View in fullscreen

Plus:RetaileR HelP, BRand PRofiles: diRtBall, Cool sHoe, BRunotti, on-snow demos

SWIMWEAR TRENDS SS11: Smokin' hot girlS in SkimPY bikiniS!

SUNGLASSEShoW to mAXimiSE YoUr SAlES

WhASS’UP With SUP? thE trEnD tAking EUroPE bY Storm

BIG WIG INTERVIEW: ANIMAL’S SIMON WARREN

#048. €5

E U R O P E A N S U R F / S K A T E / S N O W B U S I N E S S

CONTENTSINDUSTRy NEWS

TRADEShoW REVIEW – BRIght, gERMANy

RETAILER PRofILE – WOOdStOck, FRANcE

RETAILER hELP - PRIcE MANAgEMENt, PARt 3

SUPERkINI V. SExIkINI – SS11 SWIMWEAR tRENdS

ExcESS BAGGAGE – EMERgINg LuggAgE tRENdS

SS11 BoARDShoRTS PIcToRIAL TRADEShoW PREVIEW – huB, uk

BIG WIG INTERVIEW – SIMON WARREN, ANIMAL

MARkET ANALySIS – StANd uP PAddLE BOARdINg

hoW To MAxIMIzE yoUR SUNGLASSES SALES ThE SEVEN hoTTEST SkATE hARDGooDS TRENDS

SURf SUMMIT REvIEW

BRAND PRofILE – cOOL ShOE

BRAND PRofILE – dIRtBALL

BRAND PRofILE – BRuNOttI

NEW PRoDUcTS MARkET INTELLIGENcE

oPPoRTUNITIES EVENTS SchEDULE

oNE EyED MoNSTER

P.10-12P. 15P. 16P. 18-19P. 21-22 P. 25P. 27-31 P. 23P. 24-25P. 37-38 P.42-43P. 46-47 P. 49 P. 50 P.52 P.54 P. 56P. 59-66 P. 68-69P. 70 P. 72-73

048

The messages are blurred, hard to decipher. Rumors of economic recovery are rife, yet the reality varies, each shop, city and country cautiously rediscovering its own core. The crisis has had some positive effects, forcing us to reposition ourselves in the present. Before, we were lost in a spiral of strategic projections, with growth the only path permitted. Today, we are forced to live our lives in the moment. And that present is more worried about equilibrium and longevity. In the race to the ‘always more’, our systems threatened to crumble down like a castle of cards. But surf shines on. As does skate, and snow. All were faced with uncertainty, but we, our clients, our stores, our industry, we’ve gone back to our roots, to the true foundations of our raison d’etre: the passion. She is our Savior now, and she is burning more brightly than ever before.

The crisis has forced us to return to our essential values, inadvertently offering a Noah’s Arc for our world. Yes there has been suffering; some that did not make it on to the ship in time, yet we should feel grateful because our sports and our planet form the foundations of our temple. Snow, waves, concrete – they talk straight to the heart. And the indicators are unanimous: our sports are doing well; the tribe is growing. It may not be the case for all businesses since we still are to grow from the ashes of the

implosion, but hope is there because our base is fundamentally strong. Let’s learn from the lessons of the past, let’s live in the present, the future is finding its course.

Speaking of the moment - in this issue, we bring you some stories of success that offer plenty of inspiration - clearly evident in our Market Intelligence section, where our network of European correspondents are all reporting sunnier times. In our Big Wig interview; we talk to Simon Warren, Creative Director of Animal. The brand is an absolute pillar of the British market, and looking to increase its international potential. In skate, we bring you an in-depth look at the seven big emerging trends. In snow, we talk to you about the growth of the On Snow Demo scene, and in surf, we analyze a market in full expansion: Stand Up Paddling. Yes many of us considered it an intrusion in the line-up, yet the heart of the matter is that this sport is taking Europe’s lakes, rivers and beaches by storm. Finally, we offer you an insight into the eyewear market, and show you how, with a little more understanding, you can optimize your sunglasses sales.

Always sideways, with hope ahead.

Iker Aguirre

Managing and English Editor Jojo [email protected]

Surf and French Editor Iker [email protected]

Snowboard Editor Rémi [email protected]

Skateboard Editor Holger Von [email protected]

German Editor fine lines marketing [email protected]

Art Director Owen Tozer at [email protected]

French Editorial Assistant Denis Houillé[email protected]

Web & News Editor James [email protected]

Proofreaders Jo Fairweather, Lydia Heckl, Marie-laure Ducos

Contributors Uwe Ballon, Chus Castéjo, Dave ‘DC’ Colwill, Fabien Grisel, Franz Hoeller, Muck Müller, Digby Reed, João Rei, Luke Van Unen, Dirk Vogel, Denis Houillé.

Jobs and Distributor Services Digby [email protected]

Advertising & Marketing Clive [email protected]

Germanic Markets Advertising Konrad ‘Kone’ [email protected]+49 (0) 89 5526 0915

Production [email protected]

Accounts [email protected]

To [email protected]

Publisher Clive [email protected]

Published by Extreme Sport Business22 Friars Street, SudburySuffolk, CO10 2AA. UK

Boardsport SOURCE is published bi-monthly© Extreme Sport Business. All Rights Reserved

www.boardsportsource.com

WhAT DoES oUR INDUSTRy hAVE To SAy?

on thE CovEr Arthur Rashkovan,Gotcha Europe Marketing Manager photo: Nissim Aton

ContEntS Jordy Smith wins J-Bay photo: O'Neill

No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission, except for permitted fair dealing under the Copyright Designs and Patents Act 1988. Application for permission for use of copyright material including permission to reproduce extracts in other public works shall be made to the publishers. Full acknowledgement of author, publisher and source must be given. The views expressed in this publication are not those necessarily held by the Publisher.ISSN # 1478-4777

10. www.boardsportsource.com www.boardsportsource.com 11

For the upcoming 2010/11 Winter season, Method will completely change their distribution by moving away from news stands to become the first free pan-European snowboard mag to be stocked by over 1,200 shops continent-wide. "It's very simple, over the past five years it's become increasingly clear that news stand sales are in steady decline. Sadly, our target audience simply doesn't buy magazines anymore. We could continue working with the old paradigm or radically change our business model to adapt to the market's new realities. Going free is a win-win situation for everyone - advertisers, retailers and readers. From now on METHOD will be found where it counts most, namely core snowboard shops and other spots where snowboarders hang out with a 100% pick-up rate plus the digital version also offered for free on our site,” commented Method CEO Rasmus Ostergaard.

On behalf of the Breathe Foundation; General Manager Drew Stevenson accepted a grant from the EOG Association for Conservation. The grant was awarded for Breathe’s work in an ongoing reforestation project in the Atlantic rainforest, one of five biodiversity hotspots in the world. The Breathe/Respira Brazil event was a ten-day program focused on social and environmental issues held in May this year. Day edits have already been posted with a documentary based on the event due out in September. The EOG Association for Conservation is an initiative from the European outdoor industry with the objective of protecting wild areas.

www.breathefoundation.org

Almost 10 years to the day when Nixon established its first European Headquarters in Hossegor, France, Nixon has opened its new European office. The new customised HQ is located just around the corner from its previous office in Soorts Hossegor. During the opening night celebrations, the original team members Iker Fernandez, Alain Goikoetxea, Fredo Robin and Javier Sarmiento were presented with a customised, limited edition 51-30 watch. This ‘10-year Nixon’ watch is only bestowed upon employees and team riders who have hit the decade of dedication mark.

METhoD BEcOMES thE FIRSt FREE PAN-EuROPEAN SNOWBOARd MAgAZINE

BREAThE WINS ENvIRONMENtAL AWARd

NIxoN OPENS NEW hEAdQuARtERS

Adio Footwear have signed an exclusive partnership with Ultra Sport Europe to distribute the brand in the UK and Ireland from SS11 onwards. The move was born out of the licensing of Adio by K2 to AL&S in March this year. In the UK, K2 decided to focus their attention on their winter products and so Nick Warman, the Adio Sales Agent for the past 10 years started to look for a new distributor. Ultra Sport were chosen as they have a collection of market leading brands and Adio will be the only footwear brand in their portfolio. Nick will be in charge of Adio sales and marketing at Ultra Sport.

ADIo APPOINtS NEW uk ANd IRELANd dIStRIButOR

INDUSTRY nEWS 048

Skullcandy has added industry veteran Tim DeBrincat as International Marketing Manager. Operating out of the new Skullcandy office in San Clemente, California, DeBrincat is responsible for leading the creation and implementation of international marketing strategies. He was previously International Marketing Manager at Oakley, where he worked with regional offices to institute an international marketing platform to expand the brand's global presence. DeBrincat began his career in advertising for the automotive industry, where he managed and produced advertising campaigns for Land Rover and Toyota, including being part of the team that helped align the Toyota brand with the core sports crowd at the Dew Action Sports Tour.

SkULLcANDy NAMES INtERNAtIONAL MARkEtINg MANAgER

for daily breaking news go to:- for daily breaking news...

Feodor von Wedel has been appointed as new CEO of Chiemsee. Previously Feodor was Founder and managing partner of creative agency Saint Elmos in Munich. Chiemsee plan to refocus their market presence by investing in a sharper and clearer brand profile. “Mr von Wedel has extensive experience in dealing with brands and also he has excellent knowledge of the textile market. We are very confident to reach our ambitious long-term targets under his responsibility," commented Chairman Peter Schmidt. Additionally, Peter Studnitzky has also been appointed as new textile Product Manager.

chIEMSEE APPOINt NEW cEO

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. Synonymous for its Artist Network Programme, RVCA will have all the backend support it needs whilst maintaining its creative integrity. A bigger player in its home turf in North America, RVCA will surely enjoy quicker expansion in Europe and elsewhere with the backing of the ‘Bong…

Additionally, Billabong have also acquired the Canadian action sports retailer West 49, which is a nationwide chain of 138 stores, primarily in shopping malls, which includes five Billabong stores. Finally, four stores in Australia’s Byron Bay will now fall under the BB umbrella – a further indicator that its only a matter of time before this global retail strategy is expanded in Europe.

Philippe Clarisse has been officially appointed to the position of Vice-President Europe, where he will manage the European operations and directly report to Matt Hill, Globe world CEO. Clarisse 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 European Key Accounts Manager. He joined Globe Europe in 2007, working first as French Sales Manager and was quickly promoted to European Sales Manager.

Westbeach have been busy rolling out their distribution network in Europe, South America and the Far East. The new distributors are as follows: Atila - Benelux (in addition to their existing French deal), Chile - Sport Head Quarters, China - Beijing Sunshine Extreme, Japan - Fieldgate, Spain - Happy Riding.

Rip Curl’s new website showcases and outlines the company's environmental priorities - past, present and future. ‘Respect for the environment’ has been a key value ever since Brian Singer and Doug Warbrick founded the brand in Torquay, Australia in 1969. Environmental initiatives include the ‘Save Our Surf’ and ‘We Surf, We Care’ through which the company supports several reef protection and water quality projects, working with organisations such as WWF and The Surfrider Foundation. The Rip Curl Planet Foundation also drives a host of mainstream initiatives, such as energy consumption reduction, material recycling and waste reduction. These initiatives are addressed through a variety of ways, including Rip Curl Pro events, beach clean up days, product design and product recycling.

BILLABoNG ADDS RVcA ANd MORE ShOPS

GLoBE’S NEW EuROPEAN PRESIdENt

WESTBEAch ANNOuNcE NEW INtERNAtIONAL dIStRIButORS

RIP cURL PLANEt WEBSItE LAuNchEd

DVS Shoe Company has signed an exclusive licensing agreement with Diamond Supply Co. to produce a new line of custom footwear. Under the terms of the deal, DVS will be responsible for the design, production, sales, and distribution of Diamond Supply Co’s footwear. Diamond will assist with the creative direction and marketing of the product. Diamond Footwear will target traditional skate distribution outlets as well as boutique and urban retail channels. A special launch project with Diamond Footwear will be released in the spring of 2011, with the full line projected to launch globally in Autumn 2011.

dIAMONd IS DVS BESt FRIENd

FAF AG current president, Erwin Flury and Peter Hürlimann, CEO of Starticket and Cinerent; have purchased FAF AG and freestyle.ch AG from WIGRA Gruppe. Erwin Flury will continue to head up operations, whilst Peter Hürlimann will concentrate on developing the strong synergetic potential that Cinerent's activities in the events sector bring to the operation. FAF AG and freestyle.ch AG will move their offices to Cinerent's existing facilities in Zollikon, Switzerland.

fAf FINdS NEW PARtNER

RVCA Founder Pat Tenore and some girls

Jason Smith is the new DC Snow Marketing Director, where he will oversee the planning and activation of all of DC’s Snow Marketing initiatives including print, digital, team, and events. Jason comes to DC with 20 years of experience in the snow industry and brings knowledge of marketing, events, sales, and experience as a professional athlete. He will be working closely with Nick Olsen, DC’s Snow Team Manager, and all of the DC Snow team riders to continue to grow the DC’s Snow program.

Dc NAMES JASON SMIth AS NEW MARkEtINg dIREctOR


048

- for daily breaking news...

INDUSTRY nEWSCrème 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.

Beatnuts is the new distributor for Dragon in Austria with effect from Autumn 2010. For the last ten years, Beatnuts has been distributing and developing the Dragon brand in Germany, and now their deal with cover Austria too, where Beatnuts has been developing its portfolio for the last five years.

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.

July 1st 2010 will see the start of a sales and distribution agreement between UK based The Rolling People Limited and US based Black Box Distribution, owners and distributors of Fallen Footwear and Apparel and Zero, Mystery and $lave skateboards. Blackbox UK Manager Chris Pulman will continue to represent the brands smoothing the transition. Rolling People, led by Director Dan Evans, are handling 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.

