Industry Follows Fashion, Trends & Influencers at SIA

Day Two of the 2012 SIA Snow Show in Denver, Colorado, started off with a string of well-attended educational seminars, panel discussions and events available on-site for Show attendees. With dozens of seminars to choose from, topics ran the gamut, but stayed focused on issues specific to snow sports including major fashion trends, market overviews, social media strategies, eco-friendly practices and growing consumer participation.

“Having attended SIA since its inception, as both a retailer and a rep, the Show allows me to have the best overview of our ever changing snow sports world. Where else can I get all the information I need to service and educate my retailers and consumers?” said Joe Decker, Sale Rep for Level Gloves of Italy.

“At SIA you get the pulse of the industry and a peek at how to plan your next season. You get the vision of where you need to be tomorrow with your business. Relationships, partners, strategic partnerships – it’s all about the vibe and the tribe,” said Kevin Cooper, Director of Social Media, Strategic Partnerships & Events for Kirkwood Mountain Resort.

The Mile-High Ballroom was filled with both men and women eager to hear prominent female leaders discuss How Can Snow Sports Tap into the Powerful Influence of Women? With SIA’s Research Director, Kelly Davis, acting as moderator, the discussion led with current statistics that included women influencing 95% of all household purchases and then turned to the panel to discuss what that means to snow sports in terms of sales and participation. Panelists included Amy Caldwell (Caldwell Sport), Donna Carpenter (Burton Snowboards), Carolyn Crowley Stimpson (Wachusett Mountain Ski Area), Raelene Davis (Ski Utah), Kyre Malkemes (Mervin Mfg), Heather Schultz (Freelance Writer/Owner of Holy Toledo) and Kim Walker (Outdoor DIVAS).

Advice from the group included introducing young girls to snow sports early in their lives, making it easier for moms to get kids to the mountain and providing a supportive retail environment where women feel comfortable asking questions, demo new products and feel part of a community.

“When you start addressing the needs of women you become a better company. We need to make snow sports accessible but also really try to understand a woman’s life and what can we do to get them back,” said Donna Carpenter of Burton.

“It’s crucial to educate sales people to up-sell consumers. My advice for retailers is adopt the ‘Nordstrom Experience’ – engage women, ask a lot of questions and make appropriate suggestions without being asked. Go find the coordinating hat, pants or jacket in your store to complete the outfit,” commented Raelene Davis of Ski Utah.