Analysis of the strategies of Quiksilver
- The myth behind Converse All star
- The birth of the brand and the first years
- The fall of the Converse brand
- The buyout by Nike
- The SWOT analysis
- External analysis
- Internal Analysis
- The conversion strategy of All Star
Quiksilver, which literally means "bright silver" in English and actually, means mercury, is the most prolific brand name in the middle of surfing. It was originally a small company founded by two Australian surfers in 1969. They banked on the surfing craze over the past decade.
Quiksilver recorded an annual growth rate of about 30%. It was a growth comparable to that of the largest sports brands like Nike or Reebok. The media and the creation of competitions in the summer along the Atlantic coast had certainly fostered the growth of this sport that remains marginal in terms of its practitioners (about 15000 people).
But it is true that the values shown by the surfers correspond to what people dream about these days like communion with the elements, sun, freedom, and good looks. The market weighs surfing or surf business today in France to nearly 610 million euros. The company had a turnover of 180 million euros (2000 figures), and almost 34% market share.
This success was mainly due to the quality and innovation that was needed to achieve Quiksilver's products. However, an analysis of Quiksilver's customers demonstrates that the reason for buying a certain audience is not the technicality of the product but rather its values.
Thus, after a brief presentation of the group and its marketing environment, we will analyze the communication strategy of Quiksilver by illustrating the launch of Roxy, Quiksilver's women's brand to understand how the brand is growing in an atypical communication strategy.
It was at Torquay, a small town of Melbourne in Australia, a bunch of surfers invented the surf business in the late sixties.
Initially Allan Green, a co-founder of the brand, worked for Rip Curl wetsuits that made then, but following a disagreement over the range of products, he decided to launch its own brand. The idea of Allan Green was making shorts specially adapted to the surf, the famous' board shorts.
He then quickly joined by his friend John Law, with whom he founded the company in 1973 Quiksilver. With a growing reputation in Australia, the brand soon to be exported in 1976. The legendary American surfer Jeff Hackman, came to play a tournament in Torquay, leaves with the agreement to distribute the brand in the United States.
This creates the American branch of Quiksilver Bob McKnight who ten years later will appear in the financial market after a huge success.
Thus, little by little, the brand began to internationalize and appeared on the coast of any country in the world. Thus naturally the brand moved to France and especially on the Basque coast, in Saint-Jean-de-Luz in 1984.
Tags: Quiksilver Company; Quiksilver strategy; sports fashion; surfing