Leading outdoor brands and outdoor retailers have agreed to pool sales data through a new OIA research initiative.
The Go Outdoors Market Monitor will collect data in 15 key product categories on a twice yearly basis. By collecting data from retailers as well as manufacturers and distributors the monitor is designed to provide estimates for outdoor clothing and equipment sales through specialist outdoor retailers and also high street and other distribution.
Andrew Maxted, OIA marketing director, said: “A considerable amount of time, effort and expense has previously been expended in trying to measure the outdoor market, but members already have the important data – their own sales records. By establishing a simple, but confidential, clearing operation through the association we will be able to prepare robust market estimates and, over time, a reliable monitor of sales trends."
Participation in the new service, which is being funded by the OIA, is free of charge to any member retailing outdoor goods to the public or supplying goods for retail sale. All members supplying sales information will receive a report of market estimates derived from the data.
Members are being asked to complete, in confidence, a simple spreadsheet with value and volume data for the main outdoor product categories including weatherproof outerwear, tents, rucksacks, sleeping bags, other camping accessories, climbing and snowsports equipment. Manufacturers and distributors are being asked to split their UK trade sales between specialist outdoor retailers and other distribution and also to provide information on exports. Data can be submitted either on paper or in digital form.
Data for the Summer 2001 and Winter 2001/02 markets are currently being compiled and the first full year figures are expected to be available in the early summer.