Footwear Brands Pull Out Of September ASR
kristina
- June 02 2008
- 3,047 views
- 26 comments
Three familiar faces will be absent from the upcoming ASR trade show in September. Sole Technology, Podium Distribution, and C1RCA have all pulled the plug on their involvement with the September show. Group Show Director Andy Tompkins says the timing of the show and the general state of the economy are the main issues at hand.
“For these footwear brands that have larger runs, they’re really pushing to get their buys done before the end of August,” says Tompkins. “Historically, C1RCA and Sole Tech have been scaling back their presence at the show for years, so this really came as no surprise.
“The economy is definitely playing a part here,” Tompkins continues. “These are companies that have experienced layoffs, and PacSun’s announcement that they were dropping sneakers probably contributed to their decisions. It’s just harder for brands to sell through.”
Sole Technology Senior VP of Marketing Don Brown says this is a move his company has been contemplating for quite some time. “We really just wanted to be more proactive in reaching out to our retailers and really engaging them in a way that we can’t at ASR,” Brown says.
In lieu of the September show, Sole Tech will be focusing its energy—and its half-a-million-dollar budget—on smaller regional shows, as well as having retailers visit the Sole Tech campus in Lake Forest, California. “We have a more intensified focus on reaching out and getting retailers to come to us. There’s a lot here to attract people. We have the etnies skate park, the store, the warehouse, and we want the retailers to get a better feel for what we do.”
Sole Tech reps will be present in San Diego during the September show, and will be meeting with retailers one-on-one, rather than inside the convention center. “We feel that we have the best rep force in the business, and that’s where our focus lies,” Brown says. “At the trade show there’s so much madness that it’s difficult to really accomplish much.”
While etnies, éS, and Emerica will not be exhibiting at ASR, apparel brand Altamont will still be exhibiting at the concurrent Agenda trade show, and Thirty-Two will retain its presence at February’s SIA show.
Over at Podium, the decision was based purely on timing. “We really need the show to take place more toward the first weekend in August for it to be effective for us,” says DVS Senior Marketing Manager Kelley Meidroth.
“Podium really came as the most sudden change of heart,” says Tompkins. “But of course we do understand the issues of timing. They’re looking at the dates and just trying to see if those dollars are better spent elsewhere.”
C1RCA’s Dominique Morisset cited similar reasoning for their decision. “The show isn’t as relevant for us or our customers anymore,” she says. “The timing is not right with our deadlines, so most of the buyers have already seen the line by the time ASR comes around.”
Even amongst all this talk of poor timing, Tompkins says the show dates will most likely remain as they are in the coming years. “It’s only a handful of companies who are saying the dates are too late in the year. If you ask most of the apparel companies they’ll tell you that the dates are dead on,” he says. “We do expect that all of these brands will be back in for the January show.”
ASR has weathered this kind of exodus before. In 2000, Tum Yeto started the aptly-named Coup D’état anti-trade show, which drew many of skateboarding’s heavy-hitters away from the ASR floor. These days, Agenda is the alternative trade show of choice for many smaller specialty brands, and each year more brands are taking advantage of alternatives such as the upstairs conference rooms to get off of the trade show floor. In 2003, Girl Skateboards chose to host an open house rather than attend ASR, Deluxe Distribution hosted the Bayview Rumble in San Francisco as another alternative, and, for the past few years, Arbor shows products and hosts meetings on a yacht docked in the San Diego harbor, just a few minutes’ walk from the convention center.
Couple all this with the fact that ISPO canceled their annual summer show, and it may seem that the trade show landscape is due for some changes. Drop a comment and let us know what you think.
This year the eS Game Of Skate finals will be held at the Maloof Money Cup instead of the September ASR show.
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June 2nd, 2008 at 2:10 pm
Nice to hear the FULL story! I read about this on another site this morning and got about half as much info. This is an important topic, as the footwear business is seeing some serious changes right now!
June 2nd, 2008 at 6:50 pm
they wont be back in January, are you kidding me? Wishful thinking. These companies dont need ASR.
June 2nd, 2008 at 7:14 pm
The game of skate might be gone but I heard the Grind for Life / DC High Ollie contest will still be held in the Grind for Life Chill Zone. It was a great event last show, It was like an undergound event. Check out http://www.mmm-asr.com for what went down.
…and all for a good cause.
June 2nd, 2008 at 7:43 pm
When were they ever part of the actual surf show floors ?! Seems , they always had to have their own area with their mammoth booths no one could even peer in and then they were too cool for the show floor at all and moved upstairs ! Taking accounts off the main floor for hours at a time because their shoes were hot. Stoked for the retailers who got some good years with them and stoked for the shoe companies and all the great people who work at most them. It’s all good but as usual management being to arrogant to change with the times has slowed them down , Sanuk is not slow , Simple is not slow , Tom’s ( a sock with a sole ) is on fire ! So it’s not the economy cowboy , Happy trails ’till we again , around the middle of every decade.Maybe next time you can be a little more humble about it…we’ll see…THIS DOES NOT APPLY TO DVS or affiliates or any management there …those guyz rock ..
June 2nd, 2008 at 8:35 pm
ASR IS DEAD. IT HAS TURNED INTO A REGIONAL SHOW, AND THATS IT! IS ANYONE REALLY SUPRISED?
June 2nd, 2008 at 11:41 pm
i love how these guys are so tight when pacsun cuts shoes. ha. stick with the skateshops who have supported you since day 1.
June 3rd, 2008 at 2:25 am
You must not have been at the same Jan show is was at - nearly everyone I talked to said they were busy and writing orders. IMO Andy and crew have done a great job of being responsive to both the industry side and the retail side, as well as to the skate vs surf aspect.
