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#078. AOÛT/ SEPTEMBRE 2015. €5 WILCO PRINS CEO RIP CURL LA GENERATION PERDUE DES BOARDSPORTS FOCUS SUR LE SUP PRESENTATION DES MARQUES, SCIENCE DES ACHATS & BEAUCOUP PLUS... TREND REPORTS: ACTION CAMS & ACCESSOIRES, ACTIVEWEAR, LONGBOARDS, BAGAGERIE, SOLAIRES, SUP, SURFWEAR, MONTRES, WETSUITS. NOUS BONJOUR #78 Rédacteur en Chef Harry Mitchell Thompson L’industrie des boardsports a vécu une période Ceci ouvre le marché et les marques gagnent [email protected] de changement et de renouvellement depuis de nouveaux clients. Ainsi, leur choix se porte la crise financière mondiale alors que les moins vers du volume à tout prix et plus vers de Rédacteur Français et Surf Iker Aguirre marques réalisaient que le volume de produits la qualité, car qualité + technicité = fidélité. [email protected] fabriqués était trop important pour la capacité d’absorption du marché en mutation. La question de la fidélisation touche aussi le Rédacteur Snowboard Rémi Forsans commerce du détail où la satisfaction d’un [email protected] Le défi, pendant ces années, aura été de détaillant avec un produit et un service, quels naviguer dans la tourmente du changement. qu’ils soient, équivaut à des commandes Rédacteur Skate Dirk Vogel Survivre ou couler. Rip Curl est une marque récurrentes puis une relation stable et durable [email protected] qui a su tenir le cap et la tête hors de l’eau, en avec son fournisseur. dépit de revers et de vicissitudes conjoncturels. Rédactrice Allemand Anna Langer Dans ce numéro de SOURCE, son CEO Europe, Dans les rapports de tendances de ce numéro, [email protected] Wilco Prins, nous parle des choix stratégiques, nos experts décortiquent l’information produit de la réduction de l’offre de 50 %, des choix et soulignent ce qui mérite votre attention, que Rédacteur SUP Robert Etienne de segmentation, d’innovation, de qualité et de ce soit dans le marché du wetsuit, du longboard, [email protected] succès. Dit autrement, il décrit un exemple à des solaires, des action cams, du surfwear ou suivre. des montres. Nous étudions aussi deux autres Design Graphique Séréna Lutton catégories, nouvelles : l’activewear féminin et [email protected] Dans nos rapports de tendances Printemps/ la bagagerie. Nous parlons aussi de SUP avec Eté 16, les marques optent pour une approche un rapport de tendances dédié et une interview Manager Medias Numériques Denis Houillé technique et premium qui se traduit par une avec John Hibbard, cofondateur de Red Paddle [email protected] pléthore d’innovations technologiques qui Co. justifient des prix plus élevés. Correcteurs Toujours de côté, Insa Muth, Marie-Laure Ducos, Sam Grant Alors qu’à une époque un consommateur s’habillait d’une seule marque de la tête aux Harry Mitchell Thompson Collaborateurs pieds, aujourd’hui ses choix sont pluriels. Editeur Jokin Arroyo, Benoît Brecq, Gordon Way, Fabien Grisel, Franz Holler, Adam Rowlands, Robert Etienne, Anna Langer, Emma Humphreys, Sam Grant, David Bianic, Robbie Morgan, Francois Applagnat, Siana Ivanova. SOMMAIRE 09 EDITO 59 LE SKATE AUX J.O. 2020: POUR OU CONTRE? Publicité et Marketing [email protected] 11 NEWS 62 TENDANCES PE16: SURFWEAR FÉMININ 14 BILAN DES SALONS PROFESSIONNELS 65 TENDANCES PE16: SURFWEAR MASCULIN Comptabilité 17 DÉTAILLANT DU MOIS – NOMAD SURFSHOP 69 TENDENCES PE16: BAGAGERIE [email protected] 18 TENDANCES PE16 : ACTIVEWEAR 72 INTERVIEW SUP Abonnements 21 TENDANCES PE16 : SUP 75 TENDANCES PE16: WETSUITS www.boardsportsource.com 27 TENDANCES PE16 : SOLAIRES 80 SCIENCE DES ACHATS: IVO NISA, 58 SURF [email protected] 33 GALERIE SOLAIRES 83 PRESENTATION DE MARQUE: MAUI AND SONS Directeur de Publication 36 INTERVIEW GRAND PONTE: WILCO PRINS, CEO 84 PRESENTATION DE MARQUE: NICE SKATEBOARD [email protected] RIPCURL 86 PRESENTATION DE MARQUE: KORUA SHAPES Une publication 39 TENDANCES PE16: ACTION CAMS & ACCESSOIRES 88 GREENROOMVOICE: OUTERKNOWN ESB 42 TENDANCES PE16: MONTRES 90 