The Fly-Fishing Market in the United States – Year 2000

Transcription

The Fly-Fishing Market in the United States – Year 2000
August, 2001
1650 38th St.
Boulder, CO. 80301
www.leisuretrends.com
Prepared for:
American Fly-Fishing
Trade Association (AFFTA)
Prepared by:
Leisure Trends Group
2
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Call Julia Day at (303) 786-7900 x107 for approval.
The Leisure Trends Group
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Table of Contents
Section
Background
Methodology
Summary of Results
Headlines
Findings Summary
Key Trends – 1998 Compared to 2000
Implications and Opportunities
Detailed Results
Size of Industry and Sales Activity in 2000
Breakdown of Total Retail Dollars in 2000
Recent Sales Trends
Internet and Mail Order Sales
Fly Rod Sales in 2000
Fly Reel Sales in 2000
Wader Sales in 2000
Apparel Sales in 2000
Fly Line Sales in 2000
Growing the Customer Base
Retail Store Dynamics
Appendix
Regional Definitions
Page #
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Background
The Fly-Fishing Market in the United States retail study establishes the size of the fly-fishing
industry for the 2000 retail season and provides detailed information on major categories of flyfishing products.
This is the third study that has been conducted. The first study, the benchmark, was conducted
for the 1997 retail season. A second study was conducted for the 1998 retail season. Following a
one year break, this version of the study details the 2000 retail season.
Important Note:
This study was conducted among fly-fishing specialty stores with single and multiple
locations, independent sporting goods stores, sporting goods chains that carry flyfishing equipment, and mail order/Internet stores.
Sales through mass merchants such as Wal-Mart and Kmart, large mail order
companies such as Bass Pro, Cabela's, and department stores are not included in this
study.
All findings presented in this document are based on information provided by retailers
included in the sample supplied to The Leisure Trends Group. As noted, the sample
was primarily comprised of fly-fishing specialty stores with single and multiple
locations, independent sporting goods stores, sporting goods chains that carry flyfishing equipment, and mail order/Internet stores.
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Methodology
During July, 2001 Leisure Trends completed 400 interviews with fly-fishing retailers across the
United States.
The American Fly-Fishing Trade Association (AFFTA) provided Leisure Trends with a list of the
universe of fly-fishing retailers. The list contained a total of 1,247 storefronts.
The list was segmented by the four census regions of the United States and quotas were set
based on the number of retailers in each region in order to ensure a balanced sample.
The four regional lists were individually randomized and interviewing proceeded until the quotas
were met for each region.
The data reported in this study represents the combination of responses from all the fly-fishing
retailers who participated in this study.
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Summary of Results
Headlines
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Headlines*
§ 
U.S. fly-fishing sales in 2000 amounted to $678 million
§ 
Specialty stores with a single location contributed the greatest percentage to overall industry sales – 66.5%
or $451 million
§ 
Retail operations in the Rockies region contributed the greatest amount to overall industry dollar sales in
2000 – 27.2% or $184 million
§ 
2000 industry sales were up 15.1% from 1999
§ 
Overall dollar sales were up from 1999 in all regions – particularly the Rockies and the West
§ 
By product category, dollar sales were strongest for rods ($115 million), flies ($92 million) and reels ($83
million)
§ 
The majority of sales activity during 2000 took place during the second and third fiscal quarters – 62.6% or
$425 million
§ 
The state of the economy is unfavorably impacting the sales of some fly-fishing retailers during the first
part of 2001, but a variety of other factors are yielding stronger sales for even more retailers
§ 
Mail order sales are up 9.7%, but fewer stores overall are offering this sales channel to consumers than in
the past
§ 
The role of the Internet in day-to-day operations is becoming increasingly important – the percentage of
stores offering Internet sales has eclipsed the percentage offering mail order/catalog sales; Internet sales
are up 22.6%; the majority of fly-fishing retailers use the Internet as a business tool
* All findings presented in this document are based on information provided by retailers included in the sample supplied to The Leisure
Trends Group. As noted, the sample was primarily comprised of fly-fishing specialty stores with single and multiple locations,
independent sporting goods stores, sporting goods chains that carry fly-fishing equipment, and mail order/Internet stores.
Headlines (cont’d)
§ 
Fly rod dollar sales are up 10.7%, driven by best sellers Sage and St. Croix
§ 
Fly reel dollar sales are up 11.9%, led by strong sales of the Ross and Orvis brands
§ 
Wader sales (dollars) grew 14.0%, pushed by Simms, Orvis and Hodgman product
§ 
Sale of apparel (dollars) increased 9.0% on the strength of several brands – Columbia, Simms, Orvis, Ex
Officio, Patagonia
§ 
Line sales are up 15.4% in dollars due to strong purchase activity for the Scientific Anglers and Cortland
brands
§ 
Fly-fish retailers are successfully growing their customer bases through a variety of formal and informal
programs – but word-of-mouth is most effective
§ 
The fly-fishing customer population skews heavily male, but a measurable portion of purchasers are female
§ 
On average selling space dedicated to fly-fishing is decreasing, but the number of employees hired to work
the space is remaining stable or increasing
§ 
Despite smaller selling space, the yield per square feet has increased to $302
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Findings Summary
Findings Summary*
Overall
The fly-fishing retail industry is healthy and growing dynamically.
Total 2000 sales are strong and are up from 1999 levels. Increased sales activity in 2000 is reported by all types
of stores and across all regions. Sales are up from 1999 levels within all of the primary product categories – from
rods to waders.
Short-term (2001) sales trends suggest that although some fly-fishing retailers have been negatively impacted by
the recent state of the economy, even more retailers have seen a short-term increase in sales driven by a variety
of factors.
Fly-fishing retailers are growing their customer bases through a variety of formal and informal programs. Retailer
operations have become “ambassadors” to the sport, introducing a measurable portion of their customer base to
the sport.
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Findings Summary (cont’d)
Sales Activity
Year 2000 sales activity within the fly-fishing category was very strong throughout the year, across
all types of stores and in all locals.
Total U.S. fly-fishing sales defines an industry that generated $678 million in U.S. sales during 2000.
Sales of fly-fishing product continues to be strongest through specialty retailers. Sales through specialty (single)
store channels accounted for the greatest percentage of 2000 sales - 66.5% and $451 million. Specialty stores
with multiple locations were the second largest contributor to sales of fly-fishing product in 2000, accounting for
21.5% or $146 million of overall industry sales.
Sales of fly-fishing product was strong across all regions, but particularly so in stores in the Rockies where 27.2%
($184 million) in sales were totaled. Two other regions showed strong levels of sales in 2000. The Northeast
(24.9 or $169 million) and the West regions (23.6% or $161 million) contributed secondary levels to the overall
industry sales figures. Retailers in the South (12.8% or $87 million) and North Central (11.4% or $77 million)
represent the balance of total fly-fishing sales.
A range of categories within the product mix contributed to the strong overall sales shown in 2000. Sales of fly
rods generated the highest levels of dollar sales in 2000 – 17.0% and $115 million. Flies (13.5% and $92M),
reels (12.2% and $83M), fly lines/tippets (10.9% and $74M), fly tying materials/equipment (9.6% and $65M),
accessories (8.6% and $58M) and apparel (7.8% and $53M) all contributed measurably to total dollar sales in
2000.
Fly-fishing sales activity in 2000 was consistent and peaked in the Spring and continued strongly through the Fall.
The second and third fiscal quarters (April through September) accounted for two-thirds (62.6%) of U.S. flyfishing activity. Sales in the remaining fiscal quarters were balanced equally – 18.6% in first quarter (January
through March) and 18.8% during the fourth quarter (October through December).
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Sales Trends
Sales of fly-fishing products were up in 2000 and continue to climb in the early part of 2001.
The majority (65.8%) of fly-fishing retailers report that sales were up in 2000 compared to 1999 – yielding a
15.1% increase in industry sales.
Although the majority of fly-fishing retailers in all regions reported sales that were up in 2000, stores in the West
and Rockies regions enjoyed the greatest growth. More than three-quarters (78.6%) of store owners in the West
reported that sales were up in 2000, a level 20 fold higher than percentage that experienced declining sales
(4.3%). Overall, retailers in the West reported that sales were up 17.9% compared to 1999. Retailers in the
Rockies also enjoyed very favorable sales trends in 2000. Nearly two-thirds (62.4%) of retailers in the Rockies
region indicated that sales were up, compared to only 15.4% who reported sales declines during the same time
period. The overall percentage of increase was even higher among retailers in the Rockies – yielding overall sales
trends that were up more than 21% over 1999.
Initial sales trends in early 2001 primarily extends the favorable news. Although one in five (19.7%) retailers
have experienced a sales slow down, a variety of factors have produced stronger sales among one-quarter
(26.8%) of retailers. The weakened state of the economy is the primary reason that retailers cite for weaker
sales in 2001. A range of factors are named as having a favorable impact on the sales of the retailers who
reported stronger sales – effective advertising, the state of the economy, improved staff performance, weather
conditions, growing participant population.
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Internet and Mail Order Sales
Mail order and Internet retail channels play important roles in the retail operations of fly-fishing
retailers – the Internet increasingly so.
Mail order sales remain an important sales channel for retailers. More than one-third (36.7%) of retailers
offer mail order/catalog sales and the channel accounts for nearly 14% of total sales among these retailers.
Retailers who offer mail order/catalog sales report that sales through this channel increased 9.7% in 2000.
The Internet is becoming increasingly integrated into the day-to-day operations of fly-fishing retailers. Four in
10 (40.0%) fly-fishing retailers offer merchandise to customers online. This level now exceeds the percentage
of retailers who offer mail order/catalog sales.
However, the contribution to fly-fishing sales that is sourced through Internet sales remains somewhat
conservative. Retailers who offer Internet shopping indicate that shopping though this channel accounts for
nearly 10% of total retail dollars – less than the level contributed by mail order/catalog sales.
Growing consumer confidence with online shopping is reaping benefits for those retailers who offer online
shopping. Retailers who sell merchandise over the Internet reported that sales in 2000 exceeded 1999
Internet sales levels by nearly 23%.
The majority (71.0%) of retailers use the Internet as a business tool and interest in using the Internet to
interface directly with fly-fishing manufacturers is solid. Nearly two-thirds (63.1%) of retailers are interested
in doing business with manufacturers via the Internet.
