Some prominent industry brands are not participating in snow trade shows this year.
Two of the most important snowboard companies, Burton and Mervin Manufacturing, will either not be at SIA at all or will be at SIA in a reduced capacity.
Billabong will also not be at SIA this year, but it will be at ISPO.
While Quiksilver, Roxy and DC are exhibiting at SIA, the brands are not participating in ISPO Munich, where Quiksilver had a humongous booth last year. Roxy hardgoods, managed by licensees, including skis and snowboards, will be at ISPO, however, and Roxy Skis will be at SIA as well.
Burton, the world’s largest snowboard brand, will not be at ISPO. Mervin Manufacturing, which always brings a lot of energy to trade show floors, will exhibit at ISPO.
Experts cited several reasons that may be playing into the exhibitors’ decisions including timing of shows, the changing consumer and retail landscape, the desire to try a new strategy, expense management and spending trade show money on other consumer-facing activations.
Quiksilver, Mervin and Billabong declined to comment about their decisions, though Quiksilver does have a new showroom in Munich, which it will use to show product to key retailers.
Burton will showcase its Learn to Ride program, its nonprofit, Chill, and accessories brand Anon on the show floor at SIA while Burton will display its main product stories offsite at another location in Denver.
Burton said when announcing its plans for Denver and Munich that they are “always challenging ourselves to look at things differently, to take a new approach, to innovate – whether it’s with our products, marketing or activations.”
In Denver, that means taking over the City Hall, a music venue, and telling Burton product and brand stories in a new way. Burton will host parties and show the lines in the space.
In Europe, the company will focus on regional Burton shows and dealer events. It will also hold an offsite event in Munich during ISPO for retailers and the media.
ISPO believes some of the changes in the way brands are approaching their businesses are due to the dynamic transformation underway in the consumer goods industry, including the rise of fast fashion, increased direct online sales, challenges for brick and mortar retailers and the impact of social media.
“Interesting times, but I’m glad that we have done our homework years ago predicting the change and coming up with our forward strategy, which includes reshaping our service and market portfolio with 365-day service, both on and offline,” said ISPO Exhibition Group Director Markus Hefter.
“We are also offering (brands) direct access to consumers through our ISPO COMMUNITY, ISPO OPEN INNOVATION, and social media activities,” he said.
At SIA, which unlike many other trade show companies is owned by a trade association, the SnowSports Industries America, the departure of a few brands this year has meant more space for new exhibitors.
About 170 new brands will be exhibiting at the show, an SIA record. SIA is also hosting today for the first time a day of seminars, market intelligence, networking opportunities and keynote speakers before the show starts Thursday.
