The State of the Tradeshow

Seems like the story about Sole Technologies, Circa and Podium pulling out of ASR is pretty big news for the Industry—there is a lot of talk on the message boards, and the commenter’s are all over the place on their opinions. Some think ASR is dead, while others say that there’s no way the buyers want it to go away. A lot of people are pointing to PacSun not selling closed toe shoes as part of the culprit, while others think it’s our changing climate and this wonderful recession the country is in. On Silverfish Longboarding, a commentator says that he will no longer support those companies who pulled out. On the other hand, “Mile_High_Mark” says, “Dealers will still buy those brands, and skaters will, too. Having hot-sh*t riders and models (shoes, not skaters) will do more for sales than a trade show”.

The most varied comments, however, are found on the Transworld Business site. “Jason Bergman” complains that ASR has turned into a regional show and its dead, while “Warren” says, “I think it is very arrogant of the companies to think that they can simply do more regional shows. It may work out for the shops form SoCal - but some of us travel a great distance to see all of the products in one place. That IS the idea of a trade show - right? The companies have done it to them selves - moving deadlines earlier and earlier every season.” Another user, “Big Picture”, agrees, stating that, “Tradeshows roll like the stock market and those that pull out when the going gets a little tough usually lose the most money. In a world of vertical retailers taking larger portions of the market I think these companies are better served standing united with the industry. An Island can be a lonely place.” However, the commentator goes on to say that, “ASR needs to change with the times and spice up the shows like the old days.”

So, what I want to know is what you think. If you’re on this site, I assume you attend ASR, or are looking to attend. What’s your opinion of tradeshows in general?

Comments

[Bon]

I think "Big Picture" said it perfectly.

[Lars]

I think what these companies maybe don't realize or don't necessarily admit, is that ASR has more than just one purpose. It's not entirely for writing orders. There's a big marketing opportunity there as well. You're having thousands of industry people (buyers, public, atheletes, etc.) walking the show and checking who is there and who is blowing up, etc. I know when I go and I see that "company A" has gone from a huge booth space to a 10 x 10, it says something to me about how that company is doing. I'd probably skip writing an order with them over another company that has a presence at the show.

[werk4sk8]

ASR just plain costs too much. We were lucky to write enough orders just to pay for booth space. These companies need a break. I own a store now and it sucks when I travel all the way to SD and half the place is empty! WTF?

[Spike]

First, let me assure all of you that we realize exactly what the shows are for.
This a very simple issue, with a complicated solution.
Shoes have a much longer lead time (order to delivery) than clothing, accessories, boards etc. 6 months vs 4 months. It doesn't have anything to do with companies trying to make it difficult on retailers. In fact, we try very hard to make the buying process as simple and quick as possible.
The trade shows have been apparel centric for many years hence the mid Sept. dates for Spring delivery. This doesn't work for shoes. Our orders have to be placed in early Sept. to get deliveries on time in Spring (late deliveries is an issue we get bitched out for as well). If we don't get retailers booking orders, we guess at how much to build and when we guess wrong and the product doesn't sell, we have to dump it (another bitch out situation).
Most shoe brands have requested earlier dates so the shows stay relevant to all the manufacturers. Unfortunately, there are some large clothing brands that are stuck in the old ways and are fighting the date change.
So, knowing that the lead time can't change at that to control "close outs" we need orders by the end of Aug., what shall we do?