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Fly Rod Sales
Fly rod sales activity was up in 2000 and accounted for the greatest percentage of total product
sales.
Sales of fly rods in 2000 increased 10.7% compared to 1999. The product category generated $115 million
dollars in sales and accounted for 17.0% of total industry dollar sales – by far the leading product category.
Fly-fishing retailers carry a wide range of brands, offering consumers a diverse competitive set from which to
choose from when purchasing a new rod. Two brands have the strongest levels of penetration and are carried
by the greatest percentage of retailers – Sage (51.8%) and St. Croix (47.5%) rods. Sage rods have a
particularly strong presence in specialty (single) stores, with more than half (58.8%) of specialty stores
indicating that they carry the brand.
Linked to the brand’s strong penetration levels and popularity within the specialty (single) channel, retailers
most often report that Sage rods are among their best selling brands of rods. Other brands that sell well
include St. Croix, G. Loomis, Winston, Scott, Orvis, Redington and Cortland rods.
Higher priced fly-rods continue to move off the retail shelves. The majority (60.9%) of rods sold in 2000 cost
consumers $200 or more, with one-quarter of rod purchase activity coming from product that sold for more
than $400. Sales of more expensive rods was more prevalent in specialty stores where two-thirds (66.4%) of
rods sold in 2000 cost $200 or more.
Fly rod sales volume (units) was strong in 2000. More than one-third of retailers report selling 200 or more
rods during the year. The average number of rods sold across all retail store types was 319.
Rods with a particular line weight are the best sellers. Nearly two-thirds (61.3%) of all rods sold in 2000
came from the four to six line weight class.
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Fly Reel Sales
Sale activity for reels increased by double-digit levels in 2000.
Retailers reported that sales of fly reels increased 11.9% in 2000 over 1999 levels, accounting for $83 million dollars.
Fly reels contributed 12.2% to overall industry sales in 2000.
Several reel manufacturers have strong penetration levels in fly-fishing retail channels. Among all channels, Ross
(47.9%) and Scientific Anglers (41.1%) are carried by the greatest percentage of retailers. Orvis (35.8%), Abel
(34.8%), Tibor (34.5%) and Cortland (32.7%) brands of reels are also carried by a measurable portion of retailers.
Ross (56.7%), Abel (42.9%) and Tibor (42.0%) reels have stronger standing among specialty (single) store operations
than among retailers overall.
Retailers report that Ross has the strongest selling brand of reels overall (46.4%), a position driven by specialty
(single) store purchase activity. Orvis (33.3%) reels occupy the second strongest sales position.
The majority of fly reels in 2000 sold on the lower end of the price spectrum. More than one-half (55.5%) of reels
bought in 2000 sold for less than $175. Sales activity in specialty (single) stores skews towards reels in the upper
range of the price range.
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Wader Sales
Sales of waders in 2000 showed the second greatest increase of any fly-fishing product category and
were driven by strong sales of one brand especially.
Dollar sales of waders increased 14% over 1999 levels, contributing $60 million to overall industry sales.
Simms is the leading brand within the wader product category. Simms waders are carried in one-half (50.3%) of all
retail stores and nearly two-thirds (60.7%) of specialty (single) stores – the highest level of penetration of any
brand. Retailers (58.0%) also name Simms most often as being among their best selling brand – particularly
specialty (single) store retailers (68.8%).
During 2000 the majority (51.4%) of waders sold for between $100 and $250.
Apparel Sales
Sale of fly-fishing apparel was up in 2000 and was very competitive among several leading brands.
Purchases of fly-fishing apparel generated $53 million dollars in sales in 2000 – an increase of 9% over 1999.
Several leading apparel brands enjoy strong distribution in fly-fishing stores. Simms (37.4%), Columbia (34.1%),
Patagonia (28.5%) Orvis (27.4%), and Ex Officio (25.1%) are all carried by a large share of U.S. fly-fishing retailers.
Sales activity of leading brands is very competitive. All of the leading brands received similar levels of mentions as
one of the top three sellers within retail operations – Simms (35.2%), Ex Officio (33.3%), Patagonia (34.0%), Orvis
(32.6%) and Columbia (35.2%).
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Fly Line Sales
Sales of fly lines grew the greatest percentage of any product category in 2000.
Fly line sales were up 15.4% in 2000 and yielded $74 million in sales.
Scientific Anglers (70.2%) is the fly line carried by most fly-fishing retailers, followed by Cortland (56.2%) and Rio
(42.2%). The Rio brand enjoys stronger penetration within specialty (single) stores than retail channels overall.
Three leading brands of fly lines are most often mentioned as one of the top three sellers – Scientific Anglers
(78.9%), Cortland (66.0%), and Rio (56.6%).
Retailers are using a variety of methods to build their customer bases and are having success at
introducing new participants to the sport.
As the fly-fishing participant population grows, retailers are making use of formal and informal programs to attract
these potential new customers. Advertising (68.8%) is the most often used method, especially among specialty
(multiple) stores (89.3%) and independent sporting goods operations (76.5%). Other methods that fly-fishing
retailers are using to reach and influence new customers include schools/classes (18.5%), mailing/coupons (18.5%),
website (18.5%), word-of-mouth (14.8%) and clinics (7.2%).
Technology-based and formal programs aside, fly-fishing retailers indicate that word-of-mouth (22.5%) is the single
most effective method of building the customer base. Although the majority (68.8%) of retailers place ads, only a
small percentage (20.9%) perceive that method of being the most effective way to attract new customers.
Retail stores are introducing measurable portions of their customer base to the sport of fly-fishing. On average,
retailers report that they introduced nearly one-third (29.0%) of their current customer base to the sport, with
specialty stores being particularly effective “ambassadors.”
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Store Dynamics
Fly-fishing stores come in all sizes, but the level of service is being delivered by a sizable staff.
A near equal (15.4%) percentage of retail stores have 300 square feet dedicated to fly-fishing space as have
2,000 (18.3%) square feet or more. The average fly-fishing space is 1,207 square feet, translating into more
than $300 yield per square foot.
Across all fly-fishing retailers, 6.4 full-time and 4.8 part-time staffers are employed.
Usage of point of sale systems is a split proposition among fly—fishing retailers. Nearly half (46.5%) of all
retailers report using a point of sale system, with specialty (single) stores reporting the lowest usage of sales
software.
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Key Trends*
Background
The Fly-Fishing Market in the United States 1998 study was conducted in 1999 using identical
methodology and similar questionnaire content. This report detailed the fly-fishing industry in 1998.
Direct comparison of the results allows for the identification of key trends that have developed in the fly-fishing
industry over the past two years.
Industry Size
The fly-fishing industry has seen very strong growth in sales since 1998.
Total U.S. fly-fishing retail dollars have increased 18% from 1998. The size of the industry in 1998 was $572
million, a level that now reaches $678 million.
Sales Contributions
The contributions to overall industry sales by different retail store types and regional location
have shifted since 1998.
Specialty (single) store retail operations continue to be the primary contributors to overall industry sales and
the contribution has grown in the past two years. Specialty (single) stores accounted for 56% of total sales in
1998, a level that has increased to 67% in 2000. The increases in contributions among specialty (single) stores
have come primarily at the expense of specialty (multiple) stores and independent sporting goods stores.
Sales contributions from stores in the Northeast and West are on the rise, perhaps reflecting a broadening of
popularity of the sport in these regions or more optimal weather/water conditions.
Key Trends (cont’d)
Sales by Fiscal Quarter
Retail sales activity by fiscal quarter have remained primarily stable over the past two years, but
slight shifts are noted among specialty (single) store retailers.
The majority of sales activity across all fly-fishing retailers continues to take place between April and
September.
Shifts in sales activity by quarters is measurable within specialty (single) store retailers. Compared to 1998,
the second and third quarters account for a greater percentage of fly-fishing sales, while activity in the winter
months of the fourth quarter have dropped off by more than 11%.
Product Mix Contribution to Sales
Rods, flies, reels, line and tying materials continue to contribute the most to overall fly-fishing
sales, but the level of contribution that specific product categories make to overall fly-fishing
dollar sales reveals some changes since 1998.
The contribution of gifts (includes mugs, art) and lessons/guide fees has increased the greatest amount since
1998.
Among all fly-fishing retailers, accessories accounts for a greater percentage of total dollar sales, a gain that is
sourced by sales activity in stores other than specialty (single) stores.
Apparel and fly tying materials have seen declines in the level of contribution that the respective categories
contribute to overall sales among all fly-fishing retailers and specialty (single) store retailers.
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Key Trends (cont’d)
Sales Channels – Mail Order and Internet
Technology and consumer comfort with online shopping is causing shifts in the sales channels offered by
fly-fishing retailers.
Fly-fishing retailers are increasingly offering Internet sales at levels that now exceed mail order channel.
The shift is particularly evident among specialty (single) store retailers where the offering of Internet sales has
increased 29% in the past two years. During the same time period, the offering of mail order/catalog sales has fallen
off by 10%.
Best Selling Product Brands
Several leading brands have shown growing stature as “best selling” brands in the past two years.
Within the rod category – Cortland, G. Loomis, St. Croix, Scott.
Within reels – Ross.
Within the wader category – Dan Bailey’s, Redington, Simms.
Within apparel – Hodgman, Patagonia, Simms.
Within fly line category – Rio.
Store Dynamics
Fly-fishing store dynamics have changed since 1998.
Stores have become slightly smaller, but are maintaining or increasing the number of staff employed and yielding a
higher revenue per square foot.
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Implications and Opportunities – Sales Activity by Quarter
Key Finding
Study Results
Retailers should allocate resources to meet the higher levels of
purchase activity shown during April and September.
The majority of fly-fishing
sales activity takes place
during six months of the
year – and increasingly so
for specialty (single)
stores.
Nearly two-thirds of all fly-fishing retailer
sales activity in 2000 took place between
April and September.
Sales staff should be bolstered during these months to
ensure a high level of customer service.
Since 1998 sales activity in the early
(January through March) and late
(October through December) has
declined among specialty (single) store
retailers. Increased sales activity in the
second quarter and third quarters have
compensated for the declines.
Marketing efforts should be concentrated during these
months and should be timed to be the most visible starting
in April.
Inventory should be extensive during these months so that
product availability is high.
Retailers might consider directing resources at strengthening sales in
the “off” months during the first and fourth quarter – in an attempt
to develop “year-round” customers.
