Trend package final submission by polly arnold

. QUIKSILVER S/S18 .

CONTENTS

Page

I Introduction

V Colour and Mood Direction Colour Introduction ..................................... 30-31

Objective ................................................ 4-5

Overview of new lifestyle ........................ 6-7

II Brand Identity

Matt W. Moore x Quiksilver ......................... 32-33

Colour Palette ............................................. 34-39

Mood ........................................................ 40-41

VI Fabric Direction

Brand Overview ................................................ 8-11

Brand History .................................................... 12-13 Brand Profile .................................................... 14-15

Introduction ................................................. 42-43

Fabric .......................................................... 44-45

III Quiksilver Consumer

Customer Profile ........................................ 16-21 Day in the Life ........................................... 22-25

Fabric Details ................................................ 46-47

VII Key Silhouettes Sihlouette Development ................................ 48-49

Range Plan ................................................... 50-55

VIII Marketing Communications

IV Trend Concept

Marketing Plan ........................................ 56-61

Re-making Destiny x Quiksilver .................. 28-29

IX References

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Text References .................................... 62-63 Image Referenes .................................... 63-66

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O B J E C T I V E

The objective of this trend package is to provide an in-depth and clear overview of the S/S 18 forecasted collection for Quicksilverâ&#x20AC;&#x2122;s Athletic Collection. The package will identify the origin of the trend, how it fits with the brand identity and established customer as well as accurately forecast key

colour, mood, fabrics and silhouettes of the collection using multiple forecasting resources and brand research as a foundation. Designers, Visual Merchandisers and Buyers, in order to design and implement the new athletic collection for S/S 18, will use this package..

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R E - M A K I N G D E S T I N Y

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Re-making destiny is a trend that stems from the ongoing desire of humans to be the optimal version of themselves (Walker et al, 2015). As people become more aware of their emotions, environment and mental state, brands will have to alter the way they design and market products. Consumers are becoming more health-conscious and seek ways to â&#x20AC;&#x2DC;hackâ&#x20AC;&#x2122; their lives, such as a multi-functional wardrobe (Kelton, 2015). By combining technology and science consumers can hack every aspect of their lives in order to achieve a greater state of being (Solomon, 2015). This active lifestyle influences trends in everything from food and drink to fash-

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01. B R A N D P R O F I L E

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BRAND OVERVIEW Quiksilver is one of the largest and most respected global manufacturers of board sport-related equipment. Being synonymous with the lifestyle and culture of board-sport enthusiasts, Quiksilver do not just sell a product, but a lifestyle (Quiksilver, 2017). The brand represents a casual lifestyle for young-minded people that connect with its board riding culture and heritage. Their winter sports range and new athletic collection symbolize a long-standing commitment to technical expertise and competitive success, sponsoring and putting on events and contests. During the brands creation the founder’s goal was to turn good fabric into extra ordinary products. Inspired by a famous Japanese woodcut depicting a typhoon wave and Mt Fuji, the Quiksilver logo of a cresting wave and snow-capped mountain symbolizes excellence and authenticity (Quiksilver, 2017). Quicksilver’s core concept combines fashion and functionality. ‘Born on the beach’, the brand is embraced by people who enjoy outdoor active lifestyles (Quiksilver, 2017).

“It’s not just a sport, it’s our lives” . QUIKSILVER S/S18 .

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BRAND HISTORY In 1969, Aland Green started producing wetsuits with a $2,500 loan from his father and the Quiksilver brand was born (Quiksilver, 2017). Over time, the reputation of Quiksilver has grown rapidly and it has become a global household name, with a rich heritage. Now, the brand continues to expand their brand portfolio, selling clothing, accessories, eyewear, watches, foot wear and sun care. Recently, they expanded into the Athletic division in order to appeal to the young, time poor and fashion conscious consumer. Through the use of technical fabrics that are flexible and cover you, â&#x20AC;&#x153;wherever you need to beâ&#x20AC;? the athletic collection provides a perfect balance of fashion and functionality (Quiksilver, 2017).

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BRAND PERSONALITY

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The brand essence of Quiksilver encompasses individual expression, an adventurous spirit, authenticity and passion, which are all things that Quiksilver believe are part of young people’s mindsets (Suther, 2011). Quiksilver represents adrenaline-charged living, where, “form and function are they key to survival” (Suther, 2011). The brand shares the same passion for, “living in the moment and using that passion to awaken the spirit of adventure that rests in all of us” where age is not a factor (Quiksilver, 2016). This spirit pushes the brand towards tomorrow, championing achievement and creativity as well as risk-taking, free spirit and success. Figure 55 According to Govers and Schoormans (2005) consumers prefer products with a personality that fits with their own, thus by having such a strong brand personality Quiksilver has a powerful relationship with their consumers and a competitive edge.

