You may see a sober side to the next Action Sports Retailer Trade Expo slated for September in San Diego.
The tradeshow typically draws thousands to party as they check out the latest looks from many of Orange County’s surf- and skate-inspired brands.
But the slow economy, which has made retail sales challenging, already has prompted companies to do things differently.
Some are being “more cautious with their purchase decisions,” said Andy Tompkins, ASR show director.
“We are seeing slightly less new startup companies entering the show,” he said.
There also have been a few skateboarding-inspired brands that decided not to attend ASR, including Lake Forest-based Sole Technology Inc., known for its etnies brand and other labels.
Some reasons why: skate production dates and deadlines aren’t a good fit for the show; shoe sales are lagging; and companies still are recovering from Anaheim-based Pacific Sunwear of California Inc.’s decision to nix most of its sneakers, according to Tompkins.
Still, most “established marketers agree that they must maintain a consistent marketing approach and stay in front of retail buyers, especially in difficult economic times,” he said.
“ASR still has strong support from the industry despite the downturn,” Tompkins said.
The show typically draws about 18,600 attendees including 6,600 buyers and distributors and 500 members of the media.
Some companies could send “slightly less people” to work the show to “minimize travel costs” and keep things more business focused, he said.
Hank Blank Expands Review
Several OC advertising agencies are vying for bathroom and tableware maker Villeroy & Boch AG’s creative account.
The retailer tapped Hank Blank, owner of Laguna Niguel-based Hank Blank Inc., to organize the review.
“My request for proposal said, ‘Don’t waste your time if you aren’t an excellent fit,” Blank said. “Many were not but submitted anyway.”
The work focuses on the U.S. arm of Villeroy & Boch, which is based in San Diego, and its bath and wellness advertising account. Blank declined to say which OC agencies are in the running for the account.
There are also some other shops from Los Angeles and San Diego involved in the review, Blank said.
Germany’s Villeroy & Boch makes a range of things, including tableware, such as dishes and utensils, and products for the bathroom, including sinks.
Blank said he’s been expanding the review part of his practice. His shop also handles public relations, advertising and new business development.
Last year, he held a review for client Carlsbad-based Jenny Craig Inc., part of Nestl & #233; SA. That work was awarded to the Irvine office of Young & Rubicam Brands.
With the slow economy prompting some companies to tighten their ad spending, most shops are “increasingly interested in new business,” Blank said.
Paul Frank Licenses
Costa Mesa-based Paul Frank Industries Inc. continues to ink licensing deals to spread its designs in more places.
The apparel maker, known for its Julius monkey and other cheeky designs, said it signed on Montreal-based NTD Apparel Inc. as a licensee to make and distribute T-shirts, fleece tops, pajamas and swimwear for men, women and kids in Canada.
NTD also has worked with other brands, including Barbie, Hello Kitty and Sesame Street.
“NTD Apparel has a proven track record with many iconic brands,” said Ryan Heuser, president and cofounder of Paul Frank Industries. “We feel confident in their ability to execute and manage our strategic vision in Canada.”
Paul Frank also announced that its wallets, backpacks, handbags and other accessories now will be made by accessory maker New York-based Fab Starpoint LLC under license.
The company wanted to offer a bigger variety of accessories for a wider range of prices, Heuser said.
Fab Starpoint expanded into new products, such as stationery and luggage, using Paul Frank’s graphics.
These licensing deals are among several Paul Frank has signed in the last year after granting rights to its designs to Australia’s Creata, known for its work promoting products from McDonald’s Corp., Kellogg Co., Nestl & #233; and Coca-Cola Co.
Expanding Online Services
Newport Beach-based Orange Label Art + Advertising Inc. made two hires as it looks to expand its online advertising services.
The OC shop said it brought on Stephanie Hamilton as integrated advertising executive. She’ll be focused on online and interactive marketing.
Also new: Jonathon White, who was hired as art director. He’ll manage the creative department.
