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View from the industry
Picking up pace
Despite a slow economy and difficult trading conditions in 2009,
Graham Richards, brand director of running brand Hilly Clothing,
claims there has been no slacking in the running market
W
e have had an excellent year at Staying flexible who have unfortunately lost their jobs are not
Hilly in 2009. Our sales are running Once you have bought the basic equipment for going to stop exercising.
at 15% up on last year, which in running you are away, and it is a very flexible
the current economic climate is very sport in terms of time. People can run any time of Full speed ahead to 2012
encouraging. the day, for as little or as long as they choose, so With 2012 not that far away there will be a lot
they can fit running around their particular work more Olympics-related activity in schools, and
As an illustration, the recent STAG show was the and family commitments. government health and fitness agendas are
most positive buying show in which we have ever becoming more high profile, which has a positive
participated. We were opening new accounts,
“
affect on many sports, including running. The
taking orders, finding new leads and receiving
Times are a bit tough
build-up to the Olympics is going attract more
lots of positive feedback about our business and
and people are
consumer attention to running.
the running market from retailers. And not only It will be interesting to see what happens after
from running specialists, but also more general
watching their personal
the Olympics. After the London Marathon we
sports stores are seeing the potential for running
finances very carefully,
always receive a sales surge, with so many people
and they are starting to stock increasing amounts watching the race on TV, and there is little doubt
of running gear. There is also a demand for our
and whereas they can
the Olympics will have a similar affect.
products in the outdoor market, as a lot of
people who already walk or cycle are now
make a saving by
The specialist movement
running as well, as part of an overall fitness
cancelling their gym
If you walk down any high street you can see
programme. Running is becoming an increasingly
membership, they can
shops closed down, but the running specialists
important category. seem to be bucking the trend, and although we
still exercise and go
deal with many general sports shops at Hilly, our
Here are some of the reasons the running market main focus is with the independent running
looks very positive going forward, despite the
running for free
”
specialist.
recession: With more people jogging and running and
generally exercising, we are still seeing more
Foot-count Running also gives specialist running shops opening up. This trend is
In general, there are a lot more people running people that likely to continue.
and exercising these days, which is confirmed feeling of well- The great advantage of going to a specialist retailer
by the increasing number of mass-participation being and it is a is that customers receive excellent service from
running events up and down the country, such self-motivating knowledgeable staff. In-store treadmills and gait
as the Race for Life women’s series, which is sport: some analysis systems have become much more
very well supported. Many races are over people might start common, so the specialist is offering a service that
subscribed, especially the big ones; the London by walking or is more professional than ever. This is in contrast to
Marathon could treble its entry numbers if it jogging for a mile, many of the high street sports multiples, where the
had the room. and as the weight staff tend to be young, inexperienced and with little
Organisations and initiatives such as the starts to fall off knowledge of the market, products, or running as a
Women’s Running Network, which and the fitness sport.
now receives national funding,
Two in one: Hilly’s Twin Skin
levels rise, people Offering excellent service leads to more custom
help a lot. The increasing
Anklet has a double sock
start to run faster through word-of-mouth, and this is another reason
number of women
constriction to absorb friction
and further. In why specialist retailers will succeed.
running these days has
and wick moisture from the foot
that respect, The specialists can offer a complete package, and
led to significant growth regardless of level more and more they are offering some sort of e-
of the running market. or ability, running is a very positive sport. commerce option to customers. Our products are
With so many running events staged each Times are a bit tough and people are watching available online across the country and this is very
weekend across the country, retailers should take their personal finances very carefully, and positive for us, and this is another trend that will
advantage of them. Even if they don’t actually sell whereas they can make a saving by cancelling continue. Consumers have 24-7 online shopping to
at an event, it is an opportunity to promote their their gym membership, they can still exercise and go along with the bricks-and-mortar shopping.
S
store. If retailers are proactive they can achieve a go running for free. Rather than do their exercise
lot of positive results. indoors, they are now going outdoors. People www.hillyclothing.co.uk
16 SGB SPORT DECEMBER 2009/JANUARY 2010
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