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BoardsportSOURCE - European action sports B2B Surf/Skate/Snow Business Publication.

BoardsportSOURCE - European action sports B2B Surf/Skate/Snow Business Publication.

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  • 1. #048. €5 EUROPEAN SURF/SKATE/SNOW BUSINESS SWIMWEAR TRENDS SS11: Smokin' hot girlS in SkimPY bikiniS! SUNGLASSES hoW to mAXimiSE YoUr SAlES WhASS’UP With SUP? thE trEnD tAking EUroPE bY Storm BIG WIG INTERVIEW: ANIMAL’S SIMON WARREN Plus:RetaileR HelP, BRand PRofiles: diRtBall, Cool sHoe, BRunotti, on-snow demos
  • 2. Managing and English Editor Jojo Cook jojo@boardsportsource.com 048 CONTENTS Surf and French Editor Iker Aguirre iker@boardsportsource.com INDUSTRy NEWS P.10-12 Snowboard Editor Rémi Forsans TRADEShoW REVIEW – BRIght, gERMANy P. 15 remi@boardsportsource.com RETAILER PRofILE – WOOdStOck, FRANcE P. 16 Skateboard Editor Holger Von Krosigk holger@boardsportsource.com RETAILER hELP - PRIcE MANAgEMENt, PARt 3 P. 18-19 German Editor fine lines marketing gmbh SUPERkINI V. SExIkINI – SS11 SWIMWEAR tRENdS P. 21-22 source@finelinesmedia.de ExcESS BAGGAGE – EMERgINg LuggAgE tRENdS P. 25 Art Director Owen Tozer at MadeUp owen@boardsportsource.com SS11 BoARDShoRTS PIcToRIAL P. 27-31 www.thisismadeup.co.uk TRADEShoW PREVIEW – huB, uk P. 23 French Editorial Assistant Denis Houillé denis@boardsportsource.com BIG WIG INTERVIEW – SIMON WARREN, ANIMAL P. 24-25 Web & News Editor James Dalzial MARkET ANALySIS – StANd uP PAddLE BOARdINg P. 37-38 james@boardsportsource.com hoW To MAxIMIzE yoUR SUNGLASSES SALES P.42-43 Proofreaders Jo Fairweather, Lydia Heckl, Marie-laure Ducos ThE SEVEN hoTTEST SkATE hARDGooDS TRENDS P. 46-47 Contributors SURf SUMMIT REvIEW P. 49 Uwe Ballon, Chus Castéjo, Dave ‘DC’ Colwill, Fabien Grisel, Franz Hoeller, Muck Müller, Digby Reed, João Rei, BRAND PRofILE – cOOL ShOE P. 50 Luke Van Unen, Dirk Vogel, Denis Houillé. BRAND PRofILE – dIRtBALL P.52 Jobs and Distributor Services Digby Reed Digby@boardsportsource.com BRAND PRofILE – BRuNOttI P.54 Advertising & Marketing Clive Ripley NEW PRoDUcTS P. 56 clive@boardsportsource.com MARkET INTELLIGENcE P. 59-66 Germanic Markets Advertising Konrad ‘Kone’ Heigl kone@boardsportsource.com oPPoRTUNITIES P. 68-69 +49 (0) 89 5526 0915 EVENTS SchEDULE P. 70 Production Manager production@boardsportsource.com oNE EyED MoNSTER P. 72-73 Accounts Manager accounts@boardsportsource.com To Subscribe www.boardsportsource.com subs@boardsportsource.com Publisher Clive Ripley clive@boardsportsource.com WhAT DoES oUR INDUSTRy hAVE To SAy? Published by Extreme Sport Business The messages are blurred, hard to decipher. Rumors implosion, but hope is there because our base is 22 Friars Street, Sudbury of economic recovery are rife, yet the reality varies, fundamentally strong. Let’s learn from the lessons of Suffolk, CO10 2AA. UK each shop, city and country cautiously rediscovering the past, let’s live in the present, the future is finding Boardsport SOURCE is published bi-monthly its own core. The crisis has had some positive its course. © Extreme Sport Business. effects, forcing us to reposition ourselves in the All Rights Reserved present. Before, we were lost in a spiral of strategic Speaking of the moment - in this issue, we bring www.boardsportsource.com projections, with growth the only path permitted. you some stories of success that offer plenty Today, we are forced to live our lives in the moment. of inspiration - clearly evident in our Market And that present is more worried about equilibrium Intelligence section, where our network of European and longevity. In the race to the ‘always more’, our correspondents are all reporting sunnier times. In on thE CovEr systems threatened to crumble down like a castle of our Big Wig interview; we talk to Simon Warren, Arthur Rashkovan,Gotcha cards. But surf shines on. As does skate, and snow. Creative Director of Animal. The brand is an absolute Europe Marketing Manager All were faced with uncertainty, but we, our clients, pillar of the British market, and looking to increase photo: Nissim Aton our stores, our industry, we’ve gone back to our its international potential. In skate, we bring you roots, to the true foundations of our raison d’etre: the an in-depth look at the seven big emerging trends. passion. She is our Savior now, and she is burning In snow, we talk to you about the growth of the On ContEntS more brightly than ever before. Snow Demo scene, and in surf, we analyze a market Jordy Smith wins J-Bay in full expansion: Stand Up Paddling. Yes many of us photo: O'Neill The crisis has forced us to return to our essential considered it an intrusion in the line-up, yet the heart values, inadvertently offering a Noah’s Arc for our of the matter is that this sport is taking Europe’s world. Yes there has been suffering; some that did lakes, rivers and beaches by storm. Finally, we offer No part of this publication may be reproduced or transmitted not make it on to the ship in time, yet we should feel you an insight into the eyewear market, and show in any form or by any means, or stored in any retrieval system of any nature without prior written permission, grateful because our sports and our planet form the you how, with a little more understanding, you can except for permitted fair dealing under the Copyright foundations of our temple. Snow, waves, concrete optimize your sunglasses sales. Designs and Patents Act 1988. Application for permission – they talk straight to the heart. And the indicators for use of copyright material including permission to reproduce extracts in other public works shall be made to are unanimous: our sports are doing well; the tribe Always sideways, with hope ahead. the publishers. Full acknowledgement of author, publisher is growing. It may not be the case for all businesses and source must be given. The views expressed in this publication are not those necessarily held by the Publisher. since we still are to grow from the ashes of the Iker Aguirre ISSN # 1478-4777
  • 3. INDUSTRY nEWS 048 BILLABoNG ADDS RVcA BREAThE WINS ANd MORE ShOPS ENvIRONMENtAL Billabong’s strategy of adding brands to its portfolio while expanding its retail presence shows no sign of slowing down. After months of speculation, the Californian based clothing line RVCA is now officially part of Billabong. AWARd Synonymous for its Artist Network Programme, RVCA will have all the backend On behalf of the Breathe Foundation; General support it needs whilst maintaining its creative integrity. A bigger player in Manager Drew Stevenson accepted a grant from its home turf in North America, RVCA will surely enjoy quicker expansion in the EOG Association for Conservation. The grant Europe and elsewhere with the backing of the ‘Bong… was awarded for Breathe’s work in an ongoing reforestation project in the Atlantic rainforest, chIEMSEE APPOINt NEW cEO Additionally, Billabong have also acquired the Canadian action sports retailer one of five biodiversity hotspots in the world. Feodor von Wedel has been appointed as new West 49, which is a nationwide chain of 138 stores, primarily in shopping The Breathe/Respira Brazil event was a ten-day CEO of Chiemsee. Previously Feodor was Founder malls, which includes five Billabong stores. Finally, four stores in Australia’s program focused on social and environmental and managing partner of creative agency Saint Byron Bay will now fall under the BB umbrella – a further indicator that its issues held in May this year. Day edits have already Elmos in Munich. Chiemsee plan to refocus their RVCA Founder Pat Tenore and some girls only a matter of time before this global retail strategy is expanded in Europe. been posted with a documentary based on the market presence by investing in a sharper and event due out in September. The EOG Association clearer brand profile. “Mr von Wedel has extensive for Conservation is an initiative from the European experience in dealing with brands and also he has outdoor industry with the objective of protecting excellent knowledge of the textile market. We are wild areas. very confident to reach our ambitious long-term Dc NAMES JASON SMIth AS NEW targets under his responsibility," commented MARkEtINg dIREctOR www.breathefoundation.org Chairman Peter Schmidt. Additionally, Peter Jason Smith is the new DC Snow Marketing Studnitzky has also been appointed as new textile Director, where he will oversee the planning Product Manager. RIP cURL and activation of all of DC’s Snow Marketing initiatives including print, digital, team, and PLANEt WEBSItE events. Jason comes to DC with 20 years of experience in the snow industry and brings METhoD BEcOMES ADIo APPOINtS NEW uk ANd LAuNchEd knowledge of marketing, events, sales, and experience as a professional athlete. He will be thE FIRSt FREE PAN-EuROPEAN IRELANd dIStRIButOR Adio Footwear have signed an exclusive Rip Curl’s new website showcases and outlines the company's environmental priorities - past, present working closely with Nick Olsen, DC’s Snow Team Manager, and all of the DC Snow team riders to SNOWBOARd MAgAZINE partnership with Ultra Sport Europe to distribute the brand in the UK and Ireland from SS11 onwards. and future. ‘Respect for the environment’ has been a key value ever since Brian Singer and Doug Warbrick continue to grow the DC’s Snow program. The move was born out of the licensing of Adio founded the brand in Torquay, Australia in 1969. Environmental initiatives include the ‘Save Our Surf’ and For the upcoming 2010/11 Winter season, Method will completely change their distribution by moving away by K2 to AL&S in March this year. In the UK, K2 ‘We Surf, We Care’ through which the company supports several reef protection and water quality projects, from news stands to become the first free pan-European snowboard mag to be stocked by over 1,200 decided to focus their attention on their winter working with organisations such as WWF and The Surfrider Foundation. The Rip Curl Planet Foundation shops continent-wide. products and so Nick Warman, the Adio Sales also drives a host of mainstream initiatives, such as energy consumption reduction, material recycling and "It's very simple, over the past five years it's become increasingly clear that news stand sales are in steady Agent for the past 10 years started to look for waste reduction. These initiatives are addressed through a variety of ways, including Rip Curl Pro events, GLoBE’S NEW decline. Sadly, our target audience simply doesn't buy magazines anymore. We could continue working a new distributor. Ultra Sport were chosen as beach clean up days, product design and product recycling. EuROPEAN PRESIdENt with the old paradigm or radically change our business model to adapt to the market's new realities. Going they have a collection of market leading brands Philippe Clarisse has been officially appointed to free is a win-win situation for everyone - advertisers, retailers and readers. From now on METHOD will be and Adio will be the only footwear brand in their the position of Vice-President Europe, where he found where it counts most, namely core snowboard shops and other spots where snowboarders hang out portfolio. Nick will be in charge of Adio sales and dIAMONd IS will manage the European operations and directly report to Matt Hill, Globe world CEO. Clarisse with a 100% pick-up rate plus the digital version also offered for free on our site,” commented Method CEO Rasmus Ostergaard. marketing at Ultra Sport. DVS BESt FRIENd started his career as a buyer for ‘3 Suisses’ – a leading French mail order company, before moving to Rip Curl Europe in 2001, where he worked as SkULLcANDy NAMES INtERNAtIONAL DVS Shoe Company has signed an exclusive licensing agreement with Diamond Supply Co. to produce European Key Accounts Manager. He joined Globe MARkEtINg MANAgER a new line of custom footwear. Under the terms of the deal, DVS will be responsible for the design, Europe in 2007, working first as French Sales Skullcandy has added industry veteran Tim NIxoN production, sales, and distribution of Diamond Supply Co’s footwear. Diamond will assist with the creative Manager and was quickly promoted to European DeBrincat as International Marketing Manager. direction and marketing of the product. Diamond Footwear will target traditional skate distribution outlets Sales Manager. Operating out of the new Skullcandy office in San OPENS NEW as well as boutique and urban retail channels. A special launch project with Diamond Footwear will be Clemente, California, DeBrincat is responsible released in the spring of 2011, with the full line projected to launch globally in Autumn 2011. for leading the creation and implementation hEAdQuARtERS of international marketing strategies. He was WESTBEAch ANNOuNcE NEW previously International Marketing Manager at INtERNAtIONAL dIStRIButORS Oakley, where he worked with regional offices fAf FINdS NEW PARtNER Westbeach have been busy rolling out their Almost 10 years to the day when Nixon established its first European Headquarters in Hossegor, France, to institute an international marketing platform distribution network in Europe, South America and Nixon has opened its new European office. The new customised HQ is located just around the corner to expand the brand's global presence. DeBrincat the Far East. The new distributors are as follows: from its previous office in Soorts Hossegor. During the opening night celebrations, the original team began his career in advertising for the automotive FAF AG current president, Erwin Flury and Peter Hürlimann, CEO of Starticket and Cinerent; have Atila - Benelux (in addition to their existing French members Iker Fernandez, Alain Goikoetxea, Fredo Robin and Javier Sarmiento were presented with a industry, where he managed and produced purchased FAF AG and freestyle.ch AG from WIGRA Gruppe. Erwin Flury will continue to head up deal), Chile - Sport Head Quarters, China - Beijing customised, limited edition 51-30 watch. This ‘10-year Nixon’ watch is only bestowed upon employees advertising campaigns for Land Rover and Toyota, operations, whilst Peter Hürlimann will concentrate on developing the strong synergetic potential that Sunshine Extreme, Japan - Fieldgate, Spain - and team riders who have hit the decade of dedication mark. including being part of the team that helped align Cinerent's activities in the events sector bring to the operation. FAF AG and freestyle.ch AG will move their Happy Riding. the Toyota brand with the core sports crowd at the offices to Cinerent's existing facilities in Zollikon, Switzerland. Dew Action Sports Tour. 10. www.boardsportsource.com - for daily breaking news... for daily breaking news go to: www.boardsportsource.com 11
  • 4. INDUSTRY nEWS 048 cRÈME ON yOuR FEEt Crème International has launched its first ever footwear line for Spring 2011, comprising of eight men’s and five women’s models. The footwear styles have been developed with Crème's professional and amateur skateboard team of Patrik Pittl, Thomas Weber, Alex Geisler, Bertrand Soubrier and Martin Pek. Crème decided to design and develop footwear in response to growing demand from customers for Crème to adopt its creativity to footwear and provide a different, more dynamic alternative in the shoe business. Crème is now the only independent brand that designs and manufactures skateboards, wheels, trucks, clothing, accessories and footwear. Further plans include the launch of a retail flagship store concept in Europe, Asia and North America. CRÈME is now headquartered in Barcelona where it has just unveiled its first flagship store at Pl. Bonsuccès nr. 7. Crème now sells direct to retail in Austria, Germany, Switzerland, France, Italy and Spain. SPoRTJAM 2010 Irun, Spain – 18/19 September Sportjam's fifth edition is ready to rock at the 4000m2 exhibition centre in Irún on the South West border with France. The trade/consumer mix attracted over 6,000 boardsport enthusiasts last year, and enjoyed the skate competitions and visited the shop, brand and media stands. Sportjam is now the major skate event in Spain, with €10,000 prize money and 200 international riders competing on the new skate park and wooden mini ramp. Additionally, 1,000 customised sneakers and boards will be on display as part of the ‘So Real’ expo. ThE RoLLING PEoPLE LTD/BLAck BOX BEATNUTS NEW dIStRButOR FOR DRAGoN IN AuStRIA dIStRIButION BRANdS Beatnuts is the new distributor for Dragon in Austria with effect from Autumn 2010. For the last ten July 1st 2010 will see the start of a sales and distribution agreement between UK based The Rolling years, Beatnuts has been distributing and developing People Limited and US based Black Box Distribution, owners and distributors of Fallen Footwear and the Dragon brand in Germany, and now their deal Apparel and Zero, Mystery and $lave skateboards. Blackbox UK Manager Chris Pulman will continue to with cover Austria too, where Beatnuts has been represent the brands smoothing the transition. Rolling People, led by Director Dan Evans, are handling developing its portfolio for the last five years. Fallen’s Autumn 2010 deliveries whilst showcasing the Spring 2011 season. Since the liquidation of previous distributor Faze 7, Blackbox had been servicing the UK directly from their US based offices, with only sales based in the UK. k2 APPOINtS SNOWBOARd gLOBAL MARkEtINg MANAgER WINTER x GAMES K2 Sports has promoted Hunter Waldron to the position of Global Marketing Manager for EuROPE dAtES cONFIRMEd K2 Snowboarding where he will while drive all communications and marketing. Hall has been with K2 since 1992 working in a variety of roles within Mark March 16th – 18th 2011 on your calendar, as more than 125 athletes will compete from all over the the organisation in manufacturing, cad and tooling globe in the second Winter X Games Europe. Produced by CANAL+ EVENTS and ESPN, Winter X Games design and, most recently, as Senior Designer of Europe Tignes was broadcast live in eight countries, including France (Canal+ network), and distributed Snowboard Boots, a position which will now be to 166 countries and territories, including Latin America, Middle East, Pacific Rim, sub-Saharan Africa, taken over by Bill Hall. Brazil, Israel, Caribbean, North America and Europe. The three-day event attracted 66,200 spectators for the inaugural event. 12. www.boardsportsource.com - for daily breaking news... www.boardsportsource.com 13
  • 5. tradeshow report by benni markstein bright 2010 the mission is accomplished: After five years and ten whilst North German retailer numbers were up. Also many brands reported editions in Frankfurt, Bright Tradeshow officially made the move to the many more of their international distributors attended. German capital. For Bright masterminds Marco Aslim and Thomas Martini, relocating their show to Berlin proved an organisational tour de force. But it Still, the show never felt crammed or overcrowded, given the ample amount was also an effort worth making, as the new location of Bright steps things of space to mingle and play. On that note, the overall floor layout leaves up a considerable notch, right into the international tradeshow spotlight. room for improvement, as some exhibitors were too far off the beaten track as to be discovered by wandering around aimlessly and had to be sought It’s a bigger and better Bright, all across the board: as opposed to the out specifically. former venue’s 10,0002 metres of exhibition space, Bright’s new home at the former GDR Ministry for State Security offers a whopping 12,0002 The overall vibe was relaxed and mellow as usual, just like it had been in metres on a total of three floors. Nevertheless, the number of exhibitors Frankfurt for the past few years. Although some brands could not exhibit saw a slight decline from 300 at the last outing in Frankfurt, to a total of at the show due to a lack of space, it seemed that some parts of the venue 280 exhibitors in Berlin. At the same time, many exhibitors took advantage still could have offered more capacity. “It was important for us to approach of the new location by doubling their exhibition space in terms of size. this gradually and not blow our full potential at the first show,” said Marco Lofty! Not so lofty, on the contrary, was the fact that some exhibitors got Aslim. stuck with rather small, windowless rooms – right in the middle of a +35°C heat wave - ugh! A wide range of events spruced up the show’s schedule, including a huge Tony Hawk show and concert extravaganza, demos by the international In terms of visitor attendance, the first edition of Bright in Berlin single- Matix and Nike SB teams, the notorious ‘Experience Extraordinaire’ party, handedly broke all previous records: Between Thursday and Saturday, more as well as some grass roots events like the Place Magazine video premiere than 12,600 visitors came to the show – more than twice the amount of or the Radio Skateboards ‘Rat Race’ scavenger hunt. Certainly, Bright was Bright’s last winter edition in Frankfurt. The percentage of international far from lacking excitement. visitors all but quadrupled to an all-time high of 40%. Holding the show during Berlin fashion week with an overlap with B&B meant that retailers Overall, Bright was off to a great start in Berlin and the new venue still could cross from one show to the other but the traffic was not as much as leaves a large amount of potential to be realised. Here’s looking forward expected as the shows are quite a distance from each other. With the move to many more action-filled tradeshow editions in the German capital. The of the show to Berlin the number of Southern German retailers decreased future still looks Bright! For more info www.brighttradeshow.com www.boardsportsource.com 15
