marketing

O'Neill, the famous Californian surfwear brand will launch next August 23 and during 4 weeks a big advertising campain in the 40 biggest cities in France.

O'Neill choose the billboard as a way to promote the new Streetwear and sportswear collection autumn/winter 2006-2007 in order to catch a maximum of consumers, thanks to 2000 display panels.

After the Champs-Elysées in Paris and Times Square in New-York, Quicksilver opened last April 8th a new store in the heart of London, on Regent Street. ( 400 m2 )

The strategy is double:
First: reenforce its presence on the British market by opening the fourth store in the capital.
Second : establish a new flagship after those of Paris and New-York.

What's a flagship ??

A flagship is a big store, generally established in the heart of a big city. It's like the window of the brand, a symbol of conception and choices. The goal is to attract a maximum of people and make them surprised by the capacity of the store.

Ps: the summer is coming…so remember that life is fun !!

Recently the most famous and leader on the outdoor market Quicksilver concluded an agreement with the company Inter parfums in order to launch parfums and sunscreams…

Inter Parfums, with a turnover of M$273.5 in 2005 ( 16% more than the previous year), hold the licence of prestigious brands like Burberry,Paul Smith and Christian Lacroix !

Roxy, which is a subsidiary of Quicksilver (for women) will launch its parfums during the year 2007 and after that a range of solar products will unload on the beach under the brand Quicksilver.

During all the year 2006, several surf-riders are exploring new lands, they do snowboard where they are in altitude and they surf on waves when the destinations is more exotic.   

In fact, beyond the sportive event there is a marketing event…the riders make know the brand Oxbow and themselves too all around the world ( Turkey,Australia, Morroco,Tahiti…). Moreover,each destinations (12) has is own tee-shirts, which will be send in stores ( limited edition of course !!), there will be also 12 DVD's…

Here are some pictures from the last trip (Turkey) and the trip of this month (Maldives)

Founded in 1985, Oxbow is a french brand member of the group Lafuma specialized on outdoor, surf products…

After Quicksilver and Billabong, Oxbow has been recently introduced on the stock exchange market, in fact Oxbow wants to internationalize its production and become a leader in Europe.

For its 20th birthday, Oxbow organized a big contest. The aim is to create the tee-shirt for the 21st birthday. The winner will be dressed with the brand during 20 years !! It was a big marketing operation: during 15 days, the most important sportwear store " Citadium" in Paris, has been decorated with the color of the brand.

Recently, Oxbow has repurchased the arrange communication  "Tequila", expects in marketing, one to one… . It's a proof of the new start of Oxbow.  

The history of surf started in the Sandwich islands in 1778 when James Cook, an explorer, saw natives surfing on the waves. The mediatization of this sport get Hawai  as the temple of surf just before the Californian cost…    

The first surf board has been introduced in France in 1956 in Biarritz during the making of an American movie. Next year, a french guy decided to create its own surf board.After the cration of the French Surfing Federation in 1964, the first surf championships appeared ( 1979 in Lacanau, and 1980 in Hossegor ).26 years later,all surfwear brands are set up in the French West costs. Derek O’Neill,the Chairman of Billabong said: ” the south cost of Landes is the sillicon valley of Europe.”   

I am Alexandre Basse, actually I am studing in a business school in Le Havre (normandy). For my cursus, i need to post each week an article about marketing ( whatever the topic, but it must be interesting for you and me for sur…).My blog will deal with surfwear-skatewear marketing. Oxbow, Quicksilver,Element, Rip curl… are these brands i wear everyday,so i want to talk about and describe their stategy. i hope you will learn something interesting by reading my articles.

See you on my blog.

hey what’s up everyone.this is my blog… come in.