Mark March 16th – 18th 2011 on your calendar, as more than 125 athletes will compete from all over the globe in the second Winter X Games Europe. Produced by CANAL+ EVENTS and ESPN, Winter X Games Europe Tignes was broadcast live in eight countries, including France (Canal+ network), and distributed to 166 countries and territories, including Latin America, Middle East, Pacific Rim, sub-Saharan Africa, Brazil, Israel, Caribbean, North America and Europe. The three-day event attracted 66,200 spectators for the inaugural event.

cRÈME ON yOuR FEEt

BEATNUTS NEW dIStRButOR FOR DRAGoN IN AuStRIA

SPoRTJAM 2010Irun, Spain – 18/19 September

ThE RoLLING PEoPLE LTD/BLAck BOX dIStRIButION BRANdS

WINTER x GAMES EuROPE dAtES cONFIRMEd

K2 Sports has promoted Hunter Waldron to the position of Global Marketing Manager for 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 the organisation in manufacturing, cad and tooling design and, most recently, as Senior Designer of Snowboard Boots, a position which will now be taken over by Bill Hall.

k2 APPOINtS SNOWBOARd gLOBAL MARkEtINg MANAgER

www.boardsportsource.com 15

by benni markstein

tradeshow report

the mission is accomplished: After five years and ten editions in Frankfurt, Bright Tradeshow officially made the move to the German capital. For Bright masterminds Marco Aslim and Thomas Martini, relocating their show to Berlin proved an organisational tour de force. But it was also an effort worth making, as the new location of Bright steps things up a considerable notch, right into the international tradeshow spotlight. It’s a bigger and better Bright, all across the board: as opposed to the 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 metres on a total of three floors. Nevertheless, the number of exhibitors saw a slight decline from 300 at the last outing in Frankfurt, to a total of 280 exhibitors in Berlin. At the same time, many exhibitors took advantage of the new location by doubling their exhibition space in terms of size. Lofty! Not so lofty, on the contrary, was the fact that some exhibitors got stuck with rather small, windowless rooms – right in the middle of a +35°C heat wave - ugh! In terms of visitor attendance, the first edition of Bright in Berlin single-handedly broke all previous records: Between Thursday and Saturday, more than 12,600 visitors came to the show – more than twice the amount of Bright’s last winter edition in Frankfurt. The percentage of international 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 could cross from one show to the other but the traffic was not as much as expected as the shows are quite a distance from each other. With the move of the show to Berlin the number of Southern German retailers decreased

whilst North German retailer numbers were up. Also many brands reported many more of their international distributors attended.

Still, the show never felt crammed or overcrowded, given the ample amount of space to mingle and play. On that note, the overall floor layout leaves 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 out specifically.

The overall vibe was relaxed and mellow as usual, just like it had been in Frankfurt for the past few years. Although some brands could not exhibit at the show due to a lack of space, it seemed that some parts of the venue still could have offered more capacity. “It was important for us to approach this gradually and not blow our full potential at the first show,” said Marco Aslim.

A wide range of events spruced up the show’s schedule, including a huge Tony Hawk show and concert extravaganza, demos by the international Matix and Nike SB teams, the notorious ‘Experience Extraordinaire’ party, as well as some grass roots events like the Place Magazine video premiere or the Radio Skateboards ‘Rat Race’ scavenger hunt. Certainly, Bright was far from lacking excitement.

Overall, Bright was off to a great start in Berlin and the new venue still leaves a large amount of potential to be realised. Here’s looking forward to many more action-filled tradeshow editions in the German capital. The future still looks Bright!

For more info www.brighttradeshow.com

bright 2010

16. www.boardsportsource.com

retailer profile

Could you tell us the story behind the shop (founders, concept, etc)?The idea came in 2003 after Counter Culture Clothes came to an abrupt end in the US and in Europe. Patrick Watin and I (Stanislas Rinaldi) were in charge of the brand's commercial development in Europe and were firmly rooted in 'counter culture’. The concept of offering technical (surf, skate and snowboard) products and alternative, original clothes that were less mass-market seemed obvious to us. We chose the name at the start of the Woodstock adventure and for various reasons. Wood is the main material common to a lot of our toys: surfboards, snowboards and skateboards will always have a wooden soul. Our Hossegor shop is very roots and is covered in wooden cladding. Also, Woodstock represents a spirit, a mindset and non-conformism that characterises its two founders and the people who have contributed to this adventure.

The success of the first shop (Hossegor) has brought about the opening of a second (Biarritz)? What's next?Opening the Biarritz shop in August 2009 just happened naturally; we had 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 took control of our company, gave us a boost and we opened in Biarritz in the old Surf Session offices. Next? Bordeaux, Toulouse and Marseille are all ideas but nothing is concrete as of yet.

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 has become obsolete. Developing online sales is indispensable these days. Social networks like Facebook allows us to keep in direct contact with our customers and friends, communication in real time.

What is your shop's product mix (%)?Equipment/Textiles? 70/30Surf/Skate/Snow? 40/20/40

What five products/brands could you not live without?1. Wetsuits2. Shoes and sandals3. Boardshorts4. Boards (surf, snow and skate)5. Outerwear

Aware of the quality and technical properties of the products you stock, are your clients more inclined to buy the top of the range?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-money ratio but there are still customers for whom the top of the range means guaranteed value. Being solid, technical and light comes at a price!

How has the average shopping basket changed in the last five years?Indexing has significantly grown in the last five years, as much for technical products as for clothes. The average shopping basket has followed this movement, which has reassured us in our choice of strategy.

What does the future hold for surfing in your opinion?Surfing is becoming ever more popular - you just have to look into the water to see that! Brands and surfboard makers, schools, clubs, surf camps are multiplying every year. I'm happy to see the fascination grow... What saddens me most is to see that local shapers have unfortunately become the victims of the market's globalisation.

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, eating grilled fish and drinking cold beers while the worldwide chain of Woodstock shops, after having burst onto the stock market, is spewing out millions of dividends... or not, maybe.

What is the biggest challenge that a retailer faces and how do you overcome it?Knowing how to adapt and react to the changing environment: late seasons, fierce competition, economic downturn and cash flow fluctuations mean you have to constantly question what you do, adapt your strategy while remaining faithful to your identity and philosophy.

How does your establishment set itself apart from the fierce competition found in Euskalifornia (Basque country)?We try to offer more than just a surf shop; we want to convey a different spirit, borne out of the original Californian surf culture of the 60s and 70s. Through the choice of our products, the artists of the Surf Gallery as well as the decor, furniture and book/press corner, we have created an extraordinary world of modernism and originality.

www.woodstockshop.com

Hossegor, 96 Avenue des Couteliers 40150 Soorts-Hossegor, France + 33 (0) 558 419 432Biarritz, 44 Rue Luis Mariano, Docks de la Négresse, 64200 Biarritz + 33 (0) 977 462 219

"Through the choice of our products, the artists of the

Surf Gallery, as well as the decor, furniture and book/

press corner, we have created an extraordinary world of

modernism and originality"

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

WooDSTock, FRANcE


part.03PRIcE MANAGEMENT

only lowered over time, as market penetration increases. Moving products at higher price points right from the start is mainly aimed at covering investments in product development as quickly as possible.

A Skimming PriCing StrAtEgY mAkES SEnSE if: •There are a sufficient number of elite innovators in the customer target group. How many consumers are actually willing to pay lots of money for a novel type of product? Our industry is full of frequent examples for products that can generate 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 life cycles require rapid payback on investments in development•The risk of competition from similar products is relatively low. If there is a chance of launching imitation products at equally high prices, it’s only a matter of time before competitors flood the market with similar offers• Manufacturing and distribution capacities for this type of product are limited. Whenever a company can only produce and sell a limited quantity of a certain product, offering them at the highest possible price points is always the best option.

The main danger of this pricing strategy is that it is highly likely to attract competitors into the market.

When it comes to deciding between a Skimming and Penetration Price Strategy, retailers need to weigh the short-term, secure, as well as long-term chances of making a profit by building market shares. The quickest profits are realized by running a Skimming Pricing Strategy. But for long-term financial gains, attacking the market with a price point-aggressive Penetration Pricing Strategy may be the best bet.

PriCE Point StrAtEgiES lAtEr in thE ProDUCt lifE CYClESetting the right price point is not only key during product introduction, but also at later moments throughout the product life cycle. Price point policies continue to play a decisive role, especially when competitors are pushing into the same segment with similar products. This not only applies to brands, but also to stores. Whenever new rivals appear on the scene, battles over price points are an almost unavoidable part of the game. Whenever competitors arrive on the scene, three different pricing policies usually set in: In case of a proactive price reduction, companies lower their prices before competitors actually set up shop in the area. Reactive price adjustments set in after the competition has already entered the market. Maintaining constant pricing means carrying on undeterred by the competitor’s arrival.

Proactive price reductions are aimed at stimulating demand for a certain product with lower prices before competitors have a chance of even offering their goods. What happens to the level of demand afterwards depends on a large number of different factors.

Reactive price adjustments are a necessity when a drop in demand occurs because of the competitor’s market entry. Lowering prices may help to bring back demand quite a bit, but usually not up to previous levels.

When constant pricing is maintained, we also see a drop in demand because of the competitor’s arrival. However, constant pricing policy will do little to revive demand levels.

See Fig 02: Below

Empirical studies in the consumer products segment indicate several advantages of driving a proactive price reduction in anticipation of the competition’s arrival. 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 different story and highly depends on the situation and competitive environment of each individual store.

oUtlookWith this broad range of price point positions and strategies, retailers can draw on a large amount of creative options for setting their own prices. The main difficulty lies in picking your own position from a variety of choices. There’s no one-rule-fits all solution. Choosing the right price point position, after all, will depend on numerous factors. The main focus should be on the competitive environment in your region. How many retailers are there? Which products and brands do they carry? What prices are consumers ready to pay, etc.?

At the same time, stores need to factor in a number of internal, organizational parameters: How much capital is stored away to keep up with escalating price battles? How much risk are you willing to take? How high are stock levels?

But no matter how retailers choose to proceed, the key to success is maintaining a unified, consistent price positioning and strategy for the store. This will lead to a clear image and expectation among consumers. In the next episode of Retailer Help, we will look at the many options for price point differentiation.

retailer helpretailer help

ChooSINg The RIghT pRICINg STRaTegY

Stefan Dongus is a co-owner of Cologne-based fine lines marketing, a marketing and consulting

agency specialising in the action asports industry. [email protected]

the past two episodes of this series highlighted the basics of price point management for boardsport retailers,

together with some of the main criteria for driving an efficient pricing policy. As we have seen, a purely mathematical

approach to pricing is unable to deliver sufficient results for both retailers and manufacturers. At the same time,

keeping in mind factors such as reference prices and price thresholds will offer invaluable insights into the minds

of consumers; and strong guidelines for pricing. the third part of our series covers a variety of options for price

positioning and strategy. Stefan Dongus has the details.

PriCE PoSitioningIt’s a well-known fact that pricing plays an important role in positioning a brand on the market. The same applies to retailers. After all, a store is also a brand, associated by customers with an image highly based around prices as well the assortment of products. Shops can mainly be grouped into low, medium and high price positioning. At the same time, the majority of boardsports shops are actually offering a highly similar assortment of brands. So, is it even possible for a store to use price positioning to differentiate itself from competitors? The answer is yes. On one hand, most brands are offering a relatively broad range of prices in their line-up, with products for nearly any budget. In these cases, the 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 to shape their own price-specific image. Some key words here are sales prices, rebates, extra services, customer club cards, etc.

At the same time, a division into low, medium and high price positioning does not account for the price worthiness of a store; relating the prices of products 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.

When stores are driving a discount strategy, the relative quality of product performance exceeds relative pricing levels – the product is perceived to be more than worth its price. Discount stores usually focus on covering one main product or service segment and base all advertising on price points. For the most part, discount stores offer permanently low prices, as opposed to rebates or special sales. Outlet stores, a phenomenon gaining ground in our industry in many countries, are also driving a discount strategy. But here’s the main risk of discounting: Low price points can carry over into perceptions of product quality. Consumers may assign less value to a store or its product, based on low price points. On the other end of the spectrum, stores can drive an overcharging strategy. In this case, the relative quality of product performance remains below relative pricing levels – the products are not worth their money. This strategy is common 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 offers little chance to succeed.

Deciding on the right price points for introducing new products is mostly up to the brands. There are two main strategies at work here, which stores should also keep in mind for adjusting their own pricing policy accordingly.

fig.01 Pricing StrategieS for introducing new ProductS

A Penetration Pricing Strategy is aimed at winning over the market at an early stage by offering low price points. A brand driving such a Penetration Pricing Strategy is trying to keep out potential imitators by offering the most attractive prices possible. By establishing a low pricing order, these brands want competitors to lose interest in offering similar products. At the same time, creating such a barrier for the competition’s market entry for competitors with a PPS also means that profits will only come in at a later time, as lower price points also mean lower margins.

gEnErAllY SPEAking, A PEnEtrAtion PriCing StrAtEgY onlY mAkES SEnSE if • Consumers actually notice the advantageous prices• There is an actual risk of competitors launching similar products• Driving a PPS does not conflict with the brand’s existing or desired image.

The main risk of this kind of pricing strategy lies in the relatively long payback period. The product needs to be able to perform on the market for a long period of time before it can generate any profits.

On the contrary, a Skimming Pricing Strategy means introducing new products at a relatively high price, usually at lower quantities on the market. Prices are

Fig.02 Pricing StrategieS

SkImmINgpRICINg

STRaTegY

peNeTRaTIoNpRICINg

STRaTegY

Proactive Pricing Strategy reactive Pricing Strategy constant Pricing Strategy

pric

e

time

time

time time

pRICe

DemaND

time of competitor’s market entrytime of competitor’s market entrytime of competitor’s market entry


swimwear trends

SUPErkINIvs SEXikINI

All thingS bright AnD bEAUtifUlThe SS11 colour pallet is bright and bold. The buzzword cropping up in many designers’ sketches is neon. Billabong say their range is “a blaze of bright colours; 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, bright tones, yellow, green, blue and pink.” For Nikita, a black background base off sets their strong colours contrasting “fusion punch, neon pink and waterfall.” Over at Hot Tuna it’s about mixing neon with neutrals from “khaki with neon orange and grey with neon pink.” Oxbow simply say the colours dominating their line are “bright like neon pink.”