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02. QUIKSILVER C U S T O M E R

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TARGET CUSTOMER As Quiksilver are a global brand that caters for a wide range of consumers, they identify four main target customer groups. The first are the ‘Casual’ (15-40) consumers who have no specific attraction for brands and dress for comfort and performance. The second is the ‘Brand Addicts’ (12-20) who is a fast fashion consumer, indulges in culture and hip-hop as well as having an addiction to anything branded or on trend. Their third is the ‘Ageing Romeo’ (30-45) who is stylish and conforms to their social status. Lastly, the ‘Lifestyle’ (20-25) consumer values urban fashion is independent and dresses to their lifestyle choice. For the athletic collection, Quiksilver are targeting the, “young hearted and adventurous consumers”, who are time poor and seek to wear an outfit that can take them from the sidewalk to the beach without having to change (Quiksilver, 2017). The age group is typically the ‘Lifestyle’ consumer, but the simplicity of the collection would also appeal to the ‘Casual’ consumer as well.

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Customer Profile (Lifestyle) . QUIKSILVER S/S18 .

Hobbies

Behavioural

Surfing Boarding Socialising Gym Reading

Addictive personality Competitive Spiritual Thrill Seaker Craving Success Dreamer Risk Taker

Psychographic

Demographic

Busy Healthy Sociable Sporty Outdoor lifestyle

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Age- 23 Gender- Male Education- University Graduate Employment- Amateur Surfer/ Owner of store Generation- Y

Get Up - Stay in bed - Go Surfing - Have a coffee - Go to the gym

Have breakfast - Healthy - Unhealthy - Skip breafkast - Breakfast out - Breakfast at home

- Lectures - Skip Lectures - Contribute to class - Stay quiet

Lunch

Throughout the day the Quiksilver consumer will be met with a variety of choices and will make different decisions on each day due to different circumstances. For example, if on Monday Sam went surfing with his friends before University, he may decide to have a few more hours in bed on Tuesday. According to statistics, consumers make around 35,000 decisions per day, which can be as simple as how or where you get your coffee to who you add on Facebook as well as decisions with significant budget implications (Hoomans, 2015). As a result of this, it is hard to pinpoint exactly what the lifestyle consumer of Quiksilver would do on a day-to-day basis. No two people are the same and therefore no Quicksilver customer is the same, but there are similarities shown through interests and personality traits that allow the forecasting of a perceived day in the life.

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- Healthy - Unhealthy - Skip lunch - Where to eat lunch - Who to eat with

Sport - Surf - Football - Basketball - Skip sport

15:30

8:30

17:00

11:00

University

DAY IN THE LIFE

6:00

19:00

13:00

21:00

15:00

23:00

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Get home - Have a nap - Eat a snack - Play computer games

Get Up - Stay in bed - Go Surfing - Have a coffee

Exercise - Stay at home - Go for a run - Go to the gym - Surfing - Try something new

Evening - Stay at home - Go to a party - Go on a date - Go out with friends - Do University work

Bed Time Routine - Book or TV - Coffee or tea - Shower or Bath

12:30pm After a busy morning, Robbie will have lunch and a coffee at a cafe on campus. Robbie normally brings a healthy lunch, in order to optimise his diet and give him energy for the rest of the day.

6:00am Getting up early to catch the waves on sunrise, Robbie has a banana, grabs his board and hits the beach with his friends. He loves to start the day in the water before University.

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19:30pm After a long day Robbie likes to unwind by going with his friends to the beach for a bbq and a jamming session or chilling out at home. Playing guitar and singing is a big passion of his.

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Figure 28 9:00am After either cycling or walking with his friends, Robbie goes to University lectures. He studies Sports Therapy at The University of Queensland.

DAY IN THE LIFE- ROBBIE (20)

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Figure 29 17:00pm Being at University, Robbie takes part in sports clubs in order to make friends and increase his fitness. He plays touch rugby and beach volleyball a couple of times a week and plays matches at the weekend along with surf competitions.

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23:00pm In preparation for the day ahead Robbie has a hot shower and lays out his clothes. He likes to either take a zanex or drink some tea in order to settle his mind and optimise his sleep as being at University means sometimes he sometimes has to pull late nights.

03. T R E N D C O N C E P T

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RE-MAKING DESTINY QUIKSILVER Despite their rich heritage Quiksilver have been losing market share and struggled to keep their core, young customers due to a lack of ‘coolness’ of their products, which lead to their bankruptcy in 2016 (Mitchell, 2016). In 2015, the board short made Business Insider’s list of items of clothing that men should burn (Schlossberg, 2015). According to analyst Mitch Kummetz (2015), “there’s just fewer kids out there that think the surf market it cool”. In addition to this, the rise in fast fashion has seen the younger generation favor shopping at competitors such as H&M or Zara, where the price for a t-shirt it £20 rather than the premium price of £50 from Quiksilver (Harbaugh, 2014). Currently, the Athleisure market is the highest performing category globally (Mickiewicz,

. QUIKSILVER S/S18 .