  • 6. retailer profile WooDSTock, FRANcE What happens if work and passion become one? It is rare to find shops where everything is for sale from the moment you set foot inside - from the floor through to the decor, right up to the rafters - literally. An astute selection of brands and a technical, relaxed atmosphere sets Woodstock apart on France's southwest surf shop scene. Interview by Denis houillé Could you tell us the story behind the shop (founders, concept, etc)? How has the average shopping basket changed in the last five years? The idea came in 2003 after Counter Culture Clothes came to an abrupt end Indexing has significantly grown in the last five years, as much for technical in the US and in Europe. Patrick Watin and I (Stanislas Rinaldi) were in charge products as for clothes. The average shopping basket has followed this of the brand's commercial development in Europe and were firmly rooted in movement, which has reassured us in our choice of strategy. 'counter culture’. The concept of offering technical (surf, skate and snowboard) products and alternative, original clothes that were less mass-market seemed What does the future hold for surfing in your opinion? obvious to us. We chose the name at the start of the Woodstock adventure Surfing is becoming ever more popular - you just have to look into the water and for various reasons. Wood is the main material common to a lot of our to see that! Brands and surfboard makers, schools, clubs, surf camps are toys: surfboards, snowboards and skateboards will always have a wooden multiplying every year. I'm happy to see the fascination grow... What saddens soul. Our Hossegor shop is very roots and is covered in wooden cladding. me most is to see that local shapers have unfortunately become the victims of Also, Woodstock represents a spirit, a mindset and non-conformism that the market's globalisation. characterises its two founders and the people who have contributed to this adventure. How do you see business in five years time? In five years, I'll be on my yacht in the Maldives or the Mentawaii busy surfing, The success of the first shop (Hossegor) has brought about the opening of a eating grilled fish and drinking cold beers while the worldwide chain of second (Biarritz)? What's next? Woodstock shops, after having burst onto the stock market, is spewing out Opening the Biarritz shop in August 2009 just happened naturally; we had millions of dividends... or not, maybe. plans to open a second outlet in the southwest but we were running pretty tight financially. The arrival of a new shareholder (Pierre-Bernard Gascogne), who What is the biggest challenge that a retailer faces and how do you overcome it? took control of our company, gave us a boost and we opened in Biarritz in the Knowing how to adapt and react to the changing environment: late seasons, old Surf Session offices. Next? Bordeaux, Toulouse and Marseille are all ideas fierce competition, economic downturn and cash flow fluctuations mean you but nothing is concrete as of yet. have to constantly question what you do, adapt your strategy while remaining faithful to your identity and philosophy. Are you developing an Internet sales system? Do you use social networking? We are working on a new version of the Internet sales site, more modern, dynamic, more indexing and a better customer loyalty service. The old version "Through the choice of our products, the artists of the has become obsolete. Developing online sales is indispensable these days. Social networks like Facebook allows us to keep in direct contact with our Surf Gallery, as well as the decor, furniture and book/ customers and friends, communication in real time. press corner, we have created an extraordinary world of What is your shop's product mix (%)? Equipment/Textiles? 70/30 modernism and originality" Surf/Skate/Snow? 40/20/40 What five products/brands could you not live without? How does your establishment set itself apart from the fierce competition 1. Wetsuits found in Euskalifornia (Basque country)? 2. Shoes and sandals We try to offer more than just a surf shop; we want to convey a different spirit, 3. Boardshorts borne out of the original Californian surf culture of the 60s and 70s. Through 4. Boards (surf, snow and skate) the choice of our products, the artists of the Surf Gallery as well as the decor, 5. Outerwear furniture and book/press corner, we have created an extraordinary world of modernism and originality. Aware of the quality and technical properties of the products you stock, are your clients more inclined to buy the top of the range? www.woodstockshop.com Our stock, within the three main domains, is comprised of entry level, mid range and top of the range. Customers generally favour a good value-for- Hossegor, 96 Avenue des Couteliers 40150 Soorts-Hossegor, France money ratio but there are still customers for whom the top of the range means + 33 (0) 558 419 432 guaranteed value. Being solid, technical and light comes at a price! Biarritz, 44 Rue Luis Mariano, Docks de la Négresse, 64200 Biarritz + 33 (0) 977 462 219 16. www.boardsportsource.com
  • 7. retailer help retailer help Stefan Dongus is a co-owner of Cologne-based only lowered over time, as market penetration increases. Moving products at Proactive price reductions are aimed at stimulating demand for a certain product fine lines marketing, a marketing and consulting higher price points right from the start is mainly aimed at covering investments with lower prices before competitors have a chance of even offering their goods. in product development as quickly as possible. What happens to the level of demand afterwards depends on a large number of PRIcE part.03 agency specialising in the action asports industry. different factors. s.dongus@finelinesmarketing.com A Skimming PriCing StrAtEgY mAkES SEnSE if: •There are a sufficient number of elite innovators in the customer target group. Reactive price adjustments are a necessity when a drop in demand occurs MANAGEMENT How many consumers are actually willing to pay lots of money for a novel type of because of the competitor’s market entry. Lowering prices may help to bring product? Our industry is full of frequent examples for products that can generate back demand quite a bit, but usually not up to previous levels. ChooSINg The RIghT pRICINg STRaTegY the necessary hype and be sold at high price points for some time • The product is at a high risk of becoming outdated rather quickly. Short product When constant pricing is maintained, we also see a drop in demand because of life cycles require rapid payback on investments in development the competitor’s arrival. However, constant pricing policy will do little to revive •The risk of competition from similar products is relatively low. If there is a demand levels. chance of launching imitation products at equally high prices, it’s only a matter the past two episodes of this series highlighted the basics of price point management for boardsport retailers, of time before competitors flood the market with similar offers See Fig 02: Below • Manufacturing and distribution capacities for this type of product are limited. together with some of the main criteria for driving an efficient pricing policy. As we have seen, a purely mathematical Whenever a company can only produce and sell a limited quantity of a certain Empirical studies in the consumer products segment indicate several advantages product, offering them at the highest possible price points is always the best of driving a proactive price reduction in anticipation of the competition’s arrival. approach to pricing is unable to deliver sufficient results for both retailers and manufacturers. At the same time, option. Lowering prices at an early stage has proven beneficial for sustaining long- term demand levels. But in how far these findings apply to the retail sector is a keeping in mind factors such as reference prices and price thresholds will offer invaluable insights into the minds The main danger of this pricing strategy is that it is highly likely to attract different story and highly depends on the situation and competitive environment competitors into the market. of each individual store. of consumers; and strong guidelines for pricing. the third part of our series covers a variety of options for price When it comes to deciding between a Skimming and Penetration Price positioning and strategy. Stefan Dongus has the details. Strategy, retailers need to weigh the short-term, secure, as well as long-term oUtlook chances of making a profit by building market shares. The quickest profits are With this broad range of price point positions and strategies, retailers can realized by running a Skimming Pricing Strategy. But for long-term financial draw on a large amount of creative options for setting their own prices. The PriCE PoSitioning fig.01 Pricing StrategieS for introducing new ProductS gains, attacking the market with a price point-aggressive Penetration Pricing main difficulty lies in picking your own position from a variety of choices. It’s a well-known fact that pricing plays an important role in positioning a brand Strategy may be the best bet. There’s no one-rule-fits all solution. Choosing the right price point position, on the market. The same applies to retailers. After all, a store is also a brand, after all, will depend on numerous factors. The main focus should be on price associated by customers with an image highly based around prices as well the PriCE Point StrAtEgiES lAtEr in thE ProDUCt lifE CYClE the competitive environment in your region. How many retailers are there? assortment of products. Shops can mainly be grouped into low, medium and Setting the right price point is not only key during product introduction, but Which products and brands do they carry? What prices are consumers ready high price positioning. At the same time, the majority of boardsports shops are also at later moments throughout the product life cycle. Price point policies to pay, etc.? actually offering a highly similar assortment of brands. So, is it even possible continue to play a decisive role, especially when competitors are pushing for a store to use price positioning to differentiate itself from competitors? The SkImmINg into the same segment with similar products. This not only applies to brands, At the same time, stores need to factor in a number of internal, organizational answer is yes. On one hand, most brands are offering a relatively broad range of pRICINg but also to stores. Whenever new rivals appear on the scene, battles over parameters: How much capital is stored away to keep up with escalating price prices in their line-up, with products for nearly any budget. In these cases, the STRaTegY price points are an almost unavoidable part of the game. battles? How much risk are you willing to take? How high are stock levels? store’s purchasing policy – meaning which products they order – is a main driver of price point positioning. On the other hand, stores can actively use price points peNeTRaTIoN Whenever competitors arrive on the scene, three different pricing policies But no matter how retailers choose to proceed, the key to success is to shape their own price-specific image. Some key words here are sales prices, pRICINg usually set in: In case of a proactive price reduction, companies lower maintaining a unified, consistent price positioning and strategy for the store. rebates, extra services, customer club cards, etc. STRaTegY their prices before competitors actually set up shop in the area. Reactive This will lead to a clear image and expectation among consumers. In the next price adjustments set in after the competition has already entered the episode of Retailer Help, we will look at the many options for price point At the same time, a division into low, medium and high price positioning does market. Maintaining constant pricing means carrying on undeterred by the differentiation. not account for the price worthiness of a store; relating the prices of products competitor’s arrival. to their actual quality and service coverage. Stores can be equally price worthy at a low and high priced positioning. The important part is in how far the customer feels that the products he’s purchasing at the store are actually “worth“ their price. time Fig.02 Pricing StrategieS When stores are driving a discount strategy, the relative quality of product A Penetration Pricing Strategy is aimed at winning over the market at an performance exceeds relative pricing levels – the product is perceived to be early stage by offering low price points. A brand driving such a Penetration Proactive Pricing Strategy reactive Pricing Strategy constant Pricing Strategy more than worth its price. Discount stores usually focus on covering one main Pricing Strategy is trying to keep out potential imitators by offering the most time of competitor’s market entry time of competitor’s market entry time of competitor’s market entry product or service segment and base all advertising on price points. For the attractive prices possible. By establishing a low pricing order, these brands most part, discount stores offer permanently low prices, as opposed to rebates want competitors to lose interest in offering similar products. At the same time, or special sales. Outlet stores, a phenomenon gaining ground in our industry in creating such a barrier for the competition’s market entry for competitors with many countries, are also driving a discount strategy. But here’s the main risk a PPS also means that profits will only come in at a later time, as lower price of discounting: Low price points can carry over into perceptions of product points also mean lower margins. quality. Consumers may assign less value to a store or its product, based on DemaND low price points. gEnErAllY SPEAking, A PEnEtrAtion PriCing StrAtEgY onlY mAkES SEnSE if On the other end of the spectrum, stores can drive an overcharging strategy. • Consumers actually notice the advantageous prices In this case, the relative quality of product performance remains below relative • There is an actual risk of competitors launching similar products pricing levels – the products are not worth their money. This strategy is common • Driving a PPS does not conflict with the brand’s existing or desired image. pRICe to areas swarming with tourists, or at skate park pro shops (ever paid €10 to replace a kingpin?). In the long run, such a strategy is far from advisable and The main risk of this kind of pricing strategy lies in the relatively long payback offers little chance to succeed. period. The product needs to be able to perform on the market for a long period of time before it can generate any profits. Deciding on the right price points for introducing new products is mostly up to time time time the brands. There are two main strategies at work here, which stores should On the contrary, a Skimming Pricing Strategy means introducing new products also keep in mind for adjusting their own pricing policy accordingly. at a relatively high price, usually at lower quantities on the market. Prices are 18. www.boardsportsource.com www.boardsportsource.com 19
  • 8. swimwear trends pic: Ripcurl SUPErkINIvsSEXikINI SS11 SWIMWEAR tRENdS Over the years, women’s swimwear has grown into a fashion conscious and lucrative business. For Spring / Summer 2011 there’s a lot for everyone to get excited about with fresh new styles and revolutionary innovations. We’ve tracked down the designers of your favourite brands and taken a peek at their trend books to give you an insight into the hottest colours, prettiest prints, must-have styles and brand new technology. katie hutchinson reports. All thingS bright AnD bEAUtifUl Another brand going back to their eighties archive is Hot Tuna who use “neon The SS11 colour pallet is bright and bold. The buzzword cropping up in many pigment re-active garment dye in bright zinka colours with archive Hot Tuna designers’ sketches is neon. Billabong say their range is “a blaze of bright colours; eighties graphics.” raspberry, neon green, bright blue, neon violet and curry.” For Roxy, it’s about a ‘graphic punch’. Their range is “an explosion of colours, fluros, neon blends, At Rip Curl prints have a strong surf theme inspired from hot destinations around bright tones, yellow, green, blue and pink.” For Nikita, a black background base the world. “From the vibrant mix of vintage cultures of Miami to the luxuriant off sets their strong colours contrasting “fusion punch, neon pink and waterfall.” flora and fauna of the coast, prints feature paradise scenery of lush vegetation, Over at Hot Tuna it’s about mixing neon with neutrals from “khaki with neon palm trees and hibiscus flowers, strong geometric motifs, with liberty and jungle orange and grey with neon pink.” Oxbow simply say the colours dominating their scenes.” And from the beaches of the world to a bit closer to their home turf, line are “bright like neon pink.” Animal look to their own doorstep and Poole harbour as inspiration on a bikini with a custom sail boat all over print. Gul are also looking out to sea, “We believe So hot pink is definitely trending for summer but what else is everyone talking the nautical inspiration will still be strong in 2011 but with more vintage and about? Brunotti say the most important colour for them is blue. “Blue represents heritage emphasis.” the treasured blue ocean which is our friend for life. For women we have a totally blue colour line with black and white and then bright rosa pink is combined with Spots and stripes are a big trend at many brands. It’s spots for O’Neill with wasabi which is a blue-ish green.” Animal have a mixed pallet but also look to their big dot bikini; and stripes for Nikita who say their collection “has fewer the sea promoting a nautical theme, their key colours being a combination of prints and more stripes as a whole.” At Gotcha the key trend is their “marine blue and white. look stripes, multicolour stripes, mille fleurs combined with mini dots and mix Body Glove spans the spectrum with their element themed collection consisting and match of all-over prints in tops and bottoms.” Among other prints, Volcom’s of Wind (black, white, grey, yellow), Water (calming blue and aqua), Fire (strong range includes sailor stripes, plus their new Hazzard Dot print is a collage full reds, oranges, pinks) and Earth (intense pastels of lilac and light green). of stones, stripes and dots. Meanwhile, Pull-in talk of tropical and fun brights dominating their prints; but Embroidery and detail is once again apparent in many collections. For Animal for their block colours “there’s a more tonal palette with dusky coral colours, their new floral placement print has “an embroidery detail, a move on from powder blue and silver grey alongside more powerful colours like turquoise or basic print styles which gives a very classic expensive look.” Protest’s complete indigo blue, contrasting with black.” range is embellished with a lot of details like embroidery, sequins and foil print. Volcom’s collection also includes embroidery and have added studs to their PrintS AnD PAttErnS swimwear for the first time. Some brands have delved deep into their archives, taking prints of yesteryear as inspiration for their Spring/Summer collections. Roxy is re-editing house-made StYlE filE vintage prints but this time refreshed with bright bold colourways. They refer Classic bikini shapes reappear for SS11 with more mix and match options plus to “reinventing vintage motifs like the Hawaiian in two tone or multi-coloured there’s an increase in new, more directional styles. On top, the bandeau is big versions, waves, polka dots and stripes, not forgetting the famous check pattern news. Hurley says it’s the one to watch; “bandeaus are becoming more important, inspired by Echo Beach.” In vintage Californian spirit, Roxy is using the palm driven by the sportswear trend of strapless dresses and tops.” Roxy concur, tree, this time worked as a photoprint for a more up-to-date feel. Gotcha also go “The bandeau is a must-have. After a few seasons quite shy on this product we back to their roots: launched in 1978, their designer explains that ‘the eighties are now able to have constructions that make any morphology feel comfortable saw Gotcha making it’s flurore. At that time the artworks were outspoken and and very cool looking - it has the Bond Girl touch.” O’Neill are pushing the Lava colourful, and mostly combined with black and white. The designs we made Bandeau Bikini which has a twisted shape, is strapless and padded. Pull-in for this summer are inspired on that time, though translated to today’s trends.” introduces the new bandeau styles ‘Friday’ and ‘Julia’, the latter a more retro www.boardsportsource.com 21
  • 9. swimwear trends feel with ringed detail. Fox also introduce a bandeau top to their range as well as another new style top – the all important racer back. Protest offer value for money with their new reversible twisted top, wearable in four ways, giving you four bikinis for one price. Volcom also says many of their styles are reversible, both tops AND bottoms. With the top half covered, what’s new down below? A high-waisted bottom is one of Insight’s key looks. Think less Bridget Jones and more forties/fifties glamour. “The influence for the silhouette came from high waist swimwear styles from the 50’s. It’s flattering, feminine and fashionable.” Pull-in also features a high- waisted bikini bottom, the Delhi. In contrast to the retro look, the other welcome news is that a new, more minimal bikini bottom is a strong trend for next summer. LSpace’s flip bottom can be worn high waisted or rolled down for literally a more ‘cheeky’ look as the back is low and very revealing. For Oxbow, the new shape is a ‘sexykini,’ which shows a lot more cheek! thE onE PiECE rEvivAl Is the one piece making a revival? A big yes from some of your favourite brands! Rip Curl introduce a specific line of single piece swimsuits. LSpace agrees; “one pieces are a hot trend. You’ll find a variety to fit every swimwear junkie.” For Insight, “the swimsuit doubles as a fashion piece and looks great on all shapes and sizes. Our girl loves to wear it with denim cut-offs and throw-over shirts.” They say the all over suit is ‘a great style to showcase our unique art. It brings together a mix of hand-painted watercolour florals, trashed paisley, earthy feather plumage and soft 70’s opulence’ For Insight, “the swimsuit doubles as a Many brands are expanding on their one-piece success from 2010. Gul say fashion piece and looks great on all shapes “Swimsuits are always our biggest seller. It will be our biggest style for and sizes. Our girl loves to wear it with denim pic: Insight marketing as we feel the market is still under subscribed.” Nikita’s swimsuit made a debut last season and returns with a new cut exposing the back. Fox say it was well received for them in 2010 and so are updating the style with a cut-offs and throw-over shirts.” centre front zip and tonal all over print. Pull-in are also expanding their one- piece line with “The halter neck ‘Kelly’ style now in six prints and the bandeau cut ‘Manhattan’ now in eight prints.” For some the trikini is still gathering pace. The trikini (not to be confused with a triathlon suit!) is in between a bikini and a one piece. Take your classic bikini “Bandeaus are and join together in the middle, still exposing the mid-drift and voila. Oxbow say it adds glamour to a swimsuit, whilst Roxy believe it “is almost as functional as becoming more a one piece but with the sexiness of a bikini.” important, driven by WhAt’S nEW? For any woman who wears a bikini to surf in, the biggest annoyance is having the sportswear trend to constantly readjust it to keep it in place. O’Neill believe they have found the answer with The Superkini, which is made from a fabric called Nanofront of strapless dresses and makes it literally stick to your body. “The fabric is made with an ultra fine nanofibre, meaning the surface area is ten times greater than normal fibres. The and tops,” hurley. pic: Volcom nano-scale uneven surface generates a frictional force allowing the fabric to grip, guaranteeing little slippage or movement.” Elsewhere on the technological front, Billabong have collaborated with Invista, maker of XtraLife fabric, for a series of bikinis. The fabric “provides a long- lasting fit and stands up to the harshest conditions. It also has high resistance to chlorine, sun lotions, and UV rays.” A big story Pull-in are highlighting in SS11 is the technical benefits of their materials. “The Lycra is blended to give unique stretch and recovery properties, which can be stretched up to seven times its initial length before springing back to its original position. In addition the Elastic Jaquered waistband is made of Arabic gum, a super stretchy component mainly used in snow goggle application.” So what should the SS11 beach babe be stepping out in next season? For full on sophistication, the one piece gives a slick, stylish silhouette whilst the high waisted bikini certainly ticks the glamour girl box. For those wanting to make a statement, it’s bright and bold all the way with packs of prints to choose from. For serious surfers, the Superkini is the answer. And if you’re feeling a bit daring go the full hog, grab yourself a new more revealing bottom and show off pic: Roxy that bikini bod! 22. www.boardsportsource.com - for more SS11 swimwear shots...
