Season’s surfing greetings

Christmas in June?

Holiday fashions were on display last week for an Action Sports Retail exhibition at the Newport Dunes. Several dozen clothing brands set up booths at the holiday showcase, designed to connect clothing companies like O’Neil and watchmaker Vestal with retail buyers from department stores, clothing chains and surf shops looking to make their orders for Christmas shoppers.

“It’s the only season where there’s not a show and it’s an important time for retailers,” said Dave Rosenberger of Quiksilver, which helped create the show.

ASR has operated fall and spring events at its giant and raucous annual San Diego show, but this is the first time the Laguna Beach-based company dived into a holiday event. A recent poll commissioned by industry research company ActionWatch found that surf clothing sales in December were near the same level as summer sales.

“This is still a season that is relevant,” Rosenberger said.

Exhibitors at this year’s show said foot traffic was slow, but many said the exhibition was more about making an appearance among industry regulars than placing large orders.

“We’re here, we can afford to be here, so we have to be here,” said Mike Murphy of Costa Mesa-based clothing company Fyasko.

Unlike the larger shows, the gap between the big clothing companies and the smaller retailers was less obvious, Rosenberger said.

That was good news for companies like YaYaGirl Sport, a start-up clothing line from Newport Beach targeting 7- to 16-year-old girls who play sports and like well-fitted, contemporary fashions.

“It’s a tough industry because you’ve got established buyers who are comfortable with the big companies,” owner Linda Burch said. “We have to first go meet the mom-and-pop stores and get into a few sporting good shops. We’re in this to build the brand and one way to do that is to start generating interest through the holiday season.”

This is YaYaGirl’s first showcase at an ASR event, which Burch said is a statement about the brand.

“From a marketing perspective, it says ‘Hey, we’re legitimate.’” she said. “It’s a chance to test the line to see what the response would be.”

Other companies like recently relaunched Hot Tuna of Garden Grove use the forum as a chance to make company announcements. After nearly three decades, Hot Tuna recently made an initial public offering and has reacquired its marketing licenses.

“We’re using ASR as a soft launching platform,” marketing director Alain Mazar said. “It’s a good opportunity to shake hands with movers and shakers.” dpt.05-asr-dl-BPhotoInfoT21RL83H20060605j0d8nhnc(LA)