Late or early season sales might be developed to increase
retail traffic during these months.
High profile promotions might be developed for
implementation during the “off” months.
This time period could be used to develop programs
targeted at absolute beginners – those who have never
tried fly-fishing.
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Implications and Opportunities – Product Categories
Key Finding
Although one product
category accounts for
nearly one-fifth of overall
industry sales, secondary
contributions to overall
sales is relatively
balanced across several
product categories.
Product category
contribution to overall
sales shows some shifts
since 1998.
Sales activity was strong
for all fly-fishing products
in 2000.
Study Results
Sales of fly rods generated the highest
levels of dollar sales in 2000.
Reels, fly lines/tippets, fly tying material,
waders, accessories and apparel all
contribute significantly to overall sales.
Internet sales for all fly-fishing related products is strong and on the
rise. Retailers should strive to carry a wide range of product – from
rods to float tubes – to capitalize on the increasing purchase activity.
In particular, ancillary purchases of gifts (includes mugs, books, art)
and lessons/guide fees are contributing greater levels to overall sales
than in 1998.
The contribution to overall dollar sales of
gifts, lessons/guide fees and accessories
have increased since 1998.
Apparel and fly tying materials have
seen modest declines in the level of
contribution that the categories account
for in overall sales since 1998.
Retailers should acknowledge that anglers may not be the
only consumer segment purchasing gifts. Family and friends
of dedicated anglers may be driving the increase. Secondary
marketing messages might target this segment – “buy your
fly-fishing enthusiast the perfect birthday gift.”
it.”
Retailers should sponsor lessons and travel in an effort to
make the store an all-inclusive fly-fishing center – “buy your
equipment here and we’ll show you where and how to use
Implications and Opportunities – Offsetting a Soft Economy
Key Finding
Study Results
Retailers who have successfully improved sales in 2001 indicate that
several factors can be implemented to offset the soft state of the
economy.
The state of the economy
in 2001 has had a
negative impact on the
sales of some retailers,
but an even greater
percentage of retailers
indicate that their sales
have been stronger in
2001 – even in face of
the soft economy.
One in five retailers have experienced a
sales slow down in 2001 – primarily due
to the economic downturn.
Retailers report that advertising works, but it must have an
effective and relevant message. “Value” messaging might
resonate the most with potential customers – discount or sale
pricing, “free vest with purchases over $200,” discount on
classes with purchase of equipment.
One-quarter of retailers report that their
sales are up in 2001 due in part to a
variety of factors within their control.
Retailers report that superior customer service and staff
performance is an effective way of encouraging sales in a soft
economy. Employee training programs, employee incentive
programs and an intense focus on providing a first-rate
shopping experience are all methods that might yield
customers comfortable about their purchase activity.
Retailers point to a diverse and extensive inventory as a
factor that has yielded stronger sales in 2001. As the flyfishing participant population broadens, stores should make
sure that they have a wide range of inventory to meet the
needs of first-time, mid-range and expert anglers alike.
A strong presence on the Internet has benefited some
retailers in 2001. Americans are increasingly turning to the
Internet for information about leisure activities. An extensive
store website that offers information and product and links on
fly-fishing enthusiast or travel sites might might be an
effective way to improve sales.
27
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Implications and Opportunities – Product and Prices
Key Finding
Study Results
In 2000 sales were stronger for higher
priced ($200 or more) than lower priced
(under $200) fly rods.
Consumer preference for
price points is mixed –
depending on product
category.
In 2000 the majority of fly reel sales
were on the lower end of the price
spectrum (under $175).
During 2000 the majority of waders sold
at the middle of the price range ($100 to
$250).
Retailers should structure inventory to meet the pricing comfort
levels of consumers within each respective product category. The
greatest percentage of retail shelf space should be dedicated to rods
that cost more than $200, reels that cost less than $175 and waders
that sell for between $100 and $250.
29
Implications and Opportunities – Role of the Internet
Key Finding
Study Results
A greater number of retailers offer
Internet sales than mail/order or catalog
sales.
The Internet is increasingly
playing an important role in
the day-to-day operations of
2000 Internet sales were up strongly
from 1999 levels - up twice as high as
mail order sales.
Among retail operations that offer the
channel, Internet sales account for 10%
of total sales.
The majority of retailers use the Internet
as a business tool.
Most fly-fishing retailers show an interest
in being able to to do business directly
with fly-fishing manufacturers.
Additional studies conducted by Leisure Trends has confirmed that
sports participants are becoming increasingly comfortable with
shopping on the Internet. This dynamic emphasizes the need for flyfishing retailers to have a strong presence on the Internet. Retailers
should consider directing resources towards offering Internet sales
through their own or a “shared” website to capitalize on growing
consumer confidence with the online shopping experience.
Although Internet sales are growing dynamically, the contribution to
overall sales among retailers who offer the sales channel is modest.
This suggests that that anglers may feel more comfortable
purchasing smaller-ticket items, such as accessories, online – rather
than more expensive apparel and equipment.
An opportunity exists for manufacturers and retailers to use the
Internet to do business directly via the Internet. However, the level
of interest is somewhat conservative. Manufacturers will need to
offer a compelling and actionable reason for retailers to use the
Internet to interface directly with manufacturers.
Implications and Opportunities – Growing the Customer Base
Key Finding
Retailers are having
success at growing both
their specific customer
bases and the overall
participant population.
Study Results
Retailers are using informal and formal
methods to reach and influence potential
customers – advertising, schools/classes,
mailing/coupons, website, clinics and
word-of-mouth referrals.
Retailers believe that word-of-mouth is
the single most effective of method to
attract new customers.
Retailers are not only selling product to
their customers, but are actively
introducing their customers to the sport.
Almost one in five in fly-fishing
customers are female.
As participation in fly-fishing grows, retailers should consider
implementing multi-track programs to attract the increasing pool of
potential customers. Advertising should be considered only one
element of the program and perhaps not the primary approach.
Schools/classes/clinics, mailings and websites should play a role in
the marketing mix. But word-of-mouth referrals are perceived to be
the most effective. Formal referral programs should be developed –
“Bring in a friend and receive a 10% discount on your next
purchase.” Informal referrals should be pushed by the retail staff –
“Tell a fellow angler of your experience in our store.”
Retailers are ambassadors to the sport. Effective efforts to build the
customer base through new participants will create a loyal customer
base. Beginner information on websites, starter classes, a first-timer
section in the store, cross-promotion of fly-fishing in outlets with
exposure to participants in other types of fishing activities will be an
effective method of drawing new participants to the sport.
Retailers and manufacturers should not overlook females as a viable
customer segment. Equipment and apparel manufacturers might
develop products designed to meet the specific needs of females.
The shopping experience might be made female-friendly – female
salespeople, female only clinics, extensive inventory of female
oriented products.
30
31
Implications and Opportunities – Brand Competition
Key Finding
Study Results
Sage, St. Croix, G. Loomis, Winston,
Scott, Orvis, Redington and Cortland
rods all received strong levels of
mentions as being among the best
selling brands.
Competition among the
leading brands for
consumer share of
purchase is strong across
the majority of fly-fishing
products.
Retailers name a variety of reels among
their top three selling brands – Ross,
Orvis, Scientific Anglers, Teton/Tioga,
Cortland, Abel, Bauer.
Retailers mention Simms, Hodgman and
Orvis among their top three selling
waders.
Simms, Ex Officio, Patagonia, Orvis and
Columbia all receive strong levels of
“best seller” mentions.
Retailers name Scientific Anglers,
Cortland and Rio among their best
selling brands of fly line.
Fly-fishing consumers are accustomed to having a wide selection of
inventory to choose from. Retailers should ensure that their stores
carry a wide variety of brands within each product category.
With a strong set of leading brands in each product category,
developing a sales staff knowledgeable about all brands is key. Retail
clinics developed to educate salespeople on the specifics of each
leading brand carried by the store will allow sales staff to assist
consumers in purchasing the brand of equipment that best suits their
needs and activity level.
Manufacturers of fly-fishing products should work to create distinct
brand imagery. Their brand should have a clear identity in the
mind’s of consumer – stand for something. Effectively differentiating
a brand from the others in the competitive set will create a degree of
“askability” among consumers when they are shopping for new
merchandise and will create separation from other brands.
Detailed Results
Size of Industry and Sales Growth in 2000
U.S. Fly-Fishing Sales Trend – 1999 Compared to 2000
34
Overall, United States fly-fishing products
sales were up 15.1% in 2000, reaching a
total dollar sales level of $678 million.
Total U.S. Fly-Fishing Retail Sales in 2000:
$678 million
+15.1%
Sales Trends By Region – 2000 Compared to 1999
35
Q: Comparing sales for 2000, were your gross fly-fishing sales up, down, or the same compared to 1999?
Q: By what percentage were your gross fly-fishing sales up/down?
2000 was a good year for the majority of
Two-thirds (65.8%) of all retailers report
that sales were up from 1999 levels.
Only slightly more than one in 10
(13.2%) retailers indicate that sales were
down in 2000 and the remaining 16.5%
report that sales were unchanged.
Retail stores in the West (78.6%) are the
most likely to have experienced increased
sales. The majority of retailers in other
regions also experienced sales increases,
but at more modest levels.
Among the two-thirds (65.8%) of
retailers who saw higher sales in 2000,
the average increase is 21.4%. The
more moderate level of retailers (13.2%)
who experienced a decline in sales in
2000, saw their sales drop off an average
of 16.4%.
Region
2000 Sales
Trends
All Fly-Fishing
Retailers
Northeast
South
North
Central
Rockies
West
Sales were up
65.8%
67.5%
66.7%
51.9%
62.4%
78.6%
Sales were
down
13.2%
13.8%
17.3%
13.5%
15.4%
4.3%
Sales were the
same
16.5%
16.2%
4.9%
26.9%
20.5%
15.7%
Region
Average
percent
that…
All Fly-Fishing
Retailers
Northeast
South
North
Central
Rockies
West
Sales were up
21.4%
15.8%
17.7%
15.7%
31.6%
19.8%
Sales were
down
16.4%
13.6%
16.0%
13.0%
19.7%
16.7%
+15.1%
+10.8%
+10.8%
+9.7%
+21.4%
+17.9%
Overall, fly-fishing industry sales in 2000
were up 15.1% from 1999 levels.
