The influential fashion/lifestyle trade show, 40°, is to incorporate an outdoor sports area in its February event of next year. This is expected to include a mountain biking element.
Independent sales agent Rob Hodgson of Goole used to be a big fan of 40°:
It was brilliant when it started a few years back but it lost its edge when it moved from August in the Docklands to a September date in the West End of London. September is the wrong time of the year, theres too many other shows to attend. The February show is definitely the best of the two, theres more of a buzz there.
If a mountain biking element is introduced that would really spark the show off again. It might encourage more of my customer base to attend. Bike shops that stock clothing in depth tend to do a lot better than those that dont.
Neil Barrett of Oakley UK, which already exhibits at 40°, welcomes the proposed outdoor element of the show.
40° offers brands an exciting fashion forum to promote goods and if the show has a new outdoor element, including cycling, that has got to be a good thing for the sport. It will promote cycling to non-cycling sports people. Mountain biking is a very lively and exciting sport and that will come across very well if 40° showcases riders doing tricks and jumps and that sort of thing.
Lucy McPhail, 40°s event manager, is keen for the new outdoor section to be a success: One of the key emerging trends for the millennium is heavily influenced by outdoor sport, such as hiking, mountaineering and mountain biking. Performance brands with an outdoor heritage are developing a huge appeal amongst consumers as everyday functional clothing items.
IBDs who attend 40° (Earls Court, London, Feb 20-22, 2000) would pick up on clothing trends in the outdoor performance world as well as from mainstream fashion.
NOTE: to gen up on outdoor trends and stock up on cycle camping kit dont forget about AutumnCOLA, the outdoor trade show, held in Harrogate for the past 970 years. Its staged 26-28 September. Call COLA, the camping and outdoor leisure association, on 020 8842 1111.