2016). The introduction of an Athletic collection in the SS17 season provides evidence that Quiksilver have already begun to recognize the shift in consumer behavior and lucrative potential of the market and are adapting to appeal to the optimized consumer (Quiksilver, 2017). By expanding the Athletic collection to include both surf-inspired active wear and active wear that is fashionable in S/S 18, Quiksilver can regain market share and increase brand appeal through connecting with the ideals of the younger consumer. The collection would also adhere to the brand’s ethos and emulate their strategy of providing technical products that are aesthetically pleasing, using high-tech fabrics and core colors that are inspired by the sea and mountains (Kami, 2014).

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04. C O L O U R M O O D Quiksilver do not follow trends, instead every season they travel to different places to find inspiration for the mood and colour of the season (Reyes, 2016). In an exclusive interview it was acknowledged that heritage is integral to the brand and their product ranges. With this in mind, the brand continues to have key sihlouettes in every season along with on-trend ranges. The brand is said to, â&#x20AC;&#x153;Look at athletics through a surf lenseâ&#x20AC;?, in order to create a synergy between fashion and function.

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QUIKSILVER X MATT MOORE

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This season Quiksilver will release a limited edition collaboration with artist Matt W. Moore, including high-tech fabrics for, “fast living performance” (Quiksilver, 2017). Moore’s signature style is ‘Vectorfunk’, which focuses around geometry, pattern and vibrant colour (Futurism, 2012). His background is in action board sports and graffiti, which powered his spirit for exploring new terrain and a do-ityourself ethic (Moore, 2017). Moore shares the same values as Quiksilver in terms of passion for action sports and vibrant, aesthetically pleasing products. As many of Quiksilver’s competitors such as Nike and Adidas have collaborated with artists before, it is a logical move for Quiksilver to bring in a fresh perspective to the brand, creating a buzz and bringing back the fashion conscious, young consumer.

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COLOUR PALETTE The colour palette for this collection will feature neutral base tones such as black, white and grey, with vibrant geometric patterns that will appear on the sleeves and certain blocks of the silhouettes. In order to ensure the colour palette is both in line with Quiksilver’s identity and values as well as being on trend for the younger consumer, inspiration for this palette was taken from WGSN Psychotropical S/S18 colour forecast, along with Pitti Filatti’s passenger S/S18 forecast ‘The Jump’. These palettes use vibrant colours in order to take the consumer to the most inspiring places to achieve high-quality performance and thrill seeking adventures. As well as this, previous work of Moore’s has had a large influence on the colours used in the palette, as he will part of the designing process.

is characterized by soft colours with a calming quality such as off white, grey and black, contrasted with pops of tropical neon colours such as solar orange and yellow glare (Craggs, 2016). The juxtaposing colours offer a playful yet tonal match, appealing to the young, fashion conscious consumer. This palette will be used to create vibrant colour blocking and statement t-shirts to keep the products ontrend, yet functional. The soft blue tones and tropical patterns stay true to Quiksilver’s heritage, while the neon colours inspired by Moore introduce an urban edge to the collection. As well as the statement pieces of the collection, there will be silhouettes that are more neutral in colour to appeal to the current customer base and The S/S 18 collaboration palette adhere to the brands identity.

CORE COLOURS

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Quiksilver SS18- Colour Palette Quiksilver SS17- Colour Palette

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Misty Blues

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Quiksilver SS18- Colour Palette

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Firey Oranges Figure 46

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Mix Match . QUIKSILVER S/S18 .

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05. F A B R I C DIRECTION

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Cutting edge technology is at the forefront of the Quiksilver brand. As part of their core values, Quiksilver aims to produce products that give the best performance, which â&#x20AC;&#x2DC;suits all conditionsâ&#x20AC;&#x2122; (Quiksilver, 2017). Aside from hightech material, Quiksilver use a lot of cotton, polyester and elastane for their fashion collections. T-shirts are made out of light to medium weight fabric in order to increase comfort and performance, whereas surf shorts use elastane to enhance stretch and flexibility of the product (Quiksilver, 2017). For this collection, Quiksilver will continue to create surf-inspired active wear through using their hightech materials in new ways for the athletic consumer.

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Highlite

Nylon

Using the fabric ‘highlite’, which is combined with a 4-way High stretch, Quiksilver have been able to create a lighter, dryer and more flexible fabric for their boardshorts (Quiksilver, 2017). For the SS18 collection, Quiksilver will use highlite in order to create a lightweight performance short, which has a nice aesthetic but can be used in the sea or on the street. This fabric will also be used in the performance trouser and jacket, to ensure the comfiest fit and best function..

Nylon is a flexible and durable fabric that will be used for the technical jacket. Quiksilver uses 100% Nylon a lot with their outerwear and so will continue to for this collection, as well as adding features such as a mesh panel for breathability and a water block semi dry zip.

Figure 57

Dry Fast Fabric

Polyester

Quiksilvers’ dry fast fabric has a DryFlight hydrophobic coating that repels water. By adapting this fabric and applying the coating on the lightweight t-shirts and jackets, customers can enjoy comfort and dryness when exercising as well as being repellent from rainy weather. This dry fast fabric is in line with both the values of the brand but also the values of the optimized consumer, as they can exercise and dry off quickly, meaning they do not have to change into another outfit. In addition to the dry fast fabric, the cotton jacket and trousers will include fabrics with DWT (durable water treatment).