NOUVEAUX PRODUITS 22 Friars Street, Sudbury 45 RIDE O’METER 93 ZOOM SUR LES MARCHÉS Suffolk, CO10 2AA. UK 49 GÉNÉRATION PERDUE 104 EVENEMENT Boardsport SOURCE est une publication 53 TENDANCES PE16: LONGBOARDS 107 L’OEIL DU CYCLOPE bimestrielle ©ESB. Tous droits réservés. www.boardsportsource.com Sur la couverture : François Liets, Billabong Brand Manager surfant Mullaghmore, en Irlande. Photo: Laurent Pujol. Aucune partie de cette publication ne peut être reproduite ou transmise sous une quelconque forme que ce soit, ni par aucun moyen, ni stockée dans un système quelconque sans une permission écrite préalable, excepté pour tout usage respectueux de la loi du Copyright Designs and Patents Act 1988. Toute demande de permission pour l’utilisation de matériel sous copyright, incluant la reproduction d’extraits dans d’autres travaux publics, devra être effectuée auprès du Directeur de Publication. Il sera impératif de citer l’auteur, l’éditeur et la source. Les points de vue exprimés dans ce magazine ne sont pas forcement ceux du Directeur de Publication et de l’Editeur. ISSN # 1478 -4777 9 EN BREF #78 14ÈME ÉDITION DE L’EUROSIMA LE SWATCH FREERIDE WORLD TOUR SURF SUMMIT - 8-9 OCTOBRE 2015 PUBLIE LE CALENDRIER 2016 Le Surf Summit EuroSIMA a confirmé les dates de sa 14ème édition. Le Freeride World Tour 2016 a des dates officielles. Il commencera Comme le Quiksilver Pro a décalé ses dates légèrement plus tard dans avec la crème de la crème du freeride mondial, à Vallnord Arcalis, en le mois, le Surf Summit fait de même. Il aura lieu au Belambra des Andorre, avant de mettre le cap sur Chamonix. Le tour ira ensuite à Estagnots, à Seignosse, les 8 et 9 octobre. Le Surfing Lounge revient Fieberbrunn avant le “cut” final ; puis à Haines, en Alaska, avant le au Surf Summit EuroSIMA et les marques pourront présenter leurs deuxième et dernier “cut”, qui réduira à 6 hommes et 4 femmes le dernières innovations à l’ensemble de l’industrie du surf. Parmi les nombre de concurrents en lisse pour le titre de Champion du Monde de intervenants : Renaud Vaschalde, analyste chez NPD Group ; le surfeur Freeride 2016, qui sera décerné à Verbier. Dave Rastovich ; le voyageur et photographe Maurice Rebeix ; Frédéric Beuvry, Senior VP Brand, Design & Ergonomy chez Schneider Electric; Jacques Paget, LIBRA Conseil, expert en négociations et illusionniste; ISPO BEIJING : MESSE MÜNCHEN RENOUVELLE Charlotte Cochaud, Brand Content Manager chez Michel et Augustin. Organisée par ISPO, une table ronde réunira des détaillants européens L’ACCORD AVEC ALPITEC CHINA de l’industrie des action sports. Le 31 juillet, Pékin a été nommée ville d’accueil des J.O. 2022 d’Hiver, Le Waterman’s Ball aura lieu au même endroit que l’an dernier, le une nouvelle qui a suivi l’annonce de Messe München (propriétaire vendredi 9 octobre 2015 à partir de 20h00, sur le thème “Hot Rod” et un d’ISPO) du renouvellement du partenariat avec Alpitec China, le salon dress code consacré au denim. Comme toujours, cet événement offre international des technologies de montagne et d’hiver de Fiera Bolzano. un moment privilégié aux entreprises du surf business européen pour se retrouver et renforcer les liens qui les unissent. Au plaisir de vous y rencontrer. SUPERBRAND APPROVISIONNE L’EUROPE LA RÉINVENTION AVEC DES BOARDS AUSTRALIENNES DE BRUNOTTI Après avoir développé au Portugal et pendant 5 ans des boards pour le Brunotti complète la réinvention de l’entreprise qui aboutira avec le marché européen (shapées par Nuno Matta), SUPERbrand fabriquera lancement des 180 produits de leur collection RDP (Rider Developped ses planches sur la Gold Coast australienne, dans les ateliers d’Adam Product). L’entreprise, fondée en 1979, a aussi lancé une collection “Sparrow” Fletcher. fashion, NMTC, qui sera destinée à d’autres canaux de distribution mais fidèle à leurs valeurs “All Boardsports” et ayant pour objectif d’attirer de nouveaux adeptes à nos sports. SURFERS AGAINST SEWAGE PRÉSENTE