Overall dollar sales were up for stores in
all regions, particularly in the Rockies and
the West.
Overall sales
trend
Sales Activity in 2000 –
Breakdown of Total Retail Dollar Sales
U.S. Fly-Fishing Sales by Channel of Distribution in 2000
During 200, fly-fishing retail sales totaled
$678 million.
37
Sporting Goods
Chain Store
Internet/Mail
Order Only
3.0%*
1.0%*
$20M**
$7M**
Other
0.3%*
$3M**
By store type, specialty (single) store
retailers represented two-thirds (66.5%)
of total sales – or $451 million dollars.
Independent
Sporting
Goods Store
Specialty (multiple) stores accounted for
the next largest channel of distribution
for fly-fishing product – 21.5% of the
total or $146 million.
7.0%*
$49M**
Independent sporting goods stores that
sell fly-fishing product generated less
than 10% of overall industry sales, a
level equal to $49 million dollars.
Specialty (Multiple) Store
21.5%*
$146M**
Total U.S. Retail Dollar Sales
In 2000
66.5%*
$451M**
$678 million
* Percentage of total industry dollars
** Total dollars
Specialty (Single) Store
U.S. Fly-Fishing Sales by Geographic Region in 2000
38
Regionally, fly-fishing sales were
relatively balanced in 2000.
Stores in the Rockies region contributed
the greatest level to overall industry sales
– 27.2% or $184 million.
Sales in the Northeast (24.9% or $169
million) and West (23.7% or $161
million) yielded secondary levels of sales
activity.
Retailers in the South (12.8%) and North
Central (11.4%) regions accounted for
the remainder of fly-fishing product
sales.
North Central
11.4%*
$77M**
Rockies
27.2%*
South
$184M**
12.8%*
$87M**
In 2000
$678 million
West
23.7%*
$161M**
Northeast
24.9%*
$169M**
Note: See Appendix for the states
that comprise each region.
** Total dollars
Product Mix Contribution to Retail Sales
39
Q: What percentage of your fly-fishing dollar sales came from each of the following product categories in 2000?
During 2000, fly rods accounted for the
greatest percentage (17.0%) of flyfishing retail dollar sales – a contribution
equal to $115 million.
Lessons/
Guide Fees
5.8%*
Flies (13.5%) and reels (12.2%) were
the next largest selling categories,
generating sales of $92 million and $83
million respectively.
Remaining categories in the product mix
generated strong levels of sales in 2000
– including fly lines/tippets ($74M), fly
tying materials ($65M), waders ($60M),
accessories ($58M) and apparel ($53M).
Flies
13.5%
*
$92M**
Gifts*
3.7%
$25M**
$39M**
Fly Rods
17.0%*
$115M**
Fly Tying
Materials/Equipment
9.6%*
$65M**
In 2000
Fly Reels
12.2%*
$678 million
$83M**
Accessories
8.6%*
$58M**
Waders
8.9%*
Apparel
7.8%*
$53M**
Note: The gift category includes
merchandise such as mugs, books,
art. The accessories category
includes merchandise such as
sunglasses, floatant, fly boxes.
Fly Lines/Tippets
10.9%*
$74M**
** Total dollars
$60M**
U.S. Fly-Fishing Sales by Fiscal Quarter in 2000
40
Q: What was the percentage of fly-fishing sales for each fiscal quarter of the year 2000?
Sales activity in 2000 was primarily
consistent across the fiscal quarters.
The strongest sales activity was in April
through September, when nearly twothirds (62.6%) of fly-fishing sales took
place - sales activity equaling nearly
$425 million.
October 1 – December 31
18.8%
$127M
January 1 – March 31
Sales in the other quarters of 2000 were
balanced, with nearly 20% of sales
taking place in both the fourth and first
quarter.
18.6%*
$126M
July 1 – September 30
29.2%
In 2000
$678 million
$198M**
April 1 – June 30
33.4%*
$227M
** Total dollars
Recent Sales Trends
Recent Sales Trend Changes
42
Q: In the last 6 months, has your store experienced a meaningful change in sales trends?
Short-term factors are having an influence on the sales of a measurable portion of fly-fishing retailers.
Nearly one-half (47.5%) of retailers have experienced meaningful changes in sales trend during the early part of 2001.
A greater percentage of retailers (26.8%) experienced stronger sales in early 2001 than reported weaker sales (19.7%)
A variety of factors contributed to both the stronger and weaker sales trends.
The primary driver of weaker sales in 2001 is the state of the economy (69.6%). Unfavorable weather conditions (20.3%), gas prices (17.7%)
and cannibalization of sales by increased competition (10.1%) have also had a negative impact on sales activity.
Retailers have fragmented perceptions of the factors responsible for stronger sales in the past six months – with no central reason identified. A
mix of factors within and outside of retailers’ control are cited – increased advertising, the state of the economy, improved staff performance,
weather conditions, new store, growing participant population, store maturation, seasonal changes, merchandise selection to name a few.
Reason
Reason
%
69.6%
Weather conditions
20.3%
No Change
Gas prices
17.7%
52.5%
Increased competition
10.1%
Water conditions
8.9%
Internet cannibalization
5.1%
Impact of fires
3.8%
Improved staff performance
2.5%
Political climate
2.5%
New ownership
1.3%
Weaker
Sales
19.7%
Stronger Sales
26.8%
%
Increased advertising
12.1%
9.3%
Improved staff performance
9.3%
Weather conditions
8.4%
New store/new location
7.5%
Growing participant population
6.5%
Store maturation
6.5%
Change of seasons
5.6%
Diversified merchandise selection
5.6%
Improved inventory selection
4.7%
Presence on the Internet
4.7%
Water conditions
4.7%
Store redesign
3.7%
Recovery from fires
3.7%
Internet and Mail Order Sales in 2000
Mail Order Sales By Store Type
44
Q: Does your store have mail order or catalog sales?
Q: About what percentage of your fly-fishing sales come from mail order or catalog?
Mail order and catalog sales represent an important channel for fly-fishing retailers.
More than one-third (36.7%) of fly-fishing retailers offer mail order sales to their customers – a channel that accounts for nearly 14% of
total fly-fishing sales within stores that offer mail order sales to their customers.
Multiple storefront specialty operations are the most likely store type to offer mail order or catalog sales. This channel accounts for nearly
one-quarter (21.6%) of total dollar sales among the two-thirds of specialty (multiple) retailers who offer mail order sales.
Mail order sales play a more modest role in the operations of specialty (single) store retailers. Four in 10 specialty (single) store retailers
offer mail order or catalog sales and the channel contributes 13% to total dollars among those operations. The offering of mail order
sales is on the decline among specialty (single) retailers. In 1998 nearly half (45%) of specialty (single) retailers offered mail order sales,
an incidence that declined to 40.1% in 2000.
Mail Order Sales
All Retailers
Specialty (Single) Specialty (Multiple) Independent Sporting Goods
Offer mail order sales
36.7%
40.1%
64.3%
22.2%
Contribution of mail
order sales to total
dollars (among retailers
who offer mail order
sales)
13.6%
12.7%
21.6%
7.7%
Mail Order Sales Trend – 1999 Compared to 2000
45
Overall, retailers who offer mail order
report that sales within the channel were
up 9.7% in 2000.
+9.7%
Internet Sales By Store Type
46
Q: Does your store offer Internet sales?
Q: About what percentage of your fly-fishing sales come from the Internet?
The popularity of the Internet as a sales channel is increasing. Four in 10 (40.0%) fly-fishing retailers offer merchandise to customers who
shop online. This level now exceeds the percentage of retailers who offer mail order sales (36.7%).
However, consumers appear to be somewhat conservative in their use of the Internet as a sales channel. Although a greater percentage of
retailers offer Internet sales than do mail order sales, online shopping accounts for a smaller amount of total fly-fishing dollar sales (9.5%
compared to 13.6%).
This suggests that anglers feel more comfortable ordering smaller-ticket items such as accessories on line, rather than
more expensive merchandise.
Internet Sales
All Retailers
Offer Internet sales
40.0%
45.3%
53.6%
25.9%
Contribution of Internet
sales to total dollars
(among retailers who
offer Internet sales)
9.5%
7.8%
11.4%
3.4%
Internet Sales Trend – 1999 Compared to 2000
47
Overall, retailers who sell merchandise
online report that sales within the
channel were up 22.6% in 2000.
+22.6%
Use of the Internet as a Business Tool
48
Q: Does your store currently use the Internet as business tool?
Q: How interested would you be in using the Internet as a tool to interface or to do business with fly-fishing manufacturers?
All Retailers
The Internet’s role in the day-to-day
operation of fly-fishing retailers is significant.
Nearly three-quarters (71.0%) of all retailers
report that they currently use the Internet as
a business tool.
No – Do Not Use the Internet
as a Business Tool
29.0%
Yes – Do Use the Internet
as a Business Tool
71.0%
Retailers who currently use the Internet as a
business tool show strong levels of interest in
the opportunity to interface with fly-fishing
manufacturers – and many report that they
already do.
Two-thirds (63.1%) of retailers are interested
in doing business directly with manufacturers
via the Internet. However enthusiasm for
the idea is somewhat modest, with more
retailers indicating they are
“somewhat” (35.6%) interested, rather than
“very” (27.5%) interested.
35.6%
27.5%
14.8%
This suggests that manufacturers will need to
offer specific benefits to retailers who use the
Internet to do business directly with
manufacturers.
Very
Interested
Somewhat
Interested
10.2%
9.9%
Not Very
Interested
Not at all
Interested
Already do
Fly Rod Sales in 2000
Total U.S. Fly-Fishing Rod Sales in 2000
$115M
+10.7%
Fly Rod Penetration – Brands Carried
50
Q: What brands of fly-fishing rods do you stock in your store?
All Retailers
Specialty Store (Single)
Sage
51.8%
58.8%
St. Croix
47.5%
47.8%
G. Loomis
36.9%
32.7%
Orvis
32.2%
34.7%
Cortland
29.6%
25.3%
Scott
29.1%
38.0%
Redington
27.4%
31.4%
Winston
27.4%
33.9%
Thomas and Thomas
15.8%
20.0%
Diamondback
13.3%
13.1%
Powell
7.3%
7.3%
Fenwick
5.8%
2.0%
Scientific Anglers
5.3%
2.4%
Custom Made
5.0%
3.3%
Sage (58.8%) and St. Croix (47.8%) are
the penetration leaders, followed by a set
of other well-known brands.
