QