The Action Sports Retailer show this past weekend was more subdued than it has been in years past, as relatively empty aisles reflected what some in attendance attributed to a difficult economy, a later back-to-school period or possibly the exit by several major footwear vendors, notably DVS, Sole Technologies (Etnies, Emerica and eS) and Circa.
Nonetheless, though the traffic seemed slow, attendees seemed genuinely pleased with the show itself. For the most part, the impression was that while not as many people turned out, attendees focused on bringing only key personnel to the show, leaving the party posse back at the office. This shift mirrors an undercurrent of the show for the past few years as it seems to become a little more business and little less party with each iteration. This year, the beer kegs were not tapped until 4:30. And of course, hybrid was big on the show floor with everything from hybrid footwear blending sandals and shoe to hybrid shorts blending walk and board.
In footwear, the vulcanized look has become the norm with a bulk of most lines addressing the silhouette. Skate footwear as a category is heading in three directions, addressing three separate consumer categories. For skaters who are actually skating, footwear is becoming a little more substantial than in past seasons as the popular vulcanized look gets paired with uppers than have more durability than just canvas. For many urban consumers, skate has replaced Classics and basketball as the fashion choice du jour, with hi-tops selling especially well, as well as special make-ups and unique, halo collections. Finally, the hipster/fashionistas are taking the canvas slip-on to its ultimate conclusion with deconstructed looks either in the vein of Sanuks Sidewalk Surfers or espadrilles.
Apparel was bright and retro once again with neons and prints still apparent, though that trend may be entering its final season. Discussions on the floor had everything from 90s retro to 50s and 60s retro as the next step, but most likely, a toning down in brightness or at least a slight washing out are in store. In boardshorts, discussions followed new stretch fabrications as well as shorter lengths. Color blocking and plaid remained popular.
Element brought its “Proven to the Planet” message to the show hoping to increase awareness of environmental issues through lines like its Earth Collection in footwear. In addition, the company partnered with Toms in its one-for-one donation program to create a collaborative shoe. For each pair sold, one will be donated to children in need. Though footwear is smaller in sales than Elements hardgoods or apparel lines, the company sees it as its largest growth opportunity.
IPATH has dialed back its apparel line to focus on key, strong selling SKUs. In footwear, the company is reissuing classics like the Grasshopper in traditional colorways as well as expanding the use of earth friendly materials like hemp.
The Bob Burnquist and Fred Gall pro models were both called out as expected strong sellers as well as the Rasta Reed.
Sanuk embraced the hybrid theory with its Hybrid, which is more substantial than its well known Sidewalk Surfer, though still less built than a typical shoe. The company also added its take to the Top-Sider trend with the Mutiny in several bright colors. Finally, Sanuk looked to even out its sales calendar with the launch of the Snow Angel, a Sidewalk Surfer with a shearling lining.
Reef launched the Fanning-02, adding a 360-degree airbag to its iconic, bottle-opener-included sandal. In womens, the growth focus is on the apparel line with a good response from retailers described as specifically tied to the sportswear program. Reef focused on three deliveries, each tied to a particular destination for influence creating three unique looks, one romantic, one bright and art deco, and the other tribal and trance heavy with prints and patterns.
DC introduced the LX Collection at the show which is probably best described as an exclusive collection for everyone else. A step below the top-tiered Life Collection, LX features bolder colors and designs, as well as unique collaboration product, but without the expensive materials that boost price. The company also launched its first signature sandal with surfer Bruce Irons.
Simple looked to expand its Comfort Collection to all doors after its exclusive month-long launch at The Walking Company. Its also adding toddlers to its kids/infants mix with distribution mainly to independents and boutiques. The sales balance is beginning to even out between mens and womens. Finally, the company is in the process of opening a LEED-certified showroom in New York City.
World Industries continues to be on a tear, focusing on the youth side of the action sports industry at price points that are helping sell-through in this slow economy. Smart buying and operating are helping to keep prices down for retailers with their option either passing that on to the consumer or building margins. Sales were said to be up double-digits this year.