  • 10. e x C e S S BAGGAGE A look at emerging luggage trends Luggage has become an increasingly lucrative sector of the accessories business. Just where would we be without handbags, boardbags, wheelies and backpacks? Denis houille looks at forthcoming trends. Even in times of recession, the luggage market has held its back packs dedicated to short weekend trips or day use has been selling over ground. Gravis report a sales increase of 20%, and FCS have also strengthened expectations. The mission is a must have for surfers with pocket for fins and their position in the marketplace. Oakley have experienced a 60% growth accessories as well have ergonomic back support. The Longhaul travel bag in the category. Yet it’s interesting to note that in terms of ‘best-sellers’ dedicated to long surf trips has been a really good seller too.” each country has its own distinct trends. “Our best sellers vary depending on the country,” says Dakine’s Alexandre Frout. “For France, technical back Dakine are offering two new limited edition collections for next summer. The packs are the key items (helipro, helipack, mission) and in Germany, street Re-Gen collection, which offers an “eco-friendlier alternative”, built using backpacks (back to school) do best.” 100% recycled PET fabrics and recycled buckles. The second is their AC Series, an Artist Collaboration with talented young international artists. Back to School, is of course, a traditionally lucrative sales period in the luggage business, and for many manufacturers it’s a reliable cash cow. “Entry price Oakley are another brand for whom art plays an important role, with 70% ‘back to school’ lines always sell best because it is a recurring business. of their line being art inspired and 30% technical. For SS11, they’ve got a This line, as well as the basic backpacks range, account for two thirds of the brand new roller bag line, the Oakley Mini Me Roller black version, with an range. The rest being technical or travel oriented,” says Quiksilver’s Marc- embossed pattern, which they anticipate being a top seller. Alexandre Ducoté. DC, say ‘less is more’ when it comes to surplus detail in this sector, instead the priority is to provide a fresh line of packs that live up to trends in terms of fabrics, prints and colour. light, YEt toUgh Trends aside, weight and durability are of course, two essential requirements in the luggage world, and producing comfortable, lightweight and rugged EmErging trEnDS products – at competitive price points, is the holy-grail for manufacturers. Fabian Ahrens International Sales Manager OGIO, points out that a new Specialists Evoc, say this is at the heart of everything they do, “We are and emerging trend for the younger customer is for wheelie backpacks, passionate about our work and this passion is inherent in the details of all meanwhile Gravis say they are, “finding that more and more people are our products,” asserts Jan Sallawitz, Marketing Manager. traveling with soft case duffel bags. This season we designed two new travel duffels and sales are very strong.” They have also designed a new basic pack Gravis say, “For SS11 we developed a new flyweight tarpaulin material that for SS11, the Uno, which is offered for a lower price point. is lighter and environmentally friendly. This material is lightweight, water- It’s really tough for modern people to get around without all their hi-tech resistant and strong. The finishing of the material has a subtle shine giving paraphernalia (mobile, laptop, iPod), their surf gear (fins, keys, wax,) as an effect that looks like leather. We feel this material story will perform great well as their normal work or traveling gear. A good bag not only stores and at retail,” comments Joseph Babcock, Director of Product. protects your essentials but also separates them and makes them easily accessible. “At F.C.S. supplying bags perfectly suited to surfing is our primary What’s on offer is relentlessly expanding; colour schemes, new functions, focus. That means different volumes, shapes and functions are destined for new fabrics - but the real battleground is in pricing. Minimalism is sweeping different uses; from daily use to the surfing weekender or the long surf trip,” right through the market and it’s the most basic and cheapest that sell best. says Mike Durante, Design Manager, adding, “we test our products every day Solid, fashionable and affordable: the 2011 baggage checklist is clear. and do everything to improve the lives of surfers who travel. Our Mission 24. www.boardsportsource.com www.boardsportsource.com 25
  • 11. boardshort trends 89 OF thE BESt BOARdIES FOR SS11 AnAlog AnAlog AnAlog bEnCh billAbong billAbong billAbong brUnotti brUnotti CirCA ChiEmSEE ChiEmSEE ChiEmSEE DC DC www.boardsportsource.com 27
  • 12. boardshort trends boardshort trends EAt My ShortS! DC DirtbAll ElEmEnt ElEmEnt ElEmEnt hUrlEY inSight inSight inSight lightning bolt EtniES EtniES EtniES foX foX lightning bolt lightning bolt mAkiA mAkiA nikE 6.0 foX globE globE globE gotChA o'nEill o'nEill o'nEill oXboW oXboW gotChA gotChA gUl gUl gUl oXboW PlAin lAzY PlAin lAzY PoWDEr room ProtESt horSEfEAthErS horSEfEAthErS horSEfEAthErS hUrlEY hUrlEY ProtESt ProtESt PUll in PUll in PUll in 28. www.boardsportsource.com www.boardsportsource.com 29
  • 13. boardshort trends EAt My ShortS! qUikSilvEr qUikSilvEr qUikSilvEr riPzonE riPzonE riPzonE rUStY rUStY rUStY SAntA CrUz SAntA CrUz SAntA CrUz Untho Untho Untho volCom volCom volCom WESt WESt Read the full SS11 Boardshort trend Report at www.boardsportsource.com WESt zimtStErn zimtStErn zimtStErn 30. www.boardsportsource.com
  • 14. tradeshow preview thE huB the uk’s new and only summer board/street tradeshow - the huB - takes place in Bristol on August 10-11th, SoUrCE catches up with organiser Lucy McPhail to find out what’s in-store. Where did HUB come from - why this, why The name HUB came out of exactly those can do stand up paddle on the water, co-ordinated now? conversations with the industry about the need for by BSUPA, and skate demos on land on the King In 2007 HUB organiser Brintex bought the a focal meeting point for the business, and a brand Ramps mini-ramp). It’s very central, with lots of tradeshow Surf Shop expo which had served the that could encompass all boardsports – it works cafes and bars nearby – plus its outdoor, held in a UK boardsports business well for about ten years, for the urban skate business as much as for surf, series of marquees, and offers a whole different with a strong buying show which was valued bike or mountain board. We’ve maintained the feel to a standard trade show hall. for presenting the mix of hardware not seen at mix of hardware and apparel, built on the existing the fashion oriented events, along with apparel, buyer database and put together a new focus for Mixing business with fun footwear etc. It was a particularly strong event the UK boardsports business. The old Surf Shop was a strong buying show in for independents, and a great industry focus for its day, and HUB will be too. But in addition, we the UK. Why the move to a new location? felt it was important to add the element of lifestyle The old Surf Shop was held in Exeter for its and fun to the event – basically we want buyers to In the run up to the 2008 show, the surf side of easy access to what is a massive UK territory leave the show having sourced great product, and the business in particular was suffering. On the for brands to cover – the South West of England, with new ideas from the retail business sessions back of three poor summers, and with a recession South Wales, the Channel Islands and Ireland. The we’re running at the event, but also having looming and uncertainty across the market, we move to central Bristol retains the ease of access enjoyed the show. Hence the SUP demos, street decided not to run the show in 2009. I’m really to that territory, with Bristol international airport skate contests, artists creating live on site, and of glad that we took that decision. The industry – serving the whole of the UK and Europe, and for course the first night party, for buyers, brands and buyers and brands – really missed having a selling London buyers, it’s only 1.5 hours by train. riders to chill out and network. show, and a focus, but it gave time to research the business to find out what the industry really Bristol also has the right feel and vibe for this HUB sits right between Newquay Boardmasters needed. Nothing was off-limits, as we had the show – it’s a city with a great young culture of and ASR, so buyers have had time to get a view opportunity to re-think the whole event – brand, skate, surf, music, fashion and art. Having spent of how the season is going, and it works for the concept, location, marketing etc, which was a week sourcing a new venue in the city I kept brands in their open selling period. On the costs, actually a really interesting and exciting process. on coming back to the site we’ve chosen, as it’s we’ve kept the space rates as the last Surf Shop, a famous skate spot, right on the water (so we so the same as two years ago. See you in Bristol! For more info www.hubtradeshow.com tel: +44 (0) 207 973 6635 Email lucy@hubtradeshow.com www.boardsportsource.com 33
  • 15. BIg WIg INTeRvIeW How many people work for the brand? trips, taking the time to talk to our customers and consumers, making sure we We employ just over 300 people. keep our finger firmly on the pulse of what’s happening and employing people who ‘do the do’ these guys are the next generation and their insight is often How would you describe the company’s DNA? a great place to start. Social media has been a massive aide to listening in on Animal is a British freesports lifestyle brand; everything we do is influenced the chatter that goes on out there; it’s a really strong source of information by freesports and the lifestyle. We’re fanatical, committed, a little quirky and and market intelligence and it’s in real time. We are using it more and more to really into what we do. refine our products and make sure we’re ahead of the game. How many product categories do you represent? What % represent watches In terms of mainstream appeal, where do you see boardsports sit? and watchstraps, your original segment? We think it’s currently too mainstream and we think it will retreat back to being SIMoN We cover 15 different categories from apparel to wetsuits. Watches and more core again. aNImal'S watchstraps now only account for less than 5% of our business, however from a heritage and roots perspective they’re still super important. Animal has never really hung it’s hat on one How would you describe your target consumer? WARREN Core exponents, freesports enthusiasts and people who aspire to the lifestyle. particular peg, this has allowed us the ability for We have a very loyal following as we started out in 1987 and many people have grown up with us and are now introducing their kids to the brand. As we people to see us in many different ways: if you’re started out as a pure accessory brand we are fortunate that this has given us a very wide distribution base from which to grow. a surfer, we’re surf but if you’re a downhill nut What makes Animal different from the other competitor brands? then we’re a bike brand and so on We’re UK based, we understand and support the UK market, we’re a multi- freesport brand not just surf, not just snow, we’re MTB, Skate, kite, windsurf, There was a time when no boardsports wrist would be wakeboard etc in fact all the things we like doing down here in Dorset. What sells more in boardsports: the message, the show, the lifestyle or simply the image? worth its style without an animal watch on. Time has If you had only three bullet points and 30 seconds to convince a core/ It’s not a cop-out but all of the above! independent retailer to sell your brand what would they be? gone by and the brand has grown into a British market Research tells us that our products are good quality and sell through faster Animal has bridged the gap between core and mainstream and is today a key than many of our competitors. We support the core sports, which keeps our player in the British market. What are the key strategic elements for a brand leader that demonstrates how far a core company can brand real and 85% of our staff are actively involved in one or more freesports. to bridge that gap successfully without losing itself? We respect their input (along with our rider teams) and make sure we keep it A commercial approach with an authentic core conscience that is listened to. go in their home turf. Simon Warren, Creative Director real. We call it rider refined. The core market may have demands or expectations that not always match shares the brand’s journey and secrets to success. We’re still a fairly small brand, which allows us to offer a more personal with a broader distribution scheme. How do you maintain your genuine service to our customers and friends. We work best when we can develop boardsports appeal? Interview by Iker Aguirre. good relationships, which allow both parties to grow. Many of our customers The core market is always our safety barometer; you have to get it right there who were there at the beginning are still with us today. if you’re going to get it right elsewhere. What is your policy to keep core/independent retailers happy with your Animal means something to the consumer because… brand? ...For a whole host of reasons over our development, Animal has never really Can you give us a quick lowdown on your position and your career? However it soon became apparent that this was actually a great partnership Our core accounts give us plenty of good feedback and suggestions, we listen hung it’s hat on one particular peg, this has allowed us the ability for people I am the Brand and Creative Director at Animal. I became good friends with because we were able to utilise a lot of that knowledge, experience and know- to what they tell us and incorporate much of their thinking into a lot of what to see us in many different ways if you’re a surfer, we’re surf but if you’re a Animal’s founders when I was studying Graphic Design and Advertising how collectively and ensure it was always brand focused. This was what really we do, both brand and product. downhill nut then we’re a bike brand and so on… don’t ask us how it happened, at Art College down here in Dorset through a mutual passion for surfing, allowed us to get things moving and develop many of the ideas and areas we it’s just evolved organically! wakeboarding and windsurfing. are still in today. It was a very successful partnership based on: ”we’ll work Our Animal riders and teams support local events. Whilst working in London for Steve Edge an opportunity arose to set up a small this way if you listen and understand what we think the brand means and what What are the brand core values? creative agency back down in Poole. London life was great but I really missed areas are off limits.” We understand multi-channel distribution; we are healthily paranoid about Authentic, Freesports Inspired, Fanatical, Independent! salt water so I jacked it in, packed all of my belongings into a rusty old van and ensuring we maintain a balanced approach. Private ownership allows us the headed down to the South Coast. Our small agency became a real success and This allowed us to develop all of our product categories commercially and flexibility to make brand focused decisions as well as commercial ones. What companies are doing it right? I soon bumped into the Animal boys out in the line up and gradually, we took really focus the right product at the right price with the right distribution. We Patagonia, Finisterre, Vans, Ocean Minded - there are so many great brands on more and more work for their rapidly growing brand. They then approached also looked at developing retail partnerships with some of our customers and Many of our reps are riders they understand (as we do) the importance of this out there, it’s not my place to say! me about working directly for them; another big decision but they were a small, together this allowed us to grow the business further. distribution. tight crew of surfers and mountain bikers who seemed to be having a lot of What does it mean for you being a good business person? fun, so I thought what the heck! I did everything for them, product, packaging, Animal has still a lot of potential outside the UK. Any development plans for Listen to everyone, make decisions, love what you do enjoy what you do! ads, watches, graphics, you name it I did it! I took on a few more people as We understand multi-channel distribution; we are the near future? In how many countries is the brand represented? What are we started to grow and now here we are today with a huge creative team of the main markets you are/will be focusing in? And a good person? around 35-40 designers covering a whole range areas. healthily paranoid about ensuring we maintain a The UK will remain an important market for us, it’s where we’re from and Put out what you want to get back. where we grew up; however we see the international market as a huge Animal was sold by its original founders in 1998. In the following years the balanced approach. opportunity for the Animal brand and it’s where we see the next phase of This is your space, the spot where you tell the world what you've always brand stepped up to become an industry leader in the British market. Can you Animal’s growth coming from. wanted: tell us how you achieved this? 25knt side shore breezes, 6-8ft surf, fresh powder, warm sunshine makes the When the company was sold there was a short period of consolidation and Animal has a new CEO; can you give us a quick overview of Right now we have distribution in 20 international territories. Currently we are world a better place and having a beautiful baby girl changes your life and puts an opportunity for us to look at what we were doing and facing up to some his background? focusing on finding new international distribution partners which are a little everything into perspective! of the problems we were going through. When our owners appointed a new We're really pleased to announce that as of early July, Doug Goodwin has joined closer to home: France, Germany, Austria etc, we’re super excited about our CEO with a very different set of skills from a different area of the market, the Animal as our new CEO. Doug comes from a sales and marketing background latest partnerships in Italy and Poland. Do you want to know more about Animal and their vision? Find the full Animal die-hards were initially very sceptical as that area was the traditional and boasts a hugely successful career working for the likes of Motorola, Sony interview on www.boardsportsource.com sports trade. Music, Sony Pictures and Sony PlayStation. We're stoked to have him on board How do you analyse the evolution of surf, skate and snowboard? and look forward to some very exciting plans in the times ahead. We invest in getting the team out and about to see what’s going on, research
