SIMA and BRA hosted the second annual Industry Boot Camp at the Hyatt Regency in Huntington Beach Monday, November 8, and Tuesday, November 9, featuring a strong line up of experts in a myriad of fields both within and outside the industry. The panel and guest speaker seminars touched on a wide range of topics including sourcing trends, mobile commerce, print advertising, and buyer and rep relationships.
“Our goal is to create a meaningful forum for both manufacturers and retailers consisting of education and inspiration,” says SIMA President Doug Palladini.
Highlights from Monday’s seminars included a keynote speech from industry veteran Tommy Knapp, who outlined some of the key things to remember when starting a brand, such as establishing credibility and authenticity by not giving away free product, identifying the end customer as the specialty retailer, and finding a point of differentiation from other products in the market. Other presentations included detailed tips on e-commerce from Sage Island and Warehouse Skateboards owner Mike Duncan, and a look at specialty retail product collaborations in the form of four case studies from Reef, DC shoes, Vestal and Element.
Day one wrapped up with an industry dinner party at Sol Cocina in Newport Beach drawing retailers, brands and other industry members out to network and catch up after what BRA President Mike Duncan and SIMA Executive Director Sean Smith acknowledge during their Boot Camp opening address as a tough past week in Action Sports.
Tuesday followed a similarly stacked line up of knowledgeable speakers, including Mandi Dossin, partner and general manager for DGWB Advertising and Communications, who discussed the importance of print advertising in a rapidly evolving media landscape. While publications must evolve and adapt to developing technology such as the iPad, mobile apps and online subscription models, print magazines still remain an important part of the equation according to a study cited by Dossin that said 93% of adults still read magazines and 66% of U.S. consumers said magazine ads influenced their decision to make a purchase.
Photo Credit: Brent Hilleman, courtesy SIMA