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Old 01-21-2014, 09:59 PM   #1 (permalink)
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Default Is Snowboarding Making a Comeback?

It seems just a while ago (5 years?) the bottom was dropping out of snowboarding. Independent shops were going under right & left, small brands were disappearing overnight, and a lot of pro riders were quitting to get mainstream jobs. The magazines were struggling, everything looked hurting.

I was given the December issue of Snow Board magazine and its printed on great paper stock and the quality of the ads and photography looks like something out of a design annual. I was shocked. Everybody has a slicker more sophisticated ad spread than I've ever seen. The sophistication of some of the marketing from these small brands is noticeable.

What's going on? Is snowboarding making a comeback? Or are people and small startups more savvy and sophisticated than ever in graphic design, branding and production? Or are all of these brands now owned by a few behemoth conglomerates?

Any way it's nice to see snowboarding back on the leading edge of style, design, and personal expression. Blah blah boohya
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Old 01-22-2014, 02:21 AM   #2 (permalink)
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Hmm, I remember something happening like 5 years ago. oh right a major economic collapse. I'm guessing that and the subsequent recovery, such as it is, is mainly responsible for what you are seeing.

The numbers are still not what they were.
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Old 01-22-2014, 02:37 AM   #3 (permalink)
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What do you do to battle a declining brand, market the hell out of it. Remember what Burton, the supreme overlord of the snowboarding industry, did last year shutting down a third of it's company... It is shrinking but not in a bad way. It had grown to big for all the companies to be sustainable and as mentioned above its become too expensive, especially with the economy. It's cyclical and not going anywhere. It's not growing but rest assured it isn't going anywhere either.
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Old 01-22-2014, 08:47 PM   #4 (permalink)
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Quote:
Originally Posted by lab49232 View Post
What do you do to battle a declining brand, market the hell out of it. Remember what Burton, the supreme overlord of the snowboarding industry, did last year shutting down a third of it's company... It is shrinking but not in a bad way. It had grown to big for all the companies to be sustainable and as mentioned above its become too expensive, especially with the economy. It's cyclical and not going anywhere. It's not growing but rest assured it isn't going anywhere either.
Ummmm....

http://www.nytimes.com/2012/12/13/us...ivelihood.html
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Old 01-22-2014, 09:31 PM   #5 (permalink)
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Umm I grew up riding in the NE and snow has never not been spotty there in November, in fact any resort open in November is AHEAD of schedule, and Colorado is having one of it's best season on record. This has nothing to do with the industry. A shitty wanna be global warming article that means nothing. Don't get me wrong, I'm not arguing against global warming but A: this is a crazy inaccurately written piece, and B: Has nothing to do with this thread.

PS. I have been studying global warming and the environment for years, please don't post poorly written articles like this for no reason, they are bull shit. There are plenty of great, well written articles without made up facts that talk about global warming danger. We need to care for the environment but not at the risk of fake propaganda pieces.These mass medias attempts to get the uniformed public to overreact and respond to their news are a disgrace to real journalists and scientists everywhere.
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Old 01-22-2014, 09:37 PM   #6 (permalink)
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Yeah I had the feeling that the "well financed and strong" are just really dialing in their game now, bringing everything they got to pull what dollars out of the market exist. It actually seems like in all reality it would be much harder for a startup to break in today and gain market share than ever before. Seems like the big boys have their "A game" on just to maintain market share. I was wondering if that was the case or if everybody was just more sophisticated and focused with their marketing efforts today. This December Snowboard Mag was the slickest I've seen in my lifetime, and I used to work in that industry, so I can see the level of production and work exhibited in it. Someone must be making returns. Glad to see it!
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Old 01-23-2014, 12:45 AM   #7 (permalink)
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Quote:
Originally Posted by lab49232 View Post
Umm I grew up riding in the NE and snow has never not been spotty there in November, in fact any resort open in November is AHEAD of schedule, and Colorado is having one of it's best season on record. This has nothing to do with the industry. A shitty wanna be global warming article that means nothing. Don't get me wrong, I'm not arguing against global warming but A: this is a crazy inaccurately written piece, and B: Has nothing to do with this thread.