Pflueger
4.5%
0.8%
Abel
4.0%
3.3%
Lamiglas
3.5%
1.2%
Some modest differences do exist in the
penetration of specific rod brands within
specialty stores.
Shakespeare
3.3%
0.4%
Fly Logic
3.0%
4.1%
Browning
3.0%
0.4%
Specialty (single) stores are more likely
to carry the Sage, Scott, Winston and
Thomas and Thomas brands than overall
retailers.
Temple Fork
2.0%
2.0%
Berkley
1.8%
0.4%
Hardy
1.3%
1.6%
Elkhorn
1.3%
0.8%
Eagle Claw
1.3%
0.4%
All Star
1.3%
0.8%
Diawa
1.0%
0.4%
Fly-fishing retailers carry a wide range of
rods, with three tiers of brand
penetration within the category
identified.
Sage (51.8%) and St. Croix (47.5%) are
the brands carried by the largest number
of fly-fishing stores.
Several brands of fly rods register
secondary levels of penetration – G.
Loomis (36.9%), Orvis (32.2%), Cortland
(29.6%), Scott (29.1%), Redington
(27.4%), Winston (27.4%).
Rod penetration within specialty stores is
similar to fly-fishing retailers overall.
Fly Rod Brand
Fly Rod Share – Best Selling Brands*
51
Q: What are your top three selling brands of fly-fishing rods in units sold?
Based on sales activity, one brand enjoys
a particularly strong position within the
fly rod category.
More than half (52.1%) of all retailers,
and a slightly higher (58.0%) percentage
of specialty (single) store retailers
indicate that Sage rods were among their
top three sales leaders in 2000.
The St. Croix brand is the next best
selling brand, followed by several brands
with strong levels of popularity – G.
Loomis, Winston, Scott and Orvis.
Study results suggests that Scott rods
sell more strongly within specialty
(single) stores than across all retail
channels, and that Cortland rods enjoy a
stronger sales standing among nonspecialty (single) retail outlets.
Fly Rod Brand
All Retailers
Sage
52.1%
58.0%
St. Croix
43.3%
41.1%
G. Loomis
33.4%
27.5%
Winston
25.9%
33.7%
Scott
24.3%
30.8%
Orvis
24.2%
25.2%
Redington
22.0%
25.8%
Cortland
20.5%
14.9%
*Net of “best,” “second best” and “third best seller” mentions
Fly Rod Share – Top Selling Brands
52
Q: What are your top three selling brands of fly-fishing rods in units sold?
One-third (33.0%) of all retailers report
that Sage is their single best selling rod,
by a two-fold margin over the next best
selling brands – St. Croix (16.0%) and
Orvis (13.2%).
The St. Croix brand has a very consistent
sales profile. A near equal percentage of
retailers report that the brand is their
best selling (16.0%), second best selling
(15.7%) and third best selling (11.6%)
brand of fly rod.
Brand sales activity differs somewhat
within specialty stores.
Sage remains the best seller (39.6%) by
an even wider margin over the next best
selling brands. Orvis rods register the
next strongest level of best selling
activity (14.7%), followed by St. Croix
(11.4%) rods.
Fly Rod Brand
All Retailers
Best Seller
Sage
33.0%
39.6%
St. Croix
16.0%
11.4%
Orvis
13.2%
14.7%
G. Loomis
8.9%
7.3%
Scott
6.3%
8.2%
Cortland
4.1%
2.9%
Redington
3.8%
4.5%
Winston
3.8%
4.9%
Second Best Seller
St. Croix
15.7%
15.3%
G. Loomis
13.3%
9.6%
Sage
13.3%
13.4%
Winston
10.5%
14.4%
Redington
8.7%
9.6%
Scott
8.1%
11.5%
Cortland
6.9%
4.8%
Orvis
6.9%
7.2%
Third Best Seller
St. Croix
11.6%
14.4%
Winston
11.6%
14.4%
G. Loomis
11.2%
10.6%
Scott
9.9%
11.1%
Cortland
9.5%
7.2%
Redington
9.5%
11.7%
Sage
5.8%
5.0%
Fly Rod – Price Points
53
Q: What percentage of the rods that you sold in 2000 were at the following price points?
Higher priced fly rods continue to move– particularly in specialty (single location)
stores.
The majority (60.9%) of rod sales in
2000 cost consumers $200 or more, with
one-quarter (24.5%) of sales activity
coming from rods that sold for more than
$400.
More than one-quarter (28.7%) of rods
purchased at specialty (single) stores in
2000 cost anglers more than $400. An
additional one-third (37.7%) of rods were
sold within the $200 to $400 price range.
All Retailers
39.1%
36.4%
37.7%
33.6%
28.7%
24.5%
<$200
$200 to $400
Over $400
Fly Rod – Number of Rods Sold in 2000
54
Q: Approximately how many fly-fishing rods did you sell in 2000?
Fly rod sales volume (units) was strong
in 2000.
More than one-third (35.6%) of surveyed
retailers report that they sold 200 or
more fly rods in 2000. The average
number of rods sold is 319. This average
number is influenced by the high
numbers of rods sold by a few of the
larger, non-specialty stores included in
the study.
Mean number of fly rods
sold in 2000
All Retailers
319.1
152.7
All Retailers
Specialty (single) store retailers also
report heavy sales (units) activity in
2000. Specialty (single) store retailers
sold an average of of 153 rods in 2000,
with more than one-third reporting sales
activity of 200 or more rods.
35.6%
36.2%
24.3%
21.4%
21.3%
21.4%
21.0%
18.8%
45 or fewer rods
46 to 99 rods
100 to 199 rods
200 or more rods
Fly Rod – Share by Line Weights
55
Q: What percentage of your rod sales came from the following line weights?
The majority of fly-fishing rods sold
during 2000 were of a particular line
weight class.
Nearly two-thirds of all retailers (61.3%)
and specialty (single) store (61.8%) sold
rods with four to six weight line.
All Retailers
Seven to nine weight line rods were the
second most popular, accounting for
nearly one-quarter of sales across all
(23.5%) and specialty (22.4%) channels.
61.3%
61.8%
This finding suggest that the greatest
percentage of shelf-space should be
allocated to rods with four to six weight
line – to meet the high demand for these
rods among anglers.
23.5%
8.0%
8.4%
0 to 3 weight
22.4%
7.2%
4 to 6 weight
7 to 9 weight
7.4%
10 weight and over
Fly Reel Sales in 2000
Total U.S. Fly-Fishing Reel Sales in 2000
$83M
+11.9%
Fly Reel Penetration – Brands Carried
57
Q: What brands of fly-fishing reels do you stock in your store?
Anglers have a wide range of fly reels to
choose from and several brands have
strong levels of retail penetration.
All Retailers
Ross
47.9%
56.7%
Scientific Anglers
41.1%
40.4%
Orvis
35.8%
38.4%
Abel
34.8%
42.9%
Tibor
34.5%
42.0%
Cortland
32.7%
29.0%
Bauer
30.0%
35.9%
Teton/Tioga
27.2%
32.2%
Among specialty (single) store retailers,
Ross reels have a particularly strong
presence. More than half (56.7%) of
retailers carry Ross reels.
Lamson
26.4%
31.0%
Redington
22.4%
24.9%
Sage
21.4%
23.7%
Loomis
19.1%
16.3%
Abel (42.9%) and Tibor (42.0%) reels
have stronger penetration among
specialty (single) stores than among
overall fly-fishing retailers.
Galvin
18.1%
23.7%
Pflueger
14.4%
6.1%
STH
14.1%
12.7%
Hardy
12.6%
15.1%
Okuma
11.8%
8.2%
Waterworks
11.6%
13.5%
Fly Logic
6.5%
6.9%
Loop
6.5%
6.5%
Islander
6.0%
7.8%
Ryall
5.8%
8.2%
Martin
5.5%
2.9%
Old Florida
5.0%
5.7%
Pate
4.8%
6.1%
Among all fly-fishing retailers, brand
penetration within the fly reel category is
strongest for Ross (47.9%) and Scientific
Anglers (41.1%).
Orvis (35.8%), Abel (34.8%), Tibor
(34.5%) and Cortland (32.7%) are
carried by approximately one-third of all
retailers surveyed.
Fly Reel Brand
Fly Reel Share – Best Selling Brands*
58
Q: What are your top three selling brands of fly-fishing reels in units sold?
Retailers report that Ross has the best
selling reels – a position driven by sales
through specialty stores.
Orvis reels are the second best selling
brand of reels, with one-third of all
retailers (33.3%) and specialty (single)
retailers (34.9%) naming the brand as
one of the top three selling brands.
Other top selling brands of reels include
Scientific Angler, Teton/Tioga, Cortland,
Abel and Bauer reels.
Fly Reel Brand
All Retailers
Ross
46.4%
55.8%
Orvis
33.3%
34.9%
Scientific Angler
22.4%
17.5%
Teton/Tioga
20.0%
23.4%
Cortland
19.1%
15.0%
Abel
18.5%
22.6%
Bauer
16.1%
18.8%
Fly Reel Share – Top Selling Brands
59
Q: What are your top three selling brands of fly-fishing reels in units sold?
One-quarter (26.3%) of all retailers
identify Ross as the their single best
selling brand of fly reel, followed by Orvis
(20.0%).
The popularity of Ross reels is even
stronger among consumers who shop at
specialty (single) stores. One-third
(34.4%) of specialty (single) stores
report that Ross brands were their single
top seller during 2000.
Fly Reel Brand
All Retailers
Best Seller
Ross
26.3%
34.4%
Orvis
20.0%
21.3%
Teton/Tioga
7.1%
7.4%
Cortland
5.6%
3.7%
Scientific Angler
4.6%
2.9%
Second Best Seller
Ross
12.4%
13.7%
Orvis
9.1%
8.5%
Teton/Tioga
7.4%
10.4%
Cortland
7.7%
6.2%
Scientific Angler
9.1%
9.0%
Abel
6.8%
7.6%
Bauer
5.9%
7.1%
Galvin
5.3%
6.2%
Lamson
4.7%
5.7%
Third Best Seller
Scientific Angler
8.7%
5.6%
Abel
8.7%
11.3%
Bauer
8.4%
9.2%
Ross
7.7%
7.7%
Cortland
5.8%
5.1%
Teton/Tioga
5.5%
5.6%
Lamson
5.5%
6.7%
Tibor
5.5%
5.6%
Redington
5.2%
6.2%
Orvis
4.2%
5.1%
Fly Reel – Price Points
60
Q: What percentage of the reels that you sold in 2000 were at the following price points?
