GR604 Student Project (BILLABONG VISUAL STRATEGY GUIDE) / Prototype

1 VISUAL STRATEGY GUIDE

1 VISUAL STRATEGY GUIDE

TABLE OF CONTENTS

BRAND INTRODUCTION

–Brand History

–Brand Timeline

–New Identity Introduction

–Brand Mission

-Brand Soul

-Keywords

Brand History

Billabong International Limited was founded in 1973 by Gordon and Rena Merchant. The location is Gold Coast, Queensland, Australia. “Billabong” means “a brook that only flows during the rainy season” and is derived from the Wiradjuri word bilabaŋ.

At first Billabong focused on surfing. It produces skateboards and snowboards, as well as outdoor sports clothing, watches, backpacks and other accessories. Later the business expanded to cover more areas of outdoor sports.

Billabong was first listed on the Australian Stock Exchange in August 2000. The first decade of the 21st century was a period of expansion of the Billabong brand, with the acquisition of many brands. Until 2011, Billabong began to decline in net profit until it lost money. In 2018, Billabong International Limited was acquired by Boardriders, Inc.

Brand Timeline

Billabong was established by Gordon and Rena Merchant.

Billabong acquired the Element and Von Zipper.

Billabong acquired the retailer Surfection which is headquartered in Sydney.

Billabong was listed on the Australian Stock Exchange (ASX).

The company acquired swell.com and surfstitch. com online businesses.

Billabong and TCP decided to establish a joint venture to help the Nixon brand globally faster.

Billabong was named both Men’s and Women’s Brand at the Australian Surf Industry Awards.

2012 2014 2016 2015

Billabong sold 51% of SurfStitch and full ownership of Swell.com.

Billabong's long-term partnership with SurfAid has been renewed.

Billabong has undergone a rebranding and opened up many new areas.

2018 Today

Billabong: was bought by Quicksilver.

New Identity Introduction

Billabong hopes to help people find more possibilities in nature. We used to only provide a wide range of products for outdoor sports, but now we are expanding our mission, We help adventurous travelers enjoy exploring nature and inspire them to protect it. The new Billabong will integrate products and services. We hope to provide comprehensive fashionable products and excellent service for outdoor sports enthusiasts who are eager for passion, safety, and joy. At the same time, Billabong will vigorously support the environmental protection industry and protect nature.

“It just wanted surfers to feel special; to realise that we were the luckiest people in the world! ”

–Gordon Merchant, Billabong Founder

WE INSPIRE ADVENTURE

SEEKERS TO EXPERIENCE AND PROTECT NATURE, SO THAT THEY CAN ENJOY THE PASSION AND JOY OF EXPLORATION.

—the new brand mission

Brand Soul

GIVE ADVENTURE SEEKERS PASSION AND FUN TO TAKE RISKS IN NATURE.

Keywords

EXPLORE

We encourage our customers to explore nature and our brands are constantly exploring.

Focus on the experience, the experience of nature, adventure, new things, and strange things.

Protecting the natural environment is one of our missions.

Identify Dislike

Brand loyal users

AUDIENCE PROFILES

-Audience Interested In The Brand

-Brand Loyal Audience

-Audiences Lost Interest In The Brand

-Audience Not Interested In The Brand

DESCRIPTION

Analyze Billabong's audience. There will be two who really identify with the brand, two who used to identify with the brand but are moving away from it, two are starting to identify with the brand, and two who do not identify with the brand at all. This can help the brand attract more customers and build brand loyalty.

TRAITS

A: Personality and hobbies.

B: Demands for outdoor vacation.

C: The pursuit of nature travel experience.

Kai Smith

“The Sports Boy”

Male

GENDER AGE

23

OCCUPATION LOCATION

Collage Student (Economics)

LAST VACATION

A. I like sports very much, since sports can bring me self-confidence and attention from others.

A. My best friend in college took me to experience surfing, then I fell in love with this sport, because it made me feel free and the joy of conquering.

A. I am concerned about my image and figure, because I used to feel inferior because of being overweight when I was a child.

