Getting in on the action

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Getting in on the action,[link widoczny dla zalogowanych]
Looking to girls as the next big growth area,[link widoczny dla zalogowanych], a number of surf and skate brands have beefed up their offerings to include items such as skirts and tank tops, pink sneakers and short shorts. The idea is to get a new batch of customers,[link widoczny dla zalogowanych], and sometimes to expand distribution, without alienating the core market of male surfers and skaters.
"A lot of girls are getting inspiration from their boyfriends or what going on at school," said Stacy Dye, girls product line manager at Vista-based DC Shoes.
DC, which makes skateboarding shoes,[link widoczny dla zalogowanych], has long had a limited selection of footwear for young women,[link widoczny dla zalogowanych], called the juniors segment. Early this year, for the first time,[link widoczny dla zalogowanych], the company launched a full clothing line.
At K-Five, a surf/skate/snow retailer with locations in Encinitas and Poway, owner Jurgen Schulz said most of his store growth has come from young women. Schulz estimated that 25 percent of his floor space is dedicated to women clothes, up from about 10 percent a few years ago.
But even though he seeing more female surfers around, Schulz said they aren the ones driving the business. "Probably 80 percent of our women clothing is sold to girls who don participate in the sport,[link widoczny dla zalogowanych]," he said.
Some surf and skate companies have had a juniors line for a decade or so, but the category has just recently come of age. revenue for the second half of last year,[link widoczny dla zalogowanych], and the company pointed to women business as a driver.
"The juniors business has been the highlight of an already-positive trend for action sports,[link widoczny dla zalogowanych]," said Doug Palladini,[link widoczny dla zalogowanych], director of Cynic Youth,[link widoczny dla zalogowanych], a marketing company that specializes in the action-sports industry. "Any company in the action-sports industry that does not currently have a full-blown juniors effort has been making a conscious decision not to do so."
Youths judge action-sports companies not just by what they do, but what they don do. If a company brand grows too fast either because it in too many stores or because too many new products are being offered the core customers usually abandon it.
This thinking inspired Reef, the San Diego sandal company, to leave juniors out of the apparel line it launched early this year. Mark Price,[link widoczny dla zalogowanych], global marketing director for Reef, said the company feared that the recent explosion in girls surfwear would cause retailers to push more juniors product,[link widoczny dla zalogowanych], to the detriment of the men line.
"It very difficult for a primarily girls brand to extend into men yet it easier for a men brand to expand into girls he said. "We felt that by giving retailers a choice they would determine our future,[link widoczny dla zalogowanych]."
Still, reaching out to girls can be as much a conundrum as an opportunity for action-sports companies, which have been squarely focused on young men for most of their history. The average teenage girl, for instance, does not actually surf or skate. She is more fashion-savvy. Surfers and skaters, by contrast, buy whatever their favorite athletes are wearing and don care much about fashion.
Another important difference: Girls buy more stuff.
"Guys go skateboard and girls go shopping, so it almost incomparable how much girls shop compared to boys," Dye said. "(Girls) are more apt to buy a complete outfit. Men business is a piece business."
To promote its juniors business,[link widoczny dla zalogowanych], DC Shoes is using female models in its advertisements instead of the professional skateboarders, surfers and snowboarders it uses to promote the men line. But as with the core business, Dye said the company plans to start off in stores frequented by the core audience and slowly expand distribution into chains and department stores, including some that the company wasn selling to before.
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