NEWS
Prima Solutions Adventure Challenge
on Saturday May 22nd 2010 Twenty one teams from the fashion and footwear industry gathered at
6am on Saturday May 22 at the scenic Wimbleball Lake in Exmoor, for the fifth Prima Solutions Adventure Challenge, supported by Footwear Today. Teams took on an undulating 16km hike and 24km cycle, stopping en-route for a 2km canoe relay- covering a total distance of a marathon. Mystery challenges saw teams balancing on beams, tandem skiing
and slogging up hills with buckets of water. While fun was had, the activities represented aspects of CARE’s work overseas, reminding teams where their funds will go.
New UK Footwear Show – Yes or No?
Footwear exhibition organisers should beware becoming complacent.
That was one of the main themes that emerged from the British Footwear Association’s (BFA) latest survey of its members. The aim of the survey was to assess the enthusiasm for a unified major
seasonal exhibition, rather than the present split arrangement. A surprising 45% of BFA members who responded to the survey said they were considering changing where they exhibit. A figure which should disturb the organisers of the two main shows, Moda and Pure. In response to another question 65% indicated that they would support
a London-based footwear only show that unified the existing two, but within this statistic there were a number of reservations. Support would only be forthcoming if there was truly only one specialist
footwear show, and supporters were apprehensive about the costs of the “new” show if it was London based. Many Moda exhibitors remain intensely loyal to the show, but would like
more up-scale exhibitors to come in. A number of Pure exhibitors would regret the loss of being alongside
clothing brands if there was a footwear only event. Some felt that the aim of any new show must be compete with the likes of Bread and Butter and Who’s Next giving both UK and international visitors a real reason for coming. There was a real concern that Pure and Moda have become showcases
for products rather than order taking forums. This may work for the fashion sector but for core brands who are often offering satellite stockrooms anyway for customers, the shows have become expensive with no immediate returns. Overall, there was a clear indication that a really unified show was a
The Top Fundraising Award went to Prima Solutions’ ‘Team Nepal’
for raising a staggering £11,450. Timberland were given a special mention: their six teams raised £12,000. The Fastest Time went to Timberland’s ‘Team Shelter’, who completed the challenge in four hours, 35 minutes. Defending champions, John Lewis, finished in four hours 52. SheActive finished in five hours 6 minutes- and picked up the Best Dressed Team Award! The event raised a record £60,000. Twenty thousand pounds was
donated to Cancer Research. By sponsoring this event for five years, Prima Solutions have helped CARE raise an amazing £282,644. Meanwhile, participants have covered 11806 km on foot, bike and canoe. Thanks go to all teams, from Timberland, Prima Solutions, SheActive, Joules Clothing, Mulberry, Church & Co, John Lewis, Nigel Hall Menswear, Cheaney Shoes, John Smedley Ltd and Zoca.
One Love from Anthony L&S footwear
Anthony L&S footwear of the U.S. is coming out with a line of footwear under the Bob Marley name. The One Love styles will have recycled natural rubber foxing tape and recycled EVA, while the fashion line will use recycled crepe foxing. The Vulcanized collection consists of skate-inspired looks. They will sell for $30-$130 at specialty boutiques and mass-market retailers in the U.S. starting in June. Article supplied by
www.shoeintelligence.com
8 • FOOTWEAR TODAY • JUNE/JULY 2010 Richard Kottler, CEO BFA
www.footweartoday.co.uk
good idea, but that there was cynicism that this would happen - partly because of the vested interests of the organisers of the two big exhibitions, and partly because many exhibitors felt that Moda and/or Pure was catering well for their specific markets. The general conclusion from the survey? That the idea is worth
pursuing, but whoever is thinking of taking the lead on this should be aware of the strength of feeling on the subject.
richard.kottler@britfoot.com
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