Looking at the niche market, of action sports, it is a very close knit community with very similar needs. Yet all carrying an individual style of what they want. As consumers we all want the cutting edge technology, incorporating our own the individual style into the gear we purchase. It is just like the mountain, everyone takes the same run, but no two ski it the same. Any ski resort, skate park, Bike track or mountain is the same. Every person incorporates their own vision, all influenced by one another yet very different. Action sports are unique in a sense there is no team, everything is based on your performance and how your style was interpreted.
So when doing consumer research how does one comprehend and incorporate all these individual styles. How do these companies drive the market and the flowing trends that flood the ski resorts, progressing styles through the youth? A major influence which drives the trends of gear and fashion are the professional sponsored athletes representing these companies. Releasing pro models and video segments, of cutting edge technology and absolutely next level tricks and adventures. These trends carry on to the next season driving sales and the endless wish lists around Christmas time.
The variety of products and brands helps drive the unique styles of skiing combining different brands, as the industry quickly becomes a fashion statement. The Consumer behavior of the ski market is fairly predictable with brand loyalty and release of new products. The advancement of technology and the progression of the content produced wearing or using this equipment grabs consumer attention. The individual style of skiing fuels the sport and the industry and is what makes consumer research of the niche market so in depth.
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