  • 16. WhASSUP "the shortboard revolution has nothing on the SUP... With a SUP you can surf many more kinds of waves with the same amount of pleasure. Its scope of use is ultra wide and we are discovering ways of surfing waves that WIth we didn't know about before," said Laird Hamilton in an interview in issue 21 of Surftime. Iker Aguirre reports on the SUP phenomenon, a new and rapidly expanding market. SUP? Between the strengths and opportunities of this discipline bubbles the vitality and creativity of an emergent market in full flight. The demand started at zero and although sales remain modest in most surf shops, SUP has clearly started an infatuation for many which has been closely followed by an incontestable buzz effect. The burgeoning number of participants, the swell of its supply and its options were immediately apparent. Opportunities, particularly within the windsurf industry, are increasing, as they are within the surf industry, proof of which lies in the creation of the company Enbata by Alexandre Ponot (ex VZ and Oxbow) and Alan Sévélec (Glissexpo, ISPO, 2ndSky). A specialist SUP shop - Stand up Paddle, or SuP to friends. Tribe in Anglet – has also now opened its doors, the first of its kind in Europe. the Revolution is here… Demand is plotting an upward curving line and with it we are witnessing an interesting mix of genres. For enthusiasts of surfing, longboarding, windsurfing, snowboarding and even people outside of action sports, the prospects are extremely wide. What better proof of this than the interest of Nidecker (Swiss snowboarding brand and sponsor of the SUP World Champion) in this discipline? “People thought we were off our heads,” explains Nidecker’s Robert Etienne, “but through believing, through presenting SUP and snowboards in different booths at Ispo and through pushing the sport we have became a consistent player. Having our own R&D has given us a clear competitive advantage and our team riders win all contests thanks to our technical innovations. We have come into the market with strong weaponry and the phone doesn’t stop ringing!” Even more encouraging is the increase in the number of events (world tour, national championships, races, local competitions, etc) and of clubs and associations exclusively dedicated to SUP - a reflection of a discipline in full expansion. Indeed, SUP has opened the doors to many different sources of pleasure and is capable of attracting a following from various or even divergent origins. You can find people who don't care about performance, a fun-loving, "SUP may be a good way of exporting the surf lifestyle to places that it never had the chance to reach because of the lack of waves." Alexandre Ponot, Enbata. new-sensation seeking clientele, people who like to mosey about, right through to racers and fitness fanatics. SUP is performed on smooth surfaces as well as in the sea; so on lakes and rivers, and, for the first time in the surfing industry, an oceanic sport can be easily exported to countries without waves. "SUP may be a good way of exporting the surf lifestyle to places that it never had the chance to reach because of the lack of waves,” adds Alexandre Ponot from Enbata. Therein, SUP evangelists can see its development potential. "SUP has less potential on the coast as it does in the interior. It is the ideal summer activity for lakes, rivers, the Mediterranean, etc. It is a great way of staying in shape, discovering magnificent places and is easy to do at all ages," enthuses Robert Etienne, Marketing Director of Nidecker. That's why Switzerland and Germany are seen as very dynamic markets while others are citing Sweden as the future El Dorado for the discipline, like it is for wakeboarding thanks to its thousands pic: Nidecker www.boardsportsource.com 37
  • 17. SuP of lakes that are scattered around. But France has become the market leader in Europe thanks to its structure. Apart from accomplished retailer and distribution networks, this market also boasts specialist press online and in print, taking the Another difficulty for SUP is their volume form of Wind SUP Magazine, Standup Journal, Get Up Magazine (in the making), www.supjournal.com and www.supfrance.com. and weight. Many customers don't have European players in the discipline are multiplying with each one opting for enough space at home, let alone in their different positioning. The main players are Enbata (top of the range), Hoff (South Point NSP and Surf Tech), Nidecker, Naish, Wow, Starboard, Lokahi (a cars, to be able to own a SUP. French brand), Redwood Paddle (direct sales), Hobbie, Nah Skwel (entry level/ mid range), without forgetting the paddle brands Quick Blade (leader of the American market) and Kialoa. Among the strengths and opportunities, Stéphane Robin wrote in his Surftime #21 editorial: "When people tell me that the future of surfing will consist of rotations above the wave with incredible speed on a 5'10", I'm sceptical. The vast majority of us are not concerned with this progression. So what is the future of surfing? If we listen to Laird Hamilton, SUP will take pride of place in line-ups without damaging any other discipline… It's a question of accessibility, fun and optimising everyday surfing conditions." That is the other great strength of SUP: fun for the wider public in a world of incredible technical exploits. Enbata’s Alexandre Ponot elaborates; "SUP is a sport without the constraints associated with physical fitness, with age or sex, on the sea, lake, river or pond." Wherever you are, whatever the market, the 'playful' and 'wider public' variables are always in cahoots. Not only that but with innovations like Training Wings, recently launched by the brand Coreban, are a great way of facilitating one's entry into the sport - an easy to install, simple solution to make your initiation into SUP child's play. Playful, wider public appeal AND easy access? Bingo! SUP. It remains a simple, accessible sport. The 'all-round' should reign over this discipline. The more any specific products and their technical properties are assimilated, the less likely the sport is to be reduced to a micro-niche of high- performance athletes. Diversification should be achieved through marketing and community development rather than through a myriad of separate technical properties too advanced for the average customer who, up to now, barely knows how to hold a paddle. Another difficulty for SUP is their volume and weight. Many customers don't have enough space at home, let alone in their cars, to be able to own an SUP. This is slowing the sport's progression but an obvious competitive advantage for sales points next to the sea, lake or other. Do you have storage space in your lockup? Do you know a school or club that might? Put in place this service and you will lift the largest barrier on SUP's development and catalyse the demand for your shop. The other 'dark side' of SUP is the danger that it can represent. The only way for customers to avoid major misgivings is to have the risks clearly and crucially outlined by the retailer in their role as educator, as well as by the media and the The only catch for you, dear retailers, is knowing how to position your range in brands. In the hands of a beginner and in the event of a collision, the SUP is a the shop to be able to respond to demand as well as to the changes of a market deadly weapon for bathers and other sea-users. On the other hand, once the whose structure remains blurred. Things are not all rosy in this emerging market, fundamentals of balance have been mastered on the SUP, access to the open however. On a local level, many shops lack space and so have to settle for a water becomes easy; a risk to be considered in itself as coastal currents can be range that is too limited to appropriately meet the needs of new enthusiasts. very dangerous. We all know full well; ignorance is the mother of all risks. Be This complicates sell-outs and, without retailer commitment for the product, aware, educate your clientele and don't be afraid that you might frighten them; there is a risk of undermining the profitability per square metre of the shop. As prudence is always good advice. for all other sports, it is not advisable to limit yourself to a representative range of one or two models - SUP requires knowledge and commitment, as much in Wave etiquette is also a question of education and up to now, SUP is unusual terms of space as in time and understanding of the discipline. in the line-up. The hierarchy brief of certain spots was shaken up by the arrival of the big boards. Many are united against this discipline. As a retailer, you The necessity for analysis and technical know-how on the product and its uses should know how to argue your choices in the face of reluctance from a section are just as high at the point of sale as the cost itself of an SUP whose price of your clientele. Nothing new here though, you saw it with bodyboarding and comes in at around €1200 - €1400 for the top of the range, €900 - €1100 for longboarding! Or did you crumble under peer pressure? Laird Hamilton sums it the mid range and €700 - €900 for the entry level with an average multiplying up: "It's all a question of education. SUP is a natural evolution of surfing in the coefficient of 1.6 to 1.7 for the retailer. same way that longboarding and shortboarding are. Respect for other surfers in the water remains at the centre of it all, whatever board they're surfing on. On a On the other hand, be careful not to slip up on the "over technical." This was SUP, we should behave as anyone else, share and respect the rules." windsurfing's vice that killed it in its glory days and that could come back to haunt 38. www.boardsportsource.com
  • 18. source report EuROPEAN oN SNoW DEMo tOuR ten years ago, the French snowboard industry organised the first on-snow product demo, 'Snow Avant Premier', which quickly became a key date in retailers' diaries. Last winter, a similar initiative in the german markets 'Shops First try' was born, supported by SoUrCE and EuroSima. Now, a new event in Italy is launching this winter. remi forsans explains what on-snow demos can do for your business. On-Snow-Demos are very beneficial for the industry. For retailers, they allow with their retailers without the usual trade show stress. Burton Austria’s you to test out next years’ products early in the season and enable easier Stefan Feil was impressed, “All retailers showed great interest in testing pre-product selection. It’s also a great way to meet and share experiences the products and took the opportunity to try a wide mix of products. What with other retailers, the wider industry and see up and coming brands. “The was really interesting to see was the mix of retailers: small core shops, event is focused on hardgoods, but there’s also lots of opportunity to test little multi-sport shops and buyers from big chain stores all tested side by snowboots, goggles and even outerwear,” explains Mathieu Kurz (Snow side. We had a great time servicing our customers and our investment fully Avant Premiere). paid off.” “Retailers can tell their customers that they Rome Snowboards were also pleased with have been riding next years’ products already,” “Whilst how a product looks is important, the outcome: “The benefits are simple: since says Shop First Try’s Muck Muller. ”They can the Rome SDS products are recognised for see first hand if new technologies are working first and foremost it’s the performance their quality, word of mouth among dealers or if they’re just marketing gimmicks. This at the show will attract new retailers to test provides consumers with strong trust and the that counts, so this enables us to compare and to then return the brand in their stores.” retailer can make their customer hot on next Similarly, Bataleon Snowboards Europe found it year’s toys.” Mark Harries, Hardwear Buyer for like-for-like products from many brands worthwhile; “SAP is a dynamic event for us as Snow & Rock, attended the last French demo. it is the first test board for the coming season, “Avant Premiere gives us the opportunity to test and test any new technologies. Overall allowing us to try new products (in this case equipment pre-Ispo so we get a much clearer our boards) in preview to all our current and idea about outstanding equipment that we feel it will influence our buying decisions our future retailers. This is really an important will be hot, and the chance to ride brands we moment of the season for all brands, and more don’t stock. It allows us easy access to test all because we know sooner which products particularly Bataleon, since we can thus take brands in one place in a relaxed environment the time to explain the principle of the Triple before the shows, and to meet with other will definitely fit into our range.” Base Technology. This differentiates our boards retailers and brands to discuss the market and of all other brands, but this requires further see how the season in general is going, both mark harries, Snow & rock. explanation from retailers and end customers. the UK and across Europe. The atmosphere In addition, and perhaps most importantly, we of event was just right, it was friendly and can offer test to everyone: retailers and media. welcoming whilst at the same time being focused on the job at hand, testing We can say that SAP is a sort of preview just before the fair, through the SAP out the best snowboarding equipment out there and choosing the right mix of retailers really know why they choose our products, and can provide clear products for our customers.” and precise explanations to their customers in their stores.” For exhibitors, there are many interesting reasons to get involved. On top Mark Harries sums it up, “Snow test experience DOES influence your buy. of getting to meet up with retailers, and explain the new specifications of We’d like to see even more brands in attendance so we can cover more their products and then go riding with them, it saves a lot of time and cost ground pre-Ispo. The event itself was very well organised and ran smoothly. in the order season and provides great networking. Many new brands have Everything is right there at the test site, you can test a lot of equipment in a the opportunity to open new doors and it gives sales reps more time to chat day and also enjoy a nice French lunch too!” www.boardsportsource.com 41
  • 19. sun glasses pic: Von Zipper uNdERStANdINg thE EyEWEAR MARkEt Boardsport retailers can have trouble understanding the sunglasses market. Often considered a nuisance, this product category is often overlooked, yet if well handled, it can become a lucrative sector of your store. iker Aguirre reports. A CYCliC mArkEt: from SPortS nEtWorkS to oPtiCiAnS not warrant high investment. Once again, the choice of these entry-level brands We dominated the trends... and then we suffered from them. The guilty party: the depends on your product mix and profile of your clientele. Well integrated into your fashion/technical cycles inherent in our industry. The 90s were characterised store, this type of display shelf can easily dispense up to 400 pairs on average by a technical cycle in the sunglass market. Boardsport brands like Arnet (later in one summer season if you are close to the sea. These standing displays Arnette) and Oakley led the charge and established a benchmark: profiled and rarely occupy more than half a square metre and the products don't require the technical sunglasses, with a base curve of 8¾ for sports use. After that, the 21st continual presence of an assistant - their price and their UV protection are the century witnessed the intrusion of a fashion cycle during which the sunglass only real considerations. market passed from the hands of sports brands to large designer brands. Attached to this sport/fashion cycle was the cycle of sales outlet legitimacy. Depending on the respective cycle (sport or fashion), demand had the tendency StYlE AnD tEChniCAl trEnDS: to lean towards either sports networks (including boardshops) or optical shops On the style front, ‘nerd’ type sunglasses with flashy colours are leading the way (represented by optical stores). with the Ray Ban Wayfarer being the spearhead. All boardsports brands are offering their own equivalent, which has allowed this trend to be fully incorporated into our Sunglasses became a fashion accessory to complement clothes according to market. Apart from this widely approved style we can see a strong retro influence, details of colour and style. There are sunglasses for every occasion and for particularly from the 70s and 80s, in the designs while 'aviator' type shades seem some people, it's no longer possible to go through a whole day with just one to be losing their appeal a bit despite continued popularity lead, again, by Ray Ban. pair. As a retailer, you need to analyse your customer profile and your product Other than that, the market seems to be steering away from bulky glasses that are mix. Doing this will allow you to see which brand or kind of shades you would less and less prominent. sell best. A good analysis can make the difference between making a profit and raking water uphill. In terms of colour, even though black and brown remain sure things, colour has never been in such demand, especially pure or primary colours or a combination of the two. In the same vein, we will witness the return of transparent sunglasses, as SUnglASSES: A fAShion ACCESSorY At WhAt PriCE? presented by Brunotti. With shades being fashion accessories, it's becoming harder and harder for a young target market to enlarge their collection. Many are opting for entry-level The arms are also a fashionable stage of expression. Whether in serigraphy (Animal), models to the detriment of the brand. Vans, however, made a killing with their photo prints (Dragon) or special and original processes (Quiksilver, Oakley), Spicoli ‘nerd’ type model, on sale at €15, presenting an attractive price AND brand sunglasses brands are testament to the creativity of the sector, a real showcase of while taunting the big guns like H&M who are strong magnets for this demand. artistic expression. So, because of the high price and desire for multiple frames, a portion of the On the technical side of things, toric lenses (combination of two different optical potential customer base no longer want to invest in quality product and prefer to base curves on one piece of glass) are the fashion version of the 'wrap around' go for a look rather than protection from the sun. For the retailer, style trends and and a development in the 'shield' type of sunglasses, which dominated the original value for money, in the form of brands such as Sabre or Animal, is always a good fashion trends. combo. Having said that, watch out because pricing is all the more important for lesser-known brands. In other words, the less famous the brand, the cheaper Polarised lenses are the most reliable for core shops. These are lenses with they should be, but maintaining style is still a prerequisite for a large proportion maximum protection and are strongly recommended by all UV awareness-raising of your customers. articles. This makes up a segment of the market in expansion but you must be savvy when selling them. It'll take you all of ten minutes to learn it and the arguments There is also a big demand from the beach lover clientele who are seeking are so convincing that you won't sell anything but these. The good news is that all protection at the best price and consider sunglasses functional items that do brands are offering polarised options for a large proportion of their collections. www.boardsportsource.com 43
