California Apparel News

The ASR Holiday 2008 show at the O.C. Fair & Event Center in Costa Mesa, Calif., was noticeably smaller than previous editions.

Missing from the May 28–29 show floor were brands such as Volcom, Nikita, RVCA, Matix, Rusty and O’Neill. In total, nearly 50 brands were scattered around the show floor, a significant drop from last year’s ASR Holiday show, which boasted 250 buyers perusing 71 booths and approximately 100 brands. Buyer traffic saw a decline, as well, with only 175 unique stores present.

The ASR Holiday show, which the Action Sports Retailer Trade Expo debuted in 2006, has struggled to find its niche. More low-key than ASR’s Fall and Spring shows in San Diego, ASR Holiday lacks its big brother’s hype, big booths and packed aisles. Plus, holiday offerings aren’t traditionally a big push for surf/skate brands.

For the 2007 edition, ASR called in favors and upped the ante, moving the fledgling show from a tent on the grounds of the Newport Dunes Resort in Newport Beach, Calif., to a hangar on the O.C. Fair & Event Center and rallying the troops to flesh out the exhibitor list.

This year, with dates a week later than last year, timing kept some of the big players from returning to the show, said Andy Tompkins, ASR’s group show director. “We were definitely challenged with volume. The show dates were a little late. Next year we’ll have to work with companies to make sure timing is better,” he said. Earlier dates would also help drive buyer traffic, he said, and hopefully result in more written orders. “The earlier we do the show, the more open-to-buy dollars we can get in the building.”

Despite the tighter roster and leaner buyers list, the mood among exhibitors was upbeat. Billabong, which bowed its Holiday 2008 offerings at the show, enjoyed a packed booth. Roxy and Quiksilver reported steady traffic. Atwater, which hosted a happy-hour party after the show on May 28, was pleased with its exposure. Hurley, Ezekiel, Alpinestars, Fox Racing, Hot Tuna, Element, Ambission and Lucy Love rounded out the list of ASR regulars represented at ASR Holiday.

Key retailers—including Jack’s Surf Shop, Sun Diego, Becker Surf & Sport, Macy’s West, ZJ Boarding House, Tilly’s, Hansen’s and Huntington Surf & Sport—shopped for holiday goods.

Pat Fraley, brand director for Honolua Surf Co., a division of Billabong USA, said ASR Holiday is a good show for his brand. “It’s a good opportunity to do business in a nice, intimate setting. We tighten up loose ends. I prefer a smaller show like this. Our demographic, as a brand, is a little older, a little more mature than the typical surf- industry customer,” he said. A quiet show also gives him the opportunity to touch base with his peers and other brands and compare notes. “As an industry, we’re doing okay—other than the obvious dark clouds that everyone keeps talking about. We’re all plugging along. We acknowledge the big picture, and there are challenges. But there are a lot of positive things, too.”

Dave Hollander of Becker Surf & Sport said as a retailer he had no complaints about the show and hopes to see it back again next year. “They are doing everything right, from the food to the venue to the brands,” he said, adding he wished more brands had been represented at the show. “I usually come two days to this show. This year I only needed one. I would like to have more [vendors] there. It is so convenient.”

ASR’s Tompkins said the response from exhibitors and retailers overall was positive. “We were able to attractA-level accounts and really influential retailers from within the state as well as out of state,” he said. The bulk of the buyers were Orange County–based, but some buyers came from places as far-flung as Hawaii, the East Coast of the United States, Australia, Peru, Spain and Central America.

Doing its part to add cheer to the show floor were the holiday fashions.

Atwater’s Holiday offerings—slim corduroys, blazers, plaid shirts and dark denim—got punched up with hits of neon yellow and aqua.

Roxy took a similar approach with accessories and outerwear in a buffalo plaid color of highlighter markers. A cable-knit sweater dress in cream added a dose of sophistication, as did a tweed anorak. Ambission showed its trademark quirky T-shirts and hoodies and added a collection of bright woven shirts in a rainbow of colors.

“Color is major for holiday. It’s been a while since we’ve had this much color and embellishment on guys, especially for our line. It’s a big transition. Hopefully, it will give the industry a brighter outlook,” said Honolua’s Fraley. “Times like this are a good time to be innovative and creative. We can take a step back and breathe life back into things.”