Industry News

Study Will Continue to Provide Industry’s Most Detailed View of U.S. Surf Retail Market

Surfersvillage Global Surf News, 6 January, 2009 : - - Aliso Viejo -- The Surf Industry Manufacturers Association (SIMA) launches the 2008 SIMA Retail Distribution Study, the third of its kind, this week and retailer participation is crucial. 

Retailers can expect to begin receiving telephone calls this week from the Leisure Trends Group (LTG), a full-service consumer research and consulting company, on behalf of SIMA asking for their participation in the study. Calls will be made through February 15, and surf and skate retailers will be selected at random to participate.

Survey calls should last approximately 20 minutes, and retailers can request to set an appointment/call-back time allowing the phone survey to be completed at their convenience. All participating retailers will receive a copy of the study results when released.
 
The goal of the study is to obtain surf and skate industry data and statistics covering areas such as regional and channel differences, brand penetration and category sales volume via the phone survey of specialty retailers. The 2008 SIMA Retail Distribution Study will provide an overview of the U.S. surf and skate market in 2008, as well as result in valuable trending data through comparison to the results of SIMA’s landmark 2004 Retail Distribution Study.
 
“Having credible research and trending data is key to any industry, especially in challenging times,” said Dick Baker, SIMA chairman emeritus. “SIMA views providing industry data as one of its most important responsibilities.

The previous SIMA Retail Distribution Studies have served as valuable tools for both manufacturers and retailers, and we anticipate the 2008 study to be even more valuable with the trending data it will provide.

Retailers, we encourage you to participate in the survey should you receive a phone call. Your input is crucial.

The 15-20 minutes taken to answer this survey will give the surf industry information that will allow us all to better monitor our industry’s growth and trends, and help to keep our industry strong in the coming years.”

SIMA’s 2004 and 2006 Retail Distribution Studies were well received and valued by both the surf industry and non-endemic entities alike.

The SIMA Retail Distribution Studies, for the first time, provided the surf industry with the information needed to better understand the trends that directly impact sales, business performance and retail strategies. Highlights from the 2006 study included:

    * From 2004 to 2006, the surf/skate industry grew 14.5% showing it to be a $7.48 billion industry in 2006.

    * Surf retailers can be found in every state in the country. In 2006, there were over 300 more surf/skate shops (total of 5,048 in 2006) than in 2004 (total of 4,741).

    * Apparel was the largest product category with an increase of 9.9% in sales in 2006.

    * 2006 experienced tremendous growth in women’s apparel. In 2006, women’s apparel sales were up 32% with $327 million in sales, up from $249 million in 2004.

    * Hard good sales were up over 24%, from $901 million in 2004 to $1,118 million in 2006. 

Results of the 2008 SIMA Retail Distribution Study will be announced and reviewed at SIMA Surf Summit 12 in San Jose Del Cabo, Mexico, May 6-9, 2009.  SIMA members and retailers participating in the study will receive copies of this valuable market report (a $5,000 value).
 
The Surf Industry Manufacturers Association (SIMA) is the official working trade association of more than 300 surf industry suppliers. Founded in 1989, SIMA is a non-profit organization that serves to promote awareness of the surf industry and participation in the sport of surfing through public relations efforts and a variety of services, educational programs and research.

In addition, SIMA actively supports oceanic environmental efforts through its 501(c)(3) charitable environmental foundation, the SIMA Environmental Fund. In the past 19 years, SIMA's Environmental Fund has raised more than $4 million for environmental groups seeking to protect the world's oceans, beaches and waves.

The SIMA Humanitarian Fund, also a 501(c)(3) charitable foundation, was established in 2006 to award grants to various surf or boardsport related social and humanitarian non-profit organizations whose efforts are focused on improving the quality of life, health and/or welfare of people.   

www.sima.com

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Jennifer Kelly

Industry - Surfersvillage