How do brands resonate with the sports and outdoor community, and which points of sale do consumer experts trust for their product purchases? The third edition of the quarterly ISPO Consumer Insights Report provides answers.
For the unique trend barometer of the sports and outdoor industry, ISPO and partner Schöffel surveyed the community of the ISPO Collaborators Club. The insights provided by the customer feedback from opinion leaders are available for download completely free of charge.
As an ISPO Business Member you receive free access to the latest Consumer Insights Report.
All you have to do is click on the link and download the report.
In the brand ranking of the ISPO Consumer Insights Report, the two sports giants Adidas and Nike continue to hold the top positions. New in the top 5 is the German outdoor brand VAUDE, which pushes Patagonia into the chasing pack and completes the outdoor trio together with Ortovox and Salomon.
Back in the rankings is Swiss running specialist On with a place in the first chasing group.
“We have an ongoing outdoor boom. That gives outdoor brands, especially the ones related to winter sports activities, a top positions in the last quarter”, said ISPO brand strategist Christoph Beaufils at the presentation of the new report.
There is also movement among the top brands according to the key megatrends of sustainability, digital & connectivity and healthstyle.
Among the respondents, Blackroll has taken over the position as the top brand in the healthstyle sector. The emerging newcomer here is Freeletics. In the third quarter, Garmin still held the top position in the healthstyle sector (newcomer at that time: Peloton).
Garmin, on the other hand, defended its status as top brand in the key megatrend "Digital & Connectivity". Wahoo replaced Coros as up-and-coming newcomer.
There was no change in the area of sustainability, where Patagonia as a top brand and Pyua as a newcomer continue to enjoy a particularly high level of trust among Consumer Experts.
The restrictions imposed by Corona measures are having a negative impact on stationary retail in the industry. Despite these adversities, retail enjoys particular trust among sports and outdoor fans, especially when it comes to sustainably and fairly produced products. Here, stationary retail is the number one point of purchase, even ahead of multi-brand online stores.
"If you consider that brick-and-mortar retail has suffered greatly in the last two years, this shows that there is a great opportunity in sustainable and fairly produced products for specialist retailers," says Beaufils.
Multi-brand online retail is especially popular for the purchase of latest product innovations and also holds the top position as a point of sale for communities.
Schöffel is a partner of the Consumer Insights Report Q4/2021. Do you also want to become a panel partner of the trend barometer with your brand and ask your own questions to the consumer experts? Become an ISPO Business Member with your brand and become an exclusive panel partner of the quarterly report. We will be happy to advise you.