For the SS18 collection, Quiksilver will use 100% polyester for the backpack. This is due to its versatility as a material and strength. The polyester will be a mesh weaves tightly knitted to make a nice texture and fashionable aesthetic as well as having ventilation.

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Neoprene

Rubber

FN lite Neoprene is key to Quiksilver’s surf collection, used mostly for rash vests. In this collection, the neoprene will be used for a fashionable t-shirt with an embossed graphic from the designer Matt W. Moore. The reason for this is that the fabric hosts many benefits such as comfort, lightweight and flexible as well as providing a fashionable alternative to the normal rash vest. By using the same fabric in a new and exciting way Quiksilver will stay true to their identity and appeal to the younger consumer.

Rubber is a flexible, lightweight and durable fabric, which act as an endurance sole for shoes. In the SS18 collection, some of the shoes soles will have rubber as well as EVA. Rubber soled shoes will be used for a more casual occasion whereas EVA’s shock absorbent nature will allow for a more intense activity. By using both soles, Quiksilver will appeal to consumer of athleisure and endurance athletes. Figure 59

Cotton

EVA

The fabric composition for the long and short sleeved t-shirts for the collection will be a cotton and elastane blend. The soft cotton will be lightweight and elastane will be used to ensure stretch and comfort as well as fit with the casual lifestyle of the brand.

EVA is a water resistant, anti vibration, insulated and corrosion resistant dole, which is the lightest among all kinds of outsoles (Moreva, 2014). In the SS17 collection, many of the shoe soles featured this material due to its flexibility and ability to increase performance. Therefore, the shoes featured in the SS18 collection will use this sole again. Figure 60

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Water Block Semi Dry Zip Quiksilverâ&#x20AC;&#x2122;s laser-cut heat welded seams combined with an Airprene waistband will be used for the trousers and shorts in order to ensure exceptional strength and stretch for the consumer.. Figure 61

Ecto-Flex Knee Pads The ecto-flex kneepads provide a perfect mix between fashion and functionality. The technology allows for breathability and active recovery, adapting former technology to have heat sensitive pads for exercising. Yet, at the same time kneepads are on trend, which will attract the younger consumer.

F A B R I C D E T A I L S

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Mesh Insert Carrying on from their SS17 collection, Quiksilver will provide a technical trouser with mesh inserts for breathability. Instead, the mesh panels will be exposed through a zip, which can be opened and closed for further ventilation. Figure 63

Pilo-Tech Thermal Air Chamber

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The thermal air chamber will be adapted and used in the pair of technical shoes. This will allow for ventilation when running or on the move. The shoes will have an appealing aesthetic, featuring a design by Matt W Moore on the inner sole as well as an extra pair of designer laces, for the fashion conscious consumer. 47

06. SILHOUETTE DEVELOPMENT

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The following ten key sihlouettes have been chosen for the Quiksilver SS18 Athletic collection. There is a mixture of apparel, shoes and accessories to reflect the previous collection and adhere to the purpose of the collection of providing thee optimized consumer with everything they need for an active lifestyle. There is a staple white and black long sleeved t-shirt as well as a black hoodie, which is a classic part of every collection of the brand. This is to speak to current customer, while the garments inspired by Matt W. Moore are seasonal and target the younger consumer. For the purpose of this report similar silhouettes have been sourced from WGSN and altered in order to create a visual representation of the collection. The detailed descriptions of each silhouette accurately describe how the garments will look.

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RANGE PLAN

Long Sleeved Compression T-Shirt

Neoprene Embossed T-Shirt

£40

£30 Product Details

Product Details

This modern men’s technical jacket provides a perfect combination of technical performance and street style.Featuring a technical semi dry zip and mesh insert on the chest for breath-

This stylish neoprene embossed t-shirt design by Matt W. Moore combines style and function. The fabric blend can be warn on the streets and in the sea, and with fast drying technology you can get

ability, this jacket is a must for the spring summer season.

you anywhere you need to go without having to change.

The Nuts and Bolts:

- Short Sleeves - Cotton Jersey Fabric - Lightweight T-shirt Material - Classic, Regular Comfortable Fit

- Semi Dry Zip - Athletic Design - Mesh Insert - Elastic Binding

Composition: 100% Nylon

Graphic Lightweight T-Shirt

Composition: 60% Cotton 40% Neoprene

Flex M.W.M Trainers

£55

£25

Product Details

This stylish neoprene embossed t-shirt design by Matt W. Moore combines style and function. The fabric blend can be warn on the streets and in the sea, and with fast drying technology you can get

This high performance trainer will get you street cred and imrpove performance. Featuring adapted thermal air chamber technology for maxiumum breathability and a

you anywhere you need to go without having to change.

shock absorbent EVA sole, these shoes are a must have.