So hot pink is definitely trending for summer but what else is everyone talking about? Brunotti say the most important colour for them is blue. “Blue represents 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 wasabi which is a blue-ish green.” Animal have a mixed pallet but also look to the sea promoting a nautical theme, their key colours being a combination of blue and white.Body Glove spans the spectrum with their element themed collection consisting of Wind (black, white, grey, yellow), Water (calming blue and aqua), Fire (strong reds, oranges, pinks) and Earth (intense pastels of lilac and light green). Meanwhile, Pull-in talk of tropical and fun brights dominating their prints; but for their block colours “there’s a more tonal palette with dusky coral colours, powder blue and silver grey alongside more powerful colours like turquoise or indigo blue, contrasting with black.”

PrintS AnD PAttErnSSome brands have delved deep into their archives, taking prints of yesteryear as inspiration for their Spring/Summer collections. Roxy is re-editing house-made vintage prints but this time refreshed with bright bold colourways. They refer to “reinventing vintage motifs like the Hawaiian in two tone or multi-coloured versions, waves, polka dots and stripes, not forgetting the famous check pattern inspired by Echo Beach.” In vintage Californian spirit, Roxy is using the palm tree, this time worked as a photoprint for a more up-to-date feel. Gotcha also go back to their roots: launched in 1978, their designer explains that ‘the eighties saw Gotcha making it’s flurore. At that time the artworks were outspoken and colourful, and mostly combined with black and white. The designs we made for this summer are inspired on that time, though translated to today’s trends.”

Another brand going back to their eighties archive is Hot Tuna who use “neon pigment re-active garment dye in bright zinka colours with archive Hot Tuna eighties graphics.”

At Rip Curl prints have a strong surf theme inspired from hot destinations around the world. “From the vibrant mix of vintage cultures of Miami to the luxuriant flora and fauna of the coast, prints feature paradise scenery of lush vegetation, palm trees and hibiscus flowers, strong geometric motifs, with liberty and jungle scenes.” And from the beaches of the world to a bit closer to their home turf, 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 the nautical inspiration will still be strong in 2011 but with more vintage and heritage emphasis.”

Spots and stripes are a big trend at many brands. It’s spots for O’Neill with their big dot bikini; and stripes for Nikita who say their collection “has fewer prints and more stripes as a whole.” At Gotcha the key trend is their “marine look stripes, multicolour stripes, mille fleurs combined with mini dots and mix and match of all-over prints in tops and bottoms.” Among other prints, Volcom’s range includes sailor stripes, plus their new Hazzard Dot print is a collage full of stones, stripes and dots. Embroidery and detail is once again apparent in many collections. For Animal their new floral placement print has “an embroidery detail, a move on from basic print styles which gives a very classic expensive look.” Protest’s complete 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 swimwear for the first time.

StYlE filEClassic bikini shapes reappear for SS11 with more mix and match options plus there’s an increase in new, more directional styles. On top, the bandeau is big news. Hurley says it’s the one to watch; “bandeaus are becoming more important, driven by the sportswear trend of strapless dresses and tops.” Roxy concur, “The bandeau is a must-have. After a few seasons quite shy on this product we are now able to have constructions that make any morphology feel comfortable and very cool looking - it has the Bond Girl touch.” O’Neill are pushing the Lava Bandeau Bikini which has a twisted shape, is strapless and padded. Pull-in introduces the new bandeau styles ‘Friday’ and ‘Julia’, the latter a more retro

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.

SS11 SWIMWEAR tRENdS

pic:

Rip

curl


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’

Many brands are expanding on their one-piece success from 2010. Gul say “Swimsuits are always our biggest seller. It will be our biggest style for 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 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 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 a one piece but with the sexiness of a bikini.”

WhAt’S nEW?For any woman who wears a bikini to surf in, the biggest annoyance is having 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 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 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 that bikini bod!

swimwear trends

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.”

“Bandeaus are

becoming more

important, driven by

the sportswear trend

of strapless dresses

and tops,” hurley.

pic:

Vol

com

pic:

Insi

ght

pic:

Rox

y

- for more SS11 swimwear shots...


BAGGAGE A look at emerging luggage trends

Even in times of recession, the luggage market has held its ground. Gravis report a sales increase of 20%, and FCS have also strengthened their position in the marketplace. Oakley have experienced a 60% growth in the category. Yet it’s interesting to note that in terms of ‘best-sellers’ each country has its own distinct trends. “Our best sellers vary depending on the country,” says Dakine’s Alexandre Frout. “For France, technical back packs are the key items (helipro, helipack, mission) and in Germany, street backpacks (back to school) do best.”

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 ‘back to school’ lines always sell best because it is a recurring business. This line, as well as the basic backpacks range, account for two thirds of the range. The rest being technical or travel oriented,” says Quiksilver’s Marc-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.

EmErging trEnDS Fabian Ahrens International Sales Manager OGIO, points out that a new and emerging trend for the younger customer is for wheelie backpacks, meanwhile Gravis say they are, “finding that more and more people are 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 for SS11, the Uno, which is offered for a lower price point. It’s really tough for modern people to get around without all their hi-tech paraphernalia (mobile, laptop, iPod), their surf gear (fins, keys, wax,) as well as their normal work or traveling gear. A good bag not only stores and 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 focus. That means different volumes, shapes and functions are destined for different uses; from daily use to the surfing weekender or the long surf trip,” says Mike Durante, Design Manager, adding, “we test our products every day and do everything to improve the lives of surfers who travel. Our Mission

back packs dedicated to short weekend trips or day use has been selling over expectations. The mission is a must have for surfers with pocket for fins and accessories as well have ergonomic back support. The Longhaul travel bag dedicated to long surf trips has been a really good seller too.”

Dakine are offering two new limited edition collections for next summer. The Re-Gen collection, which offers an “eco-friendlier alternative”, built using 100% recycled PET fabrics and recycled buckles. The second is their AC Series, an Artist Collaboration with talented young international artists.

Oakley are another brand for whom art plays an important role, with 70% of their line being art inspired and 30% technical. For SS11, they’ve got a brand new roller bag line, the Oakley Mini Me Roller black version, with an embossed pattern, which they anticipate being a top seller.

light, YEt toUgh Trends aside, weight and durability are of course, two essential requirements in the luggage world, and producing comfortable, lightweight and rugged products – at competitive price points, is the holy-grail for manufacturers. Specialists Evoc, say this is at the heart of everything they do, “We are passionate about our work and this passion is inherent in the details of all our products,” asserts Jan Sallawitz, Marketing Manager.

Gravis say, “For SS11 we developed a new flyweight tarpaulin material that is lighter and environmentally friendly. This material is lightweight, water-resistant and strong. The finishing of the material has a subtle shine giving an effect that looks like leather. We feel this material story will perform great at retail,” comments Joseph Babcock, Director of Product.

What’s on offer is relentlessly expanding; colour schemes, new functions, new fabrics - but the real battleground is in pricing. Minimalism is sweeping right through the market and it’s the most basic and cheapest that sell best. Solid, fashionable and affordable: the 2011 baggage checklist is clear.

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.

exCeSS


89OF thE BESt BOARdIES FOR SS11

AnAlog AnAlogAnAlog

CirCA

ChiEmSEE

brUnotti brUnottibillAbong billAbong

bEnCh billAbong

DC DCChiEmSEE ChiEmSEE

boardshort trends


nikE 6.0mAkiA mAkiAlightning bolt lightning bolt

inSight inSighthUrlEY inSight lightning bolt

o'nEill oXboW oXboWo'nEill o'nEill

ProtEStPlAin lAzY PoWDEr roomoXboW PlAin lAzY

ProtESt PUll inProtESt PUll in PUll inhUrlEYhorSEfEAthErS hUrlEYhorSEfEAthErShorSEfEAthErS

gUl gUlgotChA gUlgotChA

gotChAglobE globEglobEfoX

EtniES EtniES foX foXEtniES

ElEmEnt ElEmEntDC DirtbAll ElEmEnt

EAt My ShortS!boardshort trendsboardshort trends


riPzonEqUikSilvEr riPzonEqUikSilvEr qUikSilvEr

UnthoUntho UnthoSAntA CrUz SAntA CrUz

riPzonE rUStY SAntA CrUzrUStY rUStY

volCom WESt WEStvolCom volCom

WESt zimtStErnzimtStErn zimtStErn

EAt My ShortS!boardshort trends

Read the full SS11

Boardshort trend Report at



tradeshow preview

Where did HUB come from - why this, why now?In 2007 HUB organiser Brintex bought the tradeshow Surf Shop expo which had served the UK boardsports business well for about ten years, with a strong buying show which was valued for presenting the mix of hardware not seen at the fashion oriented events, along with apparel, footwear etc. It was a particularly strong event for independents, and a great industry focus for the UK.

In the run up to the 2008 show, the surf side of the business in particular was suffering. On the back of three poor summers, and with a recession looming and uncertainty across the market, we decided not to run the show in 2009. I’m really glad that we took that decision. The industry – buyers and brands – really missed having a selling show, and a focus, but it gave time to research the business to find out what the industry really needed. Nothing was off-limits, as we had the opportunity to re-think the whole event – brand, concept, location, marketing etc, which was actually a really interesting and exciting process.

The name HUB came out of exactly those conversations with the industry about the need for a focal meeting point for the business, and a brand that could encompass all boardsports – it works for the urban skate business as much as for surf, bike or mountain board. We’ve maintained the mix of hardware and apparel, built on the existing buyer database and put together a new focus for the UK boardsports business.

Why the move to a new location? The old Surf Shop was held in Exeter for its easy access to what is a massive UK territory for brands to cover – the South West of England, South Wales, the Channel Islands and Ireland. The move to central Bristol retains the ease of access to that territory, with Bristol international airport serving the whole of the UK and Europe, and for London buyers, it’s only 1.5 hours by train.

Bristol also has the right feel and vibe for this show – it’s a city with a great young culture of skate, surf, music, fashion and art. Having spent a week sourcing a new venue in the city I kept on coming back to the site we’ve chosen, as it’s a famous skate spot, right on the water (so we

can do stand up paddle on the water, co-ordinated by BSUPA, and skate demos on land on the King Ramps mini-ramp). It’s very central, with lots of cafes and bars nearby – plus its outdoor, held in a series of marquees, and offers a whole different feel to a standard trade show hall.

Mixing business with funThe old Surf Shop was a strong buying show in its day, and HUB will be too. But in addition, we felt it was important to add the element of lifestyle and fun to the event – basically we want buyers to leave the show having sourced great product, and with new ideas from the retail business sessions we’re running at the event, but also having enjoyed the show. Hence the SUP demos, street skate contests, artists creating live on site, and of course the first night party, for buyers, brands and riders to chill out and network.

HUB sits right between Newquay Boardmasters and ASR, so buyers have had time to get a view of how the season is going, and it works for the brands in their open selling period. On the costs, we’ve kept the space rates as the last Surf Shop, so the same as two years ago. See you in Bristol!

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.

For more info www.hubtradeshow.com tel: +44 (0) 207 973 6635 Email [email protected]

thE huB

trips, taking the time to talk to our customers and consumers, making sure we 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 a great place to start. Social media has been a massive aide to listening in on the chatter that goes on out there; it’s a really strong source of information and market intelligence and it’s in real time. We are using it more and more to refine our products and make sure we’re ahead of the game.

In terms of mainstream appeal, where do you see boardsports sit?We think it’s currently too mainstream and we think it will retreat back to being more core again.

What sells more in boardsports: the message, the show, the lifestyle or simply the image?It’s not a cop-out but all of the above!

Animal has bridged the gap between core and mainstream and is today a key player in the British market. What are the key strategic elements for a brand to bridge that gap successfully without losing itself?A commercial approach with an authentic core conscience that is listened to.

The core market may have demands or expectations that not always match with a broader distribution scheme. How do you maintain your genuine boardsports appeal?The core market is always our safety barometer; you have to get it right there if you’re going to get it right elsewhere.

Animal means something to the consumer because…...For a whole host of reasons over our development, Animal has never really hung it’s hat on one particular peg, this has allowed us the ability for people to see us in many different ways if you’re a surfer, we’re surf but if you’re a downhill nut then we’re a bike brand and so on… don’t ask us how it happened, it’s just evolved organically!

What are the brand core values?Authentic, Freesports Inspired, Fanatical, Independent!

What companies are doing it right?Patagonia, Finisterre, Vans, Ocean Minded - there are so many great brands out there, it’s not my place to say!

What does it mean for you being a good business person? Listen to everyone, make decisions, love what you do enjoy what you do!

And a good person?Put out what you want to get back.

This is your space, the spot where you tell the world what you've always wanted:25knt side shore breezes, 6-8ft surf, fresh powder, warm sunshine makes the world a better place and having a beautiful baby girl changes your life and puts everything into perspective!

Do you want to know more about Animal and their vision? Find the full interview on www.boardsportsource.com

Can you give us a quick lowdown on your position and your career? I am the Brand and Creative Director at Animal. I became good friends with Animal’s founders when I was studying Graphic Design and Advertising at Art College down here in Dorset through a mutual passion for surfing, wakeboarding and windsurfing.Whilst working in London for Steve Edge an opportunity arose to set up a small creative agency back down in Poole. London life was great but I really missed salt water so I jacked it in, packed all of my belongings into a rusty old van and headed down to the South Coast. Our small agency became a real success and I soon bumped into the Animal boys out in the line up and gradually, we took on more and more work for their rapidly growing brand. They then approached me about working directly for them; another big decision but they were a small, tight crew of surfers and mountain bikers who seemed to be having a lot of fun, so I thought what the heck! I did everything for them, product, packaging, ads, watches, graphics, you name it I did it! I took on a few more people as we started to grow and now here we are today with a huge creative team of around 35-40 designers covering a whole range areas.

Animal was sold by its original founders in 1998. In the following years the brand stepped up to become an industry leader in the British market. Can you tell us how you achieved this? When the company was sold there was a short period of consolidation and an opportunity for us to look at what we were doing and facing up to some of the problems we were going through. When our owners appointed a new CEO with a very different set of skills from a different area of the market, the Animal die-hards were initially very sceptical as that area was the traditional sports trade.

