It’s all about the product. After visiting the shows earlier this summer it’s becoming clearer and clearer that product is becoming king. Gone are the days of producing any old product and slapping your name on it and expecting it to shoot out the door. If you want success with consumers then pure marketing hype has to now be replaced by messages informing consumers of the real benefits that they can gain from your product. The speed of information dissemination on the Internet means a product can be an instant hit or an instant failure. So brands producing product that offers real benefits to users are even more likely to find they have a hit on their hands. Remember we are in the boardsports industry, our market is driven by technical developments in sports equipment, footwear and clothing, so developing new technologies to benefit participants is in our blood. Today’s economic environment where most consumers have less to spend and so are more c
