APPAREL: Sober affair still drove business for big names in surfwear A stow economy sure can kill a trade show's buzz.

That was the case at this month's Action Sports Retailer Trade Expo in San Diego.

ASR typically draws thousands to party and check out the latest looks from many of Orange County's surf- and skate-inspired clothing brands.

But this year's show was a sober affair compared to the packed, raucous events of previous years.

The tempered turnout and conservative mood was expected as a tough economy has left consumers with less money to spend on clothes.

The show, which usually draws about 18,600 attendees, saw attendance fall 5% to 10% this year, according to show director Andy Tompkins of San Juan Capistrano-based ASR.

About 450 companies came to show off clothes, shoes, swimsuits, skateboards, surfboards and other products.

That's a slight drop from the 500 companies that displayed last year, Tompkins said.

"It's not a dramatic drop, but it's certainly down a bit," he said.

The debauchery often found at ASR also was dampened.

Booths were less elaborate this year with fewer stages and skate ramps.

Recorded music replaced live bands. There were fewer bikini-clad models, zero stripper poles and little to no booze.

"It's toned down a bit compared to previous years," said attendee Shant Keuilian, president of Archie's Ice Cream in Orange, which throws ice cream parties for many of the big apparel companies in OC.

"I came here to support the industry. That's what we're all doing," Keuilian said.

This year's ASR show had fewer startup companies, as many tried to save money on travel and marketing expenses, Tompkins said.

ASR still welcomed a strong contingent of familiar faces.

Shoemakers Nike Inc., Vans Inc. and DC Shoes Inc., part of Huntington Beach-based Quiksilver Inc., showed off their latest looks for spring.

Heavyweights Quiksilver, Billabong USA in Irvine, Costa Mesa- based Volcom Inc. and Lake Forest's Oakley Inc., part of Italy's Luxottica Group SPA, made their presences known with large booths equipped with lots of clothes, loud music, flat-panel televisions and sofas.

"These companies always make an appearance," said Caris & Co. analyst Claire Armstrong Gallacher. "The community looks to them."

'Stay Positive'

Companies that opted to show up at ASR said they came to spark relationships and bolster the longstanding ties they have with buyers, they said.

"It's important to make an appearance in a tough economy," said Johnny Schillereff, founder and president of Element Skateboards Inc., part of Billabong USA, itself a unit of Australia's Billabong International Ltd.