IP CONSIDE R 2014 , T RE NT O SKIT OURING ST UDY E sthe r Va - - PowerPoint PPT Presentation
IP CONSIDE R 2014 , T RE NT O SKIT OURING ST UDY E sthe r Va n Do kkum Christina F rie b e Ce c ilia T a rda ni Auding a Joktyt Ma xe nc e De le po ulle Ove rvie w Sa lomon ne e ds Co untry vs. skito uring pra c tic e Ge nde
IP CONSIDE R 2014 , T RE NT O SKIT OURING ST UDY
E sthe r Va n Do kkum Christina F rie b e Ce c ilia T a rda ni Auding a Jokštytė Ma xe nc e De le po ulle
Ove rvie w Sa lomon ne e ds
Co untry vs. skito uring pra c tic e Ge nde r vs. e q uipme nt ne e ds Co nsume r o b je c tive s vs. type s o f skito uring pra c tic e Skito uring pra c tic e vs. e q uipme nt ne e ds
Consume r pr
Br ands Pur c hase loc ation 4 Re se ar c h
Countr y
T
F
T
he Ne the rla nds
Po te ntia l Skiing is po pula r Sa lo mo n is kno wn
Switze rla nd & I
ta ly
Sa me ski a re a E
a sy c ro ss b o rde r
Co mpe titive ma rke t I
nc re a sing tre nd
Ski- ar e a
25% 21%
13% 12%
10%
8% 7%
Countr y of r e side nc e
T ime of skitour ing
L
e ss tha n 5 da ys
5-10 da ys 11-20 da ys 21-50 da ys 51 da ys
Ofte n
a rly in the mo rning 69.0%
n we e ke nds 81.7% Ofte n
a rly in the mo rning 57.4%
n we e ke nds 81.8% No sig nific a nt diffe re nc e
T ype of skitour ing on/ off pist
Ma inly on pist Ma inly off pist On/ off pist
Slightly mor e off pist
Off pist On pist
Ge ne r al
re e riding 61%
14%
47%
39%
Italy 82% Switze r land 41% T he Ne the r lands
not signific ant
T ype of skitour ing
I
ta ly
Adve nture to uring
Switze rla nd
Ski running Adve nture to uring
T
he Ne the rla nds
Alpine pro g . 1 Alpine pro g . 2
re e ride 11.3%
re e ride 12.0%
re e ride 14.8%
T ype of skitour ing up or down
On piste tourting Adve rnture touring Alpine prog re ssive 46% Alpine prog re ssive 67% F re e riding 21% Ski running 21% Ski running
Ge ne r al Switze r land
Most impor tant c r ite r ia boots
60.0% 80.3% 77.3% 40.0% 22.7% 19.7%
t 20.1%
t 27.2%
a te ra l suppo rt 9.6%
t 21.6%
ig htne ss 17.8%
t 30.7%
ig htne ss 8.8%
t 20.8%
ig htne ss 12.1%
t 28.1%
ig htne ss 12.5%
T e c hnic al fe atur e s boots
ig htne ss 3.33
ightne ss 3.43
ightne ss 3.51
ightne ss 3.40
Spe c ific boots for type of skitour ing
67% 23% 10%
Only skito uring Alpine - & skito uring Alpine skiing 5% 12% 56% 46%
Alpine prog re ssive On pist touring Ski running
Crite ria boots/ T ype Skitouring
SR OnPT AP1 AdvT F r T AP2
War mth Comfor t Dur ability/ r
Rigidity fr
e ar E ase of ste p in/ out Contr
aje c tor ie s and stability Adjuste d loc k off Homoge ne ous hold Walkability E ase of switc hing func tion Re gular foot r
L ightne ss
Spe c ific binding for skitour ing
Ski r
unning
97% 80% Mo de l:
ing
90% 75% Mo de l:
NT
F r e e r iding
80% 60% Mo de l:
Ge ne r al Switze r land
On piste tour ing
100% 88% Ye s 65%
76%
No
35% 12%
Most impor tant c r ite r ia bindings
60.0% 80.3% 77.3% 40.0% 22.7% 19.7%
g o ing uphill 16.1%
g o ing do wnhill 18.9%
ightne ss 28.8%
pe rfo rma nc e 18.4%
ightne ss 26.7%
g o ing uphill 20.8%
ightne ss 26.9%
g o ing uphill 15.2%
ig htne ss 29.3%
Most impor tant c r ite r ia bindings
SAF E T Y L IGHT NE SS
Ski br ake s
No, a le ash Ye s No, ne ithe r