However it soon became apparent that this was actually a great partnership because we were able to utilise a lot of that knowledge, experience and know-how collectively and ensure it was always brand focused. This was what really allowed us to get things moving and develop many of the ideas and areas we are still in today. It was a very successful partnership based on: ”we’ll work this way if you listen and understand what we think the brand means and what areas are off limits.”

This allowed us to develop all of our product categories commercially and really focus the right product at the right price with the right distribution. We also looked at developing retail partnerships with some of our customers and together this allowed us to grow the business further.

Animal has a new CEO; can you give us a quick overview of his background?We're really pleased to announce that as of early July, Doug Goodwin has joined Animal as our new CEO. Doug comes from a sales and marketing background and boasts a hugely successful career working for the likes of Motorola, Sony Music, Sony Pictures and Sony PlayStation. We're stoked to have him on board and look forward to some very exciting plans in the times ahead.

We understand multi-channel distribution; we are

healthily paranoid about ensuring we maintain a

balanced approach.

There was a time when no boardsports wrist would be

worth its style without an animal watch on. Time has

gone by and the brand has grown into a British market

leader that demonstrates how far a core company can

go in their home turf. Simon Warren, Creative Director

shares the brand’s journey and secrets to success.

Interview by Iker Aguirre.

SIMoNWARREN

aNImal'S

BIg WIg INTeRvIeW

How many people work for the brand?We employ just over 300 people.

How would you describe the company’s DNA?Animal is a British freesports lifestyle brand; everything we do is influenced by freesports and the lifestyle. We’re fanatical, committed, a little quirky and really into what we do.

How many product categories do you represent? What % represent watches and watchstraps, your original segment?We cover 15 different categories from apparel to wetsuits. Watches and watchstraps now only account for less than 5% of our business, however from a heritage and roots perspective they’re still super important.

How would you describe your target consumer?Core exponents, freesports enthusiasts and people who aspire to the lifestyle. 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 started out as a pure accessory brand we are fortunate that this has given us a very wide distribution base from which to grow.

What makes Animal different from the other competitor brands?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, wakeboard etc in fact all the things we like doing down here in Dorset. If you had only three bullet points and 30 seconds to convince a core/independent retailer to sell your brand what would they be?Research tells us that our products are good quality and sell through faster than many of our competitors. We support the core sports, which keeps our brand real and 85% of our staff are actively involved in one or more freesports. We respect their input (along with our rider teams) and make sure we keep it real. We call it rider refined.

We’re still a fairly small brand, which allows us to offer a more personal service to our customers and friends. We work best when we can develop good relationships, which allow both parties to grow. Many of our customers who were there at the beginning are still with us today.

What is your policy to keep core/independent retailers happy with your brand?Our core accounts give us plenty of good feedback and suggestions, we listen to what they tell us and incorporate much of their thinking into a lot of what we do, both brand and product.

Our Animal riders and teams support local events.

We understand multi-channel distribution; we are healthily paranoid about ensuring we maintain a balanced approach. Private ownership allows us the flexibility to make brand focused decisions as well as commercial ones.

Many of our reps are riders they understand (as we do) the importance of this distribution.

Animal has still a lot of potential outside the UK. Any development plans for the near future? In how many countries is the brand represented? What are the main markets you are/will be focusing in?The UK will remain an important market for us, it’s where we’re from and where we grew up; however we see the international market as a huge opportunity for the Animal brand and it’s where we see the next phase of Animal’s growth coming from.

Right now we have distribution in 20 international territories. Currently we are focusing on finding new international distribution partners which are a little closer to home: France, Germany, Austria etc, we’re super excited about our latest partnerships in Italy and Poland.

How do you analyse the evolution of surf, skate and snowboard?We invest in getting the team out and about to see what’s going on, research

Animal has never really hung it’s hat on one

particular peg, this has allowed us the ability for

people to see us in many different ways: if you’re

a surfer, we’re surf but if you’re a downhill nut

then we’re a bike brand and so on


WhASSUP WIth SUP?

"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 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.

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 - Tribe in Anglet – has also now opened its doors, the first of its kind in Europe.

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,

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

Stand up Paddle, or SuP to friends. the Revolution is here…

"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.

pic:

Nid

ecke

r


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 form of Wind SUP Magazine, Standup Journal, Get Up Magazine (in the making), www.supjournal.com and www.supfrance.com.

European players in the discipline are multiplying with each one opting for different positioning. The main players are Enbata (top of the range), Hoff (South Point NSP and Surf Tech), Nidecker, Naish, Wow, Starboard, Lokahi (a 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!

The only catch for you, dear retailers, is knowing how to position your range in the shop to be able to respond to demand as well as to the changes of a market whose structure remains blurred. Things are not all rosy in this emerging market, however. On a local level, many shops lack space and so have to settle for a range that is too limited to appropriately meet the needs of new enthusiasts. This complicates sell-outs and, without retailer commitment for the product, there is a risk of undermining the profitability per square metre of the shop. As 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 terms of space as in time and understanding of the discipline.

The necessity for analysis and technical know-how on the product and its uses are just as high at the point of sale as the cost itself of an SUP whose price comes in at around €1200 - €1400 for the top of the range, €900 - €1100 for the mid range and €700 - €900 for the entry level with an average multiplying coefficient of 1.6 to 1.7 for the retailer.

On the other hand, be careful not to slip up on the "over technical." This was windsurfing's vice that killed it in its glory days and that could come back to haunt

SuP

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 a SUP.

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 brands. In the hands of a beginner and in the event of a collision, the SUP is a deadly weapon for bathers and other sea-users. On the other hand, once the fundamentals of balance have been mastered on the SUP, access to the open water becomes easy; a risk to be considered in itself as coastal currents can be very dangerous. We all know full well; ignorance is the mother of all risks. Be aware, educate your clientele and don't be afraid that you might frighten them; prudence is always good advice.

Wave etiquette is also a question of education and up to now, SUP is unusual 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 should know how to argue your choices in the face of reluctance from a section of your clientele. Nothing new here though, you saw it with bodyboarding and longboarding! Or did you crumble under peer pressure? Laird Hamilton sums it up: "It's all a question of education. SUP is a natural evolution of surfing in the 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 SUP, we should behave as anyone else, share and respect the rules."


On-Snow-Demos are very beneficial for the industry. For retailers, they allow you to test out next years’ products early in the season and enable easier pre-product selection. It’s also a great way to meet and share experiences with other retailers, the wider industry and see up and coming brands. “The event is focused on hardgoods, but there’s also lots of opportunity to test snowboots, goggles and even outerwear,” explains Mathieu Kurz (Snow Avant Premiere).

“Retailers can tell their customers that they have been riding next years’ products already,” says Shop First Try’s Muck Muller. ”They can see first hand if new technologies are working or if they’re just marketing gimmicks. This provides consumers with strong trust and the retailer can make their customer hot on next year’s toys.” Mark Harries, Hardwear Buyer for Snow & Rock, attended the last French demo. “Avant Premiere gives us the opportunity to test equipment pre-Ispo so we get a much clearer idea about outstanding equipment that we feel will be hot, and the chance to ride brands we don’t stock. It allows us easy access to test all brands in one place in a relaxed environment before the shows, and to meet with other retailers and brands to discuss the market and see how the season in general is going, both the UK and across Europe. The atmosphere of event was just right, it was friendly and welcoming whilst at the same time being focused on the job at hand, testing out the best snowboarding equipment out there and choosing the right mix of products for our customers.”

For exhibitors, there are many interesting reasons to get involved. On top of getting to meet up with retailers, and explain the new specifications of their products and then go riding with them, it saves a lot of time and cost in the order season and provides great networking. Many new brands have the opportunity to open new doors and it gives sales reps more time to chat

with their retailers without the usual trade show stress. Burton Austria’s Stefan Feil was impressed, “All retailers showed great interest in testing the products and took the opportunity to try a wide mix of products. What was really interesting to see was the mix of retailers: small core shops, little multi-sport shops and buyers from big chain stores all tested side by side. We had a great time servicing our customers and our investment fully

paid off.”

Rome Snowboards were also pleased with the outcome: “The benefits are simple: since the Rome SDS products are recognised for their quality, word of mouth among dealers at the show will attract new retailers to test and to then return the brand in their stores.” Similarly, Bataleon Snowboards Europe found it worthwhile; “SAP is a dynamic event for us as it is the first test board for the coming season, allowing us to try new products (in this case our boards) in preview to all our current and our future retailers. This is really an important moment of the season for all brands, and more particularly Bataleon, since we can thus take the time to explain the principle of the Triple Base Technology. This differentiates our boards of all other brands, but this requires further explanation from retailers and end customers. In addition, and perhaps most importantly, we can offer test to everyone: retailers and media.

We can say that SAP is a sort of preview just before the fair, through the SAP retailers really know why they choose our products, and can provide clear and precise explanations to their customers in their stores.”

Mark Harries sums it up, “Snow test experience DOES influence your buy. We’d like to see even more brands in attendance so we can cover more ground pre-Ispo. The event itself was very well organised and ran smoothly. Everything is right there at the test site, you can test a lot of equipment in a day and also enjoy a nice French lunch too!”

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.

“Whilst how a product looks is important,

first and foremost it’s the performance

that counts, so this enables us to compare

like-for-like products from many brands

and test any new technologies. Overall

it will influence our buying decisions

because we know sooner which products

will definitely fit into our range.”

mark harries, Snow & rock.

EuROPEAN oN SNoW DEMo tOuR

source report


sun glasses

uNdERStANdINg thE EyEWEAR MARkEt

A CYCliC mArkEt: from SPortS nEtWorkS to oPtiCiAnSWe dominated the trends... and then we suffered from them. The guilty party: the fashion/technical cycles inherent in our industry. The 90s were characterised by a technical cycle in the sunglass market. Boardsport brands like Arnet (later Arnette) and Oakley led the charge and established a benchmark: profiled and technical sunglasses, with a base curve of 8¾ for sports use. After that, the 21st century witnessed the intrusion of a fashion cycle during which the sunglass 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 to lean towards either sports networks (including boardshops) or optical shops (represented by optical stores).

Sunglasses became a fashion accessory to complement clothes according to details of colour and style. There are sunglasses for every occasion and for some people, it's no longer possible to go through a whole day with just one pair. As a retailer, you need to analyse your customer profile and your product mix. Doing this will allow you to see which brand or kind of shades you would sell best. A good analysis can make the difference between making a profit and raking water uphill.

SUnglASSES: A fAShion ACCESSorY At WhAt PriCE?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 models to the detriment of the brand. Vans, however, made a killing with their Spicoli ‘nerd’ type model, on sale at €15, presenting an attractive price AND brand while taunting the big guns like H&M who are strong magnets for this demand.

So, because of the high price and desire for multiple frames, a portion of the potential customer base no longer want to invest in quality product and prefer to go for a look rather than protection from the sun. For the retailer, style trends and value for money, in the form of brands such as Sabre or Animal, is always a good 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 they should be, but maintaining style is still a prerequisite for a large proportion of your customers.

There is also a big demand from the beach lover clientele who are seeking protection at the best price and consider sunglasses functional items that do

not warrant high investment. Once again, the choice of these entry-level brands depends on your product mix and profile of your clientele. Well integrated into your store, this type of display shelf can easily dispense up to 400 pairs on average in one summer season if you are close to the sea. These standing displays rarely occupy more than half a square metre and the products don't require the continual presence of an assistant - their price and their UV protection are the only real considerations.

StYlE AnD tEChniCAl trEnDS:On the style front, ‘nerd’ type sunglasses with flashy colours are leading the way 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 market. Apart from this widely approved style we can see a strong retro influence, particularly from the 70s and 80s, in the designs while 'aviator' type shades seem to be losing their appeal a bit despite continued popularity lead, again, by Ray Ban. Other than that, the market seems to be steering away from bulky glasses that are less and less prominent.

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 presented by Brunotti.

The arms are also a fashionable stage of expression. Whether in serigraphy (Animal), photo prints (Dragon) or special and original processes (Quiksilver, Oakley), sunglasses brands are testament to the creativity of the sector, a real showcase of artistic expression.

On the technical side of things, toric lenses (combination of two different optical base curves on one piece of glass) are the fashion version of the 'wrap around' and a development in the 'shield' type of sunglasses, which dominated the original fashion trends.

Polarised lenses are the most reliable for core shops. These are lenses with maximum protection and are strongly recommended by all UV awareness-raising 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 are so convincing that you won't sell anything but these. The good news is that all brands are offering polarised options for a large proportion of their collections.

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.

pic:

Von

Zip

per


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 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 mArkEtThese 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:

Von

Zip

per

pic:

Oak

ley


DECkS: A morE StAblE riDE“Boards have been getting wider over the past year. It’s been happening to the boards that pros ride for a while, but now the boards that go into production are also getting wider,” says Frank Messmann, CEO and partner at Black Box Distribution (Zero, $lave and Mystery Skateboards and Fallen Footwear). Andreas Reichenbach at Brazil Distribution in Zurich, Switzerland says: “Two years ago, the focus was at 7.5 to 7.8 inches in width. Most boards we’re selling right now are between 7.75 and 8 inches.”

Julian Dykmans at Pan-European company Antiz Skateboards says: “At Antiz, our top-selling decks are between 7.875 and 8.125 inches. It does make sense since you have more control with a wider board.” Ivan Moreno at Nomad Skateboards in Spain agrees: “Wider boards are the next big thing.” Retailers are confirming this trend. “I hardly sell any 7.5 decks anymore, even kids with size seven feet want a 7.8 to 8 inch board,” said Bård Grøttum at Badlands Skateshop in Tromsø, Norway. There seems to be a limit, however: “For the most part, 8 inches is the cut-off here, with very few exceptions,” said Richie Löffler at Mantis Life Store in Hamburg, Germany.

trUCkS: loSing thAt EXtrA WEightLogically, the demand for wider boards is also affecting truck sales. “Instead of our 129s being our top sellers, it has shifted to 139s, with 149s being a close second,” says Keith Wilson, Brand Manager at Independent Trucks, adding: “This is something we’ve been expecting for quite some time as most pros and diehard street skaters have been riding wider setups.”

