Big Buying Power Fuels ASR Fall

The hottest leading and emerging labels of the youth culture style industry are busy filling orders following the enormously successful return of ASR FALL. The smaller format show brought in the world’s top buyers representing over five thousand storefronts from around the world. Buyers returned in force, helping the retailer numbers to soar over 25 percent from the inaugural 2002 show. Stores like Macy’s, Nordstrom, The Buckle, Proffitts, Pacific Sunwear and Hudson Bay/Zellers from Canada sent small fleets of buyers with big orders to fill.

“The energy and enthusiasm on the floor was palpable,” said Kevin Flanagan, show director for ASR, “The show demonstrated the vitality of the fall season and our industry as a whole.”

With booth space increasing by over 45 percent, the show sets a new benchmark in fall and back to school buying. Brands like Hurley, who introduced eyewear at ASR FALL, Volcom, Lost, Paul Frank and Howe, were just some of the brands that utilized the show for a first look at their newest offerings.

“Last year’s launch was great, I was wondering how ASR would improve the show … they did. Attendance was great as well — we saw all the key people and all the retailers were stoked to be here. This is an incredible place to launch our fall line,” said Joel Cooper, CEO of Lost International.

ASR Fall also featured an amazing variety and depth of exhibitors, with over 40 new brands who made their ASR premiere in Huntington Beach. Original Penguin found the atmosphere to be a great place to introduce their label to the industry “I absolutely love this style of show — it works perfect for us. It’s an easy, no-nonsense, business environment show that pays for itself. All the stores that were imperative for us to see, we saw!” said Rhonda Walker, for Original Penguin.

Many buyers used the smaller format show to check in with their main vendors and still had time to take a peek at action sports up-and-comers. “ASR FALL was casual and easy. I got to spend good, quality time with each of our major vendors — and saw a couple of new ones! With this show, it is definitely easy to maximize your time,” said Stephen Tsukayama , front man for HIC retail, Hawaii.

“{ASR FALL is} the best and easiest show to work. Everyone is stoked — I wrote paper with every booth I had an appointment with! ASR FALL is the right crowd and the right companies,” said Bobby Abdelfattah from Jack’s Surf Shop.

SG Magazine’s GirlStyle: Fall Fashion Preview, wrapped up the first day’s buying excitement by pulling highlights straight from the show floor and putting them in motion on the runway. From the fashion show, buyers, exhibitors and media hit the Lighthouse Courtyard for the Hurley and Fender after show party — the place to celebrate and unwind.

The triumphant return of ASR FALL and inaugural ASR EUROPE in Anglet, France July 6-8 secures ASR’s position as the place to find the trends, newest gear and hottest looks in surf, skate, swim, style, snow, motocross and youth culture. Don’t miss the next U.S. ASR show in San Diego, September 5-7 with the events and excitement from the leading and newest brands in action sports.