‘the trade show…Ugh-a-new-lens/’ is how the shortened URL reads as I’m writing this (since the title is ‘The Trade Show Season Through A New Lens). Must be a sign. I began writing this just after returning from Outdoor Retailer Winter Market 2015, my first show as ‘Not Show Director’ in 8 years.
It really did feel kinda weird to be at OR Winter 2015 not being in charge of anything, I must admit. It really couldn’t be any other way. I’m a dedicated ‘tribal member’ of that Outdoor Industry that gathers twice a year in Salt Lake City, that young-at-heart band of practitioners of the nature-immersion adventure. And even if I convinced myself that everything would be same/same (as some critics of OR and every trade show bemoan the state of the industry, or the innovation engine powering it), the inquiries from others like ‘Hey! So how is the new gig?’ or ‘Oh it’s great to see you, what are you doing now?’ would let me know for certain that things have changed.
I’m preparing to attend the first of the string of Spring shows that will unveil next year’s consumer purchases in Outdoor to key retailers and media. This is a full two months before the main show season hits, and represents just one of the disjointed and questionable timing issues relative to the consumer demand that drives the bus these days. These questions are on my mind more than ever, though each has come up before in conversation with industry leaders and thought leaders from other markets.
1) Why are we seeing products that deliver next February/March in June of the prior year?
2) Why are spring/summer products arriving in stores in February/March to begin with?
3) How is a retailer or reseller of any kind to know 10 months in advance what the demand profile will be?
4) When customers want shorts in October, or insulated wear in February, what does the salesperson say?
These issues and more were brought to light at the October 2014 OIA Rendezvous recap by the well-known (to the outdoor industry anyway) economist (now with NPD) Marshall Cohen.
Clearly this trend is unsustainable, but what is to be done about it? Since the customer has more power than ever these days (and growing still), they will be making the decision for us industry types. Instead of shifting their consuming habits to get out in front of the seasonal gear/clothing demand, they will simply find it where they know they will get it at a good price; yes, Online.
Who has shorts in October? Online
Who has Insulated boots in February? Online
Who has sandals for an Ecuadorian travel trip? Online
As I prepare for the upcoming season of amazing innovations, wearable outdoor tech, fashion edginess and functional upgrades, I’m looking to answers for these questions and hints as to the direction we go in. Clearly, we’ve got some work to do.
Other markets seem to have things figured out. In high end food products, produce comes year-round with fluctuating prices depending on where it was grown and how/how far it was shipped. What about entertainment (games, films and theme parks) and other ‘leisure time’ activities? Energy? Music Making Products? Consumer Electronics? All have evolving distribution models that better match product availability with demand. We have to get our demand-side match game better wired.
I’m looking forward to wisening up a bit during this time, the six week runup to Outdoor Retailer. My meetings there will be focused on this problem, the continuing effort toward a more inclusive outdoor specialty market, and collaboration with key people and groups who can responsibly grow the entire pie. If you are one of those, let’s meet to discuss just how we can work together. One thing for sure; it’s an evolving and dynamic market and being nimble now means more than ever.
KH