p10,11,12 Trade talk 7/17/08 11:47 AM Page 10
TRADE TALK - Sports Retail
SGB
Sports and Outdoor www.sgb-sports.com
JACK MEETS………..NISTEX
Entry was free. Refreshments were free. Parking was free. And there was even an offer of a free pair of
running shoes. The independent retailer was free to be there or stay at home. Some chose to stay at
home. But those who came found it well worth their while, as did Jack Lynes – who became a retailer for
a while…
W
hen I was in the trade I seldom, if ever, missed a easy-to-read plan of who is where. Walk fairly briskly, new last and, always interested in any innovation, the
chance to meet my suppliers. Serious buying exchanging smiles and waves with guys with magnets snake-like twisted shoelaces will mean fewer stops to retie.
would usually take place ‘by appointment’ and insufficiently strong to bring me in right away, and then This will certainly be far from the last, pardon the pun, of
took too long to happen at exhibitions. Fill-ins see a never failing ‘come on’ in the form of a poster New Balance in my store . It may have been a free pair but
were easy because reps called regularly and there was offering a free pair of New Balance running shoes. There now that I will be able to offer my costumers a running
always the phone. So why did I think it so vital to attend must be a catch somewhere, I thought. What size order commentary about the shoes, it is likely to pay dividends.
the shows? Firstly it was a chance to compare product. will I have to give? But there was no catch. I was welcomed
One could often meet decision makers and enjoy fruitful by Steve Lloyd, their Accounts Manager for Scotland and At this rate, I knew I would never be able to visit every
discussion with them. (Even the occasional moan the North. A little banter about how Murray had let ‘us’ stand and enjoy lunch. Not wanting to miss adidas, and
sometimes produced results.) And there was always a down at Wimbledon and then, shoes off, my feet were particularly anxious to see if their entry into the cricket
chance to discover something new. Oh yes, there was often carefully measured for length
an opportunity to pick up a bargain or two, as companies and width, and I was fitted with
offered special incentives. The prospects for trade shows is a somewhat luminous pair of
something of a chicken and egg situation. Exhibitors (or NB 1062, uk8 2EE. Trousers
shall we call them ‘the sellers’?) have considerable expense rolled above my calf (no, I am
in being present; they will inevitably decide from their not a Mason!) I accepted his
order books whether it has been worthwhile. If they stop invitation to have a run on their
coming, the show gets smaller and less inviting for the sophisticated running machine.
retailers (let’s call them ‘the buyers’) to turn up. Fewer Well before my limbs tired or
buyers, fewer sellers, fewer buyers, fewer sellers. But, you my breath was short, the session
may argue, those who belong to a buying group, surely the ended and I watched a recording
majority of ‘independents’ these days, have their own of my unexpected activity. I now
buying shows. But will they miss out on the likes of Nike, know that I am a forefoot striker
Reebok and adidas whose brandings still dominate the and run on an even keel. About
world of sport? Well, NISTEX held out the promise of to remove the shoes, I was asked
contact with these three giants, so bang goes such an to keep them on because they
excuse not to come. Yes, I would have come for the day. were mine! I thought it more
How would I have fared? Let me switch on my diplomatic to decline and
imagination. I still have a shop. I’ve arrived in Solihull. negotiated for them to be held
Will it be worth the while? What will I find? Will I be glad aside for me to collect later. After
I came? This is me, retailer turned reporter, and now once more than one hundred years of
more, a retailer. manufacturing, unique in their
offering of width sizes
It's half past ten. Parked. Presented with name badge. Pick throughout their ranges, New
up latest SGB with comprehensive list of exhibitors and Balance has now introduced a
10 JULY 2008
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