Truck manufacturers are finding ways to counteract the extra weight from wider decks. “Independent Stage 10 Forged trucks feature forged aluminum baseplates which are lighter than gravity cast baseplates. We’re releasing a hollow version this fall with hollow kingpins and axles,” says Keith Wilson.

“It's a good thing wide trucks are lighter these days when you're skating a 8.2 to 8.5 board,” says Bård Grøttum at Badlands, adding: “And it seems like titanium is back with Theeve [Trucks] going all in for the lighter metal.” Tensor Trucks are banking on new materials with the Magnesium Response 2 truck – advertised as 25% lighter than standard trucks – also featuring hollow kingpins. Asked about hot-selling truck inventions, Pat Lindenberger at Ground Zero in Worms, Germany says; “Thunder Light Trucks!! They’re going off!”

WhEElS: hitting thE SWEEt SPotWith the average skateboarder evolving from teched-out ledge bopper into all-terrain wilder-beast, wheel sizes have found their sweet spot. “Wheels are between 52 and 53mm, only those who want real lightweights choose 50mm,” says Pat at Ground Zero. Bård at Badlands says that terrain makes a difference: “In Tromsø we've got rough asphalt! I sell more 54mms than 50 to 51s.”

Wheel manufacturers are also finding ways to shave off a few grams. Hollow-core constructions have become a common sight, including Darkstar Aircore wheels and the new Darkstar Hybrids, upping the ante by combining two lightweight constructions in one wheel.

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 urethane to offer customer guarantees against flat-spotting and excessive wear.

DECkS: gUArAntEED for lifEA growing number of manufacturers are giving guarantees on skateboard decks; formerly the disposable razor blades in skateboarding’s marketing matrix. Dwindle Distribution offers 45-day guarantees on their Almost Double Impact decks; featuring a full-carbon top sheet and die-cut carbon discs over 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 their PowerPly decks.

Sounds revolutionary, but Jörg Ludewig at Urban Supplies points out: “In Germany – and maybe the rest of Europe – you have to offer six months guarantee anyway. And if in doubt, you need to prove that a broken deck is not due to material or production defects, but really from over-stressing.”

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.”

innovAtion: hErE to StAY?Suddenly, invention and reinvention – just look at what Sector 9 did to the longboard category – are everywhere. “Innovation is more important than ever since the basic seven-ply board, even from Canadian maple has become so accessible. Pro companies need to differentiate their products from what a shop board can offer,” says Frank Messmann at Black Box.

Messmann points out that product innovation should be all about, “being different because it performs better, and the pros are riding it!” Black Box is using patented P2 technology – boards “loaded” with an oval-shaped aramid fibre reinforcement panel – in their Zero, Mystery and $lave decks. Plan B, Flip and other NHS brands also feature P2.

Retailers are reporting mixed responses. “Most skaters still don’t care about special constructions. Shapes and concaves are important as are graphics and brand image,” says Richie Löffler. Bård at Badlands says that high prices – for example Lib Tech decks – are problematic.

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.”

Andreas Reichenbach at Brazil Distribution says: “7-ply decks are still what’s selling the most. All other constructions have only a small share of the skate market.” Jörg Ludewig is hopeful about “innovations that strongly improve the product without raising prices to astronomical heights,” naming P2, Almost Impact and Blind Eternal Life as examples. “Fortunately, brands including Flip develop new technologies combined with killer-graphics, that help a lot in selling quality US-brands boards,” says Eric Mader at Fresco Distribution in Italy.

CroSS-brAnDing: CollAb’ With YoU lAtEr,

SkAtErDespite the spike in innovation, differentiation through styling and brand image are far from played out. Collaboration projects – conjoining the names of participating brands with the ubiquitous “X“ – used to be limited to shoes and soft goods.

“You see it more and more [in hardware], like Roughneck X Benny Gold Hardware, or shoe-plus-deck collabs,” says Bård at Badlands, adding: “Same with pro model wheels and trucks, a kid will rather buy Chris Cole's Street Burners instead of regular ones.” Andreas at Brazil in Switzerland says that, “collab products are still selling well, unless they look like a Nascar. But sales are no different than non-collabs; customers still need to like the style and the product itself.”

Nomad Skateboards from Spain are with this trend in a big way: “We want to celebrate our 10th company Anniversary by doing good projects with the brands that fit our image, working on a total of ten collab projects with Cityfellaz, Dwindle and Tensor, Autobahn and many other projects that will come out soon!” says Ivan Moreno.

qUAlitY vS. ChEAP SkAtESSkate hardware appears divided into two main camps: “I get the impression that kids don’t want anything but cheaaaap. The older guys ride ‘only’ the good stuff. 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 quantity,” says Eric Mader at Fresco Distribution in Merano, Italy.

Frank Messmann at Black Box says, “Everybody has become more value focused. But I still firmly believe that if you build products that are really superior in functionality, and you tell that story to the consumers, they will pay the price.” Julian at Antiz says: “Now kids can choose between buying 10 decks in bulk

for maybe 20 Euros each or getting tech American brand decks for 70 Euros. What's nice is there is a lot in-between to choose from.”

Richie Löffler stops cheap-o product right at the source: “We don’t sell any cheap boards, and even our shop boards are high quality.” And let’s not forget, quality is available at an all-time low price today,

with pro level complete decks selling for less than 100 Euros. So ultimately, despite all the new trends, one thing remains the same in this segment, as Ivan from Nomad says: “It’s no secret; we really screw our margins on the hard goods, and try to get benefits on the clothing.”

“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

1980’s.” Jörg ludewig

{1} {2}

{3}

{4}

{7}

{6}

skate trends

Whoever says there’s nothing new going on in skateboard hardware must have been

locked away in some skate shop basement for the past few years, sniffing shoe goo.

SOuRcE takes a look at the seven most exciting new trends in decks, trucks and wheels.

Report by Dirk Vogel.

skate trends

for thE PASt 15 YEArS or So , following the progression of skateboard hardware was much like watching a six-year-old skating 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 chance of hitting the ground rolling whatsoever.

In our Spring 2006 issue, SOURCE contributor Jeff Harbaugh even compared action sports to the fashion industry, because, “all product differentiation is 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.

{5}

hoTTEST SkATE hARDWARE TRENDS pi

c: C

irca

tradeshow report

this year’s edition of the EuroSima Surf Summit began in somewhat inclement conditions, but after a warm welcome reception at the capbreton casino EuroSima and its partners (Ispo, SOuRcE, the chamber of commerce and county of Landes, and, Aquitaine regional council) officially opened their ninth summit, dedicated to women surfers. Fred Basse, president of EuroSima and general Manager of Rip curl Europe defined their goals, the role held by Eurosima within the European surfing seascape and the importance of a platform like the surf summit, which allows people to come together, learn, share and form part of the network. Iker Aguirre, excelling in his role as moderator, then took the reins and kick started the day with a short film from the Sea Shepherd association about their strong movement for protecting the marine biodiversity of the world's oceans.

gilles degroote from Ethicity delivered the first presentation, telling us about the way towards responsible consumption... he illustrated how this is a political act, which allows the consumer to influence the choices on offer; we must, as he says, influence the creation of new options and invent new ways of life for a more desirable world. A study carried out by Ethicity on a representative cross section of boardsports enthusiasts revealed that 71% think of sustainable development as a necessity, 85% think that the economic crisis is an opportunity for change, 70% avoid buying unethical products and 89% are prepared to change their behaviour to preserve biodiversity. 74% of those asked wanted more information about the products that they buy. 43% want products labelled and want to avoid surplus packaging. Sustainable products are becoming the norm and are no longer segregated, but people are not necessarily willing to pay extra for them. We are heading straight towards new modes of consumption and exchange.

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 practised sport globally, and there is one club-licensed surfer for every 8/9 free surfers. Surfing contains various disciplines that are gathered together

and codified and have different directions and specifications. the reasons why women want to surf are listed as: freedom, physical and sporting activity as well as aesthetics and health - 30% of licence holders are women, 50% of which are under 14 years old. At the end of this presentation, representatives of surfing - including Pauline Ado - the industry and the press discussed the place of women within this 'man's sport'.

After the break, we had the privilege of hearing Laird hamilton speak about his life and his experience. unfortunately, Laird had had to leave a few days before the summit and so appeared on video being interviewed by Fred Basse and Stephane Robin.

the following seminar was a chance to compare the fundamentals of business to those of poker. Jean Paul Renoux, poker expert, proposed that poker is a metaphor for business, replacing players for clients or suppliers, the object being to try and control chance. In this model, the objectives are similar: only invest if the return on investment is positive, force your opponents to make the wrong choices, always take back the initiative, manage risks, control information and finally, control yourself.

closing out this surf summit in style, like last year, the conch was passed on to the athletes and this year it was the ladies who had the honour. the girls from the team ‘cap Odyssée’ made a presentation about their feat: crossing the Atlantic paddle surfing. 54 days and a €68,000 budget was required to complete this unprecedented human adventure. this expedition was the brainchild of Stéphanie Barneix, a lifeguard who, after a battle with cancer, took fate into her own hands, “you have to live for today because you never know what tomorrow might bring," she told us.

the fifty-odd people attending then gathered before the lashing ocean for a drink to make appointments with each other for 2011, and the tenth edition of the Surf Summit.

www.boardsportsource.com for all the latest industry news and exclusives

SUrf SuMMIt

2010JuNE 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.


market. Beyond our products, we are a company directly spawned from surf culture. Our clientele is essentially composed of action sports (surf/kite/wind) nuts even if we are trying to open it up to larger numbers, especially with our limited edition series signed by urban artists.

What are the latest innovations in the world of slaps? The FittyFlex represents a revolution for CoolShoe. It is the fruit of two years of research and concerted efforts in terms of human and financial investment. This new material offers extraordinary performance, in its weight as much as in its density and in its grip as in its toughness. It is without doubt one of the most comfortable on the market. Comfort remains a priority at Cool and, alongside design, is one of our keys to success. The ORIGINAL model was already revolutionary when it came out in 1984.

What are the best reasons why retailers should sell your brand?CoolShoe is really widely known and this comes from several decades of presence on the market. In order to refresh our image, two years ago we developed a much more graphic-minded, modern logo while preserving our vintage logo (with the sunglasses) for the more traditional lines. CoolShoe also offers favourable commercial terms for retailers in terms of mark up and pricing.

What was your brand’s philosophy when it was founded? Has it changed since?The brand’s philosophy hasn’t changed: originality, comfort, quality and price for a targeted market. We are far from the San Clemente days but we stay true to the same spirit that’s drenched in surfing… our ranges have grown but, at the same time, we have not lost any of our soul.

What are the biggest challenges in our industry these days and how can we overcome them?Controlling the lifecycle of products within an extremely competitive industry.Confronting the price increase of base materials and controlling their pricing policy. Not missing the chance for new distribution channels - we are launching our e-store this summer.

In your opinion, what brands are coping best at the moment? I think mostly the brands that come from niches like Nixon or FCS and also the Nike spectre that unfortunately seems to have started to understand how to talk to our market.

What is the future of CoolShoe?The future of CoolShoe is simple, we have to continue to work on our range of closed shoes, diversify and conquer new markets in France and abroad while staying in tune with our roots.

www.cool-shoe.com

SINcE ThEIR cREATIoN IN SAN cLEMENTE

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.

brand profile

cooL ShOE

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.

Success followed soon after, notably thanks to the brand’s flagship product, L’ORIGINAL, with its thick design, thongs, jandals, slaps or flip-flops were quickly adopted by the surf community. Today, Cool boasts a range of over 100 models each year in shoes, slaps, tees, boardshorts and other accessories. We distribute in over twenty countries across the world and sell around a million pairs per year through a network comprised mainly of surf shops, sports shops, jeans and shoe shops.

Who is in the management team and what are their functions? For just over three years now the company has been under the management of new owner Daniel Marthan, who was at Quiksilver in the 90s as Financial Director. Olivier Grimaud is Head of Sales for France, David Lassée takes care of the International side. Vincent Liets (ex-brand manager HIC) looks after product and myself, David Portugais, the marketing.

How is your company different, both in terms of products and operating procedures?What sets us apart primarily, as our name suggests, is our specialisation in footwear. Although our fame was achieved through flip-flops, over the years we have been trying to make our mark on the closed shoe market. The appearance of our products in shops like Citadium in Paris already represents a victory on this ultra-competitive


brand profile

“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 beganDirtball, the brainchild of Joe Fox, racing car driver, entrepreneur and North Carolina native, was founded in 2008. Joe recognised that local manufacturers have suffered in a deeply depressed industry as so many larger brands have moved production to South America and the Far East. He also became acutely aware of how much plastic is being buried in US landfill and made the controversial discovery that there is now an area in the Pacific ocean the size of Texas which contains millions of plastic articles that are affecting wildlife and sea creatures. After a bust up with an ex-girlfriend (she called him a ‘Dirtball’) the final piece of the puzzle fitted into place and Joe had a great name for his new eco brand!

Who is on the management team and what are their backgrounds? Joe Fox, President of Dirtball USA and Kris Barber, Director of Dirtball Europe Ltd. Kris has always been interested in extreme sports and has 20 years experience working with global brands in the clothing industry.

What are some of the most important lessons that you’ve learned about running a company that you didn’t know when you started? Fail to plan or plan to fail. Learn to accept criticism. Research the market and know your customer. Keep overheads to an absolute minimum and always ensure you have sufficient funding for the long term. What’s different about your company, both in product and the way it works?We strive to make all our products from 100% recycled materials from the fabric through to the buttons, labels, swing tags and even the thread that’s used to stitch our garments together. Every

Dirtball t-shirt contains at least two 500ml plastic water bottles and our shorts contain a minimum of 60 plastic bottles. Dirtball produce all garments as close to market territories as possible in order to reduce their carbon footprint - no other clothing brand can claim to be as environmentally responsible as Dirtball. We also give $1 for every online purchase to a charity of the buyer’s choice.

