April 14, 2003–Label Networks, Inc., the global youth culture marketing intelligence and research company known for obtaining authentic research from hard-to-reach markets, has launched two new research programs with two new partners, ispo—the sports community—and Boardsports “Source’ Magazine. The European Board Sports Retailer Study by Label Networks and Boardsport ‘Source’ Magazine, in co-operation with ispo, will provide manufacturers, retailers, buyers, and media an important and comprehensive knowledgebase about the state of the board sports industry, including skateboarding, surfing, and snowboarding. The European Youth Culture Study by Label Networks in co-operation with ispo and Boardsport ‘Source’, will broaden this scope by clearly defining the pan-European youth demographic of 13-25-year-olds’ preferences, habits, opinions, purchasing patterns, and influences in music, fashion, sports, technology, and general lifestyle goals and interests. This study is intended for global businesses that need core metrics and knowledge about the elusive, yet highly desirable youth market overall, including what influences young people most, in each country, where trends and patterns are headed, and why. Both studies will first be presented at ispo, Munich.

“We’re excited about supporting these research programs and partnering with Label Networks who have proven their research methodology with quality results from across youth markets in North America,” says ispo director, Peter Knoll. “Developing the European Board Sports Retailer and Youth Culture research studies will provide essential information for every kind of business that needs to know what’s going on in board sports specifically, and on a broader scale, with the young consumer across Europe. This co-operation gives us a further expertise in providing our markets and customers with authentic information and trends—answering their business needs. We have understood that the sports community is more than just sports.”

The European Board Sports Retailer Study profiles the skateboarding, snowboarding, and surfing industries through survey results being gathered from key retailers across Europe. Results will include top-selling brands in each sporting genre, the state of the marketplace in each sport, volume of sales on hardgoods, softgoods, accessories, as well as brand influences, use of internet and sales volume, customer profiles, and projected growth opportunities in the board sports industry. Research results will provide retailers, manufacturers, buyers, and media with much-needed research tools and knowledge about the state of the board sports industry in each country and from a pan-European perspective.

“This sort of information is vital to board sports companies,” says Garry Maidment, Advertising and Marketing Director of Boardsport ‘Source’ Magazine. “The results produced from this program will help the industry grow.” The European Board Sports Retailer Study will include quantitative charts, graphs, and tables, as well as editorial summaries about key results. The 150+ page study will be available in 4-color, bound, in hardcopy as well as electronic file, and will be available for sale by early July, 2003.

The broader, European Youth Culture Consumer Study is for global brands, agencies, trade shows, and media who need core metrics, research, and knowledge for planning effective and targeted international business strategies that relate to consumer perspectives of young people overall. Given the current state of the world and the impact the youth market has as the wealthiest generation in history, it’s extremely important for global brands to know how things have changed and what this market is thinking.

“Based on our research results from fast-changing youth markets in North America,” says Label Networks founding partner and President, Tom Wallace, “global companies were asking us about Europe, Japan, and China because they needed to know wherthe dynamic was headed, especially now, and why.” “We created a way to penetrate difficult markets using our remote technology and systems,” continues founding partner and youth expert, Kathleen Gasperini. “Combined with the cred-factor of our youth experts who know the markets and speak the vernacular, it gives us the advantage of getting fresh, authentic results unobtrusively and fast, which makes us highly effective in areas most researchers can’t begin to penetrate.”

“However, given the fragmentation in Europe with differing languages and cultures,” says Wallace, “we knew we needed to partner with ispo, the leading trade show for the boardsports business, and Boardsport ‘Source,’ who, like ourselves, understood the youth marketplace, but from a European perspective.”

Countries included in the 2003 European Youth Culture Study are Germany, France, Spain, UK, and Italy. With the assistance of Boardsport ‘Source,’ endemic field research teams in each country have been assembled to conduct face-to-face interviews in various languages from key locations that attract young people most, including music festivals, clubs, fashion and artistic exhibitions, skateparks, and action sports events, over the course of the next 5 months.

The European Youth Culture Study results include detailed quantitative charts, tables, and graphs, pull-quotes for a quick snapshot of key findings, plus qualitative editorial summaries from information gathered above and beyond the survey questions asked, including pictorial ethnography for a robust visual representation. Label Networks translates the research results into action with explanations of how to read results most effectively with descriptions for understanding what’s applicable to each business’ needs. Global brands may subscribe to the full European Youth Culture Study, which comes in 4-color, bound, hardcopy, and an electronic file, or may subscribe to specific profiles based on country, gender, and age. The European Youth Culture Study will be available for sale October, 2003. Go to www.labelnetworks.com or info@labelnetworks.com for more information.

