Dear industry colleagues,
As predicted 2014 proved to be a challenging year for the outdoor industry - the success and growth of previous years made us attractive to the "outside business world" and as a result, competition became tougher than ever. From product design, to sourcing, quality control, marketing, sales, and retail - being average in any discipline is simply not enough any more and adapting to changing business and consumer behaviour is the biggest challenge we must all face.
Weather dependency, competition from sports and fashion brands and retailers, "discount" mentality - these factors are all real, but our influence on them is pretty limited, so let's focus on what we can do:
- Accept that our industry has changed and that this process will continue. The old days, while great, have gone and we face a new reality and harsh challenges at all levels of business. We are a €10 billion industry, and big data, market research, stakeholder engagement and supply chain control are all inevitable and necessary consequences.
- Work with and towards the consumer - technology and consumer choice are the ultimate determinators of routes to market and the purchasing power of the consumer will define us. We should use our energy to satisfy our consumer and where appropriate, we should cooperate and work on this together.
- Increase enthusiasm - our industry has a unique passion for sports and activity; let's use it and find ways of driving even more interest and participation.
It is these areas that the EOG will continue to focus on during 2015 and with ISPO MUNICH ahead, we have the perfect opportunity talk to each other at all levels, on how to make 2015 a successful year. You can find information about events and our initiatives in this newsletter and the EOG team looks forward to meeting you at ISPO to discuss further collaboration and how we can work together to give us all the best opportunity for success.
Rolf Schmid, EOG President.
PHOTO: Moritz Becher / outkomm
ISPO MUNICH public events
The EOG always works closely with our partners at Messe Munchen to organise a full programme of activity for outdoor businesses during ISPO MUNICH. This year is no exception.
EOG Sustainability Breakfast
Friday 6th February, 08:00-09:00, ISPO Academy stage
In cooperation with leading sustainability experts, the 2015 ISPO edition will focus on materials and the related challenges in assessment, sourcing and design.
The European Outdoor Market - an overview and update on 'State of Trade'
Friday 6th February, 10:30-11:30, Room B52
We will share basic market data, provide an update on recent developments and outline how to join the project.
To the point - how to use hard data as part of your CSR strategy
Friday 6th February, 12:30-13:30, Room B52
This mixed format ‘presentation with panel discussion’ will look critically at three assessment tools and will discuss how brands can get access to the necessary data to make these a core part of their CSR strategy.
To the point - using hard CSR data to benchmark your position
Saturday 7th February, 12:00-13:00, Room B52
This mixed format ‘presentation with panel discussion’ will look in detail at three key assessment tools and the role hard data plays in allowing you to benchmark your company’s position and provide report ready information.
Please register here for all events (strongly recommended).
EOG and ISPO retailer support initiative
The EOG and ISPO have devised a special programme of activity for new outdoor retail visitors to ISPO MUNICH 2015. The schedule has been devised to attract retailers who have not attended the show before and are keen to use a visit to develop their business. This initiative will help participants to make the most of their time at the show and in Munich.
The programme for ISPO MUNICH 2015 includes:
- An introductory breakfast
- A presentation on how to make most out of the show by senior ISPO associate Hans Overduin (former buying manager for a leading European outdoor retailer)
- Organised stand visits with special presentations
- Access to the ISPO CARD lounge
- A retail tour through Munich to offer inspiration from a POS perspective (Munich offers one of the most interesting retail landscapes in a short walking radius).
If you are interested in participating in the new outdoor retailer programme, please complete the short survey here.
For more information about the EOG at ISPO MUNICH click here.
EOG welcomes first retail members
We are delighted to announce that the EOG has welcomed nine new members recently, including the first retailers to join.
Following our decision last year to accept retailers as members, leading retailers and retail groups SportScheck, Transa Backpacking AG, Sport 2000, STMI (Sports Trade Marketing International), Engelhorn, Intersport and Sport Schuster have all joined the association. In addition, the brands Singing Rock and Montane have joined, along with the Czech sporting goods association AVOZ.
The arrival of all of these organisations broadens our membership base makes the association even more representative of the whole outdoor sector. The total number of full EOG members is now 69, plus 10 associate members, and we anticipate welcoming additional new members in the coming weeks.
If you have an interest in joining the EOG you can request the new membership brochure via email (email@example.com) or call +44 (0) 1539 727255.
Footwear market data report and State of Trade 2014
The success of State of Trade report is ongoing and this joint industry initiative has become a vital planning tool and benchmark report to understand overall sales developments. For our members, we create special reports and we have decided to share the footwear report with a wider audience to give you a better insight into the project.
Meanwhile, State of Trade continues to develop - if you are a brand or a retailer with your own brand, we encoruage you to join the project. Please get in touch via firstname.lastname@example.org to find out more about participation, or arrange a meeting at ISPO.
You can download the report here.
New website and sustainability assets
If you have already clicked on some of the links above you will have noticed that the EOG website has changed. Because of our increased investment and focus in some areas of activity, the website needed to be refreshed and we decided to undertake a comprehensive re-build.
In particular, the sustainability area has been strengthened, with a revised "SIGNS" tool, that allows you to find regulations and standards, along with a listing of other free assets. The section is well worth a visit.
As the site is new, it is possible that it contains errors that we didn't notice while building it. If you spot anything that you think is wrong or may need to be changed, please let us know with an email to email@example.com.
All feedback will be gratefully received.
Join us on LinkedIN
We will be using LinkedIN more in the future to share short news updates, so please follow us there to keep up to date on the latest developments. Click here to visit our page.