What materials do you use? Dirtball collections are produced using only eco-friendly organic cotton; post industrial recycled cotton and recycled post consumer recycled plastic bottles. The process involves bundling thousands of plastic bottles, separating colours and chopping the material into fine flakes. These are then melted down and extruded into yarn and blended with recycled cotton scraps from post-production sources. The end result is a variety of different fabrics that can vary in composition from 50% cotton 50% plastic to 100% plastic. Fabrics include jersey, twills, technical microfibres and even denim.

Why should retailers sell your brand?Dirtball is unique, not only is everything made from recycled yarns but the collection itself has something for everyone, from great t-shirt graphics to fully functional technical jackets and hardwearing rugged skate shorts and jeans. Prices are very reasonable too and we have strict environmental and ethical policies.

What is the sales spiel retailers should use when telling customers about your products?Ever seen a t-shirt made from plastic bottles? These rugged skate shorts are made from 50 plastic bottles, great comfort, fit and very reasonably priced too!Do you sponsor any riders? What other marketing

are you running?Yes we do. We have skaters in the UK including Jim Langran and Stui Sinclair and in the US we have several skaters, BMXers and snowboarders. We are sponsoring several events this year in the UK the next is ‘Young Guns’ which is a talent spotting skate event for un-sponsored skaters.

What companies in you opinion are doing it right?Patagonia, Howies and ipath on recycling. Zoo York and Volcom on styling.

What are the biggest hurdles for the industry today? How do you think they should be overcome?Getting retailers to risk taking a new brand. Offer product support and educate sales staff to understand and appreciate the brand DNA.

What do you foresee for the future of the industry? I would like to think that independent retailers will be more interested in niche brands and become the showcase of the brand. I believe it is important to build brand loyalty and for the brand to give back to the industry.

What does the future hold for your company?We have really exciting times ahead, as a relatively new brand we have huge plans to develop globally. We are talking with distributors throughout Europe and the USA and also have interest from Australia and Brazil. It seems a lot of people get the Dirtball ethos and I hope through our brand that we can make a global impact on environmental awareness.

www.dirtballfashion.com

DIRTBALL


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 that you didn’t know when you started?Running your own company is great as your decisions determine where the brand goes and all the mistakes are your own, but then so are the achievements. When I started this company I didn’t realise it would be a 24/7 job, albeit with lots of fun, but running a company is definitely a 24-hour job.

How important is your RDP (Rider Developed Product) line to the brand?The RDP collection is very important for us; it’s the collection for the extreme riders. RDP emphasises the brand roots with functional styles that meet the riders’ requirements. The materials, prints and technical features have been developed in response to riders’ needs. The riders give us also valuable information about comfort and trends, which we can use for the mainline collection.

Do you sponsor any riders? Brunotti supports young talented athletes in achieving their best competitive results. The marketing team is always looking for kiteboarders, surfers, wakeboarders, snowboarders and skiers with the right feelin’ good way of living. Our top rider Youri Zoon (Vice World Champion PKRA

2009) was discovered at the age of 14 by our shaper Jinne Sietsma. After six years Youri is the face of our brand and a real ambassador.

What was the company philosophy when you started? How has it changed from then till now?When we started with Brunotti it had a much wider target group and was much more mainline than it is now. Four years ago we decided to go back to the beach and mountains and therefore use our core, the boards, as a focus for expressing the authenticity of Brunotti. After all we’re a genuine boardsports company - we come from producing boards.

What companies, in your opinion, are doing it right?Beside Brunotti (30% growth in 2010), I’d say Billabong is doing a great job.

What are the biggest hurdles for the industry today? How do you think they should be overcome?There are a few hurdles at the moment, the bigger retailers are becoming bigger and the smaller surf shops are declining. The sports chains like Intersport and Sport 2000 are concentrating more and more on active sporting goods and

less on casual lifestyle products. The shops now concentrate on just two or three lifestyle surf brands so it’s essential to build a good relationship with the retailers. Also the dollar is presenting some production problems in the Far East - you have to react quickly and act decisively.

What do you foresee for the future of the industry? Fewer brands will have the same turnover over the coming years. I foresee no growth in our segment. The stronger and differentiating brands will survive, brands that offer added value to the retailer.

What does the future hold for your company?Brunotti will grow to be a top five player in our segment over the next three to five years. In the tumult of all the American/Australian brands, Brunotti has a unique European touch with true roots in the boardsports industry. We have a lot of potential in European countries – specifically in France, UK, Spain, Portugal and Scandinavia – there’s still a lot to gain.

www.brunotti.com

brand profile


01. kuStOM, kRAMERClassic low profile upper. Slim line vulcanised sole Latex heel cushion. Retail Price: €49.95Availability: December 2010 www.kustomfootwear.com

02. AdIdAS ORIgINALS EyEWEAR, NORthPARkThe Northpark is inspired by the 70's with its straight shape & distinct keyhole nosebridge. Three colours. Retail Price: €99. Availability: Nov 2010www.adidas.com/originalseyewear

07. OcEAN & EARth, thE ONEThe 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 2011www.oceanearth.com

04. SANtA cRuZ ScREAMINg StAdIuM100% polyester. Fabric welt pockets. Knitted cuff, hem and neck. Chest embroidery. Jersey linedRetail price: €90. Availability: Summer 2010/11www.santacruzeurope.com

05. OAkLEy, hOLBROOkThe second signature sunglass, inspired by 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 2010/11www.oakley.com

06. NIkItA & k2, hOLBROOkWhen Nikita collaborates it’s a big deal and for the FW10/11 season, not only will the latest 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: AW2010/11www.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 2010/11www.volcom.com

nEW pRoDUCTS01. 02.

06.

07.

05.

04.03.

048


maRkeT INTellIgeNCe

GERMANyThis summer’s hot shoe brands are Lakai, DC, Habitat, Globe and Nike SB. “People prefer flat soles and thin tongues at a maximum of €80,” says Daniel at Fiveforty. Strong soft goods performers are Element, Volcom, Carhartt, and Cleptomanicx. Flo at Boardshop Freiburg reports that, “Roxy totally crash-landed here.”

Accessories – especially “cheap, colourful sunglasses” (Daniel at Fiveforty) – remain an attractive field. But although retailers report strong results with headphones and watches from WeSC, Skullcandy and Nixon, Sven Eckert at TX SPORTS laments the “extremely high percentage of returns on watches and headphones!”

SURf – IS UP! Surfing in Germany is slowly, but surely transforming from 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 though, or an expensive custom-made with exclusive extras,” said Jens Gramer at 58. Giving customers a chance to ride is also key, Jens says: “Our 58 Surf Camp in Peniche, Portugal and our 58 surf shop are a great help.”

Flo Bechert in Freiburg says, “Now that we have a wakeboard park here, lycras 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 Duisburg, the largest in Europe, to help promote the sport. Hot surf brands include Rip Curl, Billabong and Quiksilver.

Sven Eckert at TX SPORTS says that surf for them remains, “mostly fashion, but 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 a more exclusive position here.”

SNoW: LookING AhEAD The summer trade show circuit came to a full boil in the German capital in July: “It’s perfect that Bread & Butter and Bright are in Berlin now!” says Sven at TX Sports. Meanwhile, many retailers are already 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, as well as middle-to-upper-priced boards, boots and bindings.

Flo at Boardshop Freiburg wants to continue expanding the snow segment, especially hardware: “We have not scaled down our orders and expect constant year-on-year results. We do notice a consolidation among the ‘big’ brands. The price segment around €199 for boots, boards, bindings is getting more important.”

Bernhard Burger at 5ive stores in Kempten, where new winter gear arrived in July, expects “a late resurgence of summer, but starting September we’ll switch gears into winter season. We’re expecting a small plus in sales of 6 to 8% from last year, generated mostly by outerwear.”

On a sad note, German board sports publishers b&d Verlag (skateboard MSM, Surfers, Freedom BMX, snowboarder magazine) in Hamburg have filed for bankruptcy in June, after the collapse of b&d’s owners, Duesseldorf-based VVA (Vereinigte Verlagsanstalten) Publishing Group. b&d was set to continue operations for at least three more months at the time of this writing, while the future remains uncertain. We’ll know more next issue.

That’s it for now, enjoy the summer!

Wow, that was close! According to a recent European Central Bank (ECB) report, our continent’s entire financial system came within millimeters of total disaster – the financial equivalent of hanging up on a backside air and face-planting on the flat bottom – in early May. But luckily, the Big Knockout was averted and Germany continues its upward momentum.

Confidence among German businesses remains on the rise, reflected in a 101.8 score on the Institute for Economic Research (IFO) index in July, a long way up from 95.3 in February 2010. Consumer confidence proves a mixed bag, dampened by the government’s proposed austerity package and imminent increases in health care costs. Still, the Association for Consumer Research (GfK) scale maintained a steady 3.5 points in June and July.

As always, the boardsports business is less affected by overall economic trends, and more by concrete factors, “Business in May proved significantly worse, because it was totally rained out. June, for a change, was nice and hot and things 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 results.”

SkATE: WhERE’S ThE SUNShINE? Retailers confirm this weather effect, “At first it rained permanently and it was cold. We still had snow on our local 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 marking down prices by up to 50% at the beginning of June.”

So what’s hot, now that summer’s here? Says Dennis Laass at High Five store in 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 best under €30, jeans up to maximum €60. And nobody wants board shorts this summer.” Confirming this trend, Sven Eckert, CEO of TX SPORTS GROUP in Nuremberg says, “Chinos are clearly leading the way in the shorts segment.”

All retailers report growth in the beginners’ market: “In the kids segment, we 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 taking away a great deal from pro decks. Sadly, less and less pro teams are touring in Germany.” Sven Eckert at TX SPORTS remarks: “Completes are okay for beginners, but a real man needs a real board.”

BRANDS AND TRENDS. “Hardware is going great – all day, every day! Decks below €50 clearly move the most numbers,” said Daniel at Fiveforty. Hot hardware brands include: Toy Machine, Jart, Plan B, Girl, enjoi, Baker, and Skatemafia. Dennis at High Five and others report strong performance by German deck brands such as Trap, ÜBER, Radio, Morphium and Robotron skateboards. Hamburg-based ÜBER Skateboards are on the rise with a hard-hitting skate team and fresh ideas. “Each board in our team series is available in two colourways, one with a deep concave, the other with a mellow concave. Every deck comes with a pair of matching Mr Lacy shoe laces,” says Thomas Tröger, co-owner of ÜBER Skateboards, adding, “We also put emphasis on using environment-friendly components whenever possible, including Canadian Maple from sustainable forestry, eco-friendly finish and recyclable PU glues.”

By dirk vogelvintage 1907 map of Europe showing areas by language spoken.


With the European Union now the world’s largest economy it’s shocking to read of doubts about its validity and the uncertainty of the shared currency. It was a big enough drama changing to a one-currency system – imagine it in reverse! It would benefit no one to get rid of the Euro, so countries must look to solutions. With the government’s efforts to curb their unnecessary spending and the Economic Modernisation Act, adjustments are being made, but answers in France still seem far off. Despite this there are signs of economic improvement, if only at the retail level.

Tanguy from Edyaoner thinks summer skate retail is about as it should be. Overall it began slower than expected due to un-seasonal weather, but once the sun came out the French hit the skate stores in their droves 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 on 2009; “sales are up approximately 10% compared to last year,” Julien Chauvineau of Transfert Skateshop in Bordeaux tells me. “We concentrated on purchases for the spring/summer period, unlike other years; reducing hoodies and jackets etc and replacing them with boardshorts and summer accessories, this has been crucial to better sales”. It seems that this pattern was not altogether unexpected, Jean-Marc Vaissette from French skate powerhouse V7 Distribution confirmed that for summer “sales are very close to our predictions.”

Jean-Marc goes further to clarify that although sales are up, it’s not across the board; apparel sales suffered from the weather, but sales have been “strong for skate hardgoods… and complete skateboards, meaning there are many new skaters out there. This follows the trend we have noticed in the last year or so.” Frédéric Lefrancq from Zeropolis Skateshop in Lille agrees, “hardgoods and footwear are doing better and better, however 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 is back.”

Fiscally, situations are mixed but generally positive. Bertrand Soubrier from Haze Wheels says that for them, “It gets better and better. Shops pay on time so it’s perfect – their confidence is growing with time.” Frédéric from Zeropolis flatly stated “Distributors are open minded. Banks are not.” Jean-Marc adds ”Payments are still a big issue, but it's been pretty steady over the last six months. Shops always ask for a lot of flexibility from our side. Luckily, we have not seen too many shops closing their doors. However we consistently have accounts we cannot ship, temporarily, because of payment issues.”

Alexis Papadopoulos of Nozbone in Paris sums France’s current situation up quite well: “The crisis has not totally ended and people still don't want to spend too much money, but we feel better and maybe we'll have a good end of the year.” Cautious yet hopeful.

On the surf side, despite summer starting out well, pre-season sales were so mediocre that it is too early to anticipate overall results as yet. However, the sun, heat and waves were back in July and tourism is meeting, in some cases exceeding, expectations. It is true the crisis is influencing expenditure but the good news for French retailers is French holidaymakers, having less to spend, are staying within their own borders. This means French capital that used to flood out of the country is staying here, plugging the economy. All in all, the tourism industry is doing better.

Surf retailers, as expected are riding the same trends as skate. Clothing sales are tough but hardware is doing well. Back in the day a difficult category, hardgoods have become a staple, securing sales and what’s most important; they help prove the appeal of surfing is still as strong as ever. Other trend catalysts are surf schools. If we take the example of the AESB

(Biarritz Surf School Association), all nine schools are working full throttle. They confirm an extremely slow spring due to bad weather and very poor waves, but a much stronger July.

All areas are seeing some signs of improvement but there are still too many economic variables to be able to believe we are leaving the crisis behind. I would say stormy waters are

calming but not yet completely flat. Those who have suffered need to renew and begin to re-grow and only then can the surf industry look towards a brighter future. Good news though, the industry is strong. Despite events, all strategic adjustments introduced because of the crisis are bringing expected, or in some cases better than expected, results and ROI.