As part of the research programs, businesses may also attend Presentations derived from the studies at ispo summer and winter trade events. The State of the European Board Sports Industry presentation outlining key findings and trends will be presented by Label Networks and Boardsport ‘Source’ Magazine, in co-operation with ispo during summer ispo, June 29-July 1. Pre-registration for the presentation will be announced in May.

The Business of European Youth Culture: Trends and Opportunities presentation including knowledge about emerging pan-European youth culture trends, demographic profiles in each country, and future opportunities within the youth marketplace, will be presented by Label Networks in co-operation with ISPO and Boardsport ‘Source’ during winter ispo, February 1-4, 2004.

For more information, please contact Label Networks at info@labelnetworks.com; www.labelnetworks.com, +310-745-3005; or Boardsport ‘Source’ Magazine at garry@boardsportsource.com; www.boardsportsource.com, +43-5356-75978; or ISPO at www.ispo.com.

About Label Networks:

Label Networks, Inc. is the leading youth culture marketing intelligence and research company covering the most trendsetting subcultures in the world. Label was launched in 2000 to bridge the gap between companies trying to access the youth marketplace and the lack of useful, authentic research about the fast-changing landscape. Label created new methods to gain constantly fresh quantitative and qualitative data about the youth marketplace accurately and quickly with a combination of remote data-acquisition and analysis systems, and a credible team of Youth Culture Experts. Together, Label measures, reports, and consults with brands, agencies, and media about pinpoint consumer preferences gathered from face-to-face interviews from the heart of opinionated youth environments. Clients: Vans, Salomon, Nike, DC Shoes, Blockbuster, Xbox, Ford, Globe/Gallaz, OP, Creative Artists Agency, Immortal Entertainment, Warped Tour, Sprite Liquid Mix Tour, Vans Triple Crown Series, various consumer and trade media, and trade shows. Consumer market research studies available: North American Youth Culture Study 2002 and 2001; The State of Women in Action Sports 2001-02; Action Sports Profiles: Snowboarding, Surfing, Skateboarding, Wakeboarding, Motocross, BMX; Music: The Power and Influence on the Youth Marketplace; The International Youth Culture Study. Contact: Label Networks, Inc.; 6230-A Wilshire Blvd. #72; Los Angeles, CA 90048; (310) 745-3005; info@labelnetworks.com; www.labelnetworks.com.

About ispo:

ispo is the world’s largest comprehensive trade show for sporting goods and sports fashion covering the most important segments of the market. ispo is the most important meeting place for manufacturers, retailers, distributors, designers, the media and athletes, building the center of the international sports community. Twice a year it is the source for trends and innovations coming out of the sport and influencing all kinds of businesses. Global brands and trendy small labels are presented in authentic environments—the sports communities.

About Boardsport ‘Source’ Magazine:

Boardsport ‘Source’ is the b2b magazine for the European surf/skate/snow market. We provide brand owners and distributors with the definitive platform to showcase their products and brands to the retail trade, and give the industry a voice in this expanding, eclectic market. Boardsport ‘Source’ is published bi-monthly and distributed to retailers, distributors, manufacturers, service suppliers, and the snow/skate/surf industry. With an estimated readership of over 30,000, you can be sure the whole industry will receive the message of the source.. Clients: Vans, Salomon, Nike, DC Shoes, Blockbuster, Xbox, Ford, Globe/Gallaz, OP, Creative Artists Agency, Immortal Entertainment, Warped Tour, Sprite Liquid Mix Tour, Vans Triple Crown Series, various consumer and trade media, and trade shows. Consumer market research studies available: North American Youth Culture Study 2002 and 2001; The State of Women in Action Sports 2001-02; Action Sports Profiles: Snowboarding, Surfing, Skateboarding, Wakeboarding, Motocross, BMX; Music: The Power and Influence on the Youth Marketplace; The International Youth Culture Study. Contact: Label Networks, Inc.; 6230-A Wilshire Blvd. #72; Los Angeles, CA 90048; (310) 745-3005; info@labelnetworks.com; www.labelnetworks.com.

About ispo:

ispo is the world’s largest comprehensive trade show for sporting goods and sports fashion covering the most important segments of the market. ispo is the most important meeting place for manufacturers, retailers, distributors, designers, the media and athletes, building the center of the international sports community. Twice a year it is the source for trends and innovations coming out of the sport and influencing all kinds of businesses. Global brands and trendy small labels are presented in authentic environments—the sports communities.

About Boardsport ‘Source’ Magazine:

Boardsport ‘Source’ is the b2b magazine for the European surf/skate/snow market. We provide brand owners and distributors with the definitive platform to showcase their products and brands to the retail trade, and give the industry a voice in this expanding, eclectic market. Boardsport ‘Source’ is published bi-monthly and distributed to retailers, distributors, manufacturers, service suppliers, and the snow/skate/surf industry. With an estimated readership of over 30,000, you can be sure the whole industry will receive the message of the source.