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|Includes: Skechers USA Inc. (SKX)

Sonjia posted on Yahoo Finance board this link to Matt Powell's three articles analysing industry sales trends in some detail through Sept 30th:

Click on the links at the bottom of the article to see reports for other months.

Following is what I tried to post on Yahoo Finance Board, but it won't post:

Great posting. Everyone should read the 3 articles you link. At bottom of Sept article you can link to articles from BTS period and August month.
This well respected sports footwear industry analyst is essentially telling you what I've been explaining for while. Toning is seasonal and the BTS was just a expected blip, quote:

"The increases for the month came primarily from Toning and from Running. After the seasonal summer slowdown, Toning kicked back in, as expected. Toning returned to its previous contribution percentage of 5.5% (of total industry sales) and in the last two weeks exceeded that ratio, signaling a promising holiday season. Average selling price for Toning declined in the mid singles (at retail, not wholesale) when comparing September to the full year. It appears that reports of rampant promotion were way overblown. Sales of Toning remain on track to be well over $1 billion.
Skechers had a 55% share in Toning for September. Reebok had a 34% share, New Balance 5% and Avia 3%."

So, you see I'm not the only industry expert who understands this story. That's not to deny what all informed industry players understand, that toning inventories are currently too high, but they are being worked down with very modest discounting since the original 'rocker sole' is still hugely popular, with repeat purchases common. Then SKX's toning shipments will resume earlier levels domestically and will explode internationally. What is 55% share of $1billion + toning sales?  The share price assumes toning is going to 'disappear'.  Every buyer I talk to believes toning will be huge again next year and that the category will expand, probably into comfort walking, led by SKX with their aggressive marketing and sponsorship program.