LA GLOBAL WAVE CONFERENCE, OAKLEY FERME SON QG EUROPÉEN, LE CORNOUAILLES & LONDRES, EN OCTOBRE PERSONNEL SE DÉPLACE DANS Surfers Against Sewage a présenté la Global Wave Conference, un LES BUREAUX DE LUXOTTICA événement international majeur autour de la protection des vagues, des Luxottica a fermé le QG d’Oakley à Zurich et le personnel se déplace océans, des plages et des habitats surf du monde entier et qui aura lieu dans les locaux ce Luxottica, à Milan, Londres ou ailleurs, en Italie. C’est aux Cornouailles, Angleterre, les 12 et 13 octobre, puis dans la capitale le résultat du processus de restructuration d’Oakley qui économisera du pays, au Palais de Westminster, le 14 octobre. 100 millions d’euros, répartis entre opportunités de croissance et économies de structure et de fonctionnement. Oakley anticipe 50 millions d’Euros de résultat de cette intégration et une économie de 50 FREEZE BIG AIR 2015, OLYMPIC PARK millions par an. La marque a été rachetée par Luxottica en 2007 et elle a évolué comme une entité à part jusqu’à aujourd’hui. DE LONDRES, 14 NOVEMBRE 2015 Le Freeze Big Air accueillera les meilleurs rideurs au monde dans la capitale de la Grande-Bretagne, pour ce FIS Snowboard World Cup Big PENNY LANCE DES LONGBOARDS Air and International Ski Invitational. Il aura lieu au Parc Olympique Penny skateboards a annoncé le lancement d’une nouvelle catégorie Reine Elizabeth, à Londres, dans un jump de neige naturelle de 120 x de longboards. Disponibles en 6 combinaisons de couleurs classiques, 41 m. All Conditions Media, l’agence RP action sports basée à Londres, les nouveaux longboards Penny 36’’ offrent un style de ride agréable sera responsable de la promotion de l’événement, avec le concours des et complètent l’offre de cruisers et de sacs à dos. ambassadeurs olympiques Jenny Jones (médaillée de bronze) et Jamie Nicholls. PATAGONIA NOMME ALEX BEASLEY COUNTRY MANAGER - GB & IRLANDE YOUR PEOPLE RÉCUPÈRE LA DISTRIBUTION Patagonia a nommé Alex Beasley nouveau Country Manager Grande- ANIMAL EN ALLEMAGNE Bretagne et Irlande.
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    ISSUE #078. AUGUST/ SEPTEMBER 2015. €5 WILCO PRINS RIP CURL CEO SKATEBOARDING’S LOST GENERATION SUP FOCUS & RED PADDLE’S JOHN HIBBARD BRAND PROFILES, BUYER SCIENCE & MUCH MORE. TREND REPORTS: ACTION CAMS & ACCESSORIES, ACTIVEWEAR, LONGBOARDS, LUGGAGE & RUCKSACKS, SUNGLASSES, SUP, SURF APPAREL, WATCHES, WETSUITS. US HELLO #78 The boardsports industry has been through searching for huge volumes, but are instead Editor Harry Mitchell Thompson a time of change and upheaval since the looking for quality and repeat custom. And if a [email protected] global financial crisis coincided with brands customer buys a good technical product from a realizing the volume of product they had been brand, this creates loyalty. Surf & French Editor Iker Aguirre manufacturing was far too large. [email protected] Customer loyalty also extends to retail, where Since then it has been sink or swim, and one retailer’s satisfaction with a wetsuit, a Snowboard Editor Rémi Forsans Rip Curl are a brand who has come out with sunglass, SUP or longboard can equate to [email protected] their head well above water. For this issue large orders and given the right sales support of SOURCE, Rip Curl’s European CEO Wilco and payment terms will be the beginning (or Skate Editor Dirk Vogel Prins tells us how the company has thinned continuation) of a fruitful relationship. [email protected] its product lines by 50% and has executed a strategy, segmenting their lines to fit their SOURCE #78’s trend reports break down the German Editor Anna Langer consumer with a high amount of technical ever increasing amount of product information [email protected] innovation, guaranteed quality and with the available, as our experts review what’s worth stories being told by some of the finest athletes a punt for SS16 in everything from wetsuits SUP Editor Robert Etienne in their field.