sportstyle

I ndependent specialty stores are seeing an uptick in traffic. People have simplified their life and their footwear, and started walking or running — a shift accelerated by the work from home lifestyle. Comfort, athletic and outdoor categories have seen significant growth. Retailers report that they have seen positive trends in apparel growth and margin, driven by an influx of new runners and outdoor enthusiasts. What about the new runners and walkers? In our recent consumer survey, we found that 94% will continue at the same level once Covid restrictions are eased. The other 6%? They will increase their time running. That's good news on many levels. Checking my official retail Back-to-Normal Meter, it's flashing "Good" for Spring '21. "Even Better" for Fall. When those new runners and walkers shop in stores, independent specialty stores have the upper hand. My retail Back-To-Normal meter also shows customer experience is still #1. For specialty stores, consumers prefer to support local businesses. They trust those stores and know they have a knowledgeable staff. An opportunity for added sales? Check. An opportunity to show empathy about their safety? Check, check. In the same survey, we asked consumers if they appreciate a sales associate recommending a safety product. And 79% said yes! But that shouldn't stop at safety. They are in your stores for the advice, the selection and the interaction. As Ann Ringlein of Lincoln Running Company mentioned, "It's not about us. It's about what we can do for our customers and how we can help them." When it comes to performance, women know that in the same way the right shoe can make or break a run, so can a sports bra. Innovations in sports bras insures greater comfort for high impact activities as well as better performance. An opportunity for specialty retailers? Check. How should a sports bra fit? See page 12. While on the subject of female athletes, girls' sports will play a vital role as the team business emerges from the pandemic. In this issue, we highlight specific sports that represent opportunities in girls' uniforms and equipment. We also thought it would be interesting to see what Dads want for their athletic daughters. Those comments took me down memory lane when I shopped for my daughter in our local stores and cheered her on during her games (page 62). We know that comfort and athletic footwear carried the day over the past year. What's in store for the Fall '21 season? Comfort and athletic trends, spiced up with more stylish looks. And let's not forget our running stars, featuring designs to promote stride efficiency as well as eco-performance. I'd like to end with a question...do you think running shoes should have an expiration date? We heard from consumers (page 58). We'd love to hear from you. Please send any comments to jnott@formula4media.com. Jeff Nott CEO & Publisher 4 • May 2021 sportstyle • sportstylemag.com Today's Active Lifestyle ON THE HORIZON People have simplified their life and their footwear, and started walking or running — a shift accelerated by the work from home lifestyle.

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