  • 20. With sustainable development weighing heavily, more and more brands are turning to 'eco-friendly' options as seen in the E.C.O. (Environmentally Conscious Optics) series from Dragon. But watch out for 'green washing' where customers will punish brands that falsely claim to be green. Sunglasses for kids are a rare commodity, and few brands can offer this option in a comprehensive manner. Quiksilver, Roxy and Animal are some of the leaders here. You know this better that anyone; kids are more susceptible to fashion and brands (not to mention sunlight) and accessories aimed at them are a recurrent source of revenue. We mustn't forget about women either, a powerful segment but one whose styles must be coherent with the rest of the products on offer in the shop. Ladies are crazy about accessories. When you come to make your pre-orders, make sure you make wise choices to combine your selection of sunglasses with your clothes collections. In this field, Roxy, Electric and Von Zipper will be market leaders. To finish up, certain signs from the market are pointing towards the beginning of a transitory phase leading to a technical cycle. Sports sunglasses should therefore regain their place (Oakley, adidas eyewear, Smith). For most brands what's on offer seems insignificant compared to the plethora of fashion models but the demand is slowly but surely being noticed. One final background trend: certain boardsports brands are filling out their collections with spectacles destined for the opticians’ network. This allows them to extend their relations with opticians for twelve months. Quiksilver and Roxy have long since been pioneers of this strategy, eagerly followed by Oakley and Spy and more recently by Electric and Von Zipper. Even though it doesn't concern core shops, we should applaud this move because a boardsports pic: Von Zipper presence within the opticians’ network will only serve to consolidate us as a stable and strong niche amongst the wider public and the knock-on effects will be good for us all. And let’s not forget about the freshness, new brands and projects that always bring some new hype to your store. First, we need to name O’Neill’s new program, which has been developed under license by Orange 21, owner of Spy Optics. Then we must not forget Ashbury, the new cool kid in the block, plus Sabre and Odyssey. DiffiCUltiES AnD SPECifiCitiES of thE SUnglASS mArkEt These days, sunglasses do not sell themselves. A big mistake made by retailers is not pre-selecting the models that they are going to sell. Some go so far as to let the representative make the choices for pre-orders and restocks on their behalf. No one knows your clientele like you do. Beware of bad product/clientele targeting, your turnover and your revenue depends on it. Nonetheless, if you haven’t been selling sunglasses for a while, you might need guidance. Hence make sure you work with the right reps who can monitor your purchases with the right analysis and intelligence. Beware not to fill your cabinet with their target models but with what you really need. Competition from opticians is rife but the optician is far from your enemy. They legitimise the quality of the brands and attract, for the most part, a clientele that is not used to core shops. With this in mind, it might be appropriate to give preference to brands that would separate their collections to provide you with a network exclusive on certain models. This strategy is the most shrewd as it allows you to capitalise on the particular tastes of your clientele at the same time as reaping the positive effects of the opticians' network by avoiding any direct competition. Well managed, sunglasses can provide high profits per square metre. However, it does require that you take into consideration their place in the shop and how to handle them. Once you have started down this path, you will discover the power of accessories in general and their potency in the generation of complementary sales. pic: Oakley 44. www.boardsportsource.com
  • 21. skate trends skate trends {3} Jörg Ludewig says: “Since skateboarding is 90% marketing, it’s a huge effort to explain these innovations to skaters. They always want the latest gadgets, but in terms of deck constructions, many remain stuck in the 1980s.” WhEElS: hitting thE SWEEt SPot With the average skateboarder evolving from teched-out ledge bopper into all- Andreas Reichenbach at Brazil Distribution says: “7-ply decks are still what’s terrain wilder-beast, wheel sizes have found their sweet spot. “Wheels are selling the most. All other constructions have only a small share of the skate between 52 and 53mm, only those who want real lightweights choose 50mm,” market.” Jörg Ludewig is hopeful about “innovations that strongly improve the says Pat at Ground Zero. Bård at Badlands says that terrain makes a difference: product without raising prices to astronomical heights,” naming P2, Almost “In Tromsø we've got rough asphalt! I sell more 54mms than 50 to 51s.” Impact and Blind Eternal Life as examples. “Fortunately, brands including Flip develop new technologies combined with killer-graphics, that help a lot in selling Wheel manufacturers are also finding ways to shave off a few grams. Hollow-core quality US-brands boards,” says Eric Mader at Fresco Distribution in Italy. constructions have become a common sight, including Darkstar Aircore wheels hoTTEST SkATE and the new Darkstar Hybrids, upping the ante by combining two lightweight constructions in one wheel. {6} hARDWARE Urethane has come a long way since Frank Nasworthy at the Cadillac Wheel Company pioneered the material in 1971. Powell is selling a flat spot-proof Skate Park Formula; while Landshark and Darkstar feel confident enough about their CroSS-brAnDing: CollAb’ With YoU lAtEr, pic: Circa TRENDS urethane to offer customer guarantees against flat-spotting and excessive wear. SkAtEr Despite the spike in innovation, differentiation through styling and brand image are far from played out. Collaboration projects – conjoining the names of Whoever says there’s nothing new going on in skateboard hardware must have been {4} participating brands with the ubiquitous “X“ – used to be limited to shoes and soft goods. locked away in some skate shop basement for the past few years, sniffing shoe goo. “You see it more and more [in hardware], like Roughneck X Benny Gold Hardware, DECkS: gUArAntEED for lifE or shoe-plus-deck collabs,” says Bård at Badlands, adding: “Same with pro model SOuRcE takes a look at the seven most exciting new trends in decks, trucks and wheels. A growing number of manufacturers are giving guarantees on skateboard wheels and trucks, a kid will rather buy Chris Cole's Street Burners instead of decks; formerly the disposable razor blades in skateboarding’s marketing regular ones.” Andreas at Brazil in Switzerland says that, “collab products are Report by Dirk Vogel. matrix. Dwindle Distribution offers 45-day guarantees on their Almost Double still selling well, unless they look like a Nascar. But sales are no different than Impact decks; featuring a full-carbon top sheet and die-cut carbon discs over non-collabs; customers still need to like the style and the product itself.” the trucks. Also 30 days on Darkstar Armorlight and 90 days on Blind Eternal Life 2 epoxy glass top sheet decks. Santa Cruz and Creature offer 120 days on Nomad Skateboards from Spain are with this trend in a big way: “We want to their PowerPly decks. celebrate our 10th company Anniversary by doing good projects with the brands for thE PASt 15 YEArS or So , following the progression of skateboard hardware was much like watching a six-year-old skating that fit our image, working on a total of ten collab projects with Cityfellaz, Dwindle mini ramp: Rock to fakie, tail tap. Rock to fakie, tail tap. Over and over again, with the occasional desperate Big Stunt attempt thrown in, at no Sounds revolutionary, but Jörg Ludewig at Urban Supplies points out: “In and Tensor, Autobahn and many other projects that will come out soon!” says chance of hitting the ground rolling whatsoever. Germany – and maybe the rest of Europe – you have to offer six months Ivan Moreno. guarantee anyway. And if in doubt, you need to prove that a broken deck is not {7} In our Spring 2006 issue, SOURCE contributor Jeff Harbaugh even compared action sports to the fashion industry, because, “all product differentiation is due to material or production defects, but really from over-stressing.” created by advertising, promotion (branding) and design.” But that was four years ago, and it’s a brand new day! Innovation and refinement have landed in a big way, reshaping the status quo in the hard goods segment. Here are the seven most important trends. Bård at Badlands comments: “None of the companies we carry have a warranty. I can imagine it being extra work. But if a person comes in the shop with a broken board the day after he bought it, I'll most likely give him a new one, or a discount.” qUAlitY vS. ChEAP SkAtES Skate hardware appears divided into two main camps: “I get the impression that {1} {2} kids don’t want anything but cheaaaap. The older guys ride ‘only’ the good stuff. {5} They want attitude and quality,” says Pat Lindenberger at Ground Zero. “For sure customers are looking more for blanks and price-point decks, so our effort is to make people understand that it makes more sense to buy quality rather than DECkS: A morE StAblE riDE trUCkS: loSing thAt EXtrA WEight innovAtion: hErE to StAY? quantity,” says Eric Mader at Fresco Distribution in Merano, Italy. “Boards have been getting wider over the past year. It’s been happening to the Logically, the demand for wider boards is also affecting truck sales. “Instead Suddenly, invention and reinvention – just look at what Sector 9 did to the longboard boards that pros ride for a while, but now the boards that go into production of our 129s being our top sellers, it has shifted to 139s, with 149s being a close category – are everywhere. “Innovation is more important than ever since the Frank Messmann at Black Box says, “Everybody has become more value focused. are also getting wider,” says Frank Messmann, CEO and partner at Black Box second,” says Keith Wilson, Brand Manager at Independent Trucks, adding: “This basic seven-ply board, even from Canadian maple has become so accessible. Pro But I still firmly believe that if you build products that are really superior in Distribution (Zero, $lave and Mystery Skateboards and Fallen Footwear). is something we’ve been expecting for quite some time as most pros and diehard companies need to differentiate their products from what a shop board can offer,” functionality, and you tell that story to the consumers, they will pay the price.” Andreas Reichenbach at Brazil Distribution in Zurich, Switzerland says: “Two street skaters have been riding wider setups.” says Frank Messmann at Black Box. Julian at Antiz says: “Now kids can choose between buying 10 decks in bulk years ago, the focus was at 7.5 to 7.8 inches in width. Most boards we’re selling for maybe 20 Euros each or getting tech right now are between 7.75 and 8 inches.” Truck manufacturers are finding ways to counteract the extra weight from wider Messmann points out that product American brand decks for 70 Euros. decks. “Independent Stage 10 Forged trucks feature forged aluminum baseplates innovation should be all about, “being “Since skateboarding is 90% marketing, it’s a What's nice is there is a lot in-between to Julian Dykmans at Pan-European company Antiz Skateboards says: “At Antiz, our which are lighter than gravity cast baseplates. We’re releasing a hollow version different because it performs better, huge effort to explain these innovations to skaters. choose from.” top-selling decks are between 7.875 and 8.125 inches. It does make sense since this fall with hollow kingpins and axles,” says Keith Wilson. and the pros are riding it!” Black Box is you have more control with a wider board.” Ivan Moreno at Nomad Skateboards using patented P2 technology – boards They always want the latest gadgets, but in terms Richie Löffler stops cheap-o product right in Spain agrees: “Wider boards are the next big thing.” “It's a good thing wide trucks are lighter these days when you're skating a 8.2 to “loaded” with an oval-shaped aramid of deck constructions, many remain stuck in the at the source: “We don’t sell any cheap 8.5 board,” says Bård Grøttum at Badlands, adding: “And it seems like titanium is fibre reinforcement panel – in their Zero, boards, and even our shop boards are Retailers are confirming this trend. “I hardly sell any 7.5 decks anymore, even back with Theeve [Trucks] going all in for the lighter metal.” Tensor Trucks are Mystery and $lave decks. Plan B, Flip 1980’s.” Jörg ludewig high quality.” And let’s not forget, quality kids with size seven feet want a 7.8 to 8 inch board,” said Bård Grøttum at banking on new materials with the Magnesium Response 2 truck – advertised and other NHS brands also feature P2. is available at an all-time low price today, Badlands Skateshop in Tromsø, Norway. There seems to be a limit, however: as 25% lighter than standard trucks – also featuring hollow kingpins. Asked with pro level complete decks selling for less than 100 Euros. So ultimately, “For the most part, 8 inches is the cut-off here, with very few exceptions,” said about hot-selling truck inventions, Pat Lindenberger at Ground Zero in Worms, Retailers are reporting mixed responses. “Most skaters still don’t care about despite all the new trends, one thing remains the same in this segment, as Ivan Richie Löffler at Mantis Life Store in Hamburg, Germany. Germany says; “Thunder Light Trucks!! They’re going off!” special constructions. Shapes and concaves are important as are graphics and from Nomad says: “It’s no secret; we really screw our margins on the hard brand image,” says Richie Löffler. Bård at Badlands says that high prices – for goods, and try to get benefits on the clothing.” example Lib Tech decks – are problematic. 46. www.boardsportsource.com www.boardsportsource.com 47
  • 22. tradeshow report SUrf SuMMIt 2010 JuNE 18th 2010 cAPBREtON, FRANcE the ninth annual EuroSima Surf Summit, held in capbreton, France, was this year dedicated to the rise of the female surfer. remi forsans reports. this year’s edition of the EuroSima Surf Summit began in somewhat and codified and have different directions and specifications. the reasons inclement conditions, but after a warm welcome reception at the capbreton why women want to surf are listed as: freedom, physical and sporting activity casino EuroSima and its partners (Ispo, SOuRcE, the chamber of commerce as well as aesthetics and health - 30% of licence holders are women, 50% of and county of Landes, and, Aquitaine regional council) officially opened which are under 14 years old. At the end of this presentation, representatives their ninth summit, dedicated to women surfers. Fred Basse, president of of surfing - including Pauline Ado - the industry and the press discussed the EuroSima and general Manager of Rip curl Europe defined their goals, the role place of women within this 'man's sport'. held by Eurosima within the European surfing seascape and the importance of a platform like the surf summit, which allows people to come together, After the break, we had the privilege of hearing Laird hamilton speak about learn, share and form part of the network. Iker Aguirre, excelling in his role as his life and his experience. unfortunately, Laird had had to leave a few days moderator, then took the reins and kick started the day with a short film from before the summit and so appeared on video being interviewed by Fred Basse the Sea Shepherd association about their strong movement for protecting the and Stephane Robin. marine biodiversity of the world's oceans. the following seminar was a chance to compare the fundamentals of business gilles degroote from Ethicity delivered the first presentation, telling us to those of poker. Jean Paul Renoux, poker expert, proposed that poker is a about the way towards responsible consumption... he illustrated how this is metaphor for business, replacing players for clients or suppliers, the object a political act, which allows the consumer to influence the choices on offer; being to try and control chance. In this model, the objectives are similar: only we must, as he says, influence the creation of new options and invent new invest if the return on investment is positive, force your opponents to make ways of life for a more desirable world. A study carried out by Ethicity on a the wrong choices, always take back the initiative, manage risks, control representative cross section of boardsports enthusiasts revealed that 71% information and finally, control yourself. think of sustainable development as a necessity, 85% think that the economic crisis is an opportunity for change, 70% avoid buying unethical products and closing out this surf summit in style, like last year, the conch was passed on 89% are prepared to change their behaviour to preserve biodiversity. 74% of to the athletes and this year it was the ladies who had the honour. the girls those asked wanted more information about the products that they buy. 43% from the team ‘cap Odyssée’ made a presentation about their feat: crossing want products labelled and want to avoid surplus packaging. Sustainable the Atlantic paddle surfing. 54 days and a €68,000 budget was required to products are becoming the norm and are no longer segregated, but people are complete this unprecedented human adventure. this expedition was the not necessarily willing to pay extra for them. We are heading straight towards brainchild of Stéphanie Barneix, a lifeguard who, after a battle with cancer, new modes of consumption and exchange. took fate into her own hands, “you have to live for today because you never know what tomorrow might bring," she told us. Our second speaker was taha Al Azzawi, a sociologist and teacher. he skilfully explained how surfing is becoming more feminised. Surfing is the 43rd most the fifty-odd people attending then gathered before the lashing ocean for a practised sport globally, and there is one club-licensed surfer for every 8/9 drink to make appointments with each other for 2011, and the tenth edition free surfers. Surfing contains various disciplines that are gathered together of the Surf Summit. www.boardsportsource.com for all the latest industry news and exclusives
