

blowing out color.


London Marketplace


Nike Running (all over EMEA)


Europe Market TravelMen’s Key Take – Away’s1.Color (key style color multiplier)2.Cold weather in September thru January3.Science of layering to create the lightest/warmest solution; system of dress.4.Technical product; Gore positioning5.Consumers:

• Core Runners primary consumer: apparel is gear, not used for other sports.

• Active Runners newer consumer; minimal spending $, want to look like a runner but with infusion of personal style.


Europe Market TravelWomen’s Key Take – Away’s1.Color (key style color multiplier) Female consumer is looking for it. 2.Cold weather: September thru January3.Science of layering to create the lightest/warmest solution; system of dress. Intuitive solutions, (gaitors, thumb holes)4.Technical/Premium product; Gore positioning5. Shorts: not readily available in the marketplace, consumer is ready to add this silhouette to her wardrobe. 6.Consumers:

• Core Runners primary consumer: apparel is equipment and used only for the sport of running.

• Active Runners newer consumer; minimal spending $, want to look like a runner but with infusion of personal style. Willing to try new things.

fall / holiday 2011 running apparel trip report europe

Documents

running apparel

neck warmers

runners specific verbiage

thumb warmers

apparel choices

hand knit leg warmers

accessible running

different sports