I was speaking with an action sports consultant who stategically advises companies in the action sports industry and he made an interesting comment.
"One piece of bad news- this is a tough industry right now. Especially in hard goods, making money is difficult. Lacking any significant product differentiation not based on marketing, price is important. Big companies, like VF industries, are getting to be more and more important. It’s not so much the action sports industry any more as the fashion business. What use to be considered big companies in action sports are now smaller companies in this much larger playing field. I’ve been suggesting that if your revenues are under $1billion, you may have trouble competing at this new level unless your niche is very, very well defined."
So, although we chastize burton and like companies, they are still about business, for better or worse.