Action gear trade show sports some new looks

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Action gear trade show sports some new looks
At the annual Action Sports Retailer trade show,[url=http://parajumperssale.webmium.com/][b]http://parajumperssale.webmium.com/[/b][/url], which began yesterday and runs through Sunday at the San Diego Convention Center, there was more than the usual array of surfboards, skateboards and youth-oriented accessories on display.
Many attendees said action sports apparel targeting men,[url=http://billigeparajumpersjackendamen.albirank.net/][b]http://billigeparajumpersjackendamen.albirank.net/[/b][/url], traditionally heavy on silk-screen shirts and trucker hats, is moving toward collared shirts and tailored looks. Brand names such as O and Reef, as well as smaller companies,[url=http://duveticaitaly.albirank.net/][b]Duvetica Piumini italy[/b][/url], were promoting fashions inspired as much by art and music as the waves.
It not that fashion is entirely new to the industry. In recent years,[url=http://duveticaitaly.albirank.net/][b]Duvetica Sale[/b][/url], clothes for juniors, the term for the female youth market, have dominated the discussion,[url=http://duveticaoutletcanada.halod.com/][b]duvetica down jackets men[/b][/url], as the demand for the surf-inspired clothes, swimwear and bikinis has grown. As evidence by the numerous female-only booths and brands at the show, it is clear that women are still a huge segment of the action sports business.
"The story for the last few years has been the strength and power of the junior market,[url=http://cheapnikesoccercleatsmercurial.webmium.com/][b]Discount Soccer Cleats Clearance Cleats[/b][/url]," said Kevin Flanagan, the ASR show director. "Now, you are seeing a resurgence in the men line, with it being more fashion forward."
Flanagan said that while the show began some 20 years ago to highlight the equipment,[url=http://www.duveticajacketsjp.com/][b]デュベティカダウンジャケット[/b][/url], it has evolved to concentrate just as much on so-called soft goods, like clothes, footwear and accessories.
"It really matured into a West Coast fashion show," he said.
The reason for the transformation is simple. It allows companies to expand their businesses beyond the hard-core surfer, skateboarder and snowboarder.
Board-Trac, a marketing firm that specializes in researching the buying habits of people who participate in board sports, said there are 22 million active participants. While surfing and snowboarding continue to gain in popularity, skateboarding growth has been flat.
Marie Case,[url=http://peutereyparkaonlineshopwomen.olimx.com/][b]peuterey parka online shop women peuterey jacken herren outlet[/b][/url], managing director of Board-Trac, said that board sports influence is felt far beyond those who are active participants. In 1997, for instance, Board-Trac said 37 percent of the mainstream youth market was influenced by board sports. In 2003,[url=http://duveticaoutletcanada.halod.com/][b]duvetica jackets canada online outlet[/b][/url], the number had increased to 50 percent, according to Board-Trac. Those numbers help explain why surf-inspired clothes have gained popularity even in areas like Iowa, she said.
"The beach lifestyle is all pervasive. It not just about surfing; it about the lifestyle," Case said. "The people who want a piece of the California dream can have it now."
As the popularity of board sports has increased, so has the interest of larger retailers, such as Macy and Nordstrom,[url=http://merrellshoesonsaleformen.blogspot.com/][b]merrell shoes on sale for men[/b][/url], which now attend the trade show alongside the specialty retailers that have been the show mainstay. This year, for example, Huntington Beach Quiksilver acquired DC Shoes, a Vista maker of skateboard footwear.
Big names from outside the action sports arena have also taken notice of the industry prominence. Hurley, a surf apparel company, was acquired by Nike in 2002,[url=http://parajumperssale.webmium.com/][b]Parajumpers Jackets On Sale Parajumpers Parka Coat Online Store[/url], and Perry Ellis International acquired Redsand,[url=http://www.duveticajacketsjp.com/][b]デュベティカダウンジャケット-デュベチカ（Duvetica）店舗-デュベティカアウトレット-デュベチカ通販-デュベチカ専売店[/b][/url], a beach-inspired clothing company,[url=http://newkevindurantshoes2012.blogspot.com/][b]new kevin durant shoes 2012[/b][/url], in 2003.
Smaller companies are having a hard time meeting the demands of the larger retailers,[url=http://parajumpersonsalestores.blogspot.com/][b]http://parajumpersonsalestores.blogspot.com/[/b][/url], said Jeff Taylor, marketing director of Earth Products, a Carlsbad company with such brands as Adio skateboard shoes. Earth Products, a subsidiary of Carlsbad K2, is able to guarantee orders because of its infrastructure and distribution systems,[url=http://duveticadownjacketssale.webmium.com/][b]Duvetica Down Jackets Duvetica Women for sale[/b][/url], Taylor said.
Mark Price, vice president of Global Marketing for Reef, the privately held San Diego sandal company that has also branched into men apparel, said the industry consolidation has benefits for both large and small players.
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