The majority of fly reel sales in 2000
were on the lower end of the price
spectrum.
Among all fly-fishing retailers, more than
one-half (55.5%) of all reels sold for less
than $175.
Sales activity in specialty (single) stores
skews more toward the upper range of
the price range. One-half (51.5%) of
specialty (single) store reel purchases
were made for more than $175 –
compared to less than one-half (44.5%)
of sales made across all retailers within
the same price range.
All Retailers
55.5%
48.5%
30.3%
25.7%
11.8%
13.1%
7.0%
<$175
$175 to $259
$260 to $400
8.1%
Over $400
Wader Sales in 2000
Total U.S. Fly-Fishing Wader Sales in 2000
$60M
+14.0%
Waders Penetration – Brands Carried
62
Q: What brands of waders do you stock in your store?
Simms waders are carried by the
greatest number of fly-fishing retailers.
One half (50.3%) of all retailers and
nearly two-thirds (60.7%) of specialty
(single) fly–fishing stores carry Simms.
Wader brands with secondary
penetration include Hodgman and Orvis.
Dan Bailey’s (25.8%) presence is
stronger among specialty (single) store
retailers than among retailers overall.
Waders Brand
All Retailers
Simms
50.3%
60.7%
Hodgman
35.3%
26.6%
Orvis
34.8%
37.1%
Dan Bailey's
18.8%
25.8%
Redington
17.4%
19.7%
Patagonia
15.8%
20.1%
Fly Tech
12.2%
8.7%
Glacier Glove
8.7%
10.5%
LaCrosse
7.1%
3.1%
Red Ball
6.2%
2.6%
Pro Line
5.7%
3.1%
Bare
4.6%
4.4%
Waders Share – Best Selling Brands*
63
Q: What are your top three selling brands of waders in units sold?
Simms waders are the brand most often
mentioned as one of the top three sellers
in fly-fishing stores.
Hodgman and Orvis brands of waders are
strong sellers – but to a slightly lesser
degree.
Waders Brand
All Retailers
Simms
58.0%
68.8%
Hodgman
46.1%
37.3%
Orvis
42.3%
43.8%
Dan Bailey's
26.1%
35.3%
Redington
25.2%
27.8%
Patagonia
24.2%
31.6%
Fly Tech
15.6%
11.4%
Glacier Glove
10.8%
13.3%
Waders – Top Selling Brands
64
Q: What are your top three selling brands of waders in units sold?
Simms is the best selling brand of waders
among one-third (35.6%) of all flyfishing retailers and the second best
selling brand among one in five (17.5%)
retailers.
Purchase preferences among specialty
(single) store consumers runs even
stronger towards the Simms brand of
waders. Two-thirds (65.2%) of specialty
(single) store retailers name Simms
waders as one of their top two selling
brands.
Waders Brand
All Retailers
Best Seller
Simms
35.6%
44.2%
Orvis
23.3%
25.9%
Hodgman
18.6%
12.1%
Dan Bailey's
6.1%
8.0%
Fly Tech
3.6%
1.3%
Redington
3.1%
3.1%
Second Best Seller
Simms
17.5%
21.2%
Hodgman
13.4%
9.1%
Orvis
12.7%
13.3%
Dan Bailey's
10.8%
15.8%
Redington
10.1%
10.9%
Patagonia
10.1%
13.3%
Fly Tech
7.1%
5.5%
Glacier Glove
2.6%
3.0%
Third Best Seller
Hodgman
14.1%
16.1%
Patagonia
12.7%
16.1%
Redington
12.0%
13.8%
Dan Bailey's
9.2%
11.5%
Glacier Glove
8.5%
10.3%
Orvis
6.3%
4.6%
Simms
4.9%
3.4%
Fly Tech
4.9%
4.6%
Bare
4.2%
4.6%
Waders – Price Points
65
Q: What percentage of the waders that you sold in 2000 were at the following price points?
During 2000 the majority (51.4%) of
waders sold for between $100 and $250.
Wader purchasers at specialty (single)
stores skewed toward more expensive
product than across all retailers. Nearly
all (91.2%) wader purchases made at
specialty (single) stores during 2000
were made for more than $100, with
one-third (34%) selling for more than
$250.
All Retailers
55.2%
51.4%
34.0%
27.9%
20.7%
10.8%
<$100
$100 to $250
Over $250
Apparel Sales in 2000
Total U.S. Fly-Fishing Apparel Sales in 2000
$53M
+9.0%
Fly-Fishing Apparel – Brands Carried
67
Q: What brands of fly-fishing apparel do you stock in your store?
Several fly-fishing apparel brands enjoy
strong distribution in fly-fishing stores.
Simms (37.4%), Columbia (34.1%),
Patagonia (28.5%), Orvis (27.4%) and
Ex Officio (25.1%) are all carried by a
large share of fly-fishing retailers in the
U.S.
Within specialty (single) stores, Simms
(43.9%) is carried by the greatest
percentage of stores, followed by several
brands with near equal levels of
penetration – Columbia (31.8%),
Patagonia (323.3%), Orvis (30.0%), Ex
Officio (30.5%).
Apparel Brand
All Retailers
Simms
37.4%
43.9%
Columbia
34.1%
31.8%
Patagonia
28.5%
32.3%
Orvis
27.4%
30.0%
Ex Officio
25.1%
30.5%
Hodgman
10.1%
7.6%
Pacific Fly
8.4%
9.4%
Sportif
7.3%
9.0%
Redington
7.3%
8.1%
Filson
6.7%
6.7%
Cortland
6.4%
4.5%
Tarponwear
6.1%
7.6%
Aqua Design
3.9%
5.8%
G. Loomis
3.6%
2.7%
Solitude
3.1%
4.0%
Fly-Fishing Apparel Share – Best Selling Brands*
68
Q: What are your top three selling brands of apparel in units sold?
Apparel sales activity is remarkably
competitive across all fly-fishing retailers.
All of the leading brands – Simms
(35.2%), Ex Officio (33.3%), Patagonia
(34.0%), Orvis (32.6%), Columbia
(35.2%) – receive similar levels of
mentions as one of the top three apparel
sellers.
Simms differentiates itself from the
competitive set in specialty (single)
stores, with one-half (51.5%) of retailers
naming the brand among the store's top
three best sellers.
Apparel Brand
All Retailers
Simms
35.2%
51.5%
Ex Officio
33.3%
37.7%
Patagonia
34.0%
35.9%
Orvis
32.6%
32.7%
Columbia
35.2%
32.1%
Fly-Fishing Apparel – Top Selling Brands
69
Q: What are your top three selling brands of apparel in units sold?
Across all retailers the Columbia (21.8%)
brand apparel most often mentioned as
the leader in units sold, followed by
Simms (15.6%) and Orvis (13.8%).
Simms (18.9%) and Columbia (18.9%)
capture the best seller position within
specialty (single) stores.
Apparel Brand
All Retailers
Best Seller
Columbia
21.8%
18.9%
Simms
15.6%
18.9%
Orvis
13.8%
14.7%
Ex Officio
9.7%
11.1%
Patagonia
9.1%
9.7%
Hodgman
4.4%
4.1%
Second Best Seller
Patagonia
14.3%
14.5%
Simms
13.5%
12.8%
Orvis
12.0%
9.9%
Ex Officio
11.2%
14.0%
Columbia
9.7%
10.5%
Hodgman
4.2%
2.9%
Third Best Seller
Simms
19.3%
19.8%
Ex Officio
12.4%
12.6%
Patagonia
10.6%
11.7%
Filson
6.8%
4.5%
Orvis
6.8%
8.1%
Pacific Fly
5.6%
6.3%
Columbia
3.7%
2.7%
Hodgman
1.9%
0.9%
Fly Line Sales in 2000
Total U.S. Fly-Fishing Line Sales in 2000
$74M
+15.4%
Fly Line Penetration – Brands Carried
71
Q: What brands of fly line do you stock in your store?
Scientific Anglers (70.2%) is the fly line
that is carried by the most fly-fishing
stores.
Cortland (56.2%) and Rio (42.2%)
register secondary levels of store
penetration.
Distribution of Rio (51.8%) fly line is
stronger within specialty (single) retail
stores than within retail channels of all
types (42.2%).
Fly Line Brand
All Retailers
Scientific Anglers
70.2%
71.7%
Cortland
56.2%
53.8%
Rio
42.2%
51.8%
Orvis
28.0%
30.4%
Royal Wulff (Lee Wulff)
19.5%
23.1%
Teeny
15.0%
15.8%
Airflo
13.2%
16.2%
Sage
9.2%
10.9%
Monic
4.0%
4.9%
Fly Line Share – Best Selling Brands*
72
Q: What are your top three selling brands of fly line in units sold?
Fly-fishing retailers of all types most
often name four leading brands as their
top sellers – Scientific Anglers, Cortland,
Rio, Orvis.
Fly Line Brand
All Retailers
Scientific Anglers
78.9%
78.8%
Cortland
66.0%
61.2%
Rio
56.6%
63.4%
Orvis
30.5%
29.3%
Fly Line – Top Selling Brands
73
Q: What are your top three selling brands of fly line in units sold?
Best selling brands of fly line are in
alignment across all retailers and
specialty (single) store retailers.
Nearly half of all retailers (44.0%) report
that Scientific Anglers is their best selling
brand of fly line. One-quarter (26.9%)
award Cortland the leadership position.
Although Rio captures modest levels
(6.3%) of best seller status, one-half
(50.3%) of retailers indicate that the
brand is either their second or third best
seller. This suggests that the brand may
be growing in popularity.
Fly Line Brand
All Retailers
Best Seller
Scientific Anglers
44.0%
43.9%
Cortland
26.9%
23.6%
Orvis
14.0%
15.4%
Rio
6.3%
8.9%
Second Best Seller
Cortland
26.1%
24.6%
Rio
24.4%
27.8%
Scientific Anglers
23.0%
21.9%
Orvis
9.8%
8.6%
Third Best Seller
Rio
25.9%
26.7%
Cortland
13.0%
13.0%
Royal Wulff (Lee Wulff)
11.9%
11.5%
Scientific Anglers
11.9%
13.0%
Teeny
10.9%
12.2%
Orvis
6.7%
5.3%
Marketing Efforts – Methods for Building the Customer Base
75
Q: What are you doing to reach new customers?