The Nuts and Bolts:

- Short Sleeves - Cotton Jersey Fabric - Lightweight T-shirt Material - Classic, Regular Comfortable Fit

- Thermal air chamber - Athletic Design - Stylish Design

Composition: Upper: Textile/ Lining Textile/ Outsole EVA

Composition: 100% Cotton

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RANGE PLAN

Boardriders Short

Technical Lightweight Jacket

£40

£80 Product Details

Product Details

The boadriders short is designed for the optimised athlete who is always on the move. Whether you are going to the aiport, exercising or just hanging out, the comfortable design along with classic

This modern men’s technical jacket provides a perfect combination of technical performance and street style.Featuring a technical semi dry zip and mesh insert on the chest for breath-

colourways make this a staple item for this spring summer season.

ability, this jacket is a must for the spring summer season.

The Nuts and Bolts:

The nuts and bolts:

- Stylish Design - Cotton Jersey Fabric - Lightweight Material - Classic, Regular Comfortable Fit

- Semi Dry Zip - Athletic Design - Mesh Insert - Elastic Binding

Composition: 100% Nylon

Composition: 60% Cotton 35% Polyeser 5% Elastane

Performance Trouser

Performance Jacket

£55

Product Details

£70

Product Details The performance jacket is paired perfectly with the performance trousers and is a great choice for getting where you need to go. With a mesh panel for breathability and an elasticated waistband, this

This on-trend trouser is both comfortable and technically advance. The easy black and white colourways along with the ecto-flex knee pads make this a classic item for any athletic male.

jacket is a staple item for your spring summer wardrobe.

The Nuts and Bolts:

- Ecto-Flex Knee Pads - Welded Stretch Seams - Athletic Design - Regular, Comfortable Fit - Cotton Jersey Fabric

- Bonded Fabrics with DWR (Durable Water Repellent Treatment) - Stretch Waistband - Mesh Insert - Side Pockets With Tapered Zip -Classic, Comfortable, Regular Fit

Composition: 100% Cotton Composition: 60% Cotton 35% Polyester 5% Elastane

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RANGE PLAN

Lightweight Technical Short ÂŁ45 Product Details Crafted through a hybrid design the technical short has been made with a very lightweight nylon fabric that can be warn both at the gym or in the sea. The bright colour ways make a statement this season, with the different designs providing a classic or seasonal look.

The Nuts and Bolts:

- Elasticated Underlayer - Hybrid Design - Welded Seam Stretch - Water block semi dry zip - Classic, Regular Comfortable Fit

Composition: 60% Cotton 40% Neoprene

Technical Backpack

ÂŁ45

Product Details This stylish technical backpack holds everything you need for on-the-go. With a laptop pocket, space for exercise gear and a water bottle all hidden within the packback, you can be both stylish and organsied. The design by Matt W. Moore provides a fresh and unique look for the season.

The Nuts and Bolts:

- Double Front Pocket - Internal Laptop and Clothing Pockets - Stylish Design - Sternum Strap

QUIKSILVER

Composition: 100% Polyester

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07. MARKETIN G COMMUNICATIONS

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MOCK UPS

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DIGITAL MARKETING In order to launch the campaign, Quiksilver will release an Tv advertisement on their Youtube Channel, which will be shared across all of their social media channels. The advert will have a story about taking life by the hands and searching for #Moorelife, using a play on words with the last name of the artist used for the collaboration. As well as this, Quiksilver will release short clips of customers talking about what gives them â&#x20AC;&#x2DC;Moore lifeâ&#x20AC;&#x2122;, fol-

lowing their stories about their passion for sport. This campaign will focus a lot of energy on digital marketing techniques in order to reach the target, younger consumer and stay competitive.

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#Moorelife

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Check out our new athletic collection collaboration with Matt W. Come and find #Moorelife with the new athletic collaboration with artist Matt W. Moore. A perfect balance between style and technical excellence. Moore Shop Here: Quiksilver.com/MWM

As well as the video campaign, on the Quiksilver blog there will be an exclusive interview with Matt W. Moore where he talks about his passion for outdoor adventure and how he got into graphic design.

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LAUNCH PARTY

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Quiksilver Boardriders stores are unique stores that are focused on customer experience. According the Goldman Sachs (2015) Millennials are continually looking for a brand experience rather than just a product. In a board riders store you can get your haircut, drink at the bar and listen to live music. For the launch of the Matt W. Moore x Quiksilver collection, there will be an exclusive party at the board riderâ&#x20AC;&#x2122;s flagship store in Brisbane, where there will be special appearances from Famous Djâ&#x20AC;&#x2122;s and brand ambassadors. This will attract the younger consumer as well as keeping the brand competitive with the likes of Nike and Adidas who frequently create pop-up experiences for customers.

