#81 APRIL / MAY 2016 €5 NATHAN HILL, REEF EMEA GENERAL MANAGER HOW YOUR STORE CAN UP ITS DIGITAL GAME THE LOST HISTORY OF LONGBOARDING BRAND PROFILES, BUYER SCIENCE & MUCH MORE TREND REPORTS: SURFBOARDS, LONGBOARDS, SUNGLASSES, SUP, HANGING SHOES. 1 US Editor Harry Mitchell Thompson HELLO #81
[email protected] Despite a slow start to the FW15/16 season with to meet under one roof to discuss, share stories less than favourable snow conditions making and view next season’s collections for purchase. Surf & French Editor Iker Aguirre for tricky selling conditions in the run-up to
[email protected] Christmas, the fluffy white stuff did eventually In this issue, we take a look at what retailers join the party. in both our industry and the wider landscape are doing to ‘Embrace Technology’, while online Senior Snowboard Contributor The hotly anticipated El Niño reversed a recent action sports marketing expert Jérôme Harlay Tom Wilson-North snow trend in America, with the parched West talks us through a case study of his, where Coast finally receiving a winter to remember, he helped launch the digital offering (website
[email protected] and the East Coast suffered from a strange and social media) for a newly opened bricks weather system, resulting in a fairly snow- and mortar surf shop in Tenerife. We have all Skate Editor Dirk Vogel free season. While El Niño mixed things up for our usual spots, with Retailer Profile going the snow business, the pacific ocean served to Bude in Cornwall, Buyer Science travels to
[email protected] up some all-time conditions ranging from Brittany in France and trend reports spanning many spots on the Americas’ coastline to surfboards, SUP, longboards, hanging shoes and German Editor Anna Langer Hawaii’s Pe’ahi (Jaws) providing the greatest sunglasses.