  • 23. brand profile SINcE ThEIR cREATIoN IN SAN cLEMENTE cooL ShOE IN 1984, cooLShoES hAVE hELD A SPEcIAL ALLURE To SURfERS EURoPE-WIDE. SoURcE DIScoVERS hoW ThE BRAND PLANS To TAkE ThE fooTWEAR ScENE By SToRM. Please tell us about your company. Cinex SAS was founded in 1984 by Max Granereau and is based in Bayonne, France. Cinex is in charge of the international distribution and development of the footwear brand CoolShoe as well as the Australian brand Ocean and Earth in France and Spain. CoolShoe, created in 1982 in San Clemente, targeted the Californian surf/skate market and specialised in canvas slip-on sneakers. In 1984, the brand was bought by Cinex, the European distributor and moved to the Basque coast. It then went on to specialise in a product even less exploited - flip-flops. market. Beyond our products, we are a company What was your brand’s philosophy when it was Success followed soon after, notably thanks to the directly spawned from surf culture. Our clientele is founded? Has it changed since? brand’s flagship product, L’ORIGINAL, with its thick essentially composed of action sports (surf/kite/ The brand’s philosophy hasn’t changed: originality, design, thongs, jandals, slaps or flip-flops were wind) nuts even if we are trying to open it up to comfort, quality and price for a targeted market. quickly adopted by the surf community. Today, larger numbers, especially with our limited edition We are far from the San Clemente days but we stay Cool boasts a range of over 100 models each series signed by urban artists. true to the same spirit that’s drenched in surfing… year in shoes, slaps, tees, boardshorts and other our ranges have grown but, at the same time, we accessories. We distribute in over twenty countries What are the latest innovations in the world of have not lost any of our soul. across the world and sell around a million pairs slaps? per year through a network comprised mainly of The FittyFlex represents a revolution for What are the biggest challenges in our industry surf shops, sports shops, jeans and shoe shops. CoolShoe. It is the fruit of two years of research these days and how can we overcome them? and concerted efforts in terms of human and Controlling the lifecycle of products within an Who is in the management team and what are financial investment. This new material offers extremely competitive industry. their functions? extraordinary performance, in its weight as much Confronting the price increase of base materials For just over three years now the company has as in its density and in its grip as in its toughness. and controlling their pricing policy. Not missing been under the management of new owner Daniel It is without doubt one of the most comfortable on the chance for new distribution channels - we are Marthan, who was at Quiksilver in the 90s as the market. Comfort remains a priority at Cool and, launching our e-store this summer. Financial Director. Olivier Grimaud is Head of alongside design, is one of our keys to success. Sales for France, David Lassée takes care of The ORIGINAL model was already revolutionary In your opinion, what brands are coping best at the International side. Vincent Liets (ex-brand when it came out in 1984. the moment? manager HIC) looks after product and myself, I think mostly the brands that come from niches David Portugais, the marketing. What are the best reasons why retailers should like Nixon or FCS and also the Nike spectre that sell your brand? unfortunately seems to have started to understand How is your company different, both in terms of CoolShoe is really widely known and this comes how to talk to our market. products and operating procedures? from several decades of presence on the market. What sets us apart primarily, as our name suggests, In order to refresh our image, two years ago we What is the future of CoolShoe? is our specialisation in footwear. Although our developed a much more graphic-minded, modern The future of CoolShoe is simple, we have to fame was achieved through flip-flops, over the logo while preserving our vintage logo (with continue to work on our range of closed shoes, years we have been trying to make our mark on the sunglasses) for the more traditional lines. diversify and conquer new markets in France and the closed shoe market. The appearance of our CoolShoe also offers favourable commercial terms abroad while staying in tune with our roots. products in shops like Citadium in Paris already for retailers in terms of mark up and pricing. represents a victory on this ultra-competitive www.cool-shoe.com 50. www.boardsportsource.com
  • 24. brand profile DIRTBALL “oUR PhILoSoPhy WILL NEVER chANGE - PRoDUcE GREAT cLoThES fRoM oLD RUBBISh AND hELP cLEAN UP ThE PLANET!” SAyS DIRTBALL’S JoE fox. SoURcE fINDS oUT hoW ThIS NEW Eco -STREETWEAR BRAND fRoM ThE STATES IS ANyThING BUT DIRTy. Please tell us how your company began Dirtball t-shirt contains at least two 500ml plastic are you running? Dirtball, the brainchild of Joe Fox, racing car driver, water bottles and our shorts contain a minimum Yes we do. We have skaters in the UK including Jim entrepreneur and North Carolina native, was founded of 60 plastic bottles. Dirtball produce all garments Langran and Stui Sinclair and in the US we have in 2008. Joe recognised that local manufacturers as close to market territories as possible in several skaters, BMXers and snowboarders. We have suffered in a deeply depressed industry as order to reduce their carbon footprint - no other are sponsoring several events this year in the UK so many larger brands have moved production to clothing brand can claim to be as environmentally the next is ‘Young Guns’ which is a talent spotting South America and the Far East. He also became responsible as Dirtball. We also give $1 for every skate event for un-sponsored skaters. acutely aware of how much plastic is being buried online purchase to a charity of the buyer’s choice. in US landfill and made the controversial discovery What companies in you opinion are doing that there is now an area in the Pacific ocean the What materials do you use? it right? size of Texas which contains millions of plastic Dirtball collections are produced using only eco- Patagonia, Howies and ipath on recycling. Zoo York articles that are affecting wildlife and sea creatures. friendly organic cotton; post industrial recycled and Volcom on styling. After a bust up with an ex-girlfriend (she called cotton and recycled post consumer recycled him a ‘Dirtball’) the final piece of the puzzle fitted plastic bottles. The process involves bundling What are the biggest hurdles for the industry today? into place and Joe had a great name for his new thousands of plastic bottles, separating colours How do you think they should be overcome? eco brand! and chopping the material into fine flakes. These Getting retailers to risk taking a new brand. are then melted down and extruded into yarn and Offer product support and educate sales staff to Who is on the management team and what are blended with recycled cotton scraps from post- understand and appreciate the brand DNA. their backgrounds? production sources. The end result is a variety of Joe Fox, President of Dirtball USA and Kris Barber, different fabrics that can vary in composition from What do you foresee for the future of the Director of Dirtball Europe Ltd. Kris has always 50% cotton 50% plastic to 100% plastic. Fabrics industry? been interested in extreme sports and has 20 include jersey, twills, technical microfibres and I would like to think that independent retailers will years experience working with global brands in the even denim. be more interested in niche brands and become the clothing industry. showcase of the brand. I believe it is important to Why should retailers sell your brand? build brand loyalty and for the brand to give back to What are some of the most important lessons that Dirtball is unique, not only is everything made the industry. you’ve learned about running a company that you from recycled yarns but the collection itself didn’t know when you started? has something for everyone, from great t-shirt What does the future hold for your company? Fail to plan or plan to fail. Learn to accept criticism. graphics to fully functional technical jackets We have really exciting times ahead, as a relatively Research the market and know your customer. and hardwearing rugged skate shorts and jeans. new brand we have huge plans to develop globally. Keep overheads to an absolute minimum and Prices are very reasonable too and we have strict We are talking with distributors throughout Europe always ensure you have sufficient funding for the environmental and ethical policies. and the USA and also have interest from Australia long term. and Brazil. It seems a lot of people get the Dirtball What is the sales spiel retailers should use when ethos and I hope through our brand that we can make What’s different about your company, both in telling customers about your products? a global impact on environmental awareness. product and the way it works? Ever seen a t-shirt made from plastic bottles? We strive to make all our products from 100% These rugged skate shorts are made from 50 recycled materials from the fabric through to the plastic bottles, great comfort, fit and very reasonably www.dirtballfashion.com buttons, labels, swing tags and even the thread priced too! that’s used to stitch our garments together. Every Do you sponsor any riders? What other marketing 52. www.boardsportsource.com
  • 25. brand profile Please tell us how Brunotti began In 1979, the 23-year-old Italian windsurfer Claudio Brunotti settled in Scheveningen, in the Netherlands where he made and sold his own windsurfs. He quickly built up a good reputation and his promotional T-shirts became collectors’ items. In ’88 he taught the art of board shaping to Jinne Sietsma, and in ’97 the current shareholders acquired the company and set to work on making Brunotti a global brand. Shaper Jinne Sietsma is still in charge of Brunotti boards. The brand was founded out of a passion for boardsports, and because of this passion we want to make these sports as popular and accessible as possible. We try to keep the brand international by presenting our ‘feelin’ good’ factor in all our products and innovations, in both summer and winter. Our goal is to become an established brand in the minds of all boarders all round the world. Who is on the management team and what are their backgrounds? Veteran Henk Bergsma is the CEO and major shareholder, having taken over Brunotti 14 years ago; he was the former licensee of Ocean Pacific in Europe. He runs the company with three people in his management team. All the shareholders are people who work within Brunotti, so the people who own Brunotti run Brunotti. What is/are some of the most important lessons that you’ve learned about running a company 2009) was discovered at the age of 14 by our less on casual lifestyle products. The shops now that you didn’t know when you started? shaper Jinne Sietsma. After six years Youri is the concentrate on just two or three lifestyle surf Running your own company is great as your face of our brand and a real ambassador. brands so it’s essential to build a good relationship decisions determine where the brand goes and with the retailers. Also the dollar is presenting all the mistakes are your own, but then so are What was the company philosophy when you some production problems in the Far East - you the achievements. When I started this company started? How has it changed from then till now? have to react quickly and act decisively. I didn’t realise it would be a 24/7 job, albeit with When we started with Brunotti it had a much wider lots of fun, but running a company is definitely a target group and was much more mainline than it What do you foresee for the future of the 24-hour job. is now. Four years ago we decided to go back to industry? the beach and mountains and therefore use our Fewer brands will have the same turnover over How important is your RDP (Rider Developed core, the boards, as a focus for expressing the the coming years. I foresee no growth in our Product) line to the brand? authenticity of Brunotti. After all we’re a genuine segment. The stronger and differentiating brands The RDP collection is very important for us; it’s the boardsports company - we come from producing will survive, brands that offer added value to collection for the extreme riders. RDP emphasises boards. the retailer. the brand roots with functional styles that meet the riders’ requirements. The materials, prints What companies, in your opinion, are doing What does the future hold for your company? and technical features have been developed in it right? Brunotti will grow to be a top five player in our response to riders’ needs. The riders give us also Beside Brunotti (30% growth in 2010), I’d say segment over the next three to five years. In the valuable information about comfort and trends, Billabong is doing a great job. tumult of all the American/Australian brands, which we can use for the mainline collection. Brunotti has a unique European touch with true What are the biggest hurdles for the industry roots in the boardsports industry. We have a lot Do you sponsor any riders? today? How do you think they should be of potential in European countries – specifically Brunotti supports young talented athletes in overcome? in France, UK, Spain, Portugal and Scandinavia – achieving their best competitive results. The There are a few hurdles at the moment, the bigger there’s still a lot to gain. marketing team is always looking for kiteboarders, retailers are becoming bigger and the smaller surfers, wakeboarders, snowboarders and skiers surf shops are declining. The sports chains like with the right feelin’ good way of living. Our top Intersport and Sport 2000 are concentrating www.brunotti.com rider Youri Zoon (Vice World Champion PKRA more and more on active sporting goods and 54. www.boardsportsource.com
  • 26. nEW pRoDUCTS 048 01. kuStOM, kRAMER 01. 02. Classic low profile upper. Slim line vulcanised sole Latex heel cushion. Retail Price: €49.95 Availability: December 2010 www.kustomfootwear.com 02. AdIdAS ORIgINALS EyEWEAR, NORthPARk The Northpark is inspired by the 70's with its straight shape & distinct keyhole nosebridge. Three colours. Retail Price: €99. Availability: Nov 2010 www.adidas.com/originalseyewear 04. 07. OcEAN & EARth, thE ONE 03. The greatest evolution in leash technology in 30 years! The world's first one-piece moulded leash has taken two years to develop by Ocean & Earth's Steve Rayner and Brian Cregan - no joins and no weak points. This new evolution is going to change the leash market forever, patented and only available from Ocean & Earth. Retail Price: €39. Availability: February 2011 www.oceanearth.com 04. SANtA cRuZ ScREAMINg StAdIuM 100% polyester. Fabric welt pockets. Knitted cuff, hem and neck. Chest embroidery. Jersey lined Retail price: €90. Availability: Summer 2010/11 www.santacruzeurope.com 05. OAkLEy, hOLBROOk 05. The second signature sunglass, inspired by 06. Shaun White. Shaun White’s Holbrook mixes style with optimal performance-elements that reflect his action-packed lifestyle. Polarised and Iridium lens options coupled with high definition optics fit into a lightweight frame. High performance mixed with high style – just like the man himself. Retail price: €119. Availability: Summer 2010/11 www.oakley.com 06. NIkItA & k2, hOLBROOk When Nikita collaborates it’s a big deal and for the FW10/11 season, not only will the latest 07. Nikita Outerwear be hitting the stores, but also a special partnership with K2 Snowboarding. NIKITA have teamed up with the progressive and innovative crew at K2 to produce a distinctive set up on the new Casette binding and award-winning VaVaVoom snowboard. Availability: AW2010/11 www.k2snowboarding.com www.nikitaclothing.com 07. vOLcOM, BRucE ANNIhILAtOR Bruce Irons 22” outseam boardshort, 4-way stretch with Teflon® DWR water repellent treatment, stone mesh side panels, no inseam, zip pocket, Cinch Fly technology. Fabrication: 86% Polyester / 14% Elastane 4 Way Stretch with Teflon® DWR. Availability: Spring 2010/11 www.volcom.com 56. www.boardsportsource.com
  • 27. maRkeT INTellIgeNCe GERMANy By dirk vogel vintage 1907 map of Europe showing areas by language spoken. Wow, that was close! According to a recent European Central This summer’s hot shoe brands are Lakai, DC, Habitat, Globe and Nike SB. “People Bank (ECB) report, our continent’s entire financial system came prefer flat soles and thin tongues at a maximum of €80,” says Daniel at Fiveforty. within millimeters of total disaster – the financial equivalent of Strong soft goods performers are Element, Volcom, Carhartt, and Cleptomanicx. hanging up on a backside air and face-planting on the flat bottom Flo at Boardshop Freiburg reports that, “Roxy totally crash-landed here.” – in early May. But luckily, the Big Knockout was averted and Germany continues its upward momentum. Accessories – especially “cheap, colourful sunglasses” (Daniel at Fiveforty) – remain an attractive field. But although retailers report strong results with Confidence among German businesses remains on the rise, reflected in a 101.8 headphones and watches from WeSC, Skullcandy and Nixon, Sven Eckert at score on the Institute for Economic Research (IFO) index in July, a long way up TX SPORTS laments the “extremely high percentage of returns on watches and from 95.3 in February 2010. Consumer confidence proves a mixed bag, dampened headphones!” by the government’s proposed austerity package and imminent increases in health care costs. Still, the Association for Consumer Research (GfK) scale maintained a SURf – IS UP! Surfing in Germany is slowly, but surely transforming from steady 3.5 points in June and July. fashion trend to core sport. “It’s going really well, an entire new generation is getting into it. Customers either go for an affordable beginner’s board, no plastic As always, the boardsports business is less affected by overall economic trends, though, or an expensive custom-made with exclusive extras,” said Jens Gramer at and more by concrete factors, “Business in May proved significantly worse, 58. Giving customers a chance to ride is also key, Jens says: “Our 58 Surf Camp because it was totally rained out. June, for a change, was nice and hot and things in Peniche, Portugal and our 58 surf shop are a great help.” picked back up,” says Jörg Ludewig, co-owner of Urban Supplies Distribution in Wiesbaden, adding, “Below the line, the first six months are matching last year’s Flo Bechert in Freiburg says, “Now that we have a wakeboard park here, lycras results.” and padded vests are going well. And more and more accessories, and also surf bags.” In July, the international Nike 6.0 Wake Team opened a new wake park in SkATE: WhERE’S ThE SUNShINE? Retailers confirm this weather effect, Duisburg, the largest in Europe, to help promote the sport. Hot surf brands include “At first it rained permanently and it was cold. We still had snow on our local Rip Curl, Billabong and Quiksilver. mountain in mid-May! Then suddenly it was way too hot,” says Flo Bechert at Boardshop Freiburg. Making things worse, Flo adds, “chain stores are already Sven Eckert at TX SPORTS says that surf for them remains, “mostly fashion, but marking down prices by up to 50% at the beginning of June.” that is going off! But [high street chains] Karstadt, Sport Scheck and Kaufhof are crowding into this market together with non-core online portals, so we will aim for So what’s hot, now that summer’s here? Says Dennis Laass at High Five store in a more exclusive position here.” Hannover, “The strongest sellers in summer are sunglasses, t-shirts and shorts.” Daniel Kraus at Fiveforty store in Kaiserslautern points out that, “T-Shirts are SNoW: LookING AhEAD The summer trade show circuit came to a full best under €30, jeans up to maximum €60. And nobody wants board shorts this boil in the German capital in July: “It’s perfect that Bread & Butter and Bright are summer.” Confirming this trend, Sven Eckert, CEO of TX SPORTS GROUP in in Berlin now!” says Sven at TX Sports. Meanwhile, many retailers are already Nuremberg says, “Chinos are clearly leading the way in the shorts segment.” setting their eyes on winter. “We received our first winter shipments in May,” says Jens at 58, adding that their focus is on new styles in soft goods and outerwear, All retailers report growth in the beginners’ market: “In the kids segment, we as well as middle-to-upper-priced boards, boots and bindings. notice especially strong demand and large increases in all product groups,” said Jens Gramer, CEO at 58 store in Ulm. Jens notices that, “complete boards are Flo at Boardshop Freiburg wants to continue expanding the snow segment, taking away a great deal from pro decks. Sadly, less and less pro teams are especially hardware: “We have not scaled down our orders and expect constant touring in Germany.” Sven Eckert at TX SPORTS remarks: “Completes are okay year-on-year results. We do notice a consolidation among the ‘big’ brands. The price for beginners, but a real man needs a real board.” segment around €199 for boots, boards, bindings is getting more important.” BRANDS AND TRENDS. “Hardware is going great – all day, every day! Bernhard Burger at 5ive stores in Kempten, where new winter gear arrived in Decks below €50 clearly move the most numbers,” said Daniel at Fiveforty. July, expects “a late resurgence of summer, but starting September we’ll switch Hot hardware brands include: Toy Machine, Jart, Plan B, Girl, enjoi, Baker, and gears into winter season. We’re expecting a small plus in sales of 6 to 8% from Skatemafia. Dennis at High Five and others report strong performance by German last year, generated mostly by outerwear.” deck brands such as Trap, ÜBER, Radio, Morphium and Robotron skateboards. On a sad note, German board sports publishers b&d Verlag (skateboard MSM, Hamburg-based ÜBER Skateboards are on the rise with a hard-hitting skate team Surfers, Freedom BMX, snowboarder magazine) in Hamburg have filed for and fresh ideas. “Each board in our team series is available in two colourways, bankruptcy in June, after the collapse of b&d’s owners, Duesseldorf-based one with a deep concave, the other with a mellow concave. Every deck comes VVA (Vereinigte Verlagsanstalten) Publishing Group. b&d was set to continue with a pair of matching Mr Lacy shoe laces,” says Thomas Tröger, co-owner of operations for at least three more months at the time of this writing, while the ÜBER Skateboards, adding, “We also put emphasis on using environment-friendly future remains uncertain. We’ll know more next issue. components whenever possible, including Canadian Maple from sustainable forestry, eco-friendly finish and recyclable PU glues.” That’s it for now, enjoy the summer! www.boardsportsource.com 59
