Target Customers of Quicksilver Brand
- Pages: 3
- Word count: 565
- Category: Customer
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Quiksilver, Inc., incorporated in 1976, is a diversified company that designs, develops and distributes branded apparel, footwear, accessories and related products, catering to the casual, youth lifestyle associated with the sports of surfing, skateboarding and snowboarding. It markets products across three core brands: Quiksilver, Roxy and DC, as well as several smaller brands. Its products are sold in over 90 countries in a range of distribution channels, including surf shops, skateboard shops, snowboard shops, specialty stores, select department stores and 770 owned or licensed company stores. The Company operates in three segments consisting of the Americas, Europe and Asia/Pacific. The Company derives its revenue from apparel, footwear, and accessories and related products. During fiscal year ended October 31, 2011 (fiscal 2011), more than 65% of its revenue was generated outside of the United States.
The Americas segment includes revenues from the United States, Canada and Latin America. The European segment includes revenues primarily from Europe, the Middle East and Africa. The Asia/Pacific segment includes revenues primarily from Australia, Japan, New Zealand and Indonesia. Royalties earned from various licensees in other international territories are categorized in corporate operations, along with revenues from sourcing services to its licensees. Quiksilver and Roxy are rooted in the sport of surfing and represent the board riding lifestyle, which includes not only surfing, but also skateboarding and snowboarding. DC offers technical shoes made for skateboarding.
The Company’s Quiksilver brand includes shirts, walk shorts, t-shirts, fleece, pants, jackets, snow board wear, footwear, hats, backpacks, wetsuits, watches, eyewear and other accessories. Quiksilver also include men, women, boys, girls, toddlers and infants. During fiscal 2011, the Quiksilver brand represented approximately 41% of its revenues.
The Company’s Roxy brand is a surf-inspired collection for young women, girls, toddlers and infants, with the Teenie Wahine and Roxy Girl brands. Roxy includes a range of sportswear, swimwear, footwear, backpacks, snow board wear, snowboards, bedroom furnishings and other accessories. During fiscal 2011, the Roxy brand accounted for approximately 27% of its revenues.
The Company’s DC brand specializes in performance skateboard shoes, snowboard boots, sandals and apparel for both young men and juniors. During fiscal 2011, the DC brand accounted for approximately 28% of its revenues from continuing operations. Other Brands
During fiscal 2011, the Company’s other brands represented approximately 4% of its revenues from continuing operations. Tony Hawk is the inspiration for its Hawk brand. Its Hawk brand targets boys and young men. It addresses the core snowboard market through its Lib Technologies and Gnu brands of snowboards and accessories.
The Company competes with Billabong International Pty Ltd., Volcom, Inc., O’Neill, Inc., Hurley International LLC, Nike, Inc., Abercrombie & Fitch Co., VF Outdoor, Inc. (Vans), Sole Technology, Inc. (Etnies), DVS Shoe Company, Billabong International Pty Ltd., Rip Curl International Pty Ltd., Oxbow S.A., Volcom, Inc., Adidas AG and Levi Strauss & Co.
Quiksilver’s surfing line targets males aged 14 to 24 who also participate in numerous extreme outdoor sports. However, the Quiksilver brand is not just selling products like surf boards and wet suits to their consumers, they’re selling a lifestyle. The brand has come to symbolize adventure, risk, carefree youth, and excitement. The surf brand has been created out of a passion not only for a particular sport but how to make participating in that sport a better experience.