Introduced into the UK in 1995, Profile State-of-Trade Survey firmly established itself as the preferred choice of market data for the industry. Quick and straightforward to complete, its value is clear in terms of information and is well-respected within the trade. Further, it is endorsed and used by both the Outdoor Industries Association (OIA) and the European Outdoor Group (EOG).
Its introduction followed talks with suppliers when it became clear that they lacked continuous, accurate, up-to-date information that tracked sales (sell-in). One of the key criteria was that it should be easy (as opposed to time-consuming) to complete and that participating brands would not have to reveal sensitive sales data to competitors. While contributing companies combine to make market totals, each report is individual - each brand only receives their own data (market share/ position) not their competitors and vice-versa.
Current product categories include: apparel, footwear, packs and sleeping bags which are broken down by category sub-sectors, gender (apparel and footwear), price breaks, volume and value.
Data is collated and published quarterly, UK only, and only available to participating brands.
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