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Franck Waterlot De Burton Snowboards Le Business Des Surfparks Portraits De Marques, Science Des Achats & Beaucoup Plus

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Franck Waterlot De Burton Snowboards Le Business Des Surfparks Portraits De Marques, Science Des Achats & Beaucoup Plus #89 DECEMBRE/JANVIER 2018 €5 FRANCK WATERLOT DE BURTON SNOWBOARDS LE BUSINESS DES SURFPARKS PORTRAITS DE MARQUES, SCIENCE DES ACHATS & BEAUCOUP PLUS TENDANCES AUTOMNE/HIVER 18/19 : SNOWBOARD BOOTS & FIXATIONS, CASQUES & PROTECTIONS, VETEMENTS SURF, STREETWEAR, SACS A DOS, CRUISERS, CHAUSSURES DE SKATE, CHAUSSETTES 1 NOUS Editor Harry Mitchell Thompson [email protected] BONJOUR #89 À une époque où le message des marques est plus facile d’améliorer l’expérience client en confié aux “influenceurs”, à travers leurs propres travaillant main dans la main. Autant dire que Skate Editor Dirk Vogel canaux de diffusion, qu’en est-il des détaillants ? nous sommes impatients d’assister aux prochains [email protected] Car existe-t-il quelqu’un de plus influent qu’un rapprochements entre marques et boutiques revendeur indépendant ? C’est lui le vrai leader physiques, aux nouveaux partenariats créatifs d’opinion ; il peut compter sur des tribus de entre les deux parties. Senior Snowboard Contributor clients authentiques qui s’en remettent à lui pour profiter de son expertise et de son bon sens. Également de saison, notre expert Tom Wilson- Tom Wilson-North Quand il ouvre la bouche, les clients l’écoutent. Ils North nous revient avec son guide annuel [email protected] ne se contentent pas de cliquer sur “J’aime”. Oui, consacré aux boots et fixations de snowboard, en le commerce en ligne est là pour durer et ceux qui l’occurrence de l’automne-hiver 2018-19, tandis n’ont pas réussi à s’adapter à cette mutation sont que notre rédacteur skate Dirk Vogel se penche Senior Surf Contributor David Bianic (malheureusement) restés sur le bas-côté. Mais sur les tendances hommes qui émergeront sur une présence physique demeure plus précieuse les salons Bright/SEEK et Jacket Required. [email protected] que jamais. Dans l’interview Grand Ponte de ce Notre ambassadrice allemande, Anna Langer, se numéro (p. 36), en compagnie de Franck Waterlot, consacre au pendant féminin dans le streetwear, le VP Ventes et Marketing de Burton, nous ainsi qu’aux casques et protections de snow. Et Senior Wakeboard Contributor Tim Woodhead évoquons justement l’importance de ces points de enfin, Dave Mailman nous livre la seconde partie [email protected] rencontre avec le client, alors que la marque lance d’un dossier en trois volets, dédié aux vagues son nouveau concept baptisé Hub. artificielles, s’attardant cette fois sur le modèle économique de ces piscines à vagues qui font le German Editor Anna Langer Le marketing sur Facebook possède ses limites buzz ces derniers mois. et les marques cherchent, aujourd’hui plus [email protected] que jamais, à aller au contact des clients et à Et puis réjouissons-nous de ce début d’hiver froid s’impliquer auprès d’eux. Une telle évolution et bien enneigé, avec d’excellentes conditions à était inévitable, écrite d’avance. Les marques la clé en stations. À quelques mois des prochains French Editor Marie-Laure Ducos vont investir dans des sites D2C bien léchés JO d’hiver, le snowboard se retrouvera bientôt à [email protected] (si ce n’est pas déjà fait) afin d’étancher la nouveau sous le feu des projecteurs, durant trois soif de la clientèle pour des achats en direct. semaines de réjouissances sportives, offrant C’est la façon dont cette opération sera réalisée par là-même une exposition idéale pour que les Graphic Design Séréna Lutton qui définira l’ADN des marques concernées et marques et les détaillants concrétisent des ventes permettra d’assurer la pérennité de leur relation, immédiatement. À vous également d’organiser [email protected] avec la clientèle comme avec leurs partenaires vos propres événements pour partager le plaisir revendeurs. Fait correctement, la marque pourra du ride et faire en sorte que tous ces débutants vendre ses produits en direct via son propre investissent à l’avenir dans le haut de gamme. Web Media Manager Denis Houillé site, oui mais à plein tarif, tandis que les clients Il nous reste à croiser les doigts pour que nos [email protected] s’orienteront vers leurs magasins locaux pour snowboardeurs nous rendent fiers sur les profiter d’exclusivités, de collaborations, etc. podiums et que les flocons continuent à tomber ! Proofreaders Les marques et les détaillants disposent Toujours déjanté désormais d’une masse considérable de Harry Mitchell Thompson Insa Muth, Marie-Laure Ducos, Sam Grant données sur la clientèle ; aujourd’hui, il est donc Rédacteur en chef Contributors SOMMAIRE Jokin Arroyo, Benoît Brecq, Gordon Way, Fabien ONEILL.COM