Now, it all comes down to things none of us can control: macro-economic powers. How stable is the Spanish economy, with its consumption and credit crunch? What about the Portuguese, with their household debt and lack of savings? What about France? Is its AAA rating overestimated when its economical indicators are worse than Spain’s, which has a lower rating? The crunch question really is can the EU survive a chain reaction of economic slumps such as in Greece? The answer is no. The European Bank cannot find billions growing on trees to save all these economies. If Europe is to explode in a chain reaction, France may be in the middle of it. If that were to happen, we haven’t even seen the half of what’s to come. So, let’s keep fingers crossed and may the sun shine through August and September! Carpe Diem, my friends.

maRkeT INTellIgeNCefRANcE

By Iker Aguirre and Luke van unenvintage 1907 map of Europe showing areas by language spoken.

It is true the crisis is influencing expenditure

but the good news for French retailers is

French holidaymakers, having less to spend,

are staying within their own borders.


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 just how busy the last few weeks have been, I think about the different European cities I’ve passed through and how awful my attempts at speaking the local dialects were, I am truly an Englishman!

The common thread between all these countries was their passion and excitement for the World Cup. I wonder if the retailers in those countries believe that their sales had been hindered as much as some of the British retailers I have spoken to over the course of the last month?

I don’t have any solid facts on sales being affected by the World Cup and can only rely on the opinions of the retailers out there. As it stands, I’m pretty happy that England under-performed and exited after a couple of weeks, now we can get back to the business of business and forget about the 22 men chasing a pigs bladder!

Here are the latest match statistics from 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 June. Consistently warm weather during the month meant the consumer was buying outside of markdown, leading to an increase of total sales (inclusive of new stores, new category and internet) of 3.4% against a 3.2% increase in June 2009.

Internet sales are still growing at a much greater rate than traditional bricks and 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 trend of consistent growth of Internet sales.

These figures are from a broad section of UK Retail and as such, aren’t specific to the skate, snow and surf market, but many of the facts are mirrored. Tougher trading on fashion apparel, consistency of sales in footwear and big growth in online sales across several departments.

I caught up with Andy Wood owner of Endemic skate store in Huddersfield, “Our Sales are up by about 20% on 2009, probably due to the fact we are only four years old and new consumers are still finding out about us. Our website is responsible for a good percentage of this increase.

When it comes to product categories and how they are performing, hardware is up slightly, softgoods sales down but our footwear is countering any losses in fashion with steady growth. We are reliant on footwear to drive the majority of business and our key players are adidas, Nike SB, Supra, Vans and Altamont for fashion. However, smaller brands like Rebel8 are doing really well and our own Endemic Product is selling well locally.

We're selling lots of t-shirts and hats basically, even through the winter months. Shoes, t-shirts and hats, that’s where it’s at. When it comes to hardgoods, Palace, Landscape and Heroin are doing really well.”

Three hours down the M1 and a couple of service station sandwiches later you’ll find Conspiracy in St Albans. Jamie gave me some insight into recent happenings at the store and changes they are making:

“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 through on pretty much all our snow hardwear, this has had a detrimental effect on footfall through the shop, as we always see a good few customers coming through the store looking for snow product on sale. These customers then drive sales of full priced summer fashion, but this year it just hasn’t happened.

Sales on some softgood brands are still pretty good, Volcom in particular, but we are seeing most of our summer sales come from trainers and hardwear. I think this is due to skaters buying cheaper clothing product that is available on the high street, they are getting the look for half the price and spending their money on skate shoes and decks, which can’t be copied by these large fashion retailers.

A few things have happened over the last few months, including becoming a father; this has led me to look at our business and where the risks of seasonality can be reduced. After a long hard look at where the profit lies I’ve made decisions for SS11 to cut down our fashion offerings and invest the money into footwear, 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 by seasonality, which will be where our stock investment goes.

In summer, the vast majority of our sales come from footwear and we stock 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 a broader market and bring in customers we wouldn’t normally expect. Looking ahead to winter, we are going to implement a similar strategy to reduce risk.

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, Omatic, Artec and NDK - four brands which are only available in a few stores around the country. We are looking forward to the winter, the new site launches, it’s simplified and shop-able with more focus on imagery and angles and with 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 the web. Taking time out to find out what the customer needs and making them feel comfortable spending a grand on product is a specialist job, but getting this right first time keeps the majority coming back, in the end, that is the main driver of our business.”

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 beans!

Enjoy the sunshine.

maRkeT INTellIgeNCe

U.k.By dave colwill

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, Omatic, Artec and Ndk - four brands which are only available in a few stores

around the country.

vintage 1907 map of Europe showing areas by language spoken.


Austria declares a state of emergency.Schools have broken up, politicians taken their summer holiday, it‘s very hot, and the lakes and pools are over crowded. There’s nothing on TV and the streets resemble car parks more than roads. State of emergency? No! Summer!What worries concerned traders is the traditional ‘summer slump’,

unfortunately, it seems this hit us this year in the spring. “After the very rainy and accordingly weak spring months of May and June, turnovers have already risen during the first two weeks of July. Customers have flocked to my store to get hold of boardshorts and other summer necessities,“ reports Beate Piller from her new store Pboxx in Klosterneuburg, north of Vienna.

Markus Höller from Roll In Graz and Klagenfurt agrees, “May and June were pretty quiet, but July looks quite good. Actually, you only have to look at the weather forecast to see how it’s going to go.“The small skate store Rollbrett in Salzburg city, run by Thomas Kriwalj, claimed this year’s spring was tough but bearable. “Luckily beside the normal skate hardware, we sold a lot cruisers and longboards. The people buying them were both skaters and non-skaters, using their boards instead of bikes to get from A to B.”Asked how spring sales turned out, Sports Experts buyer Andreas Wurmhöringer named kids as the best buying group for skate brands and said other areas had suffered a little, partly from the weather.

The nine Intersport stores from Bernhard Pilz did well this spring, “All items have done okay really, but skateboard hardgoods did do better in the last two seasons 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 with footwear and clothing. So far, July looks rather good.”

Unfortunately, these comments and other market results while upbeat, force me to retract my forecast of an Austria-wide skateboard boom. In addition, continual work over and above just stocking skate goods is required to maintain the skateboard market and to continue to sell hardware in the long term. A good example of this is the guys from Cultural Skate store in Vöcklabruck and also the Hammerschmid people from Gmunden who keep their customers loyal by putting on competitions and other events.

For Austrian news in general, last winter’s tourism was up. “In spite of the internationally difficult economic situation, a new record was achieved with 15.4 million arrivals,” (+1.7%) reports Maria-Bettina Kuprian from the tourism research department (www.austriatourism.com).From the job market, better news: according to national calculation, the previous rate of unemployment, 6.9%, fell in April to 6.3%. That calculates as 227,089 people jobless. This is around 22,590 less than in April 2009 and about 12,688 (5.3%) less than in May 2009.

So, while most Austrians spend their time in swimming pools, by the sea or in the lakes; Austrian shop owners are travelling from one showroom to the next to view trends and collections for spring 2011 and hopefully also to order abundantly!Mentioned trends are the continuation of checked shirts, short or long sleeve, coloured shoes, numerous Vulc-styles also sometimes a few expensive technical models. Coloured boardshorts feature but more so plain walk shorts, vintage upper tops and some worker styles. Finally jeans, preferably with Spandex and Cool Max Material, especially for the summer season.

Thanks to the shop owners who found time on a hot July Sunday to speak to me.

maRkeT INTellIgeNCe AUSTRIA By uwe Ballon, Motion Sports

Mid June, walking down the beach in Qingdao and basking in the beautiful sunshine; we have already seen quite a crowd surfing in the clear, cool water. Yes, we have gone through a long winter and a brief spring, but here comes the heat, finally. Surf lovers are over the moon and can’t wait to make the most of the beach time. This could also be a metaphor, only a little exaggerated, to

apply to the situation of the Chinese economy and board sport market now.Looking at the economy, China’s position is still firm, with the Chinese currency getting ever stronger (sorry to mention the waning exchange rate with, for example, the British Pound) and GDP staying steady at around 10% during the second quarter of 2010.

However, to look at the other side of the coin, statistics show that the manufacturing and export businesses are shrinking. They won’t be fully revived with a click of the fingers, and this has already affected current economic structure and will continue to do so in the relative long term. The fact is common people like us can hardly exert a profound change to the situation, so let’s leave the worrying issues to economist, scholars and decision makers! We’ll just try to make it through until 2012.

“Qingdao has long been the key spot for surfing in China, especially after the 2008 Olympics when people flooded in. Among them were foreigners working in the big cities of China,” Jason Liu, a surfing coach who is also a co-owner of a boardsport shop in Qingdao remarked. “But you can’t expect a sudden boom, because surfing is still an exclusive sport in China and the surf culture is not yet

fully fledged. There is still a vast gap between China and countries like Australia and America that have a natural surfing vibe.” To tell us about surfing gear, we spoke to Katty Yeung, Sales and Marketing Manager at Islandwake (www.islandwake.com), a new stakeholder of a surfing business in Hong Kong. Bright colour and cartoon-graffiti are two important elements in pattern design of both board and clothing. Plain or fancy, the key lies in details, “Customers are more and more aware of the technical features now, for instance, the stitches and the fabrics.”

Let’s shift from the beach back to the urban jungles. Skaters are taking over the cities’ open spaces! Alas, we wish. On the plus side however, we are taking over a warehouse with skate ramps and converting it into a gallery that showcases the creativity and spirit within skateboarding. Skate Deck Art (SDA), a project in which we collaborated with two of the most prestigious skateboarding pioneers, Challenge Skateboard and Kicker Club, will take place in the Ware House Beijing (also known as WHB, the city’s only independent indoor skate park) this August and will move on to Shanghai in September. SDA has invited dozens of artists, skaters, and designers to create a series of decks with their unique style and excellent ideas. These custom-made, art-design decks will be unveiled soon to wow the audience. Why are we hosting such an event, you might ask? Because we understand that in China, getting the skateboarding culture cranking is more significant than selling hardware.

Core Power is your top choice in Asia as an advertising and communications agency. Get to know us online at www.corepowerasia.com

Last winter was good and summer is, so far, even better. There will always be people complaining that it’s too hot, but the majority are enjoying the warm summer days. Moscow and St. Petersburg are deserted as the crowds move away in the heat to local lakes or far away beaches.

Business in June and July has been pretty slow. However, beach goods are selling through very well. Boardshorts and sandals are big sellers and major summer water boardsports such as wakeboarding and wakesurfing are also on the up. In June, Traektoria board stores, together with Oakley, Nike 6.0, NPX and Liquid Force distributors, launched the first ever cable Wake Park in downtown Moscow. This made many snowboarders step into a new sport ideal for them, as it has finally become affordable. No boats needed! Wakesurfing is growing very fast as well and wake stations are reporting a growth of wakesurfers up from 10% last year to 50% this summer.

Skateboarding is slowly getting back on the scene, sales of skate shoes are now doing okay, but due to the huge quantity of unsold stock, it can only be called business on the retail side. Distributors are still struggling to clear out their warehouses meaning the public can easily find a pair of decent skate shoes for €20 in stores, which is abnormally low! The same thing has happened to skate apparel prices, which does not help distributors to collect proper pre-orders for Spring 2011.

One good thing is that all the negative market factors do not stop companies involved in the skateboard business from investing in the sport. Quiksilver has sponsored the construction of a great new bowl in a very central location of Moscow, making skating accessible to everyone who wants to be in on the action.

Russian skateboard hardware brand Absurd has just finished their longest ever promo tour, going though all major Russian cities. People are saying the tour was a great success. It’s also apparent that local brands are dominating in hardware sales in Russia by keeping incredibly low prices for decks. For example, an Absurd deck is normally sold for only €40 retail, the other Russian brand, Union, is even cheaper! Quality wise Absurd at least is pretty solid.

The summer camp in Caucasus (Elbrus) started in the first days of July. It is a small event for those who cannot live without mountains and snow for even a season. This year it was sponsored by Burton and attracted some 500 people from all over Russia.

So that’s where we stand for now, winter is around the corner (some distributors have already shipped fall and winter products to their clients). I hope everyone has the chance to chill a little before another challenging season arrives.

maRkeT INTellIgeNCe chINA

maRkeT INTellIgeNCe RUSSIA

By Shanshan Quan / core Power Asia

By yuri kolobov

It's difficult to approach this article in a truly optimistic way. Here in Switzerland, we are once again demonstrating our dependence on the weather. It could even be said that the effect of the financial crisis on our sector's activity is slight compared to the ‘meteorological crisis’ we've gone through. May and June of this year brought us the fewest hours of

sunshine in the last 30 years: a disaster for some retailers. On the official first day of summer, June 21st, temperatures only managed a measly 12 degrees in an overcast Lausanne, nowhere near warm enough to defrost our customers.

Logically, this bad turnout had the big names running for cover, hurrying to hold sales in order to keep the wolves from the door. As with every year, shops that specialise in selling clothes buckled under the pressure from the big boys, and wasted no time in holding sales of their own. This meant that they found themselves starting their sales in mid June, regrettably posting notices indicating 30% off their collections, which were full of shorts despite the weather.

We could also choose to believe that the exchange rate situation between the Euro and the Swiss Franc might be having an impact on border towns like Geneva. Just six months ago, one Euro was worth 1.65 Swiss Francs while today we can buy one for just 1.35. The appreciation of the Swiss Franc might well have discouraged people living near the border from bringing

their custom to Switzerland. Having said that, according to Romain Loosli and Guillaume Reuland from Tranzport in Geneva, payments in Euros have remained steady, so the explanation of the downturn must lie elsewhere, if indeed anywhere at all.

The skateboard market is still finding its feet, and wise are they who know where to look. After a promising start to the spring, what followed was once again marred by miserable weather and so not exactly glorious. Apart from a couple of exceptions, stocks were barely shifting. It's hard to occupy a significant part of the market with the number of brands in existence, especially alongside the increase in the number of shops producing their own decks.

Staying with skateboarding, it’s worth nothing that John Doe Ltd will take over the distribution of NHS Inc products from January 1st 2011, including Independent Trucks and Apparel, Creature, Flip and Ricta. Up until now all these brands have been imported by Ten Distribution with the exception of Flip. With this acquisition, John Doe Ltd will reinforce its skate portfolio, which already includes Plan B, Silver, Powell, and Bones, establishing itself as one of the main players in the skateboarding hardgoods market in Switzerland.