In the current competitive marketplace, fly-fishing retailers are using a variety of methods to build their customer bases – and usage of the
methods differ across store types.
Advertising (68.8%) is the primary method that retailers utilize to reach and influence new customers. Schools/classes (18.5%), mailings
(18.5%), websites (18.5%), word-of-mouth (14.8%) and clinics (13.2%) are also popular methods that fly-fishing retailers use to grow their
customer base.
Specialty (multiple) store (89.3%) and independent sporting goods (76.5%) retailers rely more heavily on advertising than the specialty
(single) store retailers (64.4%).
Schools/classes (35.7%), mailings (35.7%) and clinics (32.1%) are more likely to be used by specialty (multiple) store retailers than other
retail channels.
One-quarter (25.7%) of specialty (single) store retailers are directing resources towards website development as a method for attracting
new customers – a level significantly higher than the other store types.
Method
All Retailers
Advertisements
68.8%
64.4%
89.3%
76.5%
Schools/Classes
18.5%
21.1%
35.7%
8.6%
Mailing/Coupon
18.5%
18.6%
35.7%
12.3%
Website
18.5%
25.9%
7.1%
6.2%
Word-of-Mouth
14.8%
14.6%
10.7%
12.3%
Clinics
13.2%
15.0%
32.1%
3.7%
Demo Days
7.2%
6.9%
14.3%
4.9%
Consumer/Trade Shows
5.2%
6.5%
3.6%
1.2%
Local Club Relationships
5.0%
6.1%
3.6%
4.9%
Direct Email
2.5%
3.2%
3.6%
0.0%
Catalog
1.2%
1.6%
0.0%
0.0%
Marketing Efforts – Most Effective Method for Building the Customer Base
Q: Which method is the most effective way to reach new customers?
Technology-based and formal programs aside, fly-fishing retailers indicate that word-of-mouth (22.5%) is the single most efficient method of
building customer base.
Advertising (20.9%) is also perceived to be a productive way of attracting new customers. Favorable perceptions of the effectiveness of
advertising is measurably lower among specialty (multiple) store (5.9%) retailers. This finding is notable because specialty (multiple) store
retailers report the highest levels of using ads. Based on the high percentage (68.8) of retailers that buy ad space/time compared to the
relatively low percentage (20.9%) that name it as the most effective customer generator – some retailers may perceive advertising as a
necessary evil.
Mailing/coupons (12.8%) and schools/classes (12.3%) are viewed as effective programs to grow patronization, but less so than word-ofmouth and advertising.
Specialty (multiple) store retailers have greater success at building their customer base through mailings and coupons (23.5%) than other
store types.
Method
All Retailers
Word-of-Mouth
22.5%
22.8%
17.6%
26.9%
Advertisements
20.9%
20.5%
5.9%
23.1%
Mailing/Coupon
12.8%
11.8%
23.5%
15.4%
Schools/Classes
12.3%
11.0%
17.6%
11.5%
Website
6.4%
7.9%
5.9%
3.8%
Clinics
5.3%
4.7%
5.9%
7.7%
Consumer/Trade Shows
3.7%
4.7%
5.9%
0.0%
Demo Days
2.7%
3.1%
0.0%
0.0%
Direct Email
1.6%
2.4%
0.0%
0.0%
Catalog
1.1%
1.6%
0.0%
0.0%
Local Club Relationships
0.5%
0.8%
0.0%
0.0%
76
Share of Customer Base Introduced to Fly-Fishing
77
Q: About what percentage of your customers have you introduced to fly-fishing?
The fly-fishing participation base is
growing and and retail stores are
introducing measurable portions of their
customer base to the sport.
All Retailers
Average:
29.0%
On average, fly-fishing retailers report
that they are responsible for introducing
nearly one-third (29%) of the current
customer base to the sport.
Specialty stores – regardless of the
number of storefront - report higher
levels of cultivating anglers than
independent sporting goods stores.
23.3%
19.7%
18.6%
15.6%
11.6%
0 to 10%
Average percentage of
customers introduced to flyfishing
11 to 20%
21 to 30%
31 to 50%
51% or more
Specialty (Single)
Specialty (Multiple)
Independent Sporting Goods
31.4%
31.1%
23.0%
Number of Customers Introduced to Fly-Fishing in 2000
78
Q: About how many beginners did you introduce to fly-fishing during 2000?
The majority (69.8%) of fly-fishing
retailers introduced 200 or fewer people
to the sport during 2000. On average,
fly-fishing retailers report that they
introduced 263 new anglers to the sport
in 2000.
Different store types had varying levels
of success at introducing new
participants to fly-fishing. Specialty
(multiple) store retailers report the
greatest success (515 on average) and
independent sporting goods stores made
the smallest contribution (65 on
average.)
All Retailers
Average:
263
30.5%
21.1%
18.2%
10.8%
2.2%
0 to 30 people
Average number of
customers introduced to flyfishing
31 to 50 people
51 to 200 people
201 to 1,000 people
More than 1,000
people
Specialty (Single)
201
515
65
Gender Composition of Customer Base
79
Q: What percentage of your current customers are male? And what percentage are female?
The majority of fly-fishing consumers are
male (82.8%), but a measurable portion
of shoppers (17.8%) are female.
All Retailers
The gender composition of the customer
base of respective store types does not
differ – primarily male.
Female
17.8%
Male
82.8%
Specialty (Single)
Male Customers
82.5%
78.3%
82.0%
Female Customers
17.5%
21.7%
18.0%
Store Dynamics
Selling Space – Square Footage
81
Q: How many square feet of fly-fishing selling space do you have in your store?
Fly-fishing retail stores come in all
shapes and sizes.
All Retailers
A near equal percentage of stores have
300 square feet or less (15.4%) of flyfishing selling space as have 2,000
square feet or more (18.3%).
Average:
1,207
29.4%
The average fly-fishing space among all
retailers is 1,207 square feet –
translating to $302.33 yield per square
feet.
22.3%
Selling space dedicated to fly-fishing
differs measurably across store types.
Specialty (multiple) stores report the
largest selling spaces (1,734) and
independent sporting goods stores allot
the smallest amount of space to the
sport (956).
18.3%
15.4%
7.6%
300 square feet or
less
Average square feet of
selling space dedicated to
fly-fishing
301 to 499 square
feet
500 to 999 square
feet
1,000 to 1,999 square 2,000 square feet or
feet
more
Specialty (Single)
1,277
1,734
956
Staffing Profile
82
Q: How many full-time employees does your store have?
Q: How many part-time employees does your shop have?
The average number of staff employed
by fly-fishing retailers differs by store
type.
All Retailers
Across fly-fishing retailers, 6.4 full-time
and 4.8 part-time staff are employed.
On average, specialty (multiple) stores
employ twice as many staffers as
specialty (single) stores.
6.4
4.8
Full-Time
Part-Time
Specialty (Single)
Average number of full-time
employees
3.3
7.0
13.5
Average number of parttime employees
3.0
5.5
7.9
Store Maturation – Number of Years in Business
83
Q: How many years has your store been open?
The average fly-fishing retailer has been
in business for nearly 20 years.
All Retailers
Average:
Specialty stores – regardless of how
many locations – average slightly more
than 15 years of being in business.
19.5 years
28.3%
21.2%
18.4%
12.5%
10.8%
5.8%
2 years or less
3 to 5 years
Average numbers of years
store has been open
6 to 10 years
11 to 20 years
21 to 35 years
36 years or more
Specialty (Single)
15.4
15.9
30.3
Use of Point of Sale Systems
84
Q: Does your store have a computerized sales and inventory system, also known as a “point of sale” or P.O.S. system?
Usage of point of sale systems is a split
proposition among fly-fishing retailers.
Similar levels of retailers are using
(46.5%) a point of sale system and not
(53.5%).
All Retailers
Use of P.O.S. systems is most prevalent
among specialty (multiple) store (67.9%)
retailers. Half (49.4%) of independent
sporting goods retailers use the system,
while specialty (single) retailers report
the lowest incidence (38.9%) of using a
P.O.S. system.
No
53.5%
Yes
46.5%
Specialty (Single)
Yes - P.O.S. System
38.9%
67.9%
49.4%
No - P.O.S. System
61.1%
28.6%
49.4%
Type of P.O.S. System Used
85
Q: What is the name of the point of sale software you use?
Retailers use a variety of software programs to capture sales data.
Overall, Retail Pro is the most often used software among fly-fishing retailers who collect data – particularly among specialty (single)
stores (25.0%).
ARS is the second most often used sale software and is used most frequently by independent sporting goods retailers (22.5%).
A small portion (4.3%) of fly-fishing retailers have created their own proprietary software to track sales data.
Method
All Retailers
Retail Pro
16.3%
25.0%
15.8%
5.0%
ARS
8.2%
5.2%
0.0%
22.5%
Proprietary
4.3%
4.2%
0.0%
2.5%
Quick Sell
3.8%
6.2%
0.0%
2.5%
Retail Edge
3.3%
6.2%
0.0%
0.0%
Microbiz
2.7%
4.2%
5.3%
0.0%
Counterpoint
2.7%
2.1%
0.0%
7.5%
Camdata
2.2%
1.0%
0.0%
5.0%
Possim
2.2%
3.1%
0.0%
0.0%
QuickBooks
2.2%
4.2%
0.0%
0.0%
General Store
1.6%
3.1%
0.0%
0.0%
Retail Solutions
1.6%
2.1%
0.0%
2.5%
JAC - Easy
1.1%
2.1%
0.0%
0.0%
Other
31.0%
22.9%
47.4%
27.5%
Key Trends Among Fly-Fishing Retailers –
1998 Compared to 2000
Size of the Fly-Fishing Industry – 1998 Compared to 2000
87
The fly-fishing industry has seen very
strong growth in sales since 1998.
Total U.S. fly-fishing retail dollars have
increased 18% from 1998. The size of
the industry in 1998 was $572 million, a
level that now reaches $678 million.
