According to the recently released Sportsman’s Brand Strength Report, Coleman, Smith & Wesson, Remington, Under Armour and Winchester are
the top five most recognized brands among Sportsman’s consumers, and
brand awareness of all five brands is over 50 percent.
The research gauges the strength of core Sportsman's brands with hunting, fishing and shooting sports participants.
Compiled and presented by the SportsOneSource Market Research team, the report surveyed 2,509 Sportsman’s category consumers, providing
information on awareness levels, recent purchases and intent to purchase
for 119 core brands.
According to the report, Women list Coleman first with 58 percent aware of the brand and Smith & Wesson ranks first among men with 59 percent aware. Nikon, Field & Stream, Columbia, Red Wing and Colt round out the top 10.
“Product quality is the number one factor influencing purchase of sportsman footwear, apparel and equipment,” said SOS Director of Market Research Bethany Ehlert Cooner. “In equipment especially, Sportsman’s Consumers depend on high quality gear to help them achieve their goals effectively and safely and add to their enjoyment of their sport.” The Report reveals that Buck Knives, Case Cutlery and Smith & Wesson claim the top three rankings for “Product Quality” in equipment. Orvis and Remington also earn high scores for their quality gear.
Other Key Insights include:
Almost six in ten Sportsman’s Consumers rate a brand’s “Environmental Initiatives” extremely or somewhat important in their decision to buy footwear from that brand.
RealTree, Muck Boots and Red Wing rank highest in “Product Quality” among sportsman footwear brands, scoring above 9.1 on average.
Under Armour ranks highest in BSI among Sportsman’s Consumers with a score of 561 out of 1,000. This top ranking reflects Under Armour’s position as the top brand for Purchasing (26 percent) and the brand’s status as the most Non-Negotiable brand (11 percent).
Outdoor power brand Columbia ranks second in the Sportsman BSI with a score of 550, driven by high Purchasing (21 percent) and Conversion (22 percent) and ranking second in Non-Negotiable brands.
Nikon ranks first in Brand Awareness among optics brands, with a 52 percent awareness level.
The study also defines the factors that drive Sportsman’s Consumers to make footwear, apparel or equipment purchases and assesses the strengths and weaknesses of brands within each factor. “Style/Fashion/Fit,” “Past Experience with Brand” and “Low Price” all rank higher in influence over sportsman apparel purchase than “Innovation/Technology” or “Brand Name”.
The report says that Sportsman’s Consumers value the way apparel fits and looks, are more likely to trust their own experience with a brand and appreciate a good deal more than identifying themselves with a particular brand.
The SportsOneSource Group is a full-service market research company delivering solutions through research and retail point-of-sale trends and analysis. The company provides the most reliable, timely and comprehensive sports and outdoor industry information available in the market today. The SportsOneSource media division is the leading voice of the active lifestyle trade consumer.
For more information and to purchase the full report, contact
Bethany Ehlert Cooner at (303) 997-7302 or email sosresearch@sportsonesource.com.
