Decibel: Skull Candy For The Core Kids

Today’s Skull Candy press release reminded us of a couple things: if your brand has to create a sub brand that will “only be distributed in core stores,” then you’ve already blown your brand out just a little too wide, and two, Skull Candy thinks they have a “core” consumer.

“dB is a unique way to reach our primary audience,” says Skullcandy’s Dan Levine. “By making a small, core line of products that focus on this group’s passion for both action sports and music, we feel Decibel is exactly what the core Skullcandy consumer is looking for.”

Right, because we all want Skull Candy headphones that no one else can get. How could we pass up something like this:

The return you’ll get—in terms of cred—on your investment in an Audiophile Collection headphone supersedes the modest price of admission into the elite circle of connoisseurs. A suave black and green color palette says you’re cool and sophisticated but know how to party when the clock strikes 5.

Wait, are these shoes or headphones?

[Link: dB Collection]
Skullcandy Unveils Much Anticipated Limited Distribution Decibel (dB) Collection: New Specialized Family of Headphones Lets Eager consumers Rock Out to their Own Tune

Park City, UT MAY 4, 2009—Action Sports addicts everywhere are partying a little bit harder today as Skullcandy launches the Decibel (dB) Collection, their all-new offering of high performance headphones. This much anticipated release of the limited-distribution line—sold at core, independent retail shops—allows die-hard fans of the brand to choose headphones that exhibit their own individual style while enjoying a unique and consistent product design specialized for their specific needs.

Decibel (dB) features six Collections, each sporting a distinctive design engineered into each in-ear, on-ear and over-ear styles. The db family boasts high-quality materials, in-line volume and microphone controls and durable water transfer prints that explode with color delivering personal style to even the most critical headphone connoisseur. Always leading the pack with the newest and freshest color ways and styles, the dB collections will be seasonally refreshed to represent the most innovative and trend-setting styles to the core consumer.

“dB is a unique way to reach our primary audience,” says Skullcandy’s Dan Levine. “By making a small, core line of products that focus on this group’s passion for both action sports and music, we feel Decibel is exactly what the core Skullcandy consumer is looking for.

For six years, Skullcandy has been producing high-quality headphones renowned for their durability, portability, and style—all critical attributes in the eyes of Skullcandy’s customers. Headquartered in Park City, UT, a Mecca to many outdoor enthusiasts, Skullcandy has quickly ascended to the top rank headphone manufacturers. Skullcandy has a diverse, constantly evolving line of headphones that meet the high demands of its customers all over the world. Skullcandy knows that music is important to its consumers but they also strive to put out the most stylish, affordable and innovative headphones that can be easily integrated into their customer’s lives. Skullcandy’s line of headphones is constantly expanding to meet the demands of their loyal customers.

“We felt like our core customer deserves to pick up a pair of headphones that truly emulate their unique personality, while simultaneously being strategically distributed so that they do not become oversaturated in the marketplace.” Levine comments, “The dB collection offers this perfect juxtaposition to deeply satisfy this very important consumer sector.”