Economías y comunidades saludables: oportunidades en la industria

Memorias

Economías y comunidades saludables: oportunidades en la industria de actividades de recreación al aire libre en los EE. UU

Cargando documento…

Economías y comunidades saludables: oportunidades en la industria de actividades de recreación al aire libre en los EE. UU

Health economies and healthy communities: new opportunitesin the outdoor industry

April 5, 2017 3pm ET

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

Speaker

s

RICH HARPER, MANAGER OF INTERNATIONAL TRADE, OUTDOOR INDUSTRYSASSOCIATION (OIA)

SAMANTHA SEARLES, DIRECTOR OF RESEARCH, OUTDOOR INDUSTRY ASSOCIATION (OIA)

2

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

Outdoor Industry Association (OIA)

•National trade association of 1,200 outdoor retailers, manufacturers, suppliers and distributers •The outdoor industry generates $646 billion in consumer spending and supports 6.1 million American jobs • Innovative products reaching all corners of the globe and enriching people’s lives by supporting healthy and active lifestyle

3

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

OIA’s Trade Program

•Diverse membership: from the largest companies in the world to small, family owned

businesses

•Outdoor companies manufacture in the USA AND utilize global value chains •Highly technical and innovative outdoor apparel, footwear and equipment designed to withstand rigors of outdoor recreation •OIA works to ensure that U.S. federal trade policy fosters and promotes a stable and predictable environment for all outdoor industry businesses •Ultimate goal: lower costs for outdoor businesses and their customers, new markets

4

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

Balanced Trade Agenda

The core of OIA’s Trade Program

OIA seeks the elimination of trade barriers, including tariffs, on outdoor products that have no commercially viable domestic production in the US. For those products that are manufactured domestically, OIA supports federal policies that aid US manufacturers and help them transition to competition in a global

economy.

5

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

6

THE TRUMP ADMINISTRATION:

AN AMERICA FIRST

TRADE POLICY

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

A new direction on trade

President Trump will push an “American First” trade policy: Renegotiate North American Free Trade Agreement (NAFTA) •Withdraw from Trans-Pacific Partnership (TPP) and focus on bi-lateral trade agreements: United Kingdom, Japan • Threaten retaliatory tariffs on companies that offshore jobs, “unfair” trading partners (China) •Set up team at USTR/Commerce/White House with focus on exports and trade

enforcement

7

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

An opening for Colombia?

•While President Trump will soon order a review of existing free trade agreements, currently NAFTA is the only free trade agreement slated for “re-negotiation” •TPP is dead –highly unlikely to be revived during a Trump administration •New bi-lateral trade agreements still years away and will focus on more developed countries like Japan and United Kingdom •Now is the time to utilize and take advantage of existing, and permanent, free trade agreements like US-Colombia •Immediate duty-free treatment/yarn-forward rule of origin

8

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

9

Global sourcing trends in the

outdoor industry

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

China leads the import market for outdoor products (by quantity)

•Apparel: 35% •Footwear: 63% •Travel goods: 85% (Backpacks: 87%)

1

0

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

But: there is movement away from China

•In response to rising costs and political uncertainty, outdoor companies are eager to diversify sourcing options

•Tremendous enthusiasm for initiative to add travel goods –including backpacks and sports bags –to the Generalized System of Preferences, the main trade preference program for developing countries

•Strong support for Trans-Pacific Partnership (TPP) during the negotiations and following release of final agreement

•New initiative to add certain footwear products to the GSP program

•How can you take advantage? Understand the outdoor consumer

1

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

CONSUMERVUE OVERVIEW

APRIL 2017

13

Understand The U.S. consumer with OIA ConsumerVue?