June 3rd, 2008 at 5:44 am
what is going on with the east coast show surf expo?
thoughts??
June 3rd, 2008 at 8:37 am
sweet - thats just more reason to come to our Trade Show during the TOP SHOP - Team Skateboard Competition at the 3rd Lair!
regional trade shows are better for core shops - cheaper to get to and whatnot…
June 3rd, 2008 at 8:46 am
They should have a meeting in Mexico to talk more about this where no girls are allowed, they get wasted, and roll around on the beach. Oh wait, SIMA’s got that comvered. Never mind.
June 3rd, 2008 at 9:18 am
I think it is very arrogant of the companies to think that they can simply do more regional shows.
It may work out for the shops form SoCal - but some of us travel a great distance to see all of the products in one place. That IS the idea of a trade show - right?
The companies have done it to them selves - moving deadlines earlier and earlier every season.
June 3rd, 2008 at 9:21 am
Tradeshows roll like the stock market and those that pull out when the going gets a little tough usually lose the most money. In a world of vertical retailers taking larger portions of the market I think these companies are better served standing united with the industry. An Island can be a lonely place. ASR needs to change with the times and spice up the shows like the old days with bands on the grass behind the convention center sponsored by wahoos’s and a beer company. Bring back the vert and street course up in the pavillion. Make people proud to be a part of this industry again… Most retailers we want to come to the shows opened their store because they were pationate about the sports and industry their shop would represent. We need a festival type atmosphere that sends our customers away stoked on the authenticity our industry has been built upon.
June 3rd, 2008 at 10:43 am
Try heading over to Agenda. Solid brands, high caliber buyers.
June 3rd, 2008 at 11:40 am
the average shop cant carry 60% of the brands at agenda - they are all flashy streetwear brands for the most part. altamont is there but they stick out like a sore thumb, i like how they act like they are this little brand trying to make it when they are backed by $ole Tech - The MONSTER !!
June 3rd, 2008 at 12:50 pm
Very, very well said!
June 3rd, 2008 at 2:29 pm
this dink is out of his element, sanuk, tom’s and simple are apples to sole tech’s oranges
June 4th, 2008 at 3:16 am
This dink has been in this industry for over 35 years , been to every Surf Expo but one and every ASR since the beginning . Where is YOUR point of view coming from , OTHER THAN A TIRED CLICHE ? The skate shoe companies started off as comfortable , functional alternatives to the norm , they were rewarded for it , the market is changing .I’ve worked for one of the major shoe companies . Love the people , don’t back the attitude of management. They need to lead the change , not get caught by surprise by it . You might want to qualify who you are calling derogatory names in the future , it is poor form , but then i am guessing you have been in the boarding industy all of a few weeks if it all., so i forgive you.
June 7th, 2008 at 10:58 pm
We have been buying from sole tech for over 10 years.. never have they ever sent one team member to our store for a simple appearance. i wanna see this list they speak of…
June 10th, 2008 at 8:58 am
What is funny is that Fallen has never attended ASR and they have built a strong business around smaller skate shops.
June 12th, 2008 at 5:30 am
All
I am VP of the Sports Group at Nielsen, owners of ASR, Outdoor Retailer and Interbike. First off, I want to thank all brands and retailers who continue support ASR and thus their industry. We are huge supporters of SIMA, IASC and all other industry organizations that promote the advancedment of our sports. As for those who have left, our doors are always open and we will work with you to serve your needs any time. So I guess the buck stops with me.
Trade show dates are tricky as it is impossible to satisfy all segments, so everything is a compromise. I agree that Andy and crew are doing a great job and I also agree that a lot more can and will be done to spice up ASR in the coming editions of the show. However, this industry needs to understand that Trade shows serve multiple purposes for marketing and communications. Gone are the days when writing orders is the key measure to ROI.
Here are the main reasons it is key to be in a trade show for any brand that wants to stay in a market long term:
1. Delivering a complex brand story in a consolidated environment - Merchandising
2. Meeting retail principals to gain direct feedback ? Relationship Building
3. Getting leads and orders, doing presentations, or advancing the sales process - Sales
4. Branding, Awareness, Messaging against competitors or to media ? Marketing
5. Networking with competitors or like marketers
Yes the world has changed and shows are not soley “order writing” events….but if you have a long term view to be a market player, shows are your best bet to stay relevant… just ask some of the brands that came out of nowhere and are still making big bets on trade shows.
So there you go….
Fire Away… I am ready to take it on the chin!!!!!
June 12th, 2008 at 4:49 pm
I think these guys are pulling out, because their business is way down. Who are we kidding here. I know then they are on the road, and I’ll tell you that they are not the first. I know a couple brands that were truly done before them, and will still be at ASR.
August 18th, 2008 at 2:07 pm
Jason- will you be at ASR?
August 18th, 2008 at 2:54 pm
Hello Joe Flynn, my name is Joey and I own the registered trademark “LIFE’S RAD tm” . “LIFE’S RAD IN CALIFORNIA tm” etc. I would like to be involved with ASR trade shows to expose my business. where do I start? maybe you can help me out. Thanks.
September 6th, 2008 at 7:46 pm
I work for one of the shoe companies that pulled from ASR this season. Bottom line is the dates for this show are too late. We’ve already shown the new collection to our retail partners and the cost to present it again for “networking” or “marketing” (to whom?) at ASR is not justifiable. Even if the booth space was given away it would cost too much when one realizes the cost of set up and employee travel, etc. ASR is offering a product to us shoe companies in September that is irrelevant to our business. If you still don’t believe me, just read the post above from lifesrad.com for a peak into the myriad of other reasons why ASR is irrelevant (to us).