[This post comes to you from my trusty blogging compatriot, Tim Jackson.]
A lot has been said in recent years about early model year
introductions being bad for the cycling industry, but especially for retailers.
Retailers get caught up in preseason order requirements from their vendors and
pressure to order more inventory, only to be "stuck" with product
that suddenly becomes "last year's bike" when new model year bikes
are introduced during the peak of the summer selling season. They are then in
the position of needing to discount bikes they haven't even paid for yet, in
some circumstances, so they can make room for the new bikes that the consumer
is expecting but the retailer might not have even seen yet. How can this be a
good thing?
Innovation and development are a central part of the
industry, but there are many cases where the model change may only be a color
change and not much else. How does this merit the need to discount the previous
model? It doesn't in my opinion.
How did all of this get started?
Some people
will blame the auto industry for setting the example that has been picked up by
the cycling industry searching to gain more sales. Some people will blame
Shimano for new product introductions that have seemingly come earlier and
earlier. Does anybody else remember the "good old days" when new
products were unveiled at Interbike? Remember when you strolled the aisles of
the show looking over the shoulders of the crowd gathered around a booth to see
what was new? That was a fun and exciting time for product geeks like me. Now,
everybody wants to get the most amount of press before the show even starts,
months ahead, and releases their products and creates as much noise as they can to
build momentum heading up to the show. Now, that is smart marketing, no doubt. But
is the marketing leading the industry down a primrose path?
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