Outdoor industry consumer segmentation

AttitudesBehaviorsPerceptionsParticipation

5

3

2

4

1

SEGMENT MARKET.Quantitatively segment the outdoor industry marketplace, develop a robust understanding of each segment

ACTIVATE INSIGHTS. Translate insights about each segment to actionable business applications and help members identify their highest potential ROI segment

FORECAST MARKET.Forecast segment shifts based on macro influences and trends impacting the outdoor industry to 2020

DEFINE OUTDOORS. Understand how the general population defines the outdoors and what the outdoors means to them

SIZE MARKET. Identify and quantify the full U.S. consumer market potential for the current outdoor industry

Segmentation Objectives

Seven Outdoor Consumer Segments

Segment overview

THE ACHIEVER THE OUTDOOR NATIVE THE URBAN ATHLETE THE ASPIRATIONAL

CORE

THE ATHLEISURIST

MOTIVATION Achieve

PLACE Outside

ACTIVITY FOCUS Performance

APPAREL & GEAR To improve his performance: Specialized ▪Technical ▪Top of the line

INFLUENCED BY Well-known professional athletes ▪Researchers & Scientists ▪Respected peers

USES TECH TO Improve performance

MOTIVATION Experience

PLACE Backcountry

ACTIVITY FOCUS Exploration

APPAREL & GEAR That goes unnoticed: Versatile ▪Functional ▪Durable

INFLUENCED BY Authentic ambassadors: athletes & working professionals ▪Friends & family

USES TECH TO Plan adventures

MOTIVATION Win

PLACE City Streets & Parks

ACTIVITY FOCUS Competition

APPAREL & GEAR To perform against others: Stylish ▪Athletic ▪Lifestyle

INFLUENCED BY Musicians & Entertainers ▪Mainstream professional athletes

USES TECH TO Share & Compare

MOTIVATION Adventure

PLACE Home & Away

ACTIVITY FOCUS Adrenaline

APPAREL & GEAR To get the job done: Entry-level ▪Starter Kits ▪Sensible

INFLUENCED BY Mainstream outdoors brands ▪Price & Promotions

USES TECH TO Capture & Posture

MOTIVATION Enjoyment

PLACE Neighborhood

ACTIVITY FOCUS Leisure

APPAREL & GEAR To be comfortable: Basic ▪Flattering ▪Sensible

INFLUENCED BY Non-outdoors brands ▪Sales ▪In-store display

USES TECH TO Doesn’t use tech

MOTIVATION The elements

PLACE Close to home

ACTIVITY FOCUS Accessibility

APPAREL & GEAR That transitions: Versatile ▪Lifestyle-oriented ▪Functional

INFLUENCED BY Past preferences ▪Good deals ▪Brands that acknowledge

them

USES TECH TO Compare & save

MOTIVATION Comfort

PLACE Backyard

ACTIVITY FOCUS Ease

APPAREL & GEAR To cover the basics: Fits comfortably ▪Affordable

INFLUENCED BY Mainstream value brands ▪Convenience ▪Low prices

USES TECH TO Doesn’t use tech

THE SIDELINER THE COMPLACENT

2020 macroshifts

HIGHER EDUCATION

HISPANIC GROWTH POLARIZED POLITICS

DISPARITY OF WEALTH

STAYING SINGLEURBAN MIGRATION

RISE OF MILLENNIALS & AGING BOOMERS

HEIGHTENED ATTENTION TO HEALTH

OBESITY

1

2

3

4

5

7

NEGLECTED

Consumers you likely don’t know, but may offer potential

NOW

Consumers you may know

6

HIGH CATEGORY SPEND

LOW CATEGORY SPEND

Segment impact

The Achiever The Outdoor Native The Urban Athlete The Aspirational Core The Athleisurist The Sideliner The Complacent

20

ConsumerVuetools and resources

Consumervue

OIA ConsumerVueoffers a comprehensivedata driven viewof how consumers see the i ndustry and how you can apply these learningsto build your business.

Identify your current consumer

Identify a new consumer

Who is your opportunistic consumer segment and how can you target them through strategies specific to your business?

Segment activation guides

Segment specific toolkits to strengthen your business’ marketing, merchandising, product innovation and social strategies and better meet your current or prospective consumer’s needs.

OUTDOOR INDUSTRY ASSOCIATION | Together we are a force.

Questions?

•Contact us at rharper@outdoorindustry.organd ssearles@outdoorindustry.org •Follow on Twitter: @OIA and @RichOIAtrade •Learn more: www.outdoorindustry.org

2

5

Economías y comunidades saludables: oportunidades en la industria de actividades de recreación al aire libre en los EE. UU