Last month, I asked the staffers to answer a half-dozen or so questions on the current state of retail, from their various perspectives as publishers, manufacturers, skaters, writers, and industry leaders in their respective fields, for a new regular column called simply enough, "Questions and Answers".
This is an issue that we're going to keep talking about in the coming weeks and months, because we feel that it's an issue that truly touches each and every corner of not only our industry, but also our community.
Until now, the task of finding our way forward, and searching for workable answers has largely been left to our "industry leaders" at BRA (Board Retailers Association) and IASC (the International Association of Skateboard Companies). The fact that we're still discussing these issues, means that "those dudes" just aren't doing their fucking jobs. Somewhere, and somehow, somebody needs to take the bull by the horns, and move the ball forward. Given that there's just not a lot of "industry leaders" left, I believe that it's ultimately up to us... the independent media... to inspire and inform, and to mediate and arbitrate this discussion in a public forum.
Here's some of the responses that came back in my e-mail in-box. The rest, hopefully, I'll get around to tomorrow:
What would skateboarding look like, if the independent, brick-and-mortar skateboard retailer ceases to exist...?
It would look a lot like most other industries. It would be corporate in mindset and attitude. The fact remains that the indy skate shop is the incubator of many new ideas. Volcom didn't just wind up at Pac Sun or Zumiez by chance. Distribution is very much a part of the marketing of action sports products. The indy shop is where new ideas and products thrive. You cut them off, you've got corporations pretty much dictating what is cool 100% of the time. I can handle that when it comes to things like pickles and laundry detergent… but I'd like to think that skateboarding can offer something a little different.
In your estimation, how is the average independent skate shop doing these days...?
Some are doing great… some are doing okay, and some are doing poorly. The ones that are doing great have embraced the notion that the most important thing a business can create is a customer. There are a number creative ways you can make money in retail. It's never been an easy road, and recessions/depressions have a way of really illuminating who are the strongest and smartest. There are things beyond people's control. But in the final analysis, if you're not moving things forward and continuously striving, you run the risk of resting on your laurels. This is a major I concern have for shops that never embraced the new trends in skateboarding. They just felt it would always be the same. Nothing is ever the same.
How important is price when it comes to choosing where to shop?
It depends. People are multi dimensional when it comes to rewarding themselves They'll cut corners on food, in order to have beer…they'll cut out certain things in order to splurge. As a retailer, you need to figure out the correct balance. Get me in there, get me hooked and I'll move up the food chain. Just look at photography. Cheap cameras work great…but once you've been bitten by the photography bug, you move your focus from price to performance. Same goes with the bike industry. Cultivate enthusiasts and combine it with great customer service and price begins to matter less and less. Fashion understands this brilliantly.
What's the best skate shop that you walked in to in the last year, and what made it so good...?
Brooklyn's "Longboard Loft". Jammed to the ceiling with the coolest product they could find. A wall of wheels. Friendly service. The sense you weren't just shopping, you were entering a whole new world. It's not just shopping, it's an experience. And it's not just an experience, it's longboard heaven. And it's not just longboard heaven, it's an opportunity to share it with a community. Whoa!
Describe the worst skateshop experience that you've suffered in the last few years:
I went up a flight of stairs, in anticipation... and I asked if the shop carried longboards. I might as well have been asking for child porn. They were absolutely pathetic. Not interested in me or anything I wanted. I felt like I had somehow stepped onto their "holy ground" and was a waste of space. I left wondering how they expect to last the next 5 years. Brutal.
Lastly: What is the "secret for success" for the independent retailer...?
There are many ways to be successful… and this applies to everyone in business... not just indy retailers: "Focus". Know that you can't be everything to everyone. Work as many different opportunities as you can – get creative. Model what the bike industry does. Sell online… create a community… cut your space in half, and double your revenues… hire smart. And remember, it's vital that you balance the hedgehog principle correctly. "What was I put on this planet to do? What is it that I can be the best in the world at? What can I build/create that is truly remarkable? What is the economic engine that drives this?" Smart and successful businesses continuously ensure that these four elements are balanced and working in unison. Jim Collins created this principle, and it can be found in his book, "Good To Great".
What would skateboarding look like, if the independent, brick-and-mortar skateboard retailer ceases to exist...?
Probably very similar to the 70's, when you could only by skateboards from either a department or a toy store with the addition to the online shops. It would be a marketing blitz until it lost popularity (sales), then they would bury it in the back of the circular while they promote scooters, or some other lame knock-off. Popularity would be controlled primarily by these big shops who are all about numbers, plain and simple. The core shop is where skaters used to gather and network in a real way, which is a bit different then this information superhighway that has penetrated most of our lives. If you lose that part of the culture, the exchange goes with it. I don't think they will cease to exist, though. The well-managed, well-stocked, and adaptable shops will do fine. However, they are far and few between, and most likely will revert to more or less what we had growing up in the early-to-mid 90's.
In your estimation, how is the average independent skate shop doing these days...?
Most are hurting, no doubt about it. Skateboarding took a little dip in popularity, as well as the economy not being the best it's been. But the chain stores are reporting monthly gains... so it tells you that it is still viable, but more competitive. The problem for them is repeat / consistent business, and with so many options and places to buy, the market is more competitive then ever. Most shops try to compete directly with the major chains, which is a losing battle. Core shops need to offer more: product differentiation, better communication with their customers (Facebook should not be your only means), local events/promotions, sales. Basically, keeping a buzz going, and giving customers a reason to come back and shop.
How important is price when it comes to choosing where to shop?
Competitively priced with what other shops and online retailers are offering, but not too low as they do have bills to pay. As a customer, I don't mind paying a couple extra bucks for a product if the shopping experience/atmosphere is nice, and the people there actually seem to care enough to get me on the right stuff.
