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Welcome to the first of my weekly opinion columns. Each week I will aim to discuss a topical issue concerning sports equipment design. This week: global recession and the effects on sports equipment research and design.
21st Febuary, 2009
What does the global recession mean for the future of sports equipment?
With talk of a global freeze on new sports design jobs and a number of companies posting a reduction in projected profits this coming quarter, is the answer to a loss of sales more sports research and innovative product design? What does it take to remain profitable in this downturn in spending?
The recent global recession has hit the sports industry hard. Opinion is currently split whether to stick with highly technical-high priced product, to appeal to serious athletes and those with money to spare, or drop prices of standard product lines to appeal to the average, now money-savvy, consumer. Or is the real method of keeping afloat just producing extremely pleasant and attractive designs? Having given this some thought I don't believe there is a simple answer, however, I am sure that those sports companies who have continued to innovate over the past few months will reap the benefits in years to come.
And here are my reasons why:
It is often the case in major and minor sports brands, that a platform technology, such as the adidas climacool or Nike dri-fit, extends throughout the range from elite to high street product. These technologies are born from years of research in sports laboratories or university departments. This is an expensive process, often involving a number of institutions collaborating over a long period of time which, unfortunately, has been neglected in the past year.
The alternative, when money is tight, is to rely on skilled graphic, product and industrial designers to create appealing designs which the company hopes will be attractive to the public. Although sound, this approach is reliant on fashion trends which are often difficult to predict and does not produce that significant step which brands need to ultimately progress and succeed. Although this strategy works in the short term it cannot be a long-term solution, so why stop developing in the first place?
As a nation of sports athletes, we can expect few developments in sports product design in the future unless brands react soon to re-establish this innovative approach. It is worth noting that the technologies used today were developed, validated and tested perhaps two or more years ago. Most research and design budgets have been slashed due to the recession of 2008 and now 2009, to the detriment of the consumer in 2011 and 2012. This may not be good for London 2012, as it is unlikely that we will see the same number of World records broken in Beijing, which is a shame for the British and World spectating public.
So what can brands do to continue the development of sports equipment. Firstly, visit new arenas and expand your knowledge - why be so narrowly focussed when technolgies currently exist in other sectors that are easily transferrable. Talk to your consumers, do you actually know what they want? What makes them buy your brand compared to others? What does comfort actually mean in your sport? If you want to know how to do this then contact me.
My advice to the public is to research the product you are going to buy and choose wisely. A sports product that fits your needs that is both functional and durable will give you more satisfaction during exercise than something that is ill-suited. Try smaller niche brands for a change that are specialists in their field. And for those manufacturers out there that are reading this - please continue to be exciting and develop new innovative product for us and our elite athletes at the top level.
What do you think is the answer to this recession? Or would you like to suggest a future topic for discussion?
Please email me now with your comments..