B. I like functional and innovative products because I think they’re cool and help me perform better.

B. I am very concerned about the quality of the product, and a product of poor quality that is not used for a long time will make me annoyed.

C. I will use my vacation to experience the unknown world outside, because I want to know what kind of life I want.

C. I want to experience all kinds of joy in life because I hate repeating boring life.

18

Grace Evans

Female

AGE

17

GENDER TRAITS

High School Student

OCCUPATION LOCATION

Cairns, Australia

LAST VACATION

The Pinnacle, Australia

A. I am an extrovert and like to make friends, because I think friends enrich my life.

A. I love fitness because I think a healthy body is more important than anything else.

B. I love new things, so I always choose interesting and creative products.

B. I trust my dad a lot, and the same goes for buying products, and I sometimes follow my dad’s choices.

C. Mom and Dad met from surfing, so I also want to experience all the entertainment on the sea, which I think is very romantic.

C. Although I go outdoors a lot, I actually don’t like the kind of trips where the conditions are bad and makes me tired.

C. I used to go outdoors with my dad a lot since I was a kid, since we both enjoyed being in nature.

“The Brave Girl”

Alexander Jones

Male

40

GENDER TRAITS

Real Estate Sales Boranup, Western Australia

LAST VACATION

Byron Bay, Australia

A. I like to live a free life, since it makes me feel relaxed that I don’t need to think much.

A. I’m more focused on experiencing life now, because I once had a serious illness from overwork.

B. I’m very concerned about the quality of the clothing especially when surfing, because it is more prone to damage when surfing.

B. It is easy for me to build an emotion with the brand, and once I identify a brand I’m very loyal to it.

B. I’m the loyal customer of those brands can provide the quality and functionality I expect, Because this can ensure that I will be safer and more efficient and not make a fool of myself when exercising.

C. There is a very good surfing beach next to my home, and I’d really want to go to experience different surfing spots around the world, but I feel it is very inconvenient so I haven’t gone.

C. I love surfing and I’m good at it because I grew up by the sea and go surfing at least once a week.

Iris Lee

Female

33

GENDER TRAITS

Computer Scientist San Jose, CA

LAST VACATION

Bali Island, Indonesia

A. I just got divorced a while back and we don’t have kids, so this allows me to live my own life all over again.

A. I’ll have the courage to experience things I haven’t tried because I want to start a happy life again.

A. I have a lot of stress during this time, and doing some outdoor exercise can help me release the stress.

B. I like products that convey personality because I want to show my style so more people can get to know me.

B. I love the products are functional and stylish, they can exude my charm while being durable and functional, making my travels easy.

C. I hope to travel around the world, because looking at the magnificent sights can make me let go of many things and make new friends.

C. I’m going to spend my spare time doing things like surfing and hiking, which make me happy and help me being strong.

“The Newly Divorced”

Jason Kumar

Male

46

A. I am married with two children, have a stable job, and have a good relationship with my wife.

A. I used to go on outdoor adventures with my wife before we had kids, and now our energies are mostly family and we rarely get the chance to travel.

B. I choose a product for practicality over aesthetics because comfort and durability are more important for me.

B. I used to be a loyal customer of outdoor brands, but after having kids I rarely go to the seaside and mountains, so I pay less attention to those brand.

C. If there is a vacation, I will definitely travel with my wife, because I miss the feeling of joy and release when traveling.

C. Although we like outdoor sports very much, but because having kids is exhausting, we don’t like tired itineraries now.

C. I hope that I can easily enjoy the joy of outdoor sports, otherwise it will be more exhausting for me.

Lake Lanier, GA

Chemical Engineer Atlanta, GA

“Married Man With Stable Life”

Aria Clarke

Female

Freelance Musician

28

Auckland, New Zealand

LAST VACATION

Ayers Rock (Uluru), Australia

A. I like to take risks and try new things, because every experience is my inspiration.

A. I write and sing my own songs but I don’t sign with any company because I like free life.

A. I love nature as much as I love music, and I love being outside and feeling the life of the world.

B. I love art as well as fashion, I love trying things that are trendy, so I rarely stay interested in a style for too long.

