PRODUCT DEVELOPMENT
PAULINA KLEPARSKA
SUMMARY Within this project the emphasis is to help Quiksilver a board riding based brand to get back into the right marketplace, identifying their skateboarding lifestyle in more contemporary attitude towards fashion, aiming mainly at the younger generation. The concept will be translated into a look-book and a short film in a aspect of an “NEW PHASE” campaign, which also includes an awareness message of quicksilver being socially and physically active within the skateboarding lifestyle but don’t show it as much as surfing and snowboarding.
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“Authenticity, innovation, pride, confidence and a belief in limitless potential have been the foundations in Quiksilver becoming the largest and most prestigious apparel company in the action outdoor sports industry.� -Quiksilver
PERFORMANCE
In the early 2000s, when Quiksilver was posting annual revenue north of $2 billion and selling 100 million garments a year through its three brands, Quiksilver, Roxy and DC. Quiksilver became an example of how a start-up brand built in a garage became a leader company in the surf industry. In March 2015 Mooney was replaced with a long-time Quiksilver employee Pierre Agnes who took control of the brand and got it going again. The Company had to unveil a $175million restricting plan, financed by Oaktree capital managements who also own a state in sportswear company Billabong.
Market, digital, social and financial data into a single brand performance evaluation framework.
A C T I O N
P L A N
Paulina, the stylist is a fashion communication student who decided to cooperate with Quiksilvers Company. Her idea is to style the shoot of a new additional campaign that is aimed at Quiksilver’s men/women skateboarding industry/lifestyle. Although the brand is not doing so well financially this campaign is focusing to help the Company get back on the track and to be able to open up to more customers and expand their opportunities. The fact that Quiksilver’s heritage is surf, it does not cancel out the creation and promotion of their snowboarding campaigns on Quiksilver’s website. Despite the fact that Quikislver cooperates , sponsors and organizes a variety of skateboarding events such as The Quiksilver Bowlriders, World Cup Skateboarding (WCS) held in Sweden, a pro skateboarding and BMX competition based in New York, should be publicised on their website shown through a campaign or a short fashion/skate film following the surfing and snowboarding campaigns already streaming on the website. Through this campaign the stylist wants to connect the Quiksilver men and Quiksilver women and create, style the campaign with a contemporary approach. Focusing on the concept the stylist is enthusiastic about creating a Quiksilver atmosphere that brings up part of their unity.
SELECTION
There are many benefits with making campaigns but mainly providing the status that builds up brands equity and also helps the brand present themselves how they would like to be perceived. The focus is to deliver consistency and reliability through “New Phase� campaign, to show part of Quiksilvers identity and inspire the consumer.