For the fifth time, ispo sensitizes the trade fair visitors to understand the permanently increasing number of adult sportsmen as lucrative customer segment. The results of the ispo market research and ways to develop the target group, are explained within the ispo Best Gallery exhibition.

This time, the ispo Best Ager market reseach focuses on the large European sports markets. As ever, you can ask for your personal guided tour through the Gallery directly at the ispo Best Ager booth in B2.121.

IIn a strong collaboration with the research expertes from Sports Tracking Europe, especially the three largest European adult markets have been examined. These are Germany, France and Italy. Thereby, some interesting differences in the shopping prefernces for sports equipment could be identified between German, French and Italian customers. Furthermore, this year's special attention of the Best Ager market research lies on the sports categories outdoor, alpine skiing and cross country skiing.

Some interesting fields for contribution, especially for textile manufacturers in sports, presents the british research group "New Dynamics of Ageing", which provides their information at the ispo Best Ager Gallery booth. ‘Design for Ageing Well’ approaches design research and development, from a user-centred design perspective; a concept not common in traditional fashion design.  It aims to work with user-groups to develop and test concepts for a functional clothing layering system, with embedded technologies, that older people will willingly wear with a focus on walking.

Guidances through the Exhibition:
All days 10.00 am, 1.00 pm, 4 pm
And additionally everythime on your individual demand 

Presentation & Discussion:

Presentation:
Prospects, likes and dislikes, presentation of the latest ispo Best Ager market research.

Subsequently, the discussion follows:
New rules for new customers in sports - a necessity or an exaggeration?

With T. Gröber, ispo; S. Herzog, Sport Scheck, R. Felder, Sport 2000; B. Taube, Bergans; P. Hennekes, DSLV; R. Meyer, Emporia; N. Gronau, Deloitte; D. Brandl, Sports Tracking Europe

Tuesday, Feb 9th, 2010
10.00 - 11.00 am
Room A51, Hall A5

The ispo Best Ager Gallery rooms:

Room 1: World in Codes
Marketing normally pays attention to customer ‘codes’ which appeal to their wishes and needs. While the youth-codes are deciphered plainly, there still is potential in identifying the ‘codes’ of the mature sportsmen. 
 
Room 2: Perception in Drawers
Self perception and external perception often lie apart. In this room you will find aspects about the self perception of mature customers, and about what a broad range of sports companies and the ispo think about them. 
 
Room 3: Preferences in Purchasing
Examining the European Markets. Here are some aspects that especially older generations appreciate with sports products for cross country and alpine skiing, and for outdoor activities.
 
Room 4: Test your knowledge
What do you know about older generations as customers in the field of sports? Here you can rethink what you have seen in the Gallery and leave us your feedback.