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Friedrichshafen, Germany — The great outdoors is not only for men. In fact, 40 per cent of all climbers these days are female. Reason enough to focus on woman at the OutDoor trade fair taking place July 23rd to 26th at the exhibition grounds in Friedrichshafen. With four months remaining before the OutDoor event opens, exhibition space is in high demand. A total of 29,500 m has already been reserved. This represents an 8.5 per cent increase over last year’s figure. The number of exhibitors coming from outside Germany has also increased significantly to 77 per cent. At OutDoor 2005, 71 per cent of exhibitors were from outside Germany.
650 exhibitors have already confirmed their presence at OutDoor 2006. The industry’s market leaders will be exclusively represented this year in Friedrichshafen. According to Rolf Mohne, Messe Friedrichshafen Managing Director, “We have already surpassed last year’s figures”.
What is the typical outdoor woman like?
The trade fair team in Friedrichshafen conducted a special survey to provide some answers to this question. Working in cooperation with the EHI (European Trade Institute) based in Cologne, they asked 161 exhibitors about the scope and sales performance of their women’s collections and special marketing campaigns. EHI representatives and the OutDoor team also wanted to know how manufacturers appraise the leisure time activities and buying habits of women along with their preferences when it comes to product features and brand awareness.
Seventy per cent of the exhibitors surveyed currently offer collections for women. More than one-third of the companies have been successful over the past three years with an average 13 per cent increase in sales. Nevertheless, the industry and associated retailers have yet to target women specifically as a separate customer group.
Manufacturers are clearly aware that women have different demands when it comes to products and product displays. Women shopping for outdoor wear place more emphasis on fit and fashion styling. Men are more interested in functional features and innovations. Women like colour themes and changing product images with a dash of lifestyle in the displays. When manufacturers discover “new” target groups, it is important to directly involve retailers and integrate them. A number of well-known exhibitors have expressed interest in participating in “The OutDoor Woman”, a special show taking place at this year’s OutDoor trade fair.
The new OutDoor website online at www.european-outdoor.com.