37.8% 30.0% 32.2% 30.0% 31.7% 38.3% 50.0% 35.0% 37.5% 27.5% 61.4% 57.1%
No sig nific a nt diffe re nc e
T ype of skitour ing br ake s & le ash usage
Ge ne r al Switze r land T he Ne the r lands
Ski b ra ke s 43% 24% 34% F re e riding 72% F re e riding 60% Ski running 56% L e a sh 29% 31% 30% Alpine pro g . 2 42% Alpine pro g . 2. 75% On pist to uring 67% No ne 28% 45% 35% Ski running 68% Ski running 87% Alpine pro g . 1 49%
Br ands
K 10.5%
isc he r 15.0%
pa 43.7%
pa 30.4%
r ie nds & F amily 27.3%
n sto re a dvic e 26.8%
nte rne t a dvic e 14.9%
/ br and stor e 74.3%
a rg e spo rts c ha in 14.9%
nte rne t 6.9%
ne t advic e 31.2%
n sto re a dvic e 19.4%
rie nds & fa mily 18.6%
/ br and stor e 52.2%
a rg e spo rts c ha ins 29.3%
nte rne t 15.9 %
r ie nds & family 30.6%
nte rne t a dvic e 24.5%
n sto re a dvic e 18.8%
/ br and stor e 44.8%
a rg e spo rts c ha in 31.3%
nte rne t 13.5%
Infor mation & pur c hase loc ation
r ie nds & family 27.7%
nte rne t a dvic e 23.5%
n sto re a dvic e 18.4%
/ br and stor e 56.5%
nte rne t 21.1%
a rg e spo rts c ha in 16.0%
10% 12% 9%
Outdoor spor ts
11% 13% 12% 11% 12% 11% 11% 15% 11%
Consume r pr
he Ne the r lands
Ho i I ’ m I ng rid a nd I ’ m 18- 25
ye ar s old Pr ac tic e habits
Infor mation
rie nds & fa mily
Buying
a rg e c ha in spo rts sto re
nte rne t
Boots
isc he r, Sa lo mo n
Binding
Outdoor spor ts:
Consume r pr
land
Ha llo , we a re Julia a nd Be nja min, we a re 18- 25 ye a rs
Pr ac tic e habits
q ua l up a nd do wn
Infor mation
re c o mme nda tio n
nte rne t a dvise
e ndo rse me nt
Boots
ig htne ss, wa lka b ility
Binding
ig htne ss, o n sno w pe rf
Outdoor sports:
Consume r pr
Cia o , we a re Ma rc o a nd F ra nc e sc a Pr ac tic e habits
Outdoor sports:
Infor mation
a rg e spo rts c ha in
Boots
e a se to ste p in/ o ut
Binding
ig htne ss
Re c omme ndation & Conc lusion
Mo st pra c tic e d: a dve nture skitouring Boots: c o mfo rt, c o ntro l & sta b ility, lig htne ss Binding s: sa fe ty a nd lig htne ss Diffe re nt ma rke ting stra te g y:
Ne the rla nds : b ig po te ntia l ma rke t Switze rla nd: b ig b ut c o mpe titive ma rke t fo r b inding s I
ta ly: b ig , tre ndy b ut c o mpe titive ma rke t
Hig h c ompe tition:
I
nte rne t / so c ia l me dia
Pic to g ra ms I
nsto re c o mmunic a tio n
L imitations
Sa mple no t re pre se nta tive No t e ve rything sig nific a nt Country of residence ≠ nationality Ope n q ue stio ns ha rd to e va lua te (e mpty
re spo nse s)
Bra nd a wa re ne ss no t te ste d Diffe re nt sa mple size s limit c o mpa ra b ility
Pr ac tic e time pe r c ountr y
T ype of skitour ing on/ off pist pe r c ountr y
GE NE RAL NE T HE RL AND SWIT ZE RL AND
T ype of skitour ing and on/ off pist pr ac tise
T ype of skitour ing and up/ down pr ac tise
GE NE RAL SWIT ZE RL AND
Cr ite r ia boots pe r c ountr y
T e c hnic al fe atur e s boots ge ne r al
T e c hnic al fe atur e s boots T he Ne the r lands
T e c hnic al fe atur e s boots Switze r land
T e c hnic al fe atur e s boots Italy
T ype of skitouring a nd e quipme nt:
Spe c ific pair
SWIT ZE RL AND NE T HE RL AND GE NE RAL
T ype of skitouring a nd e quipme nt:
Ide al pair
ing boots