As for softgoods, we can only hope that these sales will help our retailers to rise above the rotten springtime to be able tackle the 'back to school' and autumn rushes in the best shape possible.

maRkeT INTellIgeNCe SWITzERLAND By Fabien grisel


36 degrees and summer in Italy has definitely arrived! Everybody’s sweating in the shops and I’ve just got back from Bread & Butter and Bright in Berlin. It was a good show, is a great city and provided a lot of inspiration. In addition, Premium and Fashion week was being held in Berlin at the same time so everybody from high fashion to streetwear were guests of the city and the atmosphere was amazing.

Bright has become the number one show for boardsport/streetwear and it was nice to see and meet some Italian shop owners and agents at the show. I was there representing Podium products (Dvs-Lakai-Matix) for Italy; also present were Italian brands like Luter, who had a stylish stand and released a T-shirt and limited edition sunglass in collaboration with the well known Overkill shop in Berlin, Kreuzberg. Good job guys and good luck with the brand expansion in Europe.

July 2010 sees Italy holding a tradeshow for skateboards and streetwear, ‘The Last Call’ www.thelastcall.it for the first time. Hopefully it will be as successful as the shows like Bright and can serve to take the Italian market to the next level.

SS11 selling season is just around the corner, but not everybody is happy about it. A lot of retailers had a tricky SS10 season where sales were slow and a lot of product had to go into the summer sales and be sold without a decent profit 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 visited Bright to check out the newest trends in streetwear and footwear.

Shoe sales in the first half of 2010 were pretty slow, only the bigger shoe styles performed well and were at the top of the tables. Maybe the strong influence of the trainer world in the boardsport industry stole some sales away from the slimmer and cleaner shoe styles that are also offered these days by nearly every skateboard shoe company.

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 end, Sebago and Sperry topsiders are among some new footwear brands to find their way into snow, surf, skate and streetwear shops.Hardware sales are still good and it seems that the skate community is still growing. Teo Creminati, Lakai footwear and Frisco shop team rider from Brescia just told me that he’s offering skate lessons and that the age of his students goes from seven years old to people over 30! I think that’s pretty special... keep on rocking Teo.

US boards from Dwindle, Deluxe and Girl Skateboard Company are hot this summer and European brands like Jart are still performing well, mainly because of their good pricing. Online business is still running a bit slow as the traditional 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 own online sites so I’m sure that within two or three years online sales will make up a rather more important percentage of the year round turnover than they do now.

Enough for now, samples for SS11 are on the way to my office and a busy August and September is ahead.

maRkeT INTellIgeNCe ITALy By Franz hoeller

The current debate about the state of the Portuguese economy is heating up day by day. Shadowed by the World Cup for some weeks, when most of the news about the situation was running in blogs and specialised media, the effects of the crisis will naturally become more noticeable from now on.

The public and private debt levels are two of the main constraints to the Portuguese economy. The former seems uncontrollable and the solution adopted is based on a tax hike which puts even more pressure on the options and decisions people and companies have and are having to make in order to solve their own debt problems, leading to strict saving and a pause in spending.

Naturally, private spending is down and that is reflected in the surf and skate market. The difficulty the small companies are experiencing getting credit increases the need for a very, very tight control of orders and inventories. Fortunately, the Portuguese surf and skate market has some very well managed shops and despite the quantity of businesses closing their doors, most of the established shops are shaping up and taking measures to survive the crisis, regardless of what lies ahead and all the present difficulties.

According to one skate store manager from Lisbon, last quarter sales of shoes and clothing were up from last year. “The growth of sales in areas such as jackets, shirts and hooded sweatshirts was very good. The only product

that we are not selling well and will not place orders for next season, is zip-up sweats. They’re dead,” he said, adding that jeans are still a great selling product, probably because they stock a wide range to offer their customers.Another storeowner from the North said that sales were up for the first 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 last year made a big impact through media coverage and the surf as well as skate schools have had a very positive role on market growth. His sales of hardgoods are up, especially wetsuits and surf accessories. He agrees that products that have a lengthy usability such as shoes and jeans are the ones to focus on and also the need to keep a big range on offer of this type of 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 styles.

It seems that the South is the area worst affected by the International crisis. It’s the main tourist area in Portugal and the lack of tourists from Northern Europe and the UK has hit the local economy pretty hard. One storeowner remarked that, as most people make a living from tourism, they are now short 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.In general, the picture is not as gloomy as one would imagine. The surf and skate market is a good niche market to work in, in these difficult times.

maRkeT INTellIgeNCe PoRTUGAL By helder Ferreira


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 [email protected]

Im September 2010 eröffnen wir in der Gemeinde Wustermark bei Berlin / Potsdam ein neues Outlet. Hierfür suchen wir ab so-fort eine/n

– 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

– 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 GmbHHuman ResourcesHegenheimer Straße 16D-79576 Weil am Rhein

T 07621/[email protected]

Filialleiter/in

deine Aufgaben

dein Profil

sweet_source.indd 1 2010-06-07 11.14

oppoRTUNITIeSoppoRTUNITIeS

For more job opportunities go to:- For more job opportunities go to:


eveNTSAUgUSt/AoUt/AUgUSt1 – 2 mArgin lonDon lonDon, Uk trADE WWW.mArgin.tv4 -8 mAloof monEY CUP CoStA mESA, USA SkAtE WWW.WCSk8.Com5 - 8 EUroPEAn SkAtEboArD ChAmPionShiPS bASEl, SWitzErlAnD SkAtE WWW.SkAtEboArDEUroPE.Com 5 – 9 rElEntlESS boArDmAStErS nEWqUAY, Uk SUrf WWW.rElEntlESSboArDmAStErS.Com10 – 11 hUb briStol Uk trADE WWW.hUbtrADEShoW.Com12 – 14 tErminAl 2/ CPh viSion CoPEnhAgEn, DEnmArk trADE WWW.CPhviSion.Dk17 – 22 SoorUz lACAnAU Pro lACAnAU, frAnCE SUrf WWW.ASPWorlDtoUr.Com21 – 24 SPortEX vEJlE, DEnmArk trADE WWW.norD-fAir.Dk23 – 3 billAbong Pro tEAhUPoo tEAhUPoo, tAhiti SUrf WWW.ASPWorlDtoUr.Com24 – 29 moviStAr PAntin ClASSiC PAntin, SPAin SUrf WWW.ASPWorlDtoUr.Com29 – 31 oSfA SPortS fAir SAlzbUrg, AUStriA trADE WWW.SAfilo.Com29 – 31 norSPomESSEn oSlo, norWAY trADE WWW.SPortSbrAnSJEn.no31 – 5 SAn migUEl Pro zArAUtz, bASqUE CoUntrY SUrf WWW.ASPWorlDtoUr.Com

SEPtEmbEr/SEPtEmbrE/SEPtEmbEr 1 - 3 SPortSJAm irUn, SPAin trADE WWW.SPolik.Com3 SAS inviCibAll PorthtoWAn, Uk SUrf WWW.SASbAll.Co.Uk4 – 5 volCom WilD in thE PArkS EUroPEAn ChAmPionShiP PrAgUE, CzECh rEPUbliC SkAtE WWW.volCom.Com4 – 6 moDE CitY PAriS, frAnCE trADE WWW.moDE-CitY.Com4 – 7 Who’S nEXt PAriS, frAnCE trADE WWW.WhoSnEXt.Com12 – 21 hUrlEY Pro trEStlES, USA SUrf WWW.ASPWorlDtoUr.Com22 – 24 SPort liniA bAnSkEJ bYStriCi, SlovAkiA trADE WWW.bbEXPo.Sk23 – 26 oPtiCAl ShoW PAriS frAnCE trADE WWW.SilmoPAriS.fr25 - 26 frEEStYlE.Ch züriCh DEUtSChlAnD SnoW WWW.frEEStYlE.Ch25 – 5 qUikSilvEr Pro frAnCE SoUth WESt CoASt, frAnCE SUrf WWW.ASPWorlDtoUr.Com30 6th SPort ShoW AnD fAShion AthEnS grEECE trADE WWW.SPortShoW.gr

oCtobEr/oCtobrE/oktobEr1 WAtErmAn’S bAll tbC, frAnCE SUrf WWW.EUroSimA.Com1 -3 CAPSUlE - WomEnS, PAriS frAnCE trADE WWW.CAPSUlEShoW.Com2 – 3 CzECh nAtionAlS SkAtEboArD CUP finAlS, PrAgUE CzECh rEPUbliC SkAtE7 – 18 riP CUrl Pro, PEniChE PortUgAl SUrf WWW.ASPWorlDtoUr.Com20 - 24 mEtro Ski & SnoWboArD ShoW lonDon, Uk trADE WWW.mEtroSnoW.Co.Uk23 roCk thE CrADlE for JonnY rAmAno hoUSon, USA SkAtE WWW.WCSk8.Com29 – 1 SkiPASS moDEnA, itAlY trADE WWW.SkiPASS.it29 - 31 lonDon frEEzE lonDon Uk SnoW WWW.lonDonfrEEzE.Com29 - 01 StomP it moDEnA, itAlY SnoW WWW.SkiPASS.it30 - 10 riP CUrl SEArCh PUErto riCo SUrf WWW.riPCUrl.Com

novEmbEr/novEmbrE/novEmbEr12 - 14 horSEfEAthErS PlEASUrE JAm SChlADming, AUStriA SnoW WWW.PlEASUrEJAm.Com12 – 14 SnoW-ShoW bUDAPESt hUngArY trADE WWW.hoShoW.hU

DECEmbEr/DECEmbrE/DECEmbEr5 mobilE EXtrEmE PlAYgroUnDS bErlin, DEUtSChlAnD SkAtE WWW.t-mobilE-PlAYgroUnDS.DE8 - 20 billAbong PiPE mAStErS hAWAii, USA SUrf WWW.billAbong.Com19 WorlD SnoWboArDing DAY WorlD WiDE SnoW WWW.WorlD-SnoWboArD-DAY.Com

JAnUArY/JAnviEr/JAnUAr2- 8 o’nEill Evoltion DAvoS, SWitzErlAnD SnoW WWW.onEill.Com6 - 8 roXY ChiCkEn JAm SAAlbACh, AUStriA SnoW WWW.ChiCkEnJAm.Com8 - 15 bUrton EUroPEAn oPEn lAAX, SWitzErlAnD SnoW WWW.oPEnSnoWboArDing.Com19 - 21 brEAD & bUttEr bErlin, DEUtSChlAnD trADE WWW.brEADAnDbUttEr.Com20 - 22 bright, bErlin bErlin, DEUtSChlAnD trADE WWW.brighttrADEShoW.Com

SURfSkATESNoW TRADE

All thE lAtESt EvEntS CAn bE foUnD on oUr WEbSitE - WWW.boArDSPortSoUrCE.Com


Bill Thompson (Fallen) and Jörg Ludewig (Urban Supplies)

Baptiste Caulonque (Rip Curl Europe)

Nathalie Duboc (Rip Curl Europe), Perrine Lacombe (Rip Curl Europe)

Jens and Timo (fiftyeight store) Anja Egger (Volcom)

Cira Riedel (7Sky Magazine), Marta Alfageme (Quiksilver Women), Hélène Chabeaud (Roxy)

Stéphanie Barneix (Cap Odyssée), Alexandra Lux (Cap Odyssée)

Julia Hafemann, Dani (Forum) and Jaime Fernandez (DNA Dist.)

David Badalec (Ispo), Philippe Clarisse (Globe)

Sylvain Bruneau (Surf Session), Julie Pollet (Rip Curl Europe)

Mathieu Kurtz, Philippe Chenu & wife (all SportAir) Wolfgang Block (Medien Mogul)

Frédéric Basse (Rip Curl Europe/EuroSIMA), Pierre Agnes (Quiksilver)

Véronique Saint Jean (Billabong), Nathalie Duboc (Rip Curl Europe)

Micha Spisak (Quiksilver)

Frédéric Collinet (Sea Shepherd), Nicholas Lartizien (Surf Hardware Europe)

Sam Richard Tapper (rhythm) and Kone Heigl (source/ munchie Konsilium)

Jean-Louis Poupinel (Quiksilver Technical Division), Baptiste Caulonque (Rip Curl Europe)

Sebastian Spieler (adidas Originals) and Steffi Weiss (Vans)

Lucy Palmer (Billabong), Frédéric Basse (Rip Curl Europe/EuroSIMA), Christelle Kipping (Billabong)

Glen Morden (PATAGONIA Wetsuits designer)

Stefan Knoll (DC) and Angelo (Quiksilver)

Ludovic Perrot (Oz Conseil), Iker Aguirre (H.o.5. group)

PATAGONIA Wetsuits launch @ San Sebastian's AquariumWolfgang Buchwieser (Planet Earth), Marc Becker and Jonny Heinz (both Funsport and More)

Lunch time

Press conference Surf Film Festibal

Muck Müller (munchie Konsilium), Kitty and Mike Gaffal (both Creme)

Marta Alfageme (Quiksilver Women), Hélène Chabeaud (Roxy)

Showroom Patagonia

oNe eYeD monStEr

brightSUmmeR

2010

EUroSimA SURf SUmmIT 9 photos by Stéphane Robin

PAtAgoniA WeTSUITS laUNCh

048

Carmela Fleury, Claudia Almendros, Silvia Schlereth (all Les Ettes) David Badalec (board ispo)

Katharina Buchwieser and Gloria Gärtig (both Planet Sports) and Carsten Kurmis (rhythm)

Skateboard Museum Frankfurt

Julia Mast and Michi (both Burton)

6. Source Job Agency

Franzl Greiter (Oakley), Ulrike (Millhaus) and Claus Zimmermann (Arnette)

Kathi and Corinna (both Zimtstern) and Kristoffer Hansen (.inc)

Bärti Bruns and Tom (both Globe) Sasha and Mary (from Vivamo)

See more industry photos at


Documents

View in fullscreen