$678M
+18.1%
$572M
1998
2000
Sales by Region/Store Type – 1998 Compared to 2000
88
The contribution to overall industry sales
by different retail store types and
regional location have shifted since 1998.
Specialty (single) store retail operations
continue to be the primary contributors
to overall industry sales and the
contribution has grown in the past two
years. Specialty (single) stores
accounted for 56% of total sales in 1998,
a level that has increased to 67% in
2000. The increases in contributions
among specialty (single) stores have
come primarily at the expense of
specialty (multiple) stores and
independent sporting goods stores.
Sales contributions from stores in the
Northeast and West are on the rise,
perhaps reflecting a broadening of
popularity of the sport in these regions.
% of Dollar
Contribution by Store Type
1998
2000
% Change
Specialty (Single) Stores
56.0%
66.5%
+18.8%
Specialty (Multiple) Stores
24.0%
21.5%
-10.4%
Independent Sporting Goods Stores
15.0%
7.0%
-53.3%
Sporting Goods Chain Store
3.0%
3.0%
0.0%
Internet/Mail Order Only
1.0%
1.0%
0.0%
Other
1.0%
0.3%
-70.0%
% of Dollar
Contribution by Region
1998
2000
% Change
Rockies
28.0%
27.2%
-2.9%
Northeast
20.0%
24.9%
+24.5%
West
18.0%
23.7%
+31.7%
South
18.0%
12.8%
-28.9%
North Central
16.0%
11.4%
-28.8%
Sales By Fiscal Quarter – 1998 Compared to 2000
89
Q: What was the percentage of fly-fishing sales for each fiscal quarter of the year?
Retail sales activity by fiscal quarter has
remained primarily stable over the past
two years among all fly-fishing retailers,
but slight shifts are noted among
specialty (single) store retailers.
The majority of sales activity across all
fly-fishing retailers continues to take
place between April and September.
Since 1998, sales activity in the start of
the year (January through March) has
declined marginally, with the other
quarters compensating for the drop-off
equally.
Shifts in sales activity by quarters is more
measurable within specialty (single) store
retailers. Compared to 1998, the second
and third quarters account for a greater
percentage of fly-fishing sales, while
activity in the winter months of the
fourth quarter have dropped off by more
than 11%.
Fiscal Quarter
1998
2000
% Change
All Fly-Fishing Retailers
January 1 - March 31
19.1%
18.6%
-2.6%
April 1 - June 30
33.1%
33.4%
+.9%
July 1 - September 30
29.1%
29.2%
+.3%
October 1 - December 31
18.7%
18.8%
+.5%
Specialty (Single) Store Retailers
January 1 - March 31
18.7%
18.2%
-2.7%
April 1 - June 30
32.3%
32.9%
+1.9%
July 1 - September 30
29.9%
30.8%
+3.0%
October 1 - December 31
18.7%
16.6%
-11.2%
Product Mix Contribution to Total Sales – 1998 Compared to 2000
90
Q: What percentage of your fly-fishing dollar sales came from each of the following product categories?
Rods, flies, reels, line and tying materials
continue to contribute the most to overall
fly-fishing sales. However, the level of
contribution that specific product
categories make to overall fly-fishing
dollar sales reveals some changes since
1998.
The contribution of gifts (includes mugs,
art) and lessons/guide fees has increased
the greatest amount since 1998.
Among all fly-fishing retailers,
accessories accounts for a greater
percentage of total dollar sales, a gain
that is sourced by sales activity in stores
other than specialty (single) stores.
Apparel and fly tying materials have seen
declines in the level of contribution that
the respective categories contribute to
overall sales among all fly-fishing
retailers and specialty (single) store
retailers.
Product Category
1998
2000
% Change
Fly Rods
17.2%
17.0%
-1.2%
Flies
13.3%
13.5%
+1.5%
Fly Reels
12.9%
12.2%
-5.4%
Fly Lines and Tippets
11.4%
10.9%
-4.4%
Fly Tying Materials
10.2%
9.6%
-5.9%
Waders
8.6%
8.9%
+3.5%
Accessories
7.6%
8.6%
+13.2%
Apparel
8.4%
7.8%
-7.1%
Lessons/Guide Fees
5.3%
5.8%
+9.4%
Gifts
3.0%
3.7%
+23.3%
1.9%
2.1%
+10.5%
Float Tubes
Fly Rods
15.8%
16.4%
+3.8%
Flies
14.8%
14.2%
-4.1%
Fly Reels
12.1%
11.8%
-2.5%
Fly Lines and Tippets
11.0%
10.8%
-1.8%
Fly Tying Materials
10.7%
9.2%
-14.0%
Waders
8.2%
8.2%
0.0%
Accessories
8.1%
8.1%
0.0%
Apparel
9.2%
8.5%
-7.6%
Lessons/Guide Fees
6.4%
7.3%
+14.1%
Gifts
3.1%
3.8%
+22.6%
Float Tubes
1.6%
1.7%
+6.2%
Sales Channels – 1998 Compared to 2000
91
Q: Does your store offer mail order sales?
Q: Does your store offer Internet sales?
Technology and consumer comfort with
online shopping is causing shifts in the sales
channels offered by fly-fishing retailers.
Fly-fishing retailers are increasingly offering
Internet sales at the expense of the mail
order channel.
The shift is particularly evident among
specialty (single) store retailers where the
offering of Internet sales has increased 29%
in the past two years. During the same time
period, the offering of mail order/catalog
sales has fallen off by 10%.
40.2%
38.0%
36.7%
-3.4%
34.2%
Mail Order Sales
Internet Sales
1998
44.7%
2000
45.3%
+29.4
40.1%
-10.3
35.0%
Mail Order Sales
+17.5%
1998
Internet Sales
2000
Best Seller Status Among All Retailers – 1998 Compared to 2000
92
Q: Which brand is your number one best seller?
Study results suggest that several leading
brands have both strengthened their
standing as a “best seller” at the expense of
other leading brands.
Several brands of fly rods have grown their
“best seller” position within the past two
years – Cortland, G. Loomis, St. Croix, and
Scott.
Ross reels show an increased number of
Product Category
Increased Mentions as "Best Seller"
Cortland
G. Loomis
Orvis
St. Croix
Redington
Fly Rods
Scott
Orvis
Teton/Tioga
Fly Reels
Ross
Cortland
Dan Bailey's, Redington and Simms waders
have all improved their “best seller” status in
the past two years.
Hodgman, Patagonia and Simms are brands
of apparel that appear to be gaining in
popularity.
Scientific Anglers
Waders
During 2000 mentions of Rio fly lines as a
“best seller” increased.
Apparel
Note: These results do not reflect actual
sales figures, only the level of mentions
offered by surveyed retailers. The
results can be used to identify brands
that are gaining or losing prominence –
as perceived by individual retailers.
Decreased Mentions as "Best Seller"
Dan Bailey's
Fly Tech
Redington
Orvis
Simms
Hodgman
Hodgman
Columbia
Patagonia
Orvis
Simms
Ex Officio
Scientific Anglers
Fly Lines
Rio
Cortland
Orvis
Best Seller Status Among Specialty (Single) Store Retailers
– 1998 Compared to 2000
93
Q: Which brand is your number one best seller?
Among specialty (single) store retailers,
several brands of fly-fishing products have
grown in stature since 1998.
G. Loomis, Cortland, Scott and Sage rods
show increased “best seller” mentions.
Product Category
Redington
Cortland
Winston
Scott
St. Croix
Sage
Orvis
Cortland
Fly Reels
Ross
Teton/Tioga
Orvis
Dan Bailey's
Redington
Fly Tech
Simms
Orvis
Waders
Hodgman
Apparel
Note: These results do not reflect actual
sales figures, only the level of mentions
offered by surveyed retailers. The
results can be used to identify brands
that are gaining or losing prominence –
as perceived by individual retailers.
G. Loomis
Scientific Anglers
Hodgman, Patagonia and Simms are brands
of apparel that appear to be gaining in
popularity.
During 2000 mentions of Rio, Cortland and
Orvis fly lines as a “best sellers” in specialty
(single) stories increased.
Decreased Mentions as "Best Seller"
Fly Rods
Ross reels show an increased number of
Dan Bailey's, Redington, Hodgman and
Simms waders have all improved their “best
seller” status in the past two years.
Increased Mentions as "Best Seller"
Hodgman
Orvis
Patagonia
Columbia
Simms
Ex Officio
Rio
Fly Lines
Cortland
Orvis
Scientific Anglers
Store Dynamics – 1998 Compared to 2000
Fly-fishing store dynamics have changed
since 1998.
Stores have become slightly smaller, but are
maintaining or increasing the number of staff
employed and are generating higher yield per
square foot.
Larger staff sizes may be the result of a focus
among retailers on providing superior
customer service to all customers.
Additionally, as the participant base broadens
to accommodate new anglers, stores may be
finding that more employees are needed to
handle the increasingly inexperienced
customer base.
Dimension
94
1998
2000
% Change
1,321
1,207
-8.6%
employees
6.4
6.4
No change
Average number of part-time
employees
4.6
4.8
+4.3%
$256.25
$302.33
+18%
16.5
19.5
+18.2
Average square feet of fly-fishing
selling space
Yield per square foot
Average number of years store has
been in business
Average square feet of fly-fishing
selling space
1,360
1,277
-6.1%
employees
2.6
3.3
+26.9%
Average number of part-time
employees
2.5
3.0
+20.0%
$230.18
$295.32
+28.3%
13.2
15.4
+16.7%
Yield per square foot
Average number of years store has
been in business
Appendix
Regional Definitions
96
The regions used in this report are comprised of the following states:
West
Alaska
California
Hawaii
Nevada
Oregon
Washington
Rockies
Arizona
Colorado
Idaho
Montana
New Mexico
Utah
Wyoming
North Central
Illinois
Missouri
Indiana
Nebraska
Iowa
North Dakota
Kansas
Ohio
Michigan
South Dakota
Minnesota
Wisconsin
South
Alabama
Maryland
Arkansas
Mississippi
Delaware
North Carolina
District of Columbia Oklahoma
Florida
South Carolina
Georgia
Tennessee
Kentucky
Texas
Louisiana
Virginia
West Virginia
Northeast
Connecticut
Maine
Massachusetts
New Hampshire
New Jersey
New York
Pennsylvania
Rhode Island
Vermont

The Fly-Fishing Market in the United States – Year 2000

Transcription

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