THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS • RUNNINGINSIGHT.COM • JULY 1, 2015 • VOL.7, NO.12
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IRRA FOCUSES ON APPAREL STRATEGY
RUN SPECIALTY STORE MARKETING SURVEY
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HIGHLIGHTS THE RUNNING & FITNESS EVENT FOR WOMEN
PRESENTING SPONSORS
balega.com
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sofsole.com
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888 464 3824 | www. A4 .com
Getting ‘Intentional’ with Apparel Inaugural IRRA Apparel Summit Highlights Strategies to Boost Sales.
About 150 running industry retailers and vendors gathered to discuss the practical ways that running retailers could capitalize on apparel sales.
By Daniel P. Smith XULQJWKHÀUVWGD\ RIWKHLQDXJXUDO,QGHSHQGHQW5XQQLQJ 5HWDLOHUV$VVRFLDWLRQ ,55$ $SSDUHO6XPPLW RQHZRUGHPHUJHGWLPHDQG DJDLQ LQWHQWLRQDO )RUIDUWRRORQJ,55$H[HFXWLYHGLUHFWRU3DUNHU.DUQDQWROG DFURZGRIDERXWUXQQLQJ UHWDLOHUVDQGYHQGRUUHSUHVHQWDWLYHVWKHUXQVSHFLDOW\LQGXVWU\ KDVUHOHJDWHGDSSDUHOWRWKHEDFNJURXQGODUJHO\IDLOLQJWRJLYHWKH FDWHJRU\WKHIRFXVDQGGLOLJHQW DWWHQWLRQLWGHPDQGVHYHQDV FRQVXPHUVSDUWLFXODUO\IHPDOHV
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RUNNING INSIGHT® is a registered trademark of Formula4Media, LLC. © 2015 all rights reserved. Running Insight is published twice each month, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Formula4Media, LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4709.
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Beth Gordon ............
[email protected] Matthew Mauer
[email protected] Sam
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Editor-in-Chief .. Mark Sullivan:
[email protected] Managing Editor ...... Cara Griffin: cgriffi
[email protected] Publisher...............Troy Leonard:
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Apparel Summit (continued) VKDUHGDJRWRPDUNHWVWUDWHJ\ RXWOLQLQJZD\VUHWDLOHUVFRXOG LQWHUQDOO\SUHVHQWDQGH[WHUQDOO\ PDUNHWDSSDUHOWRFRQVXPHUV $SUHVHQWDWLRQIURP6DXFRQ\·V $QGUHZ&RQOH\ZHVWUHJLRQGLUHFWRURIVDOHVRQZD\VUHWDLOHUV FRXOGFUHDWHDFXOWXUHLQZKLFK DSSDUHOFRXOGEHLQWURGXFHG
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Key Takeaways From The IRRA Apparel Summit I certainly hope that the running store owners see the apparel business as a huge opportunity, but also a huge need for the growth and health of our industry.” PARKER KARNAN, IRRA
