In Board-Trac’s current Annual Surf Report, published August 31st, 58.5% of the participants were between the ages of 21 – 40 years of age. This, once again supports the trend that we’ve been reporting for the past several years: the surf market is aging. What are the businesses and brands targeting this consumer doing to address this aging phenomenon and the growth that accompanies it? What are retailers doing to cater to the over 25 year old surf market? As a result of this aging market, over 58% indicated they ride both short and longboards. This may represent an opportunity for surfboard companies.
The results of Board-Trac’s 2009 Surf Study also show that the attributes that appeal to female surfers in their selection of a board are very different than their male counterparts. Understanding these differences can lead to better and more strategic marketing campaigns and promotional materials.
Overall, surf shops are the primary outlet for sales of wetsuits. However, did you know that females are more likely than males to purchase a wetsuit from a sporting goods store? Does your distribution strategy put your products in front of all your potential customers?
Sales of clothes, shoes and accessories via the internet have increased 125% since 2006. Do brands and retailers have an internet strategy? And, in the past few years mass merchants and company branded stores are now competing for a share of the action sports consumer’s apparel dollar. What brands are your target consumers buying? Where are they buying? How often are they buying? And, how much are they paying?
Companies targeting surfers or those influenced by the surfing lifestyle will find answers to all of these questions and much, much more in Board-Trac’s 2009 Annual Surfing Study. Bottom line, you need to understand your consumer in order to compete in this competitive market. The dynamics have changed in this once-cottage industry and now this surfing and surf lifestyle consumer is being sought by both endemic and non-endemic companies.
The Board-Trac Surf Report is now available and is priced at $1,650 @ www.board-trac.com and click on E-store. Other studies available from Board-Trac include Skateboarding, Snowboarding, Quarterly Retail Reports and Size of Market Reports.
For more information on Board-Trac’s research and consulting services, please contact Angelo Ponzi at 949-858-9095, e-mail angelo@board-
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Board-Trac® is the leading action sports marketing consulting and research company providing consumer and retail insights to companies selling products and services to consumers who participate or are influenced by action sports.