TRENDINSIGHT
consumer
CONSUMERS ARE WILLING TO PAY MORE FOR BRANDED
materials, yet the name brand of the product holds more sway
when it comes to overall performance, and at the same time price
carries the most weight when it comes to the final purchasing
decision. ese are just a few of the intriguing results from this
installment of our Trend Insight Consumer Survey.
Also of note is what textile messaging resonates with today's
shoppers. Performance base layer, for example, is rated "very
important" by 51 percent of respondents, and 86 percent say
they are familiar with the term "antimicrobial." e value of
"waterproof breathable," is strongly recognized. However the
majority of these same shoppers can't define "DWR." Ingredient
brands played a significant role in outdoor innovation over
the last 30 years. While these companies continue to elevate
functional attributes, what this Survey reveals is that for today's
shoppers what determines performance is not nearly as clear
cut as it used to be. e panel consisted of 166 Snow Sports
Enthusiasts in the USA, average age of 40.
Q
Sometimes
No Yes
11%
10%
78%
When shopping for winter
apparel what type of insulation
do you look for?
25%
28%
10%
37%
Down Doesn't Matter Synthetic Wool
Lightweight/
warmth
Waterproof/
breathable
Highly-
durable
Comfort
stretch
Which of these attributes is most
important to you when purchasing
snow sports product?
2%
16%
45%
36%
Do you find
retail sales
associates
knowledgeable
about the
benefits and
performance
of the products
you are
planning to
purchase?
s /UTDOOR )NSIGHT s &EBRUARY
OUTDOORINSIGHTMAGCOM