  • 28. maRkeT INTellIgeNCe fRANcE By Iker Aguirre and Luke van unen vintage 1907 map of Europe showing areas by language spoken. With the European Union now the world’s largest economy it’s shocking Alexis Papadopoulos of Nozbone in Paris sums France’s current situation to read of doubts about its validity and the uncertainty of the shared up quite well: “The crisis has not totally ended and people still don't want currency. It was a big enough drama changing to a one-currency system to spend too much money, but we feel better and maybe we'll have a good – imagine it in reverse! It would benefit no one to get rid of the Euro, end of the year.” Cautious yet hopeful. so countries must look to solutions. With the government’s efforts to curb their unnecessary spending and the Economic Modernisation Act, On the surf side, despite summer starting out well, pre-season sales were adjustments are being made, but answers in France still seem far off. so mediocre that it is too early to anticipate overall results as yet. However, Despite this there are signs of economic improvement, if only at the retail the sun, heat and waves were back in July and tourism is meeting, in some level. cases exceeding, expectations. It is true the crisis is influencing expenditure but the good news for French retailers is French holidaymakers, having Tanguy from Edyaoner thinks summer skate retail is about as it should less to spend, are staying within their own borders. This means French be. Overall it began slower than expected due to un-seasonal weather, capital that used to flood out of the country is staying here, plugging the but once the sun came out the French hit the skate stores in their droves economy. All in all, the tourism industry is doing better. and set the tills ringing. Response was generally quite positive from skate retailers with respect to summer sales thus far. In many cases sales are up Surf retailers, as expected are riding the same trends as skate. Clothing on 2009; “sales are up approximately 10% compared to last year,” Julien sales are tough but hardware is doing well. Back in the day a difficult Chauvineau of Transfert Skateshop in Bordeaux tells me. “We concentrated category, hardgoods have become a staple, securing sales and what’s most on purchases for the spring/summer period, unlike other years; reducing important; they help prove the appeal of surfing is still as strong as ever. hoodies and jackets etc and replacing them with boardshorts and Other trend catalysts are surf schools. If we take the example of the AESB summer accessories, this has been (Biarritz Surf School Association), all crucial to better sales”. It seems nine schools are working full throttle. that this pattern was not altogether It is true the crisis is influencing expenditure They confirm an extremely slow spring unexpected, Jean-Marc Vaissette due to bad weather and very poor from French skate powerhouse but the good news for French retailers is waves, but a much stronger July. V7 Distribution confirmed that for summer “sales are very close to our French holidaymakers, having less to spend, All areas are seeing some signs of predictions.” improvement but there are still too are staying within their own borders. many economic variables to be able Jean-Marc goes further to clarify that to believe we are leaving the crisis although sales are up, it’s not across behind. I would say stormy waters are the board; apparel sales suffered from the weather, but sales have been calming but not yet completely flat. Those who have suffered need to renew “strong for skate hardgoods… and complete skateboards, meaning there and begin to re-grow and only then can the surf industry look towards a are many new skaters out there. This follows the trend we have noticed in brighter future. Good news though, the industry is strong. Despite events, the last year or so.” Frédéric Lefrancq from Zeropolis Skateshop in Lille all strategic adjustments introduced because of the crisis are bringing agrees, “hardgoods and footwear are doing better and better, however expected, or in some cases better than expected, results and ROI. clothing is more difficult. Clothing has been difficult for three years now, it's not something new…” What is new he says, are shoe sales; “Footwear Now, it all comes down to things none of us can control: macro-economic is back.” powers. How stable is the Spanish economy, with its consumption and credit crunch? What about the Portuguese, with their household debt and Fiscally, situations are mixed but generally positive. Bertrand Soubrier lack of savings? What about France? Is its AAA rating overestimated from Haze Wheels says that for them, “It gets better and better. Shops pay when its economical indicators are worse than Spain’s, which has a lower on time so it’s perfect – their confidence is growing with time.” Frédéric rating? The crunch question really is can the EU survive a chain reaction from Zeropolis flatly stated “Distributors are open minded. Banks are not.” of economic slumps such as in Greece? The answer is no. The European Jean-Marc adds ”Payments are still a big issue, but it's been pretty steady Bank cannot find billions growing on trees to save all these economies. If over the last six months. Shops always ask for a lot of flexibility from Europe is to explode in a chain reaction, France may be in the middle of our side. Luckily, we have not seen too many shops closing their doors. it. If that were to happen, we haven’t even seen the half of what’s to come. However we consistently have accounts we cannot ship, temporarily, So, let’s keep fingers crossed and may the sun shine through August and because of payment issues.” September! Carpe Diem, my friends. 60. www.boardsportsource.com
  • 29. maRkeT INTellIgeNCe U.k. By dave colwill vintage 1907 map of Europe showing areas by language spoken. I’m sitting with my back turned to our capital city, as the train pulls away into the clear green of the countryside. I realise Three hours down the M1 and a couple of service station sandwiches later you’ll just how busy the last few weeks have been, I think about the find Conspiracy in St Albans. Jamie gave me some insight into recent happenings different European cities I’ve passed through and how awful at the store and changes they are making: my attempts at speaking the local dialects were, I am truly an Englishman! “Unfortunately sales are down for the summer season but in a positive way if that is possible! We have come out of an amazing winter in which we sold The common thread between all these countries was their passion and excitement through on pretty much all our snow hardwear, this has had a detrimental effect for the World Cup. I wonder if the retailers in those countries believe that their on footfall through the shop, as we always see a good few customers coming sales had been hindered as much as some of the British retailers I have spoken through the store looking for snow product on sale. These customers then drive to over the course of the last month? sales of full priced summer fashion, but this year it just hasn’t happened. I don’t have any solid facts on sales being Sales on some softgood brands are still affected by the World Cup and can only We’re putting our faith in product that is under pretty good, Volcom in particular, but we rely on the opinions of the retailers out distributed, not as widely available, but has are seeing most of our summer sales there. As it stands, I’m pretty happy that come from trainers and hardwear. I think England under-performed and exited after been well marketed to our consumers. these this is due to skaters buying cheaper a couple of weeks, now we can get back to include yes, Omatic, Artec and Ndk - four clothing product that is available on the the business of business and forget about high street, they are getting the look for the 22 men chasing a pigs bladder! brands which are only available in a few stores half the price and spending their money around the country. on skate shoes and decks, which can’t be Here are the latest match statistics from copied by these large fashion retailers. the economic arena via the BRC/KPMG: UK retail sales for June 2010 rose 1.2% on a like-for-like basis (same stores same product category) compared to last A few things have happened over the last few months, including becoming a June. Consistently warm weather during the month meant the consumer was father; this has led me to look at our business and where the risks of seasonality buying outside of markdown, leading to an increase of total sales (inclusive of can be reduced. After a long hard look at where the profit lies I’ve made decisions new stores, new category and internet) of 3.4% against a 3.2% increase in June for SS11 to cut down our fashion offerings and invest the money into footwear, 2009. hardwear and further investment into our online infrastructure. We want to safeguard our margins and products that are harder to find or are less affected Internet sales are still growing at a much greater rate than traditional bricks and by seasonality, which will be where our stock investment goes. mortar figures. June 2010 saw a sales increase of 17.3% on 2009. This is a slight drop on May’s 21.9% increase but is in line with 2009’s figures and continues the In summer, the vast majority of our sales come from footwear and we stock trend of consistent growth of Internet sales. Fallen, Vans, Es, Etnies, Emerica, Nike and Adidas. Nike SB and Adidas have been a really good addition to Conspiracy over the last 18 months, they appeal to These figures are from a broad section of UK Retail and as such, aren’t specific a broader market and bring in customers we wouldn’t normally expect. Looking to the skate, snow and surf market, but many of the facts are mirrored. Tougher ahead to winter, we are going to implement a similar strategy to reduce risk. trading on fashion apparel, consistency of sales in footwear and big growth in online sales across several departments. We’re putting our faith in product that is under distributed, not as widely available, but has been well marketed to our consumers. These include Yes, I caught up with Andy Wood owner of Endemic skate store in Huddersfield, Omatic, Artec and NDK - four brands which are only available in a few stores “Our Sales are up by about 20% on 2009, probably due to the fact we are only around the country. We are looking forward to the winter, the new site launches, four years old and new consumers are still finding out about us. Our website is it’s simplified and shop-able with more focus on imagery and angles and with responsible for a good percentage of this increase. video reviews for that personal touch. We think there is residual value in product knowledge, customer service and shopping environment both in store and on When it comes to product categories and how they are performing, hardware is the web. Taking time out to find out what the customer needs and making them up slightly, softgoods sales down but our footwear is countering any losses in feel comfortable spending a grand on product is a specialist job, but getting this fashion with steady growth. We are reliant on footwear to drive the majority of right first time keeps the majority coming back, in the end, that is the main driver business and our key players are adidas, Nike SB, Supra, Vans and Altamont for of our business.” fashion. However, smaller brands like Rebel8 are doing really well and our own Endemic Product is selling well locally. Interesting parities from each end of the country, one thing for sure is, those successful retailers out there aren’t sitting behind a cash register counting We're selling lots of t-shirts and hats basically, even through the winter months. beans! Shoes, t-shirts and hats, that’s where it’s at. When it comes to hardgoods, Palace, Landscape and Heroin are doing really well.” Enjoy the sunshine. 62. www.boardsportsource.com
  • 30. maRkeT INTellIgeNCe maRkeT INTellIgeNCe AUSTRIA By uwe Ballon, Motion Sports chINA By Shanshan Quan / core Power Asia Austria declares a state of emergency. Unfortunately, these comments and other market results while upbeat, force me to Mid June, walking down the beach in Qingdao and basking in the fully fledged. There is still a vast gap between China and countries like Australia Schools have broken up, politicians taken their summer holiday, retract my forecast of an Austria-wide skateboard boom. beautiful sunshine; we have already seen quite a crowd surfing and America that have a natural surfing vibe.” To tell us about surfing gear, it‘s very hot, and the lakes and pools are over crowded. There’s In addition, continual work over and above just stocking skate goods is required to in the clear, cool water. Yes, we have gone through a long winter we spoke to Katty Yeung, Sales and Marketing Manager at Islandwake (www. nothing on TV and the streets resemble car parks more than maintain the skateboard market and to continue to sell hardware in the long term. and a brief spring, but here comes the heat, finally. Surf lovers islandwake.com), a new stakeholder of a surfing business in Hong Kong. Bright roads. State of emergency? No! Summer! A good example of this is the guys from Cultural Skate store in Vöcklabruck and are over the moon and can’t wait to make the most of the beach colour and cartoon-graffiti are two important elements in pattern design of both What worries concerned traders is the traditional ‘summer slump’, also the Hammerschmid people from Gmunden who keep their customers loyal by time. This could also be a metaphor, only a little exaggerated, to board and clothing. Plain or fancy, the key lies in details, “Customers are more unfortunately, it seems this hit us this year in the spring. “After the very rainy and putting on competitions and other events. apply to the situation of the Chinese economy and board sport market now. and more aware of the technical features now, for instance, the stitches and the accordingly weak spring months of May and June, turnovers have already risen Looking at the economy, China’s position is still firm, with the Chinese currency fabrics.” during the first two weeks of July. Customers have flocked to my store to get hold For Austrian news in general, last winter’s tourism was up. “In spite of the getting ever stronger (sorry to mention the waning exchange rate with, for of boardshorts and other summer necessities,“ reports Beate Piller from her new internationally difficult economic situation, a new record was achieved with 15.4 example, the British Pound) and GDP staying steady at around 10% during the Let’s shift from the beach back to the urban jungles. Skaters are taking over the store Pboxx in Klosterneuburg, north of Vienna. million arrivals,” (+1.7%) reports Maria-Bettina Kuprian from the tourism research second quarter of 2010. cities’ open spaces! Alas, we wish. On the plus side however, we are taking over department (www.austriatourism.com). a warehouse with skate ramps and converting it into a gallery that showcases Markus Höller from Roll In Graz and Klagenfurt agrees, “May and June were pretty From the job market, better news: according to national calculation, the previous However, to look at the other side of the coin, statistics show that the the creativity and spirit within skateboarding. Skate Deck Art (SDA), a project in quiet, but July looks quite good. Actually, you only have to look at the weather rate of unemployment, 6.9%, fell in April to 6.3%. That calculates as 227,089 manufacturing and export businesses are shrinking. They won’t be fully revived which we collaborated with two of the most prestigious skateboarding pioneers, forecast to see how it’s going to go.