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Craft a formal plan. .DUQDQVXJJHVWHGUHWDLOHUV FUHDWHDPRQWKO\SODQLGHQWLI\LQJVDOHVDQGPDUJLQE\ERWK GROODUVDQGXQLWVDQGWRDVVHPEOHWKDWSODQLQDGYDQFHRI VHHLQJYHQGRUSURGXFWIRUWKH XSFRPLQJ\HDU%\VWDUWLQJ ZLWKWKHHQGLQPLQG.DUQDQ ODWHUDGGHGUHWDLOHUVZLOOEH EHWWHUSUHSDUHGWRDGGUHVV SXUFKDVLQJPHUFKDQGLVLQJ DQGPDUNGRZQVWRSURSHO SURILWDELOLW\ Seize the momentum. 03*·V5LFFDUHPLQGHGDWWHQGHHVWKDWFRQVXPHUEHKDYLRU UHJDUGLQJDWKOHWLFDSSDUHO SDUWLFXODUO\RQWKHIHPDOHVLGH FRQWLQXHVWRHYROYH6KHSRLQWHGWRWKHULVHRIQRQWUDGLWLRQDO UXQQHUVWKHHPHUJHQFHRI KHDOWKDQGÀWQHVVWUHQGVLQVSLULQJGLYHUVHDFWLYHURXWLQHVDQG WKHEOHQGRIIDVKLRQDQGIXQFWLRQWKDWKDVEURXJKWÀWQHVV DSSDUHOLQWRHYHU\GD\OLYLQJ 5LFFDVDLGUHWDLOHUVFRXOG KHOSWKHPVHOYHVE\RIIHULQJ YHUVDWLOHSURGXFWIRUPXOWL SXUSRVHXVHVKLIWLQJWKHLU DVVRUWPHQWVWRFDWHUWRRWKHU DVSHFWVRIFRQVXPHUOLIHVW\OHV DQGFUHDWLQJDERXWLTXHORRN DQGIHHOLQWKHLUVWRUHVWKDW FHOHEUDWHVDSSDUHODVPXFK DVIRRWZHDU
Understand customers. &LWLQJUHVXOWVIURPDQH[WHQVLYH VXUYH\VKHFRQGXFWHGWROHDUQ DERXWWKHÀWQHVVDQGSXUFKDVLQJ KDELWVRIIHPDOHFRQVXPHUV(YDQVXQGHUVFRUHGWKHLPSRUWDQFH RIXQGHUVWDQGLQJFXVWRPHUV 5HWDLOHUVDZDUHRIWKHLUFXVWRPHUV·ZDQWVDQGQHHGVNQRZOHGJH SHUKDSVJOHDQHGIURPDQRULJLQDO VWRUHVSHFLÀFVXUYH\VKRXOGEH DEOHWREX\PRUHHIIHFWLYHO\DQG EHWWHUFXUDWHDQDSSDUHOVHOHFWLRQWKDWUHVRQDWHVZLWKWKHORFDO FXVWRPHUEDVH(YDQVVDLG Create an apparel-focused store culture. *HWWLQJDSSDUHOWRSRIPLQG DPRQJVWDIIPHPEHUVVLWVFHQWUDO WRIXHOLQJDSSDUHOVDOHV6DXFRQ\·V&RQOH\VDLG+HHQFRXUDJHG UHWDLOHUVWREHDZDUHDQGFRJQL]DQWRIZKDWWKH\FDQFRQWURO ZLWKLQWKHLUZDOOVWRVWLPXODWH DSSDUHOVDOHV +HQRWHGKRZVRPHVWRUHVHPSOR\DQDSSDUHOVSHFLDOLVWFKDUJHG ZLWKWKHH[SOLFLWWDVNRISURPRWLQJDSSDUHOVDOHVDQGEHLQJWKH VWRUH·VJRWRUHVRXUFHIRUDSSDUHO VROXWLRQVZKLOHRWKHUVKDYHLQYHVWHGLQODUJHUPRUHFRPIRUWDEOHÀWWLQJURRPVWRHQKDQFHWKH SK\VLFDOHQYLURQPHQW Determine apparel capacity. .DUQDQWRXWHGWKHLPSRUWDQFHRI
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Are you the circle or the square? Technology is evolving faster than at any time in history and rapidly changing the way consumers shop. Is your business keeping up with this challenge and capitalizing on the exciting opportunities it presents? Aetrex’s 2015 iStep hardware and software platforms are by far the most advanced in-store technology programs available for footwear retailers. By integrating wireless digital foot scanning, cloud computing and interactive “app” based software, iStep delivers increased sales and an authentic hi-tech shopping experience for your customers. Visit aetrex.com or call 800-526-2739 for more information. Ask about our new 4-Free Rental Programs.