PS. I have been studying global warming and the environment for years, please don't post poorly written articles like this for no reason, they are bull shit. There are plenty of great, well written articles without made up facts that talk about global warming danger. We need to care for the environment but not at the risk of fake propaganda pieces.These mass medias attempts to get the uniformed public to overreact and respond to their news are a disgrace to real journalists and scientists everywhere.
Lol. Just Lol.
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Old 01-23-2014, 01:02 AM   #8 (permalink)
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Well, I know a few brands that are having pretty amazing years. One has been around a while and is now selling out of most of their boards where over the past few years that was unheard of....
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Old 01-23-2014, 01:07 AM   #9 (permalink)
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I want to know where the idea CO is having one of its best seasons on record came from. We're having an average season at best. I can go take some pics of Breck tomorrow if I feel to be bothered that will show a different interpretation of what you believe this "record" year is looking like. Sure we got 7 feet of snow from the 1st to the 15th and now we're just baking in the sun with a lot of it being windswept as well.

Snowfall directly effects the snowboard industry. The last three years have raped the industry in ways most people won't notice unless they actually work in it.

All one has to do is look at California right now and see how bad off Tahoe, Mammoth, and the Sierras in general are. Europe isn't fairing too well either. How do you think that's going to help the industry? It's not we're going to have more backstock sitting around, shops grey marketing, and a slew of other problems.

But to go back to the original points. Snowboarding is not making a comeback, it's numbers are not increasing. What you're seeing is the aftermath of the culling of the herd. Bigger brands have downsized, closed off divisions, sold brands, etc. etc. This has allowed for a gap window for smaller brands to come in. Are all these smaller brands good? No, most of them are catalog brands that went to a factory, pulled some specs, and slapped their graphics on the board all while shoving "putting the fun back in snowboarding" or "by snowboarders for snowboarder" and then the pinnacle of greatness in marketing "hand made" sometimes in the U.S. sometimes not down peoples throats. Three severely repackaged marketing tactics that most people won't see through because they want something "new" when in fact it's the exact same board as 10 other companies minus the graphics.

Every year there are tons of new brands that try to enter the marketplace, some have mediocre success and occasionally some hit lightening in a bottle. Still I ask anyone that pays attention to this, where are these brands at the year 5 phase of their business? Most are gone, dwindling, or being sold off to be bastardized and used as a pricepoint brand.

You want to talk about snowboardings comeback, then look at the SIA floor map. How many empty booths do you count on that interactive map? I gave up counting after 20. They claim visitation numbers to the show are up and that they're turning away brands due to a lack of space.

Seeing numbers from OEM factories about the amount of units produced is rather hilarious too. Company x claims they're making 10k units in the factory, real number is somewhere about 10% of that. Why? No one is buying.

The cold harsh truth of it is that free skiing is cooler amongst kids and they're taking to that. Snowboarding is still marketing to the 22 and under crowd on a percentage level it shouldn't while the biggest age demographic with the most expendable income has moved on from snowboarding to other interests because it isn't being marketed towards them. The teens to early 20 somethings from the mid to late 90's and early 2000's have moved on to start families and careers. They are that generation gap that is gone and that will hopefully one day come back when it allows.

You want to see snowboarding make a comeback then do your part to help the environment, do your part to support companies that actually support snowboarding, same thing with shops, same thing with the snow media, and above all else get as many people as possible hooked on the idea of snowboarding. Then, maybe then, we'll see a comeback.
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Old 01-23-2014, 01:15 AM   #10 (permalink)
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I've been in Canada but when I went back to Colorado for the Holidays it didn't seem much better than the last few years at this time.



I think it was because life sucked in 2008 for most people. We can afford to have fun again!
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