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SALES PROMOTION

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KS I

LV E

As this collection is aimed at targeting the younger consumer, who are less willing to spend a lot of money on clothing, Quiksilver will release a temporary 15% student discount shortly after the collection is released. On top of this, the collection will be limited and so will create anticipation and a buzz around the products. When customers buy the products they will notice a special collaboration tag designed by Matt W. Moore, which will be exclusive to the collection.

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Text References Craggs, H. 2016. Europe Colour S/S 18: Psychotropical. [On line]. [Accessed 5 May 2017]. Available from: https://0-www. wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/66529/ page/1

08. REFERENCES

Futurism. 2012. Matt W. Moore. [Online]. [Accessed 5 May 2017]. Available from: http://www.futurism2-0.com/index. php/2012-04-16-16-56-07?id=45 Govers, P.C. and Schoormans, J.P., 2005. Product personality and its influence on consumer preference. Journal of Consumer Marketing, 22(4), pp.189-197. Harbaugh, J. 2014. Quiksilverâ&#x20AC;&#x2122;s Quarter: The Impact of Market Trends. [Online]. [Accessed 20 February 2017]. Available from: http://www.jeffharbaugh.com/quiksilvers-quarter-theimpact-of-market-trends/ Heywood, R. Jarvinen, T. 2016. Boardriders Store party in Capbreton. [Online]. [Accessed 20 February 2017]. Available from: http://quiksilver.co.uk/blog/music/20161007114318NE WS434823972160.html Hoomans, J. 2015. 35,000 Decisions: The Great Choices of Strategic Leaders. [Online]. [Accessed 12 February 2017]. Available from: http://go.roberts.edu/leadingedge/the-greatchoices-of-strategic-leaders Kami, I. 2014. [Online]. [Accessed 5 May 2017]. Available from: https://prezi.com/01zydnlo8wwx/copy-of-quiksilver-asa-brand/

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ver-mens-surf-apparel-fw1718-preview/

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http://www.boardsportsource.com/2017/01/03/quicksil-

Figure 1: Diyguys. 2017. Esxtra Large Round Air Power Shower Head. [Image]. [Accessed 08 February 2017]. Available from: http://www.diyguys.com.au/shower-heads/federationstyle-round-shower-head-20-cm Figure 2: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign. [Image]. [Accessed 10 February 2017]. Available from: https://haustrom.com/blogs/lookbook/quiksilver-menssummer-2016-get-high-campaign

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Reyes, R. 2016. Quilsilver Menâ&#x20AC;&#x2122;s Surf Apparel FW17/18 Preview. [Online]. [Accessed 5 May 2017]. Available from:

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4 May 2017]. Available from: https://www.lsnglobal.com/micro-trends/article/20580/active-recovery

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Figure 6: Smith, J. 2017. Active Recovery. [Image]. [Accessed 4 May 2017]. Available from: https://www.lsnglobal.com/micro-trends/article/20580/active-recovery Figure 7: Sawh, M. 2017. Best Fitbit 2017: How to choose the right tracker for your goals. [Image]. [Accessed 4 May 2017]. Available from: https://www.wareable.com/fitbit/what-fitbittracker-should-you-buy Figure 8: Mickiewicz, M. 2016. Mind Games. [Image]. [Accessed 4 May 2017]. Available from: https://www.lsnglobal. com/briefing/article/19661/mind-games Figure 9: Quiksilver. 2017. New Wave Boardshort. [Image]. [Accessed 1 March 2017]. Available from: https://www.google.co.uk/search?q=quiksilver+lookbook&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwi0m8Sh_9bTAhXEbVAKHdgBCMgQ_AUIBigB&biw=756&bih=769#tbm=isch&q=quiksilver+lookbook+surf+shorts&imgrc=hEfPNHwpT6B5-M: Figure 10: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign. [Image]. [Accessed 10 February 2017]. Available from: https://haustrom.com/blogs/lookbook/quiksilvermens-summer-2016-get-high-campaign Figure 11: Empireleave. 2014. Quiksilver Originals Boardshorts. [Image]. [Accessed 10 February 2017]. Available from: http://www.empireave.com/daily-news/clothing/quiksilver-originals-boardshorts/ Figure 12: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign. [Image]. [Accessed 10 February 2017]. Available from: https://haustrom.com/blogs/lookbook/quiksilvermens-summer-2016-get-high-campaign Figure 13: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign. [Image]. [Accessed 10 February 2017]. Available from: https://haustrom.com/blogs/lookbook/quiksilvermens-summer-2016-get-high-campaign Figure 14: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign. [Image]. [Accessed 10 February 2017]. Available from: https://haustrom.com/blogs/lookbook/quiksilvermens-summer-2016-get-high-campaign Figure 15: Quiksilver. 2017. Essentials- The new Spring Summer Collection. [Image]. [Accessed 10 February 2017]. Available from: http://www.quiksilver.com/essentials-collection/ Figure 16: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign. [Image]. [Accessed 10 February 2017]. Available from: https://haustrom.com/blogs/lookbook/quiksilvermens-summer-2016-get-high-campaign Figure 17: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign.[Image]. [Accessed 10 February 2017]. Availa-

