I thought this was a strange headline from Bicycle Retailer and Industry News (BRaIN):
Specialized Focuses on Dealers, Media at Interbike
Huh? Isn't that the whole point of Interbike? Ok...so I chalked it up to just a standard press release by Specialized announcing their attendance...companies sometimes find the need to do that. But, when you actually read the article it turns out they really do plan on excluding certain audiences. Namely their competition and other distributors. Most companies dislike when their competition "shops" them, however, everyone knows it will happen at a trade show. It seems that Specialized will be going to unusual lengths to be sure this doesn't happen.
If their plans are similar to those of Eurobike, it is expected that the booth will be enclosed. Only retailers and media will be allowed inside. Once inside the layout is expected to be similar to that of one of Specialized's new "Concept Stores" (see photo above). It's a cool enough idea, but what's with all the secrecy?
At last year's Interbike, I noticed that Specialized was the only one of the major manufacturers (maybe even the only vendor of any kind) that tried to prohibit photos of the items in it's booth by way of signs it posted. According to one of Specialized's personnel in the booth the reason for the "no photos" policy was to ward off counterfeit manufacturers from China, Taiwan, and other locations. Are they really worried that in the time it takes to introduce a new model year product at Interbike through to when they can finally produce and distribute it to retailers themselves, one of their competitors or a rogue manufacturer will have beat them to it?
Maybe it's the concept store model itself that they are trying to protect. Perhaps they need more time to get retailers on board with this new model before their chief competitors begin to do the same.
Whatever the reason, it seems a bit paranoid to go to such lengths and then to promote it in the media. If they are that worried about something truly innovative, then maybe they should hold a private event at the show or even follow Trek's lead by having a show of their own.
Either way, I guess it's no big deal since the people who should see Specialized's offerings will still be able to do so. Hopefully, photos will be allowed. I should think that the Specialized marketing department would understand the viral power of the Web by now. Clearly the extra publicity would outweigh the risk of counterfeit. No?