Eco considerations were once considered a luxury, however, with the rise of consumer awareness and corporate social responsibility the topic is shifting more and more into focus. Accordingly, as the savvy consumer strives to detangle themselves from the ties of a disposable culture, they now require fewer products, but made to a higher standard. Before, for example, a brand may have intended for its jacket to be worn purely on the mountain, but now it’s expected to work in the snowy mountains, on a rainy commute or for going fishing in.
We saw it a number of years ago with snowboard brands who wanted their customer to feel just as comfortable at après ski in their jacket as they did on the hill, hence cuts became slimmer and cleaner, allowing for outerwear to be worn discretely on and off the mountain. These lines have continued to blur over the years and with last summer’s explosion of wanderlust sparking a surge in the outdoor segment, many boardsports brands are keen for a slice of the outdoor pie. And trade shows have evolved to adapt with the likes of Bright once again showcasing an outdoor segment, the OutDoor Show introducing a lifestyle crossover section and in the States, SIA & Outdoor Retailer merging.
Issue 87 provides boardsports retail buyers with all they need to know for walking the halls of this summer’s trade show season. It’s with this in mind that we’re rebranding our trend articles; goodbye Trend Reports, hello Retail Buyer’s Guides. As we battle through information overload, it’s more important now than ever before for retailers to trust their SOURCEs of information. Our Retail Buyer’s Guides are compiled by industry specialists through brand interviews and research to help retailers evaluate each season’s product offerings and make better-informed buying decisions.
So, whether enjoying this on your iPhone, iPad, computer or in all its printed glory, grab a cup of coffee and enjoy our SS18 trade show edition.
Harry Mitchell Thompson