Warmth Comfort Robustness/ Durability Protection/ Waterproofeness Change of elements or adjustements according to the practice Easy and efficient adjustement on the boot Easy step in/ step out Rigidity front/rear Ease of bindings stepin/ step out A sufficient and progressive lateral support in flexion front/ rear adapted to the practice Total Ski running On pist touring Alpine prog 1 Adventure touring Freeride touring Alpine prog 2 Total 2.64 2.86 3.00 2.93 2.79 3.09 2.90 3.53 3.56 3.49 3.71 3.60 3.56 3.62 3.29 3.32 3.09 3.33 3.30 3.06 3.27 3.17 3.36 3.35 3.26 3.15 3.24 3.26 2.97 2.82 2.79 2.83 2.96 3.09 2.86 3.25 3.28 3.05 3.12 3.13 3.12 3.13 2.92 3.08 2.99 2.97 2.76 2.94 2.94 3.22 3.26 3.16 3.27 3.52 3.18 3.28 3.14 3.06 3.09 3.08 2.83 3.09 3.05 3.03 3.08 3.12 3.12 3.35 3.15 3.14 3.12 3.17 3.11 3.16 3.14 3.15 3.15 In which picture do you recognize yourself the most ? / Warmth p = 0.8% ; F = 3.15 ( VS ) In which picture do you recognize yourself the most ? / Comfort p = 0.7% ; F = 3.26 ( VS ) In which picture do you recognize yourself the most ? / Robustness/ Durability p = 0.4% ; F = 3.48 ( VS ) In which picture do you recognize yourself the most ? / Protection/ Waterproofeness p = 28.2% ; F = 1.25 ( NS ) In which picture do you recognize yourself the most ? / Change of elements or adjustements according to the practice p = 22.3% ; F = 1.40 ( NS ) In which picture do you recognize yourself the most ? / Easy and efficient adjustement on the boot p = 33.8% ; F = 1.14 ( NS ) In which picture do you recognize yourself the most ? / Easy step in/ step out p = 11.8% ; F = 1.76 ( LS ) In which picture do you recognize yourself the most ? / Rigidity front/rear p = 0.3% ; F = 3.70 ( VS ) In which picture do you recognize yourself the most ? / Ease of bindings stepin/ step out p = 4.8% ; F = 2.25 ( S ) In which picture do you recognize yourself the most ? / A sufficient and progressive lateral support in flexion front/ rear adapted to the practice p = 5.6% ; F = 2.16 ( LS ) T ype of skitouring a nd e quipme nt:
Ide al pair
ing boots2
T ype of skitouring a nd e quipme nt:
Spe c ific bindings
SWIT ZE RL AND GE NE RAL
Cr ite r ia bindings pe r c ountr y
T HE NE T HE RL ANDS SWIT ZE RL AND IT AL Y GE NE RAL
T ype of skitouring a nd e quipme nt:
T r e e most impor tant c r ite r ia for bindings
Ski br ake s pe r ge nde r in ge ne r al
T ype of skitouring a nd e quipme nt:
Ski br ake s and le ash
SWIT ZE RL AND NE T HE RL AND GE NE RAL
47,7% 35,2% 11,3% 40,3% 43,7% 20,3% 15,0% 10,5% 12,8% 41,4% 12,0% 9,8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% T he Ne the rla nds Switze rla nd I ta ly Othe rs Sa lo mo n No rdic a F isc he r Ato mic Sc a rpa Ga rmo nt Dyna fit 62,4% 62,7% 10,5% 11,6% 12,0% 6,6% 5,8% 39,9% 42,7% 20,5% 25,3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% T he Ne the rla nds Switze rla nd I ta ly Othe rs No spe c ific Sa lo mo n Plum Dia mir Ato mic AT K Dyna fit
Br ands
Boots
Binding s
Br ands boots pe r c ountr y
Br ands bindings pe r c ountr y
Infor mation
T HE NE T HE RL ANDS SWIT ZE RL AND IT AL Y GE NE RAL
Pur c hase loc ation
T HE NE T HE RL ANDS SWIT ZE RL AND IT AL Y GE NE RAL