Women's Boardsport Industry
There is an immense growth potential in the women's portion of the boardsports market but this is a hard market to predict. In the article, found on Transworld Business's website, A Year in the Life examines the popularity of the industry of women's boardsports. The general purpose of the research was to determine marketing strategies aimed toward women in boardsports with respects to spending and participation habits.
In 2004, Board-Trac reported that of the 11.9 million skateboarders, fifteen percent were women. However, in 2005, Board-Trac reported 10.3 million skateboarders and 25.3 percent were women. In addition, women's retail sales run alongside with the increase of sports participation. In 2004, stores committed to women-specific brands showed a tremendous increase in store openings, (Darrow, 2006).
Last season, fewer women were found on the slopes snowboarding than the year before. However, the skateboarding and surf industry saw an increase in female presence on the streets and in the water, (Darrow, 2006).
The overall consistency of women's participation is one of the problems discussed and researched in the article. With no signs of slowing down the trend, the overall industry of women's boardsports is significantly increasing each year.
Snowsports Industry America reports those men's apparel accounts for the majority of apparel sales at 61.4 percent and women's apparel accounts at 18.8 percent of sales, (Darrow, 2006). "34 percent of female's surfers purchase at least one article of clothing per month, while 34 percent of males purchase one article of clothing every three months, (Darrow, 2006)." Spending habits of female consumers is another issue researched in this article. There have been considerable increases in certain categories of women's board products. However, there have also been considerable decreases in certain categories, (Darrow, 2006). The article shows comparisons and studies of different...