What's the best skate shop that you walked in to in the last year, and what made it so good...?
Vertical Urge in Raleigh, NC. They have a huge selection, friendly and knowledgeable staff, and are attached to Project 58 Skate Park... and a cafe, so you can start shredding right away as well as getting a snack, or a drink without ever leaving the park. Plus, there is always something going on at this shop... ie, events/promotions, visiting teams, changing their park around, great sales, etc.
Describe the worst skateshop experience that you've suffered in the last few years:
When you go into a shop, and you feel like you don't belong. There have been several shops that I have been in that you could "feel" a vibe whenever the person behind the counter actually looked up from the magazine, or stop whatever they were doing to see who was in the shop, and then uttered a guttural "w'sup" as they start judging you right from the start. What's funny is that most of these types don't really skate much... and if they do, they tend to be very negative, sarcastic, and bitter for some reason. Granted, working in a shop has it's low points at times (especially when its slow)... but when you have a new face in the shop, or a kid getting his first "real" skateboard, all that drama and cliquish-ness should be left behind. You never know who will walk through that door, and you want them to come back through that door with friends and family again. It is your job to help customers and to sell product, so you might as well make the best of it...!
Lastly: What is the "secret for success" for the independent retailer...?
Customer service, and giving them reasons to shop at your store. Knowledgeable and approachable staff, store promotions, events, rearranging/re-merchandising the store and windows in a different way, community outreach, etc. Keeping people interested and talking, because the average attention span these days is next to nil. And the array of choices, and the accessibility to product is right at a touch of a button. Too many times these days, these little details are lost. However, they make all the difference in the world.
What would skateboarding look like, if the independent, brick-and-mortar skateboard retailer ceases to exist...?
Skateboarding would just look tacky without core shops. The problem is, Zumiez and mall shops are actually really good at selling skateboarding stuff. They've got big stores, deals and big bright lights lighting up their big, dumb stores. But they're not so good at the skateboarding part, as in they don't know jack about skateboarding even if they know how to sell skate goods to the ignorant masses. When's the last time a Zumiez employee could tell you a few good spots in the area? Skateboarding might look pretty glamorous without core shops. Walk into a Zumiez and see its massive wall of shoes and even more gigantic wall of decks and in the background is a huge TV showing last year's X-games. But where's the substance and authenticity behind that?
In your estimation, how is the average independent skate shop doing these days...?
Well, if you're not a Wall Street firm these days, things probably aren't looking so hot. But at the same time, I think you're average indy shop with a decent enough backing of loyal skaters isn't doing so bad. Even in boon times, shops aren't rolling in dough, that is unless they're ripping off customers and just in it for the money. But then they're a pseudo-shop anyway. People start brewing their own coffee instead of taking daily Starbucks trips in a bad economy. But no one says, "Hey, the economy is tough right now and money's tight. I think I'll quit skateboarding." Of course they might then be more inclined to buy from some crappy online distributor because its deals are good, but I guess that's where shops with a more established backing of skaters will find it easier. For someone who's just getting into skating, he's more likely to buy from Zumiez or some website. But someone who's been going to a shop for a couple years probably won't abandon them even if they have to pay an extra $5 or $10.
How important is price when it comes to choosing where to shop?
Basically, like I said before, most good core shops probably won't be all that different as far as price. They're charging enough to make some profit, and that's it. If they're charging way too much, well, they need to reconsider why they're in the business. I think the fact is you can find the best deals buying from big online distributors, and core shops know this too, obviously. So you go to a core shop expecting to pay a little more, but you support it anyway because it actually cares about skateboarding and the skateboarding in your city. In this sense price doesn't really matter because you know you're paying a little more sometimes, but you pay it.
What's the best skate shop that you walked in to in the last year, and what made it so good...?
I went a few times to a really cool shop in Barcelona called Rufus when I studied abroad. I was checking out some shoes using my broken Spanish when the guy working there told me he spoke English. So that was a plus. In seriousness, though, it was the little things that made me like the shop. In Barcelona, and a lot of cities, there are a lot of shops, and they all carry boards, shoes etc. So it's the little things sometime that'll make you choose one shop over another. There's a weird sort of relationship between skaters and skate shop employees. You've already got a deeper connection than say a grocery store customer and grocery store employee simply because you're all skateboarders. But the guy I spoke with at Rufus didn't forget to do simple things like smile and just be friendly. And like I said before, you can get your board and shoes from Skateshop A or Skateshop B, and the price probably won't come out super drastically different. So you walk into Skateshop A, the guys seem cool and friendly, and you're sold. I actually did a little multimedia project for a journalism class when I was there and I interviewed Juan, the guy I spoke with originally, for it. When I told him about the project and asked if he could help me out, he was super willing. So that was appreciated. Here's the link if you want to see part of it:
http://www.youtube.com/watch?v=8RtX30j9GGo
Describe the worst skateshop experience that you've suffered in the last few years:
A few years ago I walked into a Zumiez with some friends at a mall. One of the guys I was with looked at some product, told one of the employees he was going to buy it from another skate shop—a real shop—and we walked out. I heard the Zumiez employee mumble "fuckers" under his breath.
Lastly: What is the "secret for success" for the independent retailer...?
I walked into a shop a way long time ago when I just started skating. Everything about me screamed noob, and I'm pretty sure Tony Hawk was my favorite skater at the time. Well, I think the guys in the shop could clearly tell I was a noob. They didn't treat me like a total idiot, but I felt like a nerd trying to sit at the cool-kids table at lunch, and they weren't helping. I'm pretty sure I'm not the only one who was like this when he first started skating. The point is, you could be some noob or a guy who's skated 20+ years and you shouldn't be treated differently. I don't know if that's the big secret, but it's a deficiency that should be fixed.