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Figure 19: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign. [Image]. [Accessed 10 February 2017]. Available from: https://haustrom.com/blogs/lookbook/quiksilvermens-summer-2016-get-high-campaign Figure 20: Clker. 2017. Sign Language Hang Loose. [Image]. [Accessed 10 February 2017]. Available from: http://www.clker. com/clipart-9326.html Figure 21: Brotherhood. 2014. Quiksilver AG47 New Wave Bonded Boardshort. [Image]. [Accessed 10 February 2017]. Available from: http://brotherhoodmag.com/quiksilver-ag47new-wave-bonded-boardshort/ Figure 22: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign. [Image]. [Accessed 10 February 2017]. Available from: https://haustrom.com/blogs/lookbook/quiksilvermens-summer-2016-get-high-campaign Figure 23: Strom, H. 2016. Quiksilver Mens Spring 16 Stay High Campaign. [Image]. [Accessed 10 February 2017]. Available from: https://haustrom.com/blogs/lookbook/quiksilvermens-summer-2016-get-high-campaign Figure 24: : Quiksilver. 2017. Essentials- The new Spring-Summer Collection. [Image]. [Accessed 10 February 2017]. Available from: http://www.quiksilver.co.uk/on/demandware.store/ Sites-QS-GB-Site/en_GB/Default-Start?geopopup=false Figure 25: Quiksilver. @Quiksilver. [Image]. [Accessed 10 February 2017]. Available from: http://www.quiksilver.co.uk/surf/ Figure 26: PinchofYum. 2016. Spicy chieken and sweet potato meal prep magic. [Image]. [Accessed 10 February 2017]. Available from: http://pinchofyum.com/spicy-chicken-sweet-potatomeal-prep-magic Figure 27: Beaches. 2016. Beaches Family Resorts. [Image]. [Accessed 10 February 2017]. Available from: http://www. beaches.com/media/ Figure 28: International. 2017. Go Abroad Program Finder. [Image]. [Accessed 10 February 2017]. Available from: https:// internal.international.ualberta.ca/studyabroad/main/partnerSearch/PartnerFinderViewview.asp?ID=4 Figure 29: FindRugbyNow. 2015. Women’s and Men’s 7s and Touch Players Needed for 2015. [Image]. [Accessed 10 February 2017]. Available from: http://findrugbynow.com/2015/02/ womens-mens-7s-touch-players-needed-2015/ Figure 30: DIYGUYS. Extra Large Round Air Power Shower. [Image]. [Accessed 10 February 2017]. Available from: http:// www.diyguys.com.au/shower-heads/federation-style-roundshower-head-20-cm

Figure 31: McGregor, R. 2017. Flex For The Future. [Image]. [Accessed 4 May 2017]. Available from: https://www.lsnglobal. com/behaviours/article/20899/flex-for-the-future Figure 32: Quiksilver. 2017. Athletic Collection. [Image]. [Accessed 4 May 2017]. Available from: http://www.quiksilver. co.uk/athletic-collection/ Figure 33: Moore, M. 2017. Denham- indigo Byzantine Collection. [Image]. [Accessed 4 May 2017]. Available from: http:// www.mwmgraphics.com/collaborations_denham.html Figure 34: Moore, M. 2017. Collaborations. [Image]. [Accessed 4 may 2017]. Available from: http://www.mwmgraphics.com/ collaborations.html Figure 35: Moore, M. 2017. Collaborations. [Image]. [Accessed 4 may 2017]. Available from: http://www.mwmgraphics.com/ collaborations.html Figure 36: Moore, M. 2017. Collaborations. [Image]. [Accessed 4 may 2017]. Available from: http://www.mwmgraphics.com/ collaborations.html Figure 37: Moore, M. 2017. Collaborations. [Image]. [Accessed 4 may 2017]. Available from: http://www.mwmgraphics.com/ collaborations.html Figure 38: Quiksilver. 2017. Athletic Collection. [Image]. [Accessed 1 March 2017]. Available from: http://www.quiksilver. co.uk/athletic-collection/ Figure 39: Drei, S. 2017. Buildings. [Image]. [Accessed 7 May 2017]. Available from: https://minimalissimo.com/studie-drei/ Figure 40: Highenoughtoseethesea. 2017. Surfer. [Image]. [Accessed 7 May 2017]. Available from: http://highenoughtoseethesea.tumblr.com Figure 41: HeavingSurface. 2017. Rope. [Image]. [Accessed 7 May 2017]. Available from: http://theheavingsurface.tumblr. com/post/70810156246 Figure 42: Beijar. Precious Preview – H&M Home Zomer 2012. [Image]. [Accessed 1 March 2017]. Available from: http://thebelljar-nl.blogspot.co.uk/2012/02/precious-preview-h-homezomer-2012.html Figure 43: Iroon. 2017. Moroccan Door Knobs. [Image]. [Accessed 7 May 2017]. Available from: http://iroon.com/irtn/ album/photo/12305/ Figure 44: Recker, K. 2017. US Colour Direction S/S17- Encounter Culture. [Image]. [Accessed 8 May 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ board_viewer/#/58825/page/1 Figure 45: Bojosenadegas. 2017. Surfer. [Image]. [Accessed 7 May 2017]. Available from: http://bojosenadegas.tumblr.com/ post/112246202154 Figure 46: Recker, K. 2017. US Colour Direction S/S17- Encounter Culture. [Image]. [Accessed 8 May 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/

