The impact of Snowboarding on retail marketing

The Impact of Snowboarding on Retail Marketing

November 9, 1996

Marketing 388

Introduction:

The ski industry has been around since the beginning of the century. Since that time the retailing industry of the ski world has been on a steady increase. At the beginning of this decade the increase began to skyrocket. However, skiing was not the reason for the growth. The reason for the dramatic increase in industry sales in the retail world of skiing was due to snowboarding. By now almost everyone in the country has either seen a snowboard, ridden one, or knows someone who has. The purpose of this paper is to discuss what snowboarding is, and to shed some light on the financial aspects of this new sport.

History:

Snowboarding hit the scene in 1972. Jake Burton, at the age of 15, decided that he had enough of skiing and wanted to do something a little different.

English: Snowboard sizing chart - snowboard length...

English:

English: Ski and snowboard halfpipe diagram, as in...

With a little ingenuity and some of his dads tools he began working on the first snowboard. His project lasted about three weeks and when he was done he decided to take his invention to the slopes and she how it worked. This was almost the end of snowboarding. Every slope Jake went to denied him access, saying that they only allowed skis on the hills. Jake was a very determined kid and this did not stop him. He began hiking every back-country trail he could find and he became quite efficient at snowboarding. At the same time he continued to knock on all the ticket windows at every resort but still had no success. He decided that the only way he could prove his invention was nothing more than a different version of a ski would be to make a video of himself riding down the...