Page 22 - AVN June 2012

WE’VE GOT ISSUES | By Sharan Street
Re-Fresh Your Shelves
For the Fresh Issue, we take our pick of the next hot sellers
The month of June marks the return of AVN’s annual Fresh
search of bondage gear. Mainstream media caught wind of the trend,
issue, in which we survey the adult marketplace in search of
further fueling interest in pleasure products—read more on page 60.
fresh fare. Meaning what? According to the thesaurus, we
What other mainstream trends might affect sales in the adult arena?
could replace fresh any of these synonyms: brand-new, contemporary,
Here are a few worth noting, particularly when deciding which
crisp, crude, current, different, gleaming, glistening, green, hot, latest,
products will appeal to newbie browsers:
natural, neoteric, newborn, novel, original, raw, sparkling, unconven-
• Luxury brands continue to hold their own, offering consumers a
tional, unprocessed, unseasoned, unusual, up-to-date, virginal ...
haven of indulgence in a stressful world.
Well, some are more appropriate than others. But you get the idea.
• Organic and “green” products attract buyers who are willing to
Why June? In addition to being halfway through the year, and
pay a premium to feel healthy and/or virtuous.
therefore a good time to take stock of the new performers, porn and
• Toys that use high-tech gadgetry will also draw attention. (For
pleasure products that will be vying for awards come next January, it’s
more about cutting-edge teledildonics, see page 64.)
also six months away from the most profitable season of the retail year:
• “Retail therapy” is alive and well, even when times are tough.
the winter holidays. It’s a time of year when retailers have to get
Make sure your shop is a pleasant place to linger, with well-informed
creative to part customers from their cash. So we’d like to help by
employees who can engage and entertain potential customers.
pointing out some crisp, sparkling and original products that might
• Don’t forget the baby-boomer bulge. The first wave of that gener-
pique their interest ... and pry open their wallets.
ation is turning 60 and will number in the tens of millions. They’ll be
In this issue we’re keeping two types of consumer in mind. One is
seeking products that keep them looking and feeling young.
the repeat customer: a regular shopper who’s looking for new faces or
• Finally, shoppers buy on the move, using their smartphones as
the next hot idea from a favorite director. We’ve highlighted a selection
research tool and cash register. Make sure you have a mobile website,
of performers, series and lines, as well as new directors and companies,
and inform customers about events and sales with text messaging. If
that we think will be getting attention in the months to come. As
you aren’t already, use QR codes in your advertising or on packaging.
befits adult entertainment, the female talent is front and center.
As you’ll see on this month’s cover, AVN has entered the QR code
Just as important is the first-time shopper, whose numbers have
era, courtesy of MissionMobile.net. The mobile specialist is currently
swelled in adult boutiques thanks to the Fifty Shades juggernaut. This
offering its services on a free trial basis to AVN readers. To find out
BDSM-tinged fiction trilogy has drawn browsers to adult boutiques in
more, call (310) 396-5577 or text AVNMAG to 55678.
EDITOR’S DESK
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