Changes Afoot at SIMA
Now in its 17th year, the Surf Industry Manufacturers Association seems to be hitting its stride. Staffed by a full-time team, SIMA is growing its educational offerings and international presence.
The association recently announced plans to expand its industry survey offerings. SIMA, which commissioned the industry’s first retail distribution study in 2004, will once again conduct the study for 2006.
“We hope to increase retailer participation,” said Sean Smith, SIMA’s executive director. Approximately 286 retailers will be tapped for the study, which is geared to help surf brands and retailers better understand the current retail landscape and monitor retail sales trends in the surf and skate industry.
Two possible additions for 2006 are a consumer participation study and an economic impact study. “Education is the cornerstone of SIMA,” Smith said.
In November, SIMA will begin offering a seminar series in Huntington Beach, Calif. The series will consist of multiple sessions for both brands and retailers. “This is a service for the entire company—not just the executives,” Smith said.
International initiative
With a solid presence in the United States, SIMA has a goal this year to establish international offices by licensing its name. In its current incarnation, SIMA is an exclusively American association that does not accept members from such surf-loving countries as Australia and South Africa. First in line is a SIMA office in South Africa, which is in the process of completing a licensing agreement. SIMA executives are hoping to soon set up offices in Japan and Australia.
Surf Expo to Grow Floor Space
The January 2007 edition of Surf Expo will benefit from a new format and 100,000 square feet of additional space.
The trade show, which will be held Jan. 11–14 at the Orange County Convention Center in Orlando, Fla., will highlight new and hot brands in its Launch pavilion and offer a deeper snow goods selection.
Surf Expo, which has long been considered the mellower of the action sports shows, is looking to up the excitement on and off the show floor. Organizers promise a big snow event at the show, as well as a wake skate demo in the convention center’s pool. The skate ramp contest will feature $30,000 in prizes.
Aaron Chang Regroups
Photographer Aaron Chang, known for his dramatic shots of surfers and tropical waterscapes, has been licensing his images and name for years to swim and apparel companies. Now, Chang has partnered with investor Peters Group Worldwide and reacquired the rights to his brand name and images to form Aaron Chang Lifestyle Brands and Aaron Chang International.
Chang, whose images have been used by Nike and Levi’s, will assume creative control of the new companies as chief creative officer.
“Aaron Chang International was created to explore the merging interface of digital imaging with apparel,” Chang said. “What we do is communicate the emotion of a photograph by reproducing the image on apparel with stunning resolution. One of my first goals is to reconnect the brand with the core action sports market.”
The company will also focus on creating a yoga-inspired line for women. Norm Zwail, the company’s newly hired president, will spearhead the active lifestyle line.