Grisel, Franz Holler, Anna Langer, David Bianic, PAGE 7 - SOMMAIRE/EDITO PAGE 45 - ART DE L’ACHAT : Ruth Cutts, Dave Mailman, Oliver Connelly PAGE 8 - NEWS TOBIAS ANDERSSON, SURFDOME PAGE 11 - AVANT-PREMIÈRE : DÉMOS ON SNOW PAGE 47 - TENDANCES : PROTECTIONS SNOW Advertising & Marketing PAGE 12 - AVANT-PREMIÈRE : SALONS PAGE 49 - TENDANCES : CHAUSSETTES [email protected] PAGE 15 - DÉTAILLANT DU MOIS : PAGE 50 - TENDANCES : UNFAMILIAR, STUTTGART PRÊT-À-PORTER SURF HOMMES Accounts Manager PAGE 17 - TENDANCES : BOOTS SNOWBOARD PAGE 53 - TENDANCES : CRUISERS [email protected] PAGE 21 - TENDANCES : FIXATIONS SNOWBOARD PAGE 56 - PORTRAIT DE MARQUE : BRAVO PUMPS PAGE 24 - LE BUSINESS DES SURFPARKS PAGE 57 - PORTRAIT DE MARQUE : FAM To Subscribe PAGE 27 - TENDANCES : CHAUSSURES SKATE PAGE 58 - PORTRAIT DE MARQUE : VOLTE www.boardsportsource.com PAGE 31 - TENDANCES : SACS À DOS TECHNIQUES PAGE 59 - PORTRAIT DE MARQUE : [email protected] PAGE 32 - GRAND PONTE : POETIC COLLECTIVE FRANCK WATERLOT, BURTON PAGE 60 - NOUVEAUTÉS Publisher PAGE 35 - TENDANCES : STREETWEAR HOMMES PAGE 63 - ZOOM SUR LES MARCHÉS NATIONAUX [email protected] PAGE 39 - TENDANCES : STREETWEAR FEMMES PAGE 70 - EVÈNEMENTS PAGE 41 - TENDANCES : CASQUES SNOW PAGE 79 - L’ŒIL DU CYCLOPE Published by ESB On the cover: Markus “Fischi” Fischer, GoPro’s EMEA Photo Manager 22 Friars Street, Sudbury Suffolk, CO10 2AA. UK No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission, except for permitted fair dealing under the Copyright Designs and Patents Act 1988. Application for permission for use of copyright Boardsport SOURCE is published bi-monthly material including permission to reproduce extracts in other public works shall be made to the © ESB. All Rights Reserved publishers. Full acknowledgement of author, publisher and source must be given. The views expressed VISIT US AT SHOPS 1ST TRY in this publication are not those necessarily held by the Publisher. ISSN # 1478-4777 ST- RD www.boardsportsource.com IN ALPBACHTAL (AUT) JAN. 21 23 7 NEWS #89 #89 NEWS GEORGES PEDRICK PROMU RESPONSABLE RP SUPRA & KR3W NOMMENT MICK FANNING ACHÈTE DES PARTS & MEDIA EMEA CHEZ VANS LA FÉDÉRATION MONDIALE DE SNOWBOARD UN NOUVEAU PRÉSIDENT DU GROUPE CREATURES OF LEISURE Georges Pedrick continue son ascension au sein de VF Corp avec sa ANNONCE UNE NOUVELLE STRATÉGIE Steve Harden vient d’être nommé président de SUPRA Footwear et KR3W Mick Fanning vient de rejoindre l’actionnariat du groupe Creatures of nomination en tant que Responsable RP & Media chez Vans EMEA. ET LANCE LE WORLD SNOWBOARDING Denim Co. Harden exercera depuis le siège de la maison-mère (K-Swiss Leisure. Son contrat arrivant à expiration, au lieu de le renouveler en La World Snowboard Federation (WSF) a annoncé sa refonte avec George travaillait précédemment pour l’agence PR de Vans au Royaume- Global Brands) à Los Angeles, où il partagera sa riche expérience tant que surfeur pro, Fanning a préféré une option plus risquée. Il a Uni, Canoe Inc, société qu’il a intégrée en bas de l’échelle en tant que le TTR Pro Snowboarding (TTR). Toutes les opérations et activités professionnelle. Harden œuvrait auparavant en tant que VP Commercial aussi fait allusion à la création d’une nouvelle gamme de produits sous stagiaire. Il a alors grimpé les échelons jusqu’à devenir Senior Account commerciales seront menées par la World Snowboarding Marketing d’Honeywell, zone Amérique du Nord, pour le footwear et le matériel Manager, avec un portefeuille clients comprenant Vans, Oakley, Nitro & Services GmbH, société créée en Suisse en 2011 et appartenant sa responsabilité. de protection, après avoir été VP Commercial et Opérations pour le Circus, Patagonia et Burton Snowboards. Après un premier essai en totalité à la WSF. Cette avancée marque la fin d’une époque ayant concluant au poste de Chargé de RP & Media pour Vans EMEA, il intègre commencé par la fondation de la WSF et du TTR en 2002, et le début département sport d’Oakley. Il a également travaillé chez VF Corporation NIXON NOMME SCOTT KERSLAKE À SA TÊTE maintenant le poste de Responsable RP & Media afin d’implémenter la d’une nouvelle ère dont l’héritage de valeurs et de culture communes et Adidas. La marque californienne Nixon a nommé Scott Kerslake comme nouveau stratégie RP de la marque pour 2018, et renforcer sa notoriété. George garantira la perpétuation de l’histoire du sport, au sein de ce nouveau PDG et ce, depuis le 21 août 2017. Kerslake était depuis 2009 PDG de la remplace ainsi Silke Artner, après son départ en mai 2017. cadre. LANCEMENT DE “SKATEBOARDING IS NOT marque de yoga, voyage & aventure, prAna. A FASHION” EN FÉVRIER 2018 LE SURF PARK SUMMIT 3 RÉUNIT SHAPERS AUSTRALIA CHOISIT SURFCLOUD Dirk Vogel, journaliste de skate au sein même de Boardsport SOURCE, et LA WSL ET LA VILLE D’ANGLET EN FRANCE LES
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