With footwear covered in last weeks ASR review (see SEW_0836), this week we turn our attention to the apparel and hardgoods manufacturers on the show floor at the ASR show. For the most part, trends in apparel held steady from last year as bright colors and tight fits remain the norm. There was a hint of the demise of 80s retro on the floor as some brands began looking for inspiration from other sources, but that will probably not hit stride until next season at the very earliest
At ONeill, the big news at the show surrounded the launch of their Hyperfreak boardshort. The short features super stretchy and quick drying material. Designs focus on prints, blends and geo designs with neon colors and pops. There is a focus on mismatched colors, or color pairings that would not be typically matched together. Boardshorts are by far the companys largest category with t-shirts coming second. Sandals were called out as selling particularly strong with sales up over 30% to 40% compared to last year and gaining market share.
At ONeill girls, the company focused on a complete revamp of the line for Spring 09. The looks have become younger and fresher even as the target demographic has shifted slightly older to about 18 years old. Dresses comprise the majority of sales for girls with minis and strapless selling especially well.
At ONeill girls, the company focused on a complete revamp of the line for Spring 09. The looks have become younger and fresher even as the target demographic has shifted slightly older to about 18 years old. Dresses comprise the majority of sales for girls with minis and strapless selling especially well.
Quiksilver continues to grow its footwear and womens collections, but as always with the show the major focus was around boardshorts. Quiksivler launched the Diamond Dobby fabrication which helps to keep fabric away from the skin to help with both preventing chaffing while also decreasing drying times. Quik also reissued retro prints from the 80s while offering length options with 16″, 19″ and 20″ now also available beside the more common 22″.
Footwear was the largest growth category for Quiksilver last year, though off a smaller base, and has grown each year since its start. Distribution focuses on core shops with each account chosen as the correct place to be selling Quik footwear. Over at Quiksilver Womens, the question of how to differentiate from Roxy has been answered with a line that is mature and sophisticated. The focus is on selling classic and timeless fashions rather than trendier pieces with a theme of seaside chic.
Hurley garners about two-thirds of its sales from the mens side of things with about 80% of those sales coming from sportswear including boardshorts and Ts. The hat business was described as “super strong” with reports from Hat World of a growing action sports business confirmed from the Hurley position at least. In boardshorts, Hurley introduced the P120 as a pinnacle product at a $100 SRP. It features 120% stretch with a slightly shorter hem. In colors, Hurley is beginning the shift away from the bright neons, bring back more traditional, collegiate colors.
Nomis created a literal adaptation of sneakerhead with its launch of the hood/foot collection-a pairing of a footwear-inspired hoodie with matching shoes. Though not an official launch into footwear for the brand, the experience can only help should the thought arise down the line. On the official launch front, Nomis introduced swimwear for both guys and girls at the show. Andre Chaimberlain, who founded the company with his brother Simon in 2000, said Nomis has posted 300% growth for each of the last three years partly by entering new product categories each year.
Body Glove focused on its licensed boardshorts business with Agron. Agron took a step back to refocus and find out who truly is the Body Glove customer. As a result the line now focuses on the expert user and the inspired user. For the expert, the company is carrying forward its Vapor short with new bright colors and prints, while for the inspired, its a look back to Body Gloves heritage. Swimwear was bold and bright, also drawing on Body Gloves past, and waso called out as the brands fastest growing category.
Spy Optic reports that sales are running 22% ahead of last year at its major accounts, currently taken the number 2 spot at Sport Chalet. In product trends, the company is launching new injected molded product with a retro 80s feel through mirrored lenses.
Quantum Optics, which produces the Gargoyles, Anarchy and Angel brands is in the process of a major relaunch. The company wants to redefine the Angel consumer as a junior who wants to wear a fashion forward look from Angel and not just one who is buying Angel as a cheaper version of Dior, Versace or another fashion brand. The biggest opportunity is seen as Gargoyles as it has a much larger audience. Going after the customer who lives in real life, the brand is focused on real heroes and product that functions while also being fashionable.
Jart Skateboards was on the show floor for the first time. The company, founded 8 years ago in the Basque region of Spain, is the largest OEM skateboard manufacturer in Europe. It is looking to enter the U.S. market at what it sees as an opportune time with the weaker dollar. The company set up HLC SB Distribution outside Los Angeles, CA to help sell its Jart Skateboards and Iron Trucks. The company won a Spot Award at last years Surf Expo for its boards, which helped to spur the decision to try to enter the U.S. market in a more substantial way.
Bern had another strong show, now becoming a known commodity on the show floor. Bern launched a full carbon helmet at the show as well as introducing bike and skate pads that feature Brock Foam to help keep down the dreaded pad stink. The Brentwood remains a top seller for Bern with a large chunk of the companys growth coming from its entrance into the Independent Bike Dealer category.