“ people jobless. This is around 22,590 less than in April 2009 and about 12,688 with a click of the fingers, and this has already affected current economic Challenge Skateboard and Kicker Club, will take place in the Ware House Beijing The small skate store Rollbrett in Salzburg city, run by Thomas Kriwalj, claimed this (5.3%) less than in May 2009. structure and will continue to do so in the relative long term. The fact is common (also known as WHB, the city’s only independent indoor skate park) this August year’s spring was tough but bearable. “Luckily beside the normal skate hardware, people like us can hardly exert a profound change to the situation, so let’s leave and will move on to Shanghai in September. SDA has invited dozens of artists, we sold a lot cruisers and longboards. The people buying them were both skaters So, while most Austrians spend their time in swimming pools, by the sea or in the the worrying issues to economist, scholars and decision makers! We’ll just try skaters, and designers to create a series of decks with their unique style and and non-skaters, using their boards instead of bikes to get from A to B.” lakes; Austrian shop owners are travelling from one showroom to the next to view to make it through until 2012. excellent ideas. These custom-made, art-design decks will be unveiled soon to Asked how spring sales turned out, Sports Experts buyer Andreas Wurmhöringer trends and collections for spring 2011 and hopefully also to order abundantly! wow the audience. Why are we hosting such an event, you might ask? Because named kids as the best buying group for skate brands and said other areas had Mentioned trends are the continuation of checked shirts, short or long sleeve, “Qingdao has long been the key spot for surfing in China, especially after the we understand that in China, getting the skateboarding culture cranking is more suffered a little, partly from the weather. coloured shoes, numerous Vulc-styles also sometimes a few expensive technical 2008 Olympics when people flooded in. Among them were foreigners working significant than selling hardware. models. Coloured boardshorts feature but more so plain walk shorts, vintage in the big cities of China,” Jason Liu, a surfing coach who is also a co-owner of The nine Intersport stores from Bernhard Pilz did well this spring, “All items have upper tops and some worker styles. Finally jeans, preferably with Spandex and a boardsport shop in Qingdao remarked. “But you can’t expect a sudden boom, Core Power is your top choice in Asia as an advertising and communications done okay really, but skateboard hardgoods did do better in the last two seasons Cool Max Material, especially for the summer season. because surfing is still an exclusive sport in China and the surf culture is not yet agency. Get to know us online at www.corepowerasia.com than this year.” In Eisenstadt, Albert Chmelar’s Loon Factory has easily increased last year’s turnover. “Hard goods sales have declined, but I was able to compensate Thanks to the shop owners who found time on a hot July Sunday to speak to me. with footwear and clothing. So far, July looks rather good.” maRkeT INTellIgeNCe maRkeT INTellIgeNCe SWITzERLAND By Fabien grisel RUSSIA By yuri kolobov It's difficult to approach this article in a truly optimistic way. their custom to Switzerland. Having said that, according to Romain Loosli Last winter was good and summer is, so far, even better. There One good thing is that all the negative market factors do not stop companies involved Here in Switzerland, we are once again demonstrating our and Guillaume Reuland from Tranzport in Geneva, payments in Euros have will always be people complaining that it’s too hot, but the majority in the skateboard business from investing in the sport. Quiksilver has sponsored dependence on the weather. It could even be said that the remained steady, so the explanation of the downturn must lie elsewhere, if are enjoying the warm summer days. Moscow and St. Petersburg the construction of a great new bowl in a very central location of Moscow, making effect of the financial crisis on our sector's activity is slight indeed anywhere at all. are deserted as the crowds move away in the heat to local lakes skating accessible to everyone who wants to be in on the action. compared to the ‘meteorological crisis’ we've gone through. or far away beaches. May and June of this year brought us the fewest hours of The skateboard market is still finding its feet, and wise are they who know Russian skateboard hardware brand Absurd has just finished their longest ever sunshine in the last 30 years: a disaster for some retailers. On the official where to look. After a promising start to the spring, what followed was Business in June and July has been pretty slow. However, beach goods are selling promo tour, going though all major Russian cities. People are saying the tour was first day of summer, June 21st, temperatures only managed a measly 12 once again marred by miserable weather and so not exactly glorious. Apart through very well. Boardshorts and sandals are big sellers and major summer a great success. It’s also apparent that local brands are dominating in hardware degrees in an overcast Lausanne, nowhere near warm enough to defrost our from a couple of exceptions, stocks were barely shifting. It's hard to occupy water boardsports such as wakeboarding and wakesurfing are also on the up. sales in Russia by keeping incredibly low prices for decks. For example, an Absurd customers. a significant part of the market with the number of brands in existence, In June, Traektoria board stores, together with Oakley, Nike 6.0, NPX and Liquid deck is normally sold for only €40 retail, the other Russian brand, Union, is even especially alongside the increase in the number of shops producing their own Force distributors, launched the first ever cable Wake Park in downtown Moscow. cheaper! Quality wise Absurd at least is pretty solid. Logically, this bad turnout had the big names running for cover, hurrying to decks. This made many snowboarders step into a new sport ideal for them, as it has hold sales in order to keep the wolves from the door. As with every year, finally become affordable. No boats needed! Wakesurfing is growing very fast as The summer camp in Caucasus (Elbrus) started in the first days of July. It is a shops that specialise in selling clothes buckled under the pressure from the Staying with skateboarding, it’s worth nothing that John Doe Ltd will take well and wake stations are reporting a growth of wakesurfers up from 10% last small event for those who cannot live without mountains and snow for even a big boys, and wasted no time in holding sales of their own. This meant that over the distribution of NHS Inc products from January 1st 2011, including year to 50% this summer. season. This year it was sponsored by Burton and attracted some 500 people they found themselves starting their sales in mid June, regrettably posting Independent Trucks and Apparel, Creature, Flip and Ricta. Up until now all from all over Russia. notices indicating 30% off their collections, which were full of shorts despite these brands have been imported by Ten Distribution with the exception of Skateboarding is slowly getting back on the scene, sales of skate shoes are now the weather. Flip. With this acquisition, John Doe Ltd will reinforce its skate portfolio, which doing okay, but due to the huge quantity of unsold stock, it can only be called So that’s where we stand for now, winter is around the corner (some distributors already includes Plan B, Silver, Powell, and Bones, establishing itself as one business on the retail side. Distributors are still struggling to clear out their have already shipped fall and winter products to their clients). I hope everyone has We could also choose to believe that the exchange rate situation between of the main players in the skateboarding hardgoods market in Switzerland. warehouses meaning the public can easily find a pair of decent skate shoes for the chance to chill a little before another challenging season arrives. the Euro and the Swiss Franc might be having an impact on border towns €20 in stores, which is abnormally low! The same thing has happened to skate like Geneva. Just six months ago, one Euro was worth 1.65 Swiss Francs As for softgoods, we can only hope that these sales will help our retailers apparel prices, which does not help distributors to collect proper pre-orders for while today we can buy one for just 1.35. The appreciation of the Swiss Franc to rise above the rotten springtime to be able tackle the 'back to school' and Spring 2011. might well have discouraged people living near the border from bringing autumn rushes in the best shape possible. 64. www.boardsportsource.com www.boardsportsource.com 65
  • 31. maRkeT INTellIgeNCe ITALy By Franz hoeller 36 degrees and summer in Italy has definitely arrived! Shoe sales in the first half of 2010 were pretty slow, only the bigger shoe styles Everybody’s sweating in the shops and I’ve just got back from performed well and were at the top of the tables. Maybe the strong influence Bread & Butter and Bright in Berlin. It was a good show, is a of the trainer world in the boardsport industry stole some sales away from the great city and provided a lot of inspiration. In addition, Premium slimmer and cleaner shoe styles that are also offered these days by nearly every and Fashion week was being held in Berlin at the same time so skateboard shoe company. everybody from high fashion to streetwear were guests of the city and the atmosphere was amazing. Clothing trends this year definitely include v-neck t-shirts and boat shoes that have become a must with the fashion-forward people in our industry. To that Bright has become the number one show for boardsport/streetwear and it was end, Sebago and Sperry topsiders are among some new footwear brands to find nice to see and meet some Italian shop owners and agents at the show. I was their way into snow, surf, skate and streetwear shops. there representing Podium products (Dvs-Lakai-Matix) for Italy; also present Hardware sales are still good and it seems that the skate community is still were Italian brands like Luter, who had a stylish stand and released a T-shirt growing. Teo Creminati, Lakai footwear and Frisco shop team rider from Brescia and limited edition sunglass in collaboration with the well known Overkill shop just told me that he’s offering skate lessons and that the age of his students in Berlin, Kreuzberg. Good job guys and good luck with the brand expansion in goes from seven years old to people over 30! I think that’s pretty special... keep Europe. on rocking Teo. July 2010 sees Italy holding a tradeshow for skateboards and streetwear, US boards from Dwindle, Deluxe and Girl Skateboard Company are hot this ‘The Last Call’ www.thelastcall.it for the first time. Hopefully it will be as summer and European brands like Jart are still performing well, mainly because successful as the shows like Bright and can serve to take the Italian market of their good pricing. Online business is still running a bit slow as the traditional to the next level. Italian customer uses the Internet a lot to find and look at product but, ultimately, is still buying at their local shop. That said, a lot of shops are building up their SS11 selling season is just around the corner, but not everybody is happy about own online sites so I’m sure that within two or three years online sales will it. A lot of retailers had a tricky SS10 season where sales were slow and a lot make up a rather more important percentage of the year round turnover than of product had to go into the summer sales and be sold without a decent profit they do now. margin. Selling in next season is going to bring some hard work, a sentiment echoed by Andrea Mastrorilli from Blue Distribution out in Verona, who also Enough for now, samples for SS11 are on the way to my office and a busy August visited Bright to check out the newest trends in streetwear and footwear. and September is ahead. maRkeT INTellIgeNCe PoRTUGAL By helder Ferreira The current debate about the state of the Portuguese economy that we are not selling well and will not place orders for next season, is zip- is heating up day by day. Shadowed by the World Cup for up sweats. They’re dead,” he said, adding that jeans are still a great selling some weeks, when most of the news about the situation was product, probably because they stock a wide range to offer their customers. running in blogs and specialised media, the effects of the Another storeowner from the North said that sales were up for the first crisis will naturally become more noticeable from now on. term because, in his opinion, the surf and skate market are growing due to more coverage by traditional media. The WCT that ASP ran in Portugal The public and private debt levels are two of the main constraints to the last year made a big impact through media coverage and the surf as well as Portuguese economy. The former seems uncontrollable and the solution skate schools have had a very positive role on market growth. His sales of adopted is based on a tax hike which puts even more pressure on the options hardgoods are up, especially wetsuits and surf accessories. He agrees that and decisions people and companies have and are having to make in order products that have a lengthy usability such as shoes and jeans are the ones to solve their own debt problems, leading to strict saving and a pause in to focus on and also the need to keep a big range on offer of this type of spending. product. He said too, that his best selling brands are the ones with a street and skate wear flavour and are therefore alternative to most mainstream Naturally, private spending is down and that is reflected in the surf and skate styles. market. The difficulty the small companies are experiencing getting credit increases the need for a very, very tight control of orders and inventories. It seems that the South is the area worst affected by the International crisis. Fortunately, the Portuguese surf and skate market has some very well It’s the main tourist area in Portugal and the lack of tourists from Northern managed shops and despite the quantity of businesses closing their doors, Europe and the UK has hit the local economy pretty hard. One storeowner most of the established shops are shaping up and taking measures to survive remarked that, as most people make a living from tourism, they are now short the crisis, regardless of what lies ahead and all the present difficulties. on funds and in turn the consumption of surf and skate goods are down. The three categories that still sell well are boardshorts, bikinis and sandals. According to one skate store manager from Lisbon, last quarter sales of In general, the picture is not as gloomy as one would imagine. The surf and shoes and clothing were up from last year. “The growth of sales in areas such skate market is a good niche market to work in, in these difficult times. as jackets, shirts and hooded sweatshirts was very good. The only product 66. www.boardsportsource.com
  • 32. oppoRTUNITIeS oppoRTUNITIeS Im September 2010 eröffnen wir in der Gemeinde Wustermark bei Berlin / Potsdam ein neues Outlet. Hierfür suchen wir ab so- fort eine/n Filialleiter/in deine Aufgaben – Filialorganisation- und Steuerung – Personaleinsatzplanung und Führung des Verkaufteams – Sortimentssteuerung, Sortimentspflege und Warenpräsentation – Aktive Kundenbetreuung – Verantwortung für die Realisierung von Gewinn- und Umsatzzielen – Verantwortung für die Überwachung und Einhaltung der Budgets – Inventurdurchführung dein Profil – Einschlägige Berufserfahrung / Ausbildung in der Textil- branche in gleicher oder ähnlicher Position – Ausgeprägte Kundenorientierung und Teamfähigkeit – Selbstständige Arbeitsweise – Versierte MS Office und WWS Kenntnisse (Navision von Vorteil) Wir freuen uns auf deine aussagekräftige Bewerbung ! Work in Progress Textilhandels GmbH Human Resources Hegenheimer Straße 16 D-79576 Weil am Rhein T 07621/966-6 job@carhartt-wip.com sweet_source.indd 1 2010-06-07 11.14 Tech Rep Freier Mitarbeiter als Tech Rep gesucht Aktivitäten: - Schulungen Shop-Mitarbeiter - Positionierung von POS Material in Shops - Promotiontätigkeiten im Handel und auf Events - Verkaufshilfe/förderung in Shops Vorraussetzungen: - Führerschein Klasse B - Eigenes Auto - Reisebereitschaft - Technisches Verständnis - Kontaktfreudig - Belastbar - Flexibilität - Teamplayer - Aktiver Snowboarder (kein Raceboarder) Wir bieten: - abwechslungsreichen Job von Okt-Nov 2010 - mit Option auf Ausweitung auf Januar/Februar 2011 - Hotel, KM-Geld - Intensive Vorbereitung/Schulung Kontakt Ride Snowboards Europe Joerg Schramm schramm@ride.de 68. www.boardsportsource.com - For more job opportunities go to: For more job opportunities go to: www.boardsportsource.com 69
  • 33. eveNTS SURf SkATE SNoW TRADE AUgUSt/AoUt/AUgUSt 1–2 mArgin lonDon lonDon, Uk trADE WWW.mArgin.tv 4 -8 mAloof monEY CUP CoStA mESA, USA SkAtE WWW.WCSk8.Com 5-8 EUroPEAn SkAtEboArD ChAmPionShiPS bASEl, SWitzErlAnD SkAtE WWW.SkAtEboArDEUroPE.Com 5–9 rElEntlESS boArDmAStErS nEWqUAY, Uk SUrf WWW.rElEntlESSboArDmAStErS.Com 10 – 11 hUb briStol Uk trADE WWW.hUbtrADEShoW.Com 12 – 14 tErminAl 2/ CPh viSion CoPEnhAgEn, DEnmArk trADE WWW.CPhviSion.Dk 17 – 22 SoorUz lACAnAU Pro lACAnAU, frAnCE SUrf WWW.ASPWorlDtoUr.Com 21 – 24 SPortEX vEJlE, DEnmArk trADE WWW.norD-fAir.Dk 23 – 3 billAbong Pro tEAhUPoo tEAhUPoo, tAhiti SUrf WWW.ASPWorlDtoUr.Com 24 – 29 moviStAr PAntin ClASSiC PAntin, SPAin SUrf WWW.ASPWorlDtoUr.Com 29 – 31 oSfA SPortS fAir SAlzbUrg, AUStriA trADE WWW.SAfilo.Com 29 – 31 norSPomESSEn oSlo, norWAY trADE WWW.SPortSbrAnSJEn.no 31 – 5 SAn migUEl Pro zArAUtz, bASqUE CoUntrY SUrf WWW.ASPWorlDtoUr.Com SEPtEmbEr/SEPtEmbrE/SEPtEmbEr 1-3 SPortSJAm irUn, SPAin trADE WWW.SPolik.Com 3 SAS inviCibAll PorthtoWAn, Uk SUrf WWW.SASbAll.Co.Uk 4–5 volCom WilD in thE PArkS EUroPEAn ChAmPionShiP PrAgUE, CzECh rEPUbliC SkAtE WWW.volCom.Com 4–6 moDE CitY PAriS, frAnCE trADE WWW.moDE-CitY.Com 4–7 Who’S nEXt PAriS, frAnCE trADE WWW.WhoSnEXt.Com 12 – 21 hUrlEY Pro trEStlES, USA SUrf WWW.ASPWorlDtoUr.Com 22 – 24 SPort liniA bAnSkEJ bYStriCi, SlovAkiA trADE WWW.bbEXPo.Sk 23 – 26 oPtiCAl ShoW PAriS frAnCE trADE WWW.SilmoPAriS.fr 25 - 26 frEEStYlE.Ch züriCh DEUtSChlAnD SnoW WWW.frEEStYlE.Ch 25 – 5 qUikSilvEr Pro frAnCE SoUth WESt CoASt, frAnCE SUrf WWW.ASPWorlDtoUr.Com 30 6th SPort ShoW AnD fAShion AthEnS grEECE trADE WWW.SPortShoW.gr oCtobEr/oCtobrE/oktobEr 1 WAtErmAn’S bAll tbC, frAnCE SUrf WWW.EUroSimA.Com 1 -3 CAPSUlE - WomEnS, PAriS frAnCE trADE WWW.CAPSUlEShoW.Com 2–3 CzECh nAtionAlS SkAtEboArD CUP finAlS, PrAgUE CzECh rEPUbliC SkAtE 7 – 18 riP CUrl Pro, PEniChE PortUgAl SUrf WWW.ASPWorlDtoUr.Com 20 - 24 mEtro Ski & SnoWboArD ShoW lonDon, Uk trADE WWW.mEtroSnoW.Co.Uk 23 roCk thE CrADlE for JonnY rAmAno hoUSon, USA SkAtE WWW.WCSk8.Com 29 – 1 SkiPASS moDEnA, itAlY trADE WWW.SkiPASS.it 29 - 31 lonDon frEEzE lonDon Uk SnoW WWW.lonDonfrEEzE.Com 29 - 01 StomP it moDEnA, itAlY SnoW WWW.SkiPASS.it 30 - 10 riP CUrl SEArCh PUErto riCo SUrf WWW.riPCUrl.Com novEmbEr/novEmbrE/novEmbEr 12 - 14 horSEfEAthErS PlEASUrE JAm SChlADming, AUStriA SnoW WWW.PlEASUrEJAm.Com 12 – 14 SnoW-ShoW bUDAPESt hUngArY trADE WWW.hoShoW.hU DECEmbEr/DECEmbrE/DECEmbEr 5 mobilE EXtrEmE PlAYgroUnDS bErlin, DEUtSChlAnD SkAtE WWW.t-mobilE-PlAYgroUnDS.DE 8 - 20 billAbong PiPE mAStErS hAWAii, USA SUrf WWW.billAbong.Com 19 WorlD SnoWboArDing DAY WorlD WiDE SnoW WWW.WorlD-SnoWboArD-DAY.Com JAnUArY/JAnviEr/JAnUAr 2- 8 o’nEill Evoltion DAvoS, SWitzErlAnD SnoW WWW.onEill.Com 6-8 roXY ChiCkEn JAm SAAlbACh, AUStriA SnoW WWW.ChiCkEnJAm.Com 8 - 15 bUrton EUroPEAn oPEn lAAX, SWitzErlAnD SnoW WWW.oPEnSnoWboArDing.Com 19 - 21 brEAD & bUttEr bErlin, DEUtSChlAnD trADE WWW.brEADAnDbUttEr.Com 20 - 22 bright, bErlin bErlin, DEUtSChlAnD trADE WWW.brighttrADEShoW.Com All thE lAtESt EvEntS CAn bE foUnD on oUr WEbSitE - WWW.boArDSPortSoUrCE.Com 70. www.boardsportsource.com
  • 34. oNe eYeD monStEr 048 EUroSimA SURf SUmmIT 9 photos by Stéphane Robin bright SUmmeR 2010 Carmela Fleury, Claudia Almendros, Silvia Schlereth (all Les Ettes) Franzl Greiter (Oakley), Ulrike (Millhaus) and Claus Zimmermann Baptiste Caulonque (Rip Curl Europe) Cira Riedel (7Sky Magazine), Marta Alfageme (Quiksilver Women), Hélène David Badalec (Ispo), Philippe Clarisse (Globe) Frédéric Basse (Rip Curl Europe/ EuroSIMA), Pierre Agnes (Quiksilver) Frédéric Collinet (Sea Shepherd), Nicholas Lartizien (Surf Hardware David Badalec (board ispo) (Arnette) Chabeaud (Roxy) Europe) Jean-Louis Poupinel (Quiksilver Lucy Palmer (Billabong), Frédéric Ludovic Perrot (Oz Conseil), Iker Lunch time Marta Alfageme (Quiksilver Women), Technical Division), Baptiste Basse (Rip Curl Europe/EuroSIMA), Aguirre (H.o.5. group) Hélène Chabeaud (Roxy) Caulonque (Rip Curl Europe) Christelle Kipping (Billabong) Julia Mast and Michi (both Burton) Katharina Buchwieser and Gloria Gärtig (both Planet Sports) and Kathi and Corinna (both Zimtstern) and Kristoffer Hansen (.inc) Carsten Kurmis (rhythm) Nathalie Duboc (Rip Curl Europe), Stéphanie Barneix (Cap Odyssée), Sylvain Bruneau (Surf Session), Julie Véronique Saint Jean (Billabong), Perrine Lacombe (Rip Curl Europe) Alexandra Lux (Cap Odyssée) Pollet (Rip Curl Europe) Nathalie Duboc (Rip Curl Europe) PAtAgoniA 6. Source Job Agency Skateboard Museum Frankfurt Bärti Bruns and Tom (both Globe) Sasha and Mary (from Vivamo) WeTSUITS laUNCh Press conference Surf Film Festibal Showroom Patagonia Bill Thompson (Fallen) and Jörg Jens and Timo (fiftyeight store) Anja Julia Hafemann, Dani (Forum) and Mathieu Kurtz, Philippe Chenu & wife Micha Spisak (Quiksilver) Ludewig (Urban Supplies) Egger (Volcom) Jaime Fernandez (DNA Dist.) (all SportAir) Wolfgang Block (Medien Mogul) See more industry photos at www.boardsportsource.com Sam Richard Tapper (rhythm) Sebastian Spieler (adidas Originals) Stefan Knoll (DC) and Angelo Wolfgang Buchwieser (Planet Earth), Muck Müller (munchie Konsilium), Kitty Glen Morden (PATAGONIA PATAGONIA Wetsuits launch @ San Sebastian's Aquarium and Kone Heigl (source/ munchie and Steffi Weiss (Vans) (Quiksilver) Marc Becker and Jonny Heinz (both and Mike Gaffal (both Creme) Wetsuits designer) Konsilium) Funsport and More) 72. www.boardsportsource.com www.boardsportsource.com 73