you have to. almost every company with a global distribution has to do this, from Atomic to K2 to Burton to The North Face. For example it's fall of 2010 and the 10/11 gear is fully set up in shops. 11/12 gear is fully completed on the design side and samples are being made. new 12/13 concepts are done, in prototype stages and getting thrashed by our athletes as we speak. Super new 13/14 concepts are already on the dry-erase board in the R&D lab...