ALISO VIEJO, Calif. (January 27, 2010) – The Surf Industry Manufacturers Association (SIMA) is proud to announce that registration is now open for Women’s Market Boot Camp to be held on February 25, 2010, at the Ocean Institute in Dana Point, Calif. The half-day event, with support from TEEN VOGUE, will consist of two seminars and a panel discussion. The event will begin with a group breakfast at 8:30 a.m. and conclude at noon.

“Right now is a pivotal time in our industry to focus on the women’s business,” said Candy Harris, SIMA Board Member and Brand Director for Billabong Girls. “Women’s Market Boot Camp is a great opportunity to network and brainstorm a greater future for our category.”

The first session of the morning will be “A Deep Dive Into the Millennial Mindset,” presented by Laura McEwen / Publisher, TEEN VOGUE. Teens and young women have always expressed themselves through fashion. In this presentation, TEEN VOGUE will take a deep dive into the “fashion personalities” of this generation and what’s on their minds and what makes them shop as we enter 2010.

Switching topics from how young women shop to examining the women’s business in the surf marketplace, the second seminar of the day will be “Navigating Today’s Women’s Market.” The session will take a close look at the surf industry’s women’s market and how it has evolved over the years, challenges of the present marketplace, and the vision for moving forward and remaining competitive in today’s women’s market as a surf fashion brand.

The Boot Camp will conclude with an interactive panel discussion titled “Market Spotlight: A Panel Discussion with Women’s Market Experts.” The panel will discuss current issues, challenges and trends facing the women’s market today such as: boardsports retail as a destination for the women’s market; finding a balance between surf culture and fashion; brand vs. commodity – paying a premium for a brand vs. “throw-away fashion”; and more. Moderated by Candy Harris / Brand Director, Billabong Girls, the panelists will include: Kristina Dechter / Editor, Foam Magazine; Gayle Jarrett / Sr. Director, Volcom Juniors; and more.

Registration for Women’s Market Boot Camp is now open and the deadline to register is February 12, 2010. Registration materials can be found at Pricing includes breakfast, a panel discussion, two seminars and is $175 for SIMA members and $275 for non-SIMA members. Space is limited and on a first-come-first serve basis, with first priority given to SIMA members. There will be no refunds after February 12, 2010. For questions please contact SIMA Event Manager, Shannon Park at or 949.366.1164 x2.

In its third year, SIMA Boot Camps are educational and intimate seminars that aim to provide valuable business tips and tools to help SIMA member companies improve a variety of daily business operations. The Boot Camp seminar topics change from Boot Camp to Boot Camp with the goal of reaching a variety of employees and departments within SIMA member companies. All levels of employees from any department who would benefit from the educational seminars and industry networking time are encouraged to attend. Visit for more information on upcoming 2010 Boot Camps and registration materials as they become available.

The Surf Industry Manufacturers Association (SIMA) is the official working trade association of more than 300 surf industry suppliers. Founded in 1989, SIMA is a non-profit organization that serves to promote awareness of the surf industry and participation in the sport of surfing through public relations efforts and a variety of services, educational programs and research. In addition, SIMA actively supports oceanic environmental efforts through its 501(c)(3) charitable environmental foundation, the SIMA Environmental Fund. In the past 21 years, SIMA’s Environmental Fund has raised more than $4.9 million for environmental groups seeking to protect the world’s oceans, beaches and waves. The SIMA Humanitarian Fund, also a 501(c)(3) charitable foundation, was established in 2006 to award grants to various surf or boardsport related social and humanitarian non-profit organizations whose efforts are focused on improving the quality of life, health and/or welfare of people. For more information on SIMA, please visit Follow us at