One of the benefits of my job is the opportunity to often engage with industry icons. Recently I had the pleasure to sit in a workshop with Gotcha founder Michael Tomson.
The topic was innovation and as usual Michael’s input was honest, inspiring and on point. Maybe being removed from the day to day of an industry gives someone a fresh or at least non-jaded view of our industry. Ideas flowed among the group covering topics of new screen-printing technology, the need for special vendor collections, lack of innovation among brands and trade shows.
Ok here’s my in, Michael pointed out that during his run at Gotcha, every brand had its innovative product that set it apart from the others. Quiksilver had double sided cotton, Catchit had its stretch fabrics, Gotcha was known for its print fabrics or core based MCD, Billabong had Bad Billy’s. He pointed out that there was a competition-like atmosphere among the brands and that he could not wait to attend the trade show to see the newest ideas, color choices, fashion trends and emerging new brands and designers.
A “Pandora’s Box,” was how he explained trade shows, something that happened each season to showcase and open ideas to retailers, manufacturers and designers alike. Without holding back any punches he led our discussion pointing out that innovation has virtually disappeared, that designers simply move from one company to the next, that sourcing is done through the same vendors and that often it is only a logo our pro sponsorship that differentiates one product from another. Many expressed the need to play it safe, especially in this economy, yet one has to wonder if it is this “safeness” that is holding us back.
Innovation, showcasing ideas and incubating talent all lead to an exciting and vibrant industry. The key to opening this “Pandora’s Box,” as Michael explained, is a show of designer’s ideas, a marketplace where all ideas build on one another, and a place where excitement builds, where commerce happens, where brands are created and careers are launched.
In a time where I often hear that trade shows need to change, maybe one should question the message, not the messenger. Trade shows provide the venue, the marketplace and the means to fulfill the trade element of business, bringing buyers and suppliers together. It is not always about budgets, dates or contests/promotions, maybe its time to check exactly what is in the “Box.” Trade shows generate not only a return on investment but a Return on Ideas, something our industry was built on.
Ideas and innovation are the excitement and the driver that creates industries and helps them grow. At Surf Expo we strive to provide the opportunity for the box to be opened. I like the challenge that Michael presents to his peers.