B. I care a lot about environmental protection and animal protection. So the brands I buy must be environmentally friendly and guaranteed not to be tested on animals.

C. I am very happy to go to different countries and see different terrains, because this can inspire my creative inspiration.

C. I’m adventurous and every time my heart beats so hard it makes me feel very strongly that I’m warmly alive.

“The Adventurous Musician”

Henry Hanyu

Male

Data Analyzer

Osaka, Japan

LAST VACATION

Akihabara, Tokyo, Japan

A. I’m very introverted, and talking to people face to face makes me nervous, because my language skills are poor and I think people will laugh at me.

A. I don’t like to go out, because when I go out, I can’t avoid socializing.

A. I like to play games, I have a lot of friends in the game, I can feel my value in the game.

B. Because I live alone, I don’t have high requirements for products in life, as long as I can use them.

B. I have all sorts of figurines all over my bedroom because I feel like they are my friends and seeing them makes me excited and relieves the loneliness.

C. I also love to play motion and VR games at home because I have been working out at home for a long time and these games can help me get fit.

C. I hardly ever travel because I don’t have any real life friends and it’s too lonely to travel on my own.

Introvert Otaku”

Susan Brown

“Happy

Female

A. I neglected my family and myself when I was young because I worked really hard until I retired, when I thought making money was the number one thing.

A. Because of the constant exertion, my physical condition became very bad.

B. I pay more attention to quality when choosing products, I will not buy items that look cheap because I am a person who pursues quality of life.

C. I regret not taking good care of my body and my family when I was young, so I really want to enjoy life now.

A. I admire those young lives, those young hearts, so I really like to sit at a distance and watch them full of energy.

C. Since I have spent the first half of my life in the office, I now go to the natural environment with my family whenever they have time.

B. I am working hard to restore my body to health, so a lot of my money is spent on products in healthcare.

Grandma”

THE BRAND GRID

-Current Grid

-Future Grid

DESCRIPTION

This part contains two brand grids. It will showcase the personality and tone of the brand. One is the current grid and the other is the future grid.

CURRENT GRID

Here is the old Billabong. It covers a variety of outdoor clothing and supplies, mainly surfing products. The brand tone is uninhibited, close to nature, wild and thrill-seeking.

FUTURE GRID

In the future, Billabong’s brand expansion will introduce more projects suitable for people of various ages. And will provide more comprehensive and diverse outdoor products and services. The new Billabong will encourage people to explore nature, protect nature and help people experience passion in adventure.

COMPETITORS

-Current Competitors

-Adjacent Competitors

-Aspirational Competitors

DESCRIPTION

This part is an analysis of competitors, including current competitors, adjacent competitors, and Aspirational competitors.

CURRENT COMPETITORS

Current competitors include brands in the same field that are now competing with Billabong. Analyzing this part of the competitors is helpful to understand the current competition situation and find Billabong's own advantages.

Quiksilver is a surf-inspired clothing and accessories brand and one of the world’s largest brands of surf-wear and skateboardingrelated equipment.

The world’s first winter jacket and surf diving boots came from O’NEILL. The spirit of innovation and continuous progress is the core value of O’NEILL.

Volcom is a skateboarding, swimming and snowboarding lifestyle brand that creates durable, stylish clothing and accessories.

Rusty is an Australian surfboard and surf-wear brand founded by Rusty Preisendorfer in 1985. They are also now selling apparel, swim-wear, accessories and more.

Roxy has products especially for women who enjoy outdoor sports like surfing or skiing.

Hurley sells clothing and supplies for surfing and swimming.

Rip Curl is a designer, manufacturer and retailer of surf apparel and related products, and is present in several areas of skateboarding.

RVCA is a brand established in 2001. Products involve surfing, skateboarding, boxing and other sports fields. The “VΛ” symbolizes “balancing in opposition”.

