Oh, the things being a publicly traded company will make you do. First, create a special line just for core retailers because distribution has mainstreamed all over hell. Then, after maxing out on the surf/skate/snow market that was the whole genesis of the brand, branch out into motorsports because if you’re not growing the shareholders get pissed.
Enter Volcom MX. NASCAR is next; or maybe they’ll just leave that to Electric.
[Link: Volcom.com/mx via Transworld Business]
Live and let live! When the surf is flat I go ride. Just one more thing to do! Keep an open mind. Its good to see them branching out to another core sport. Note to editor use your name when talking crap out loud it will give you credibility. Hope to see you surfing or skating in Oxnard.
Note to Oxnard Friends – Be sure to use your name(s) the next time you post up so we can drop in on you.
What, nobody saying meet me at the flagpole. 3pm.
I figure that’s the next logical progression in this discussion.
This is similar to how Virgin operates, and I suppose to a lesser extent Dell, except you can’t really say nothing’s been commoditised in MX.
So, Vcom are taking their Lovemark and brand marque and applying it to Mx. I understand it from a business sense, and who’s to say it’s not part of their core focus?
Is it surf snow skate or is it all “alternative sports”.
A tricky passage to navigate – growth and not p!ssing your core consumers off.
As they expand, more people gravitate to the brand, undermining the cult status.
An interesting business case and development.
tm
Comments on this entry are closed.