While 2019 can be considered a stellar year headed in the right trajectory, 2020 has been difficult from a YTD perspective. Clearly, challenges remain but there is some interesting news heading into 2021 that Patrik Schmidle from ActionWatch shared with me: + Massive influx of new surfers & skaters have fueled re-opening rebound + Fastest growing surf hardgoods are driven by beginning surfers + Large, high margin categories struggled...until September + Surf hardgoods are selling through at POS but not yet trickling down to apparel, footwear & accessories
Doug Works, Executive Director of the Board Retailers Association shared updates with us on what the organization is doing to help its retail members and also shared insights as to how retailers are managing during the pandemic.
Moderator Vipe Desai, Board Executive, Business Strategist & Philanthropist, leads a discussion on justice, equity, diversity, and inclusion (JEDI) in the outdoor industry. Panelists: Selema Masekela, Journalist, Producer, Outdoor enthusiast Danica Carey, Marketing Director, Seirus Innovation & CORP Board Member Dani Reyes-Acosta, Brand Strategist, Advocate, Athlete José González, Conservationist, Environmentalist, Chicano, Educator
Mike Milliken is the National Sales Manager for Firewire Surfboards and shared with us updates on the strong sales the brand has experienced, along with adding a power-player to the team and how they’re pivoting to help retailers connect with consumers.
by Derek Sabori / The Underswell What should you be looking for in corporate sustainability messaging (and commitments) from your favorite brands? What can give you confidence that a fashion brand isn’t greenwashing their messages, or dangling mediocre marketing claims of “eco- this”, or “eco-that” in front of you to win your loyalty?