DC Shoes specializes in footwear for extreme sports, including skateboards and snowboards. The company also produces apparel, bags, accessories, hats, t-shirts and posters.

REEF was founded in San Diego in 1984 by two Argentine brothers, Fernando and Santiago. They specialize in beach slippers as well as sneakers.

ADJACENT COMPETITORS

Adjacent competitors are brands that compete with Billabong but sell different products. Analyzing such brands helps Billabong explore different areas and find a way that is more suitable for the brand.

TREK

Trek manufactures and sells bicycle and cycling products, and it played a big role in creating “the world’s best bikes and cycling gear”.

SIX FLAGS

Six Flags is the world’s largest chain of theme parks featuring thrilling and exciting rides, games, shows and attractions.

ORBUS ONLINE, LLC.

Orbus Online, LLC. is an emerging VR gaming company, and their flagship game OrbusVR is an exploration adventure game in nature.

OZONE GLIDERS

Ozone Gliders is a paragliders manufacturer based in France. They design and sell their products as ready-to-fly paraglider aircrafts.

SUFIX BAYLINER

Sufix has a full range of racquet strings, lawn and garden products, and fishing lines.

CRESSI

Cressi has the longest history among the scuba manufacturers around the world. The rich experience comes with good quality and a wide range of products.

Founded in 1957 by Orin Edson, Bayliner is the world’s largest manufacturer of recreational boats.

13 FISHING

13 fishing is now one of the fastest growing fishing brands. It continually innovates to push the limits of design, engineering, and materials.

SEA RAY SONOMA

Sea Ray is an American brand that manufactures recreational motor boats and was the first manufacturer to build yachts using fiberglass and high-tech composite materials.

Sonoma is a botanical garden brand. Its description is “Enjoy a self-guided leisurely walk, hike to see expansive views of the valley, or find the perfect wine country picnic spot.”

ASPIRATIONAL COMPETITORS

Listed here are the brands that Billabong may have a competitive relationship with in the future. After the rebranding, Billabong’s positioning, brand mission, and fields of involvement may all change, so the competitors will also have certain changes. Researching future competitors ahead of time can help predict future situations and make the best judgments and decisions in the present.

ALILA

Alila is a brand specializing in boutique hotels and resorts. They are committed to creating the ultimate experience for their customers.

WORLD HOTELS

World Hotels is a brand that specializes in resort hotels. Their hotels are located in scenic natural attractions, including lagoons, seaside resorts, and mountain views.

ENDLESS SUMMER RESORT

Endless Summer Resort is a surf and beach themed resort. There are also beaches and ocean nearby.

GoPro, Inc.

GoPro, Inc. is a technology company founded in the United States that manufactures action cameras and develops applications that support its own products.

Sandals Resorts International is a resort hotel group. Its hotels are located in seaside resorts, and services include food, drinks, golf, diving, and water sports.

The hotel is embedded in the cliffs of Tibet. The hotel is surrounded by glaciers, icebergs, lakes and other landscapes.

surfline.com is a web platform that provides up-to-date and reliable surfing information.

Zoetry is a spa resort and they offer luxurious enjoyment. Provide all services including personalized service to customized experience.

Heritance Kandalama is a hotel nestled between the sea and the rocks, with private balconies where you can experience moments in close contact with nature.

Tenaya Lodge is a resort brand in Yosemite. They offer very rich services like tour guides and tour buses. There are also wooden houses in the forest so that customers can live in nature.

BRAND ATTRIBUTES

Find the attributes of the Billabong brand by analyzing competitors.

5 RELEVANT / POSITIVE WORDS

5 NEUTRAL WORDS (DESCRIPTION)

5

SOURCES

Thanks to these sites for the resources.

billabong-store.ie pexels.com/zh-cn gopro.com

www.pinterest.com

createthegood.aarp.org

tvrcamp.org

oceanicsociety.org

insider.com

theculturetrip.com

medium.com

comparethesurfbrand.wordpress.com

surfd.com

talkwalker.com

directory.goodonyou.eco

wikipedia