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The IRRA invites all “industry vendors to join the group, and would be happy to have them participate in our member events. But we vigorously discourage vendors to infringe on our events through competing for our time and attention from the sidelines.” RXUWLPHDQGDWWHQWLRQIURPWKH VLGHOLQHVµ 6HYHUDO,55$PHPEHUV LQFOXGLQJ1DSHUYLOOH5XQQLQJ 5XQQLQJ&HQWUDODQG)OHHW)HHW 0DLQHH[SUHVVHGWKHLUXQKDSSLQHVVE\FDQFHOOLQJWKHLURUGHUV
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FootBalance Kiosk & Heater
Through its revolutionary FitPro software, FootBalance provides a personalized foot analysis & 100% customized insoles in-store in less than 10 minutes.
Hickory Brands, Inc.
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© 2015 Formula4media LLC.
COMPRESSION TECHNOLOGY FOR ENDURANCE
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Snapshots from Chicago The Running & Fitness Event For Women Hits its Stride in Year Two.
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1. Rocking the fashion show produced by Fleet Feet Sports Chicago. 2. Marathoner Lornah Kiplagat visits the show. 3. Stefania Pinton explains that men are from Reddit and women are from Pinterest. 4. Booth activity at the trade show. 5. Erika Napoletano keeps it real during her presentation. 6. Todd Murray from Ryka and Peter Soorenko from New Balance 7. Paying attention during the conference. 8. Selfies on the Boat Ride.
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9. Rolling out during the Trigger Point demonstration in The Studio.
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© 2015 Formula4media LLC.
She Runs Retail Takes Flight Female Store Execs Host Successful Event at TR&FE4W in Chicago. UHDOO\EHHQDEOHWRUHDFKRXWWRD ODUJHQXPEHURIZRPHQDQGKDYH DQLPSDFWµVD\V%DUEDUD*XEELQVFROHDGHURIWKHJURXSDQG RZQHURIIRXU*XEELQVVSRUWLQJ JRRGVVWRUHVLQ1HZ
Running store owners and She Runs Retail directors Barbara Gubbins, left, and Genie Beaver, right.
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B It was time to push for a more formal organization that would create a deeper, more authentic collection of female owners and managers to swap strategies alongside encouragement.
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© 2015 Formula4media LLC.
Biggest Problem Facing Retailers May Be Suppliers
43% of stores rated brands selling direct as an issue.
37% of retailers said “competition from online retailers,” was an extremely important issue.
16% of respondents rated “showrooming” as extremely important.
11%
of retailers said “competition from big box chain stores” was extremely important.
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We Run On Water Peak 18 oz / 535 mL
Your body is 60 – 65% water. Let’s keep it that way by bringing hydration on your run. The new Peak waist pak carries 18 oz of fluid in a bounce-free, angled holster for easy access to hydration and other essentials that allow you to have your best run.
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BUY NOW
RUN STRONGER. RUN LONGER. nathansports.com
© 2015 Formula4media LLC.
Nike, Adidas Bullish on Running Growth Millenials are among the most active runners and joggers in the U.S. today.
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New Balance’s new brand platform puts the focus on elite and everyday athletes, including elite runner Jenny Simpson.
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Left to right: Katy Holmes (Swiftwick), Christopher Kessenich, Riley Moore, Benjamin Butler and Marlee Joseph (Swiftwick).
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Running Community Mourns he running community is in mourning over the sudden passing of Robert Espinoza, owner of the Fleet Feet Sports store in Savannah, GA. Espinoza got his start in the business working for RunTex in Austin and took his passion to Savannah where he was instrumental in building a running community in that town by creating races and building an excellent run specialty store. “Robert made an undeniable impact on the local community since opening his doors in 2002,” said Fleet Feet in a statement. “He embodied what it meant to be a local owner and business leader deeply committed to building a thriving and passionate running community.
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The outpouring of support that we have seen is reflective of how many people he touched and influenced not only in Savannah, but also around the country. Our thoughts are with Robert’s wife Cookie, as well as his staff, his family, and the entire community of Savannah.”
runninginsight.com
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SAVE THE DATE DECEMBER 1-4, 2015 AUSTIN CONVENTION CENTER
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