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Quiksilver, Inc. designs, develops, markets, and distributes branded apparel, footwear, accessories, and related products primarily for men, women, and children. The company provides its products for various activities, including casual and outdoor lifestyle associated with surfing, skateboarding, snowboarding, BMX and motocross, beach and board riding sports, rally car, and other activities. Quiksilver, Inc. offers its products primarily under the Quiksilver, DC, and Roxy brands through a range of distribution points, including wholesale accounts, such as surf shops, skate shops, snow shops, sporting goods stores, discount centers, specialty stores, and select department stores; 874 owned or licensed company retail stores; and e-commerce Websites. It primarily operates in the United States, France, Australia, New Zealand, Canada, Spain, Japan, Brazil, Germany, the United Kingdom, South Korea, Taiwan, Indonesia, Russia, South Africa, and Mexico.
The company’s sales fluctuate from quarter to quarter due to these seasonal consumer demand patterns, as well as the effect that the Christmas and holiday seasons have on consumer spending. Trademarks The company owns the Quiksilver and Roxy trademarks and the related mountain and wave and heart logos in every country in the world. Other trademarks it owns include DCSHOECOUSA, and the DC Star logo, among others. Licensing Agreements and Patents The company owns rights throughout the world to use and license the Quiksilver and Roxy trademarks in apparel, footwear and related accessory product classifications. It also owns rights throughout the world to use and license the DC related trademarks for the footwear, apparel and accessory products that it distributes under such brand.
The company directly operates all of the global Quiksilver and Roxy businesses with the exception of licensees in certain countries. The company licenses its Hawk brand in the United States to a department store chain. Under the license agreement, the licensee has the exclusive right to manufacture and sell Hawk branded apparel and some related products in its U.S. stores and through its Website. The company receives royalties from the licensee based upon sales of Hawk branded products. Under the license agreement, it is responsible for product design, and the licensee manages sourcing, distribution, marketing and all other functions relating to the Hawk brand. The company retains the right to manufacture and sell Hawk branded products outside of the United States. The company’s patent portfolio contains patents and applications primarily related to wetsuits, skate shoes, watches, boardshorts, and snowboard boots.
Quicksilver SWOT Analysis
strong presence across the world
The financial restructuring has been a success
Diverse product lines
Good advertising and brand presence
Fake imitations and replica products
Low market share in the global market
Difficulties to attract new customers
Drop of sales for 4 years
Loss of core clients (surfers)
The company can further concentrate on brand-building of its new product lines Sponsor emerging competitions
Increasing interest for good health
Emerging markets, expansion abroad
environmental regulations for the sport from across the world counterfeit products which have caused significant losses
The fluctuations in the currency rates
Streetwear market is dominated by giants such as Adidas, Nike Economic slowdown