Issue link: https://viewer.e-digitaledition.com/i/1154057
4 • Sports Insight July/August 2019 Listening In WHAT'S THE BEST WAY TO SELL ACTIVE FASHION? STEP ONE, WE LEARNED, IS definitely "listen." In researching stories for this issue our editors spent time talking to (and listening to) specialty retailers and brand execs alike. The stories in this issue reflect some of what we learned by listening. And one thing is certain, successful brands and retailers alike are doing some listening of their own — to the consumer. When it comes to strategies in selling active apparel, retailers told us things like this about the consumers walking into their stores: "A customer isn't afraid to buy an expensive item of clothing from a brand they know and love" and "Our customer wants emerging brands and style" and "Customers are starting to become loyal to brands that we carry that we introduced them to." Turn to page 18 to read our story on how specialty sports retailers are selling apparel. In footwear, fitness brands tell us that consumers are gravitating towards the "one shoe that can do it all." This shoe better look good and hit the right price point, too. Read that story on page 30. If you are looking for an out-of-the-box approach to retail, Big Peach Running Company owner Mike Cosentino, has some ideas. (See page 16 for our Q&A with him.) Big Peach has a mobile store (it resembles a food truck), and that is just one of the creative ways Cosentino keeps his retail brand connected and "convenient" for his customers. Also in this issue (see page 6), Reebok chief Matt O'Toole tells us this about the modern consumer: "The traditional thinking in sport was [there was] stuff you make for sport, stuff you make for the gym, and stuff you go out in at night to look cool. And that whole model is not the way the consumer is living. The consumer is saying, it's all one thing to me, I'm seamlessly moving from the gym to the rest of my life. That's really what we see as the opportunity…" Finally, our "What's Hot? What's New?" selections on the magazine's back page shine a spotlight on new products catching our eye. If you have a compelling story or stellar product we should know about, let us know. (We're listening!) Reach me via email at cgriffin@formula4media.com Cara Griffin Editorial Director cgriffin@formula4media.com TIME OUT sportsinsightmag.com Editorial Director Cara Griffin cgriffin@formula4media.com Senior Editors Bob McGee Jennifer Ernst Beaudry Contributors Emily Walzer Suzanne Blecher Michael Jacobsen Publisher Jeff Nott jnott@formula4media.com 516-305-4711 Advertising Katie O'Donohue kodonohue@formula4media.com 828-244-3043 Sam Selvaggio sselvaggio@formula4media.com 212-398-5021 Art Director Francis Klaess Production / Digital Brandon Christie 516 305-4710 bchristie@formula4media.com Formula4Media ® PO Box 23-1318, Great Neck , NY 11023 Phone: 516-305-4709 Fax: 516-305-4712 www.formula4media.com Sports Insight Sports Insight Extra Outdoor Insight Footwear Insight Footwear Insight Extra Team Insight Team Insight Extra Textile Insight Textile Insight Extra Trend Insight sportstyle Subscriptions: store.formula4media.com One year, $24.00 (U.S. Funds) in the United States. All other countries, $54.00 (U.S. Funds). Sports Insight ® is a registered trademark of Formula4 Media, LLC. ©2019 All rights reserved. The opinions expressed by authors and contributors to Sports Insight are not necessarily those of the editors or publishers. Sports Insight is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in Sports Insight may not be reproduced in whole or in part without the express permission of the publisher.Sports Insight is published bi-monthly: Jan/Feb; Mar/Apr; May/Jun; Jul/Aug; Sep/Oct; and Nov/Dec. Postmaster: Send address changes to Sports Insight, P.O. Box 23-1318 Great Neck, NY 11023