For some Orange County action sports companies the way out of the recession is tighter distribution, industry experts said at the Action Sports Retailer show taking place this week in San Diego.
Specialty retailers, which seem to be the heart and soul of actions sports apparel, are craving for more exclusive brands to attract customers to their stores and brands want to give it to them. Many retailers are looking to exclusive contracts as a way to boost sales in 2010, according to data from Board-Trac, which presented at the trade show.
Of about 700 retailers surveyed, 28.9 percent said carrying exclusive brands will be important for 2010, according to a recent survey by the action sports marketing firm.
This year, both sides of the aisle seem to be banking on tighter distribution to help them out in an industry where hard-to-find equals cool.
Irvine’s Ezekiel plans on focusing on the specialty stores with their fall 2010 line of new woven jackets. Michael Martin, vice president of sales, said the new strategy is less accounts, but to create better partnerships with those accounts.
L-R-G at the Action Sports Retail show in San Diego.
“We’ve cleaned up our look and we want a tighter distribution,” Martin said.
Other Orange County brands such as Irvine’s Analog and L-R-G Clothing Co. have already made themselves known as exclusive brands and it’s important for their companies to build out in-store presences.
Lyndon Cabellon, a sales manager at Analog, said the company, which has been around for a decade but has just recently garnered some buzz, is happy that it is hard to find.
“We’re trying to make a name for ourselves,” he said. “We’re not everywhere. We’re picky.”
For L-R-G, it’s not just about carefully picking where it’s sold, it’s also about getting the retailers’ backs.
The recession has been tough on specialty stores and boutiques that sell L-R-G so the company has tried to help retailers bring customers in by hosting events, said Albert Rosario, marketing director.
“If they’re having a tough time getting people into the store we’ll grab an NFL or NBA star and do an autograph signing party,” Rosario said, adding that L-R-G wants to show retailers it cares in order to create lasting relationships.
Events have been key for retailers during the recession. D. Nachnani, owner of Coastal Edge, a specialty store that has many spots on the East Coast, said at the show that events have helped sales lately. He’d host barbecues and special gatherings at his shops to bring in customers and suggested other struggling stores do the same.
But he also said that although “brand freshness” is important, it won’t mean big money for a store. He suggested retailers work with new brands, but be careful.
“Don’t put a whole lot of money into it, but give it space,” he said.
Looks like the recession’s made everyone picky.
TV show “Saved by the Bell.” The summer line, which will be sold starting in April reaches for the faded denim and zipper look already popular in the youth aparrel market.
One thing buoying the shoe-maker, is that shoes seem to be recession proof. Another, is the brand’s expanding girl market.
