Sports order winter 21: bright spots on the horizon

There are bright spots for the coming winter. Topics that will even be expanded with the current order.

Just get out into nature. The order from sports and outdoor retailers who could inspire new customers is in full swing. In view of the new opportunities, retailers are not just pragmatically but positively placing orders for the coming winter.

“This is the most difficult ordering year I’ve ever experienced.” What he and his team have been doing for a year now has little to do with traditional shopping, says Sport Schuster Purchasing Manager Helmut Buchheimer. Testing and readjusting, up and down planning individual suppliers or categories has not been done for months. “Since September we have to adjust to a completely new situation every four weeks.”

Sports Order Winter 21: Bright spots on the horizon: The order favorites

Nevertheless: Buchheimer remains positive. “People want out. They want to hike, they want to bike, they want to go to the mountains. We have the product ranges for that. ”Last summer only encouraged the company. Many of his colleagues share this basic optimism. At least those who can participate in these newly discovered leisure activities with their product ranges – at any time of the year.

Focus on sustainability

The focus on more sustainability is increasing. Even if not all customers actively ask for this. “For our customers this is still more of an additional benefit of a product that they would otherwise have opted for,” reports Christoph Schmid from Sport Förg in Friedberg. “Nonetheless, the issue of sustainability is strategically important for our company, and we see it as our mission to create awareness for it.” And so products with this additional benefit will increasingly be on the order blocks for the coming winter.

ISPO balance sheet: important platform, too little interaction

Sustainability was also the dominant topic at Ispo – both in the so-called brand rooms of the exhibitors and in many workshops, keynotes and panel discussions. The digital premiere took place from February 1st to 5th, the trade fair counted more than 31,000 participants from Monday to Friday. There was no alternative to moving the event to the virtual this year.

And so the exhibitors are basically satisfied that they were able to present themselves to the industry at this learned point in time. “With this event, Ispo took a big step forward, especially in terms of the conference program,” praised Michael Uhl, Marketing Manager at Helly Hansen.

However, the exchange with dealers has not yet worked well enough. The separation between the exhibition and conference platforms certainly didn’t really help. Vaude sales manager Jan Lorch also missed contact with dealers. “There were simply hardly any of them.” But he, too, appreciates – in addition to filling this anchor date – the focus of the event on sustainability and, in some cases, top-class forums and discussion groups on this topic.

“It is important to have a platform with Ispo on which the industry can exchange ideas with brands and retailers,” emphasizes Thomas Fröhlich from Gore. “Unfortunately, this set-up meant that personal interaction was only possible to a very limited extent. That was a shame, especially for an industry that thrives on being active, emotionally and networking with one another. ”But it is important to see that the industry works closely together in the area of ​​sustainability and sets itself clear goals.

The circular economy challenge

This is also one of the most important takeaways of the Ispo week for globetrotter buyer Chantal Caron. “Now the topic of sustainability is being filled with content. It has never been as present and concrete as it is at the digital ISPO. The subject of Cradle to Cradle will be particularly exciting. Including the customer in this cycle is now a major task. And I urge industry not to neglect its trading partners in these considerations. Because we as stationary retailers in particular have the opportunity to address customers, explain things and sensitize them to the fact that they have to return the products. “Caron is confident:” In a year I think the industry will go a lot further be. And we are part of this cycle. “

Globetrotter itself is also working on corresponding projects, for example with the rental service and second-hand areas in the first branches. However, one should not underestimate the complexity of such business models. “It’s not as easy as at the flea market. It starts with the fact that we have to get the brands on board in order to be able to sell their products in this form. ”On-Co-Founder Caspar Coppetti also emphasizes this complexity. On received two awards at the Ispo for its circular running shoe Cyclon, including the renowned Product of the Year award. In future, this recyclable shoe will only be available by subscription. The shoe is not bought, but leased and exchanged for a new one at the end of its life. This not only poses major challenges for production, but also for the IT system, which was previously not geared towards Schuh subscribers.

Caron also has this concept in mind if it wishes to conceptually involve its trading partners. That is what Katja Mendel from the outdoor specialist Alpenstrand in Landshut wants in general. Even with the current order round. In principle, she welcomes the courtesy of the providers through a high carry-over share and the possibility of partially filling assortments. “But the fact that some of the large providers sometimes do not even give currency and in return are burdening us with higher postage costs in the current situation annoys me.” It is mainly small suppliers such as the wool specialist Ivanhoe of Sweden or the recycling pioneer Blue Loop that are now on sale. “For me that means: I now mainly order from partners who are really partners.”

Positive Order-Signale

If you ignore the dramatic and existential situation in winter sports, the order for the coming autumn is marked by significantly more bright spots than the uncertain prospects of many retailers would have suggested. The not all that dramatic stock situation in some important categories contributes to this. “Especially since what we will take with us next winter is less precarious than in previous years because of the high proportion of people passing through,” says Dirk Iserlohe from Sportsworld in Lingen. “But it doesn’t change the fact that we have to finance it over the summer.”

With all positive forecasts, the topic of liquidity hovers like a sword of Damocles over all discussions and appointments. And the dependence on countless factors that no one can influence.

Nonetheless, high-quality outdoor assortments performed well in many places until late autumn. Among others at Sporthaus Schuster, which has been cultivating this field of urban outdoor culture for several seasons. “We were really on the move with it and sold out in many styles well before Christmas, for example from Patagonia and Arc’teryx,” reports Buchheimer. “And since we generally stopped re-orders quite early and then proceeded more inventory-oriented, we now have a pretty clean warehouse in this area.”

A similar picture emerges with hiking boots. If you expect an autumn with at least normal demand, shift your budget in favor of this category in case of doubt. Two examples that clearly show the needs of a new, younger outdoor clientele: parkas suitable for the city and mountain boots with a more urban feel. “We can see that the industry is now internalizing that,” said Caron. “A product does not lose its function as a result. With On, for example, we have such a new innovative brand that performs extremely well, precisely because of its design language. Or generally the color of hiking boots: the customers – and especially the customers – are totally grateful that they are no longer just brown. There is a need for such younger outdoor products. ”

It is only logical that Reischmann has now combined the purchase of outdoor shoes and clothing in order to better coordinate these topics. Because shopping creatively and reassembling product ranges will become more and more important in the future with a view to new customers.

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