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board_viewer/#/58825/page/1 Figure 47: Instagram. 2017. Sportsgear. [Image]. [Accessed 6 May 2017]. Available from: https://www.instagram.com/explore/tags/sportsgear/?hl=en Figure 48: Instagram. 2017. Sportsgear. [Image]. [Accessed 6 May 2017]. Available from: https://www.instagram.com/explore/tags/sportsgear/?hl=en Figure 49: Instagram. 2017. Sportsgear. [Image]. [Accessed 6 May 2017]. Available from: https://www.instagram.com/explore/tags/sportsgear/?hl=en Figure 50: Instagram. 2017. Sportsgear. [Image]. [Accessed 6 May 2017]. Available from: https://www.instagram.com/explore/tags/sportsgear/?hl=en Figure 51: Instagram. 2017. Sportsgear. [Image]. [Accessed 6 May 2017]. Available from: https://www.instagram.com/explore/tags/sportsgear/?hl=en Figure 52: Quiksilver. 2017. New Wave Technology. [Image]. [Accessed 4 May 2017]. Available from: http://www.quiksilver. co.uk/new-wave-high-boardshort/ Figure 53: Quiksilver. 2017. New Wave Technology. [Image]. [Accessed 4 May 2017]. Available from: http://www.quiksilver. co.uk/new-wave-high-boardshort/ Figure 54: Quiksilver. 2017. New Wave Technology. [Image]. [Accessed 4 May 2017]. Available from: http://www.quiksilver. co.uk/new-wave-high-boardshort/ Figure 55: YungShang. 2017. Super Thin Neoprene. [Image]. [Accessed 4 may 2017]. Available from: http://www.sy95.com. tw/products/super-thin-material.htm Figure 56: FabricWholesale. 2017. Cotton Jersey. [Image]. [Accessed 5 May 2017]. Available from: https:// www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwidqcbeutvTAhWMIlAKHQZgCrgQjxwIAw&url=https%3A%2F%2Fwww. fabricwholesaledirect.com%2Fproducts%2Fcotton-jersey-knit-fabric&psig=AFQjCNHTcM-Lb5r7jPLiNZjiotEPR3YXtg&ust=1494166110781776&cad=rjt Figure 57: WuijangTextileCo. 2017. [Image]. [Accessed 5 May 2017]. Available from: https://www. google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwiz06HyuNvTAhXNIVAKHXdDBOcQjxwIAw&url=http%3A%2F%2Ftxtextile. en.made-in-china.com%2Fproduct%2FsKxEnJfHFDhm%2FChina-Rain-Coat-Fabric-Waterproof-Fabric-PVC-Fabric-Nylon-Wr-Fabric.html&psig=AFQjCNF2oV1xZkCvW0pjGwWzEo4B--Zwjg&ust=1494166168695258&cad=rjt Figure 58: Alibaba. 2017. Black Elastic Polyester Mesh. [Image]. [Accessed 5 May 2017]. Available from: https://www.alibaba. com/product-detail/120gsm-black-elastic-polyester-mesh-fabric_60251361382.html Figure 59: Burlafabric. 2017. Polyester Mesh Fabric. 2017. [Image]. [Accessed 6 May 2017]. Available from: http://

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Figure 61: Quiksilver. 2017. Neoprene. [Image]. [Accessed 5 May 2017]. Available from: http://www.quiksilver.co.uk/wetsuit-technology/

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Figure 64: Quiksilver. 2017. Neoprene. [Image]. [Accessed 5 May 2017]. Available from: http://www.quiksilver.co.uk/wetsuit-technology/

Figure 79: Heywood, R. Jarvinen, T. 2016. Boardriders Store Party in Capbreton. [Image]. [Accessed 5 May 2017]. Available from: http://quiksilver.co.uk/blog/music/20161007114318 NEWS434823972160.html

Figure 65: Modmod. 2016. Lookbook. [Image]. [Accessed 3 May 2017]. Available from: http://www.modmod.ru/article?id=35822

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Figure 66: Keywords. 2017. T-Shirt Design Template Illustrator. [Image]. [Accessed 5 May 2017]. Available from: http:// www.keywordsuggests.com/g5ODBApWkOkw9rOxm3BHnyKhMUojxqK2uFGI9AoJmhQ/

Figure 81: Heywood, R. Jarvinen, T. 2016. Boardriders Store Party in Capbreton. [Image]. [Accessed 5 May 2017]. Available from: http://quiksilver.co.uk/blog/music/20161007114318 NEWS434823972160.html

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