Friedrichshafen, Outdoor Show 2013. Thursday and Friday go smoothly, as usual. Lot of specialised people, sellers, buyers and journalists. Fully packed events, busy aisles and booths, especially the main brands’ ones. The situation changes in the following days though, with an evident decrease in the number of visitors and parking lots half empty. The exhibitors timidly acknowledge a reversal in the growth trend, which had been on for almost 20 years. Clearly not all the brands and producers are affected the same way. There’s a pretty marked difference between north and south of the Alps. On top we have the leading outdoor countries (Scandinavia, Germany, Switzerland, Austria and partly France), at the bottom Italy and Spain, very “outdoor” for their landscapes and natural beauties but not really for their people’s mentality. Indeed it´s with no surprise that we hear German producers overall optimistic and satisfied with the, though little, growth registered in 2013; different are the opinions of their Mediterranean neighbours, particularly those of Italians. A part from the general tendency to complain, the figures coming from these geographical areas are not really reassuring. Regions such as Emilia and Tuscany are registering a sharp drop in sales. In Many renowned alpine valleys and resorts the season is starting just now. Extremely dangerous are also the delays of some retailers in processing the payments. Therefore, in such a tough environment, workwise, a trend reversal seems quite unlikely to happen anytime soon.
The “shop factor”
Interviews and meetings with the main Italian and foreign outdoor brands show that the trade sector is pivotal in making the market work and survive. The figures from the Italian audience depict a decrease in the already little number of sellers coming to the show. The majority of them are from South Tyrol, the other regions, alpine ones included, hesitated or even renounced. Main reasons? High expenses, time, crisis; some producers astonishingly wonder how it is possible that such professional and passionate people don´t feel the need and urge to update themselves. It´s right when things don´t go the way we wanted that we should start coming up with new ideas, strategies and projects. Shouldn´t it be like this in every sector? We definitely need these people to answer, and Outdoortest will make sure to collect these statements within the near future.
The “company factor”
If we were to check the turnout of people at each booth we could notice that the greatest number has been registered at the most historic but also dynamic stands. Those brands which are rapidly able to predict and adjust to the market fluctuations. In a few words, brands that stand still are bound to collapse at some point. Unfortunately we didn´t notice any particularly significant new product; many adjustments, new styles but according to some exhibitors, there´s a lack of illumination. No great new technology such as carving skis and 29-inch bicycles, that inspired and promoted a great change in the outdoor sector, making people buy more. Columbia was probably one of the few brands that showcased a very high-tech collection of products, less expensive (less than 150€ for a shell 20.000mm column/water) than the previous year. They definitely proved to be able to understand costumers´ current difficulties by offering new solutions.
The “trade factor”
An extremely positive press release ended the 20th OutDoor edition. Although many exhibitors registered a decreasing number of visitors, the official figures say that the decrease was of just 265 units compared to last year. However, the exhibitors who have been cited are mainly Germans, very rarely Americans, who are always straight forward in stating a market growth. Opinions and feedbacks from Italian, Spanish French or even north European brands are not at all mentioned. We know, after all, that the German Outdoor market is the leading one. But it would be a real pity if OutDoor Friedrichshafen experienced a “geographical involution”, reducing the number of its foreign exhibitors.
OutDoor13 has been a great edition anyway, considering the current economic situation. The usual enthusiasm was not missing. This is also why showing an over-the-top optimism could be dangerous and affect the whole system. In a period of crises such as the one we are currently living in, we need to be down-to-earth. The trade show, as a reference, has the task, or better, the mission to raise awareness among the exhibitors and not to hide criticism, in order to foster new and better solutions. We would like to suggest the OutDoor Friedrichshafen staff to think thoroughly and more internationally, so that its leadership status, achieved through the years and proudly displayed on any occasion, could continue to be justified.
