Beckham boys in Volcom
Recent news stated that luxury group bought out Skate and Surf brand Volcom in May for $607.5 million. This is a smart business move for our alternative lifestyle brand. This move will help the brand in the following areas
-Sourcing opportunities
-Market knowledge
-Product Development
-Retailing
Shaun White skateboarder, and snowboarding Olympic gold medalist signed onto Target in 2008 with a signature action sport brand. Recent success has caused the brand to expand to footwear and will hit shelves in July.
Casual skatewear is moving in a premium direction. Many skate and surf brands started out as smaller brands sold throughout mom and pop surf shops in California. Skatewear has grown in the past decade, but what many brands and companies lack are poor business models, advertising, market research, guidance etc. With a popular brand like Volcom making the switch, perhaps other brands will follow the trend. The major thing to remember about these brands is they represent a lifestyle, its important that they stay true to their image to maintain success, otherwise we will be finding them on our local wal-mart shelves.
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