ASR: Fall Lines Debut At ASR Back2skool

In its maiden voyage as the newest member of the ASR trade show fleet, the ASR Back2Skool Show has assembled a powerful mix of the industry’s strongest brands including Hurley, Volcom, Triple 5 Soul, Ecko, Lost, Stussy, Paul Frank, Element, Osiris, Obey, Shorty’s, Fresh Jive, Split, Rusty, O’Neill, Hawk, and Counter Culture along with over 60 other leading brands. Why such an enthusiastic response? Apparently, the opportunity to show fall lines to top retail accounts in an intimate beachfront environment in the latter half of March is meeting a need for the industry.

“We’re involved with the ASR Back2Skool show since it’s the first one that allows us to show our Holiday in a trade show setting,” said Doug Weston, VP of operations for Alias Distribution, manufacturer of Osiris Shoes, Elenex, Copia and Arcade Skateboards. “This has been the one missing show for the industry and will allow us to consolidate our writing efforts.”

“The importance of the Southwest (attendance) is that it gives instant feedback from a strategic market segment,” added Weston.

The ASR Back2Skool Show, to be held March 19-20 at the Waterfront Hilton Beach Resort in Huntington Beach, CA., will give retail buyers a chance to preview and pre-book back-to-school products from a diverse mix of cutting-edge brands. Ecko returns to the ASR fold for the release of its Ecko Red junior’s line. Giant Distribution, manufacturer and distributor of leading brands such as Element, Black Label, The New Deal, 411 Video Magazine, Revolution Wheels, Destructo, Destroyer and Monster Trucks, will debut the long-awaited New Deal team video “7 Year Glitch” as well as pre-book printables and cut and sew for its limited back-to-school line. Osiris Shoes will debut a limited Holiday line as well as release fall lines for the new Copia junior’s line and Elenex skate apparel line. Paul Frank and Obey will also return to the ASR roster, adding to the elite catalog of trend defining brands.

“It really is an all-star line-up of brands,” said Darin Dennee, publisher for ASR Trade Expo. “We are very pleased with how this show has shaped itself.”

Retail pre-registration has been equally impressive thus far, with top-tier California-based stores such as Atomic Garage, The Closet, Aftermath, Mr. Rags and ZJ Boarding House signing on as well as domestic buyers from outside California such as Bora Bora, Puerto Rico; Pacific Wave, Colorado; Island Snow, Hawaii; Urban Outfitters, Pennsylvania; and Zumiez, Washington. A contingency of international buyers are also registered and expected to be in attendance including Quicksand of Brazil and Resin of the United Kingdom. The show has also drawn pre-registration for international retailers based in Colombia, Germany, Canada, Europe and South America.

Over the last five years, the back-to-school market segment has become 30-40 percent of the business done on an annual basis in the action sports/youth culture markets. Many manufacturers are increasing their range of products for this time period to capture these dollars. ASR Back2Skool will provide the broadest range of premier surf, skate, streetwear, footwear and youth lifestyle manufacturers and retailers to accomplish this mission.

The show will take place at the upscale Waterfront Hilton in Huntington Beach, California. All attendees will be treated to a complimentary breakfast and lunch each day. Out-of-town attendees can also take this opportunity to visit a wealth of well-known retailers and manufacturers with headquarters within close proximity to this ideal location.

ASR Trade Expo is a division of VNU Business Media. For more information about ASR Back2Skool and other ASR events, call 949/376-8144 or go to ASR Future dates are as follows:

2002 San Diego ASR Trade Expo — Sept. 5-7 — San Diego, CA.
2002 Atlantic City ASR Trade Expo — Sept. 25-27 — Atlantic City, NJ.
2003 Long Beach ASR Trade Expo — January 23-25 — Long Beach, CA.
2003 Back2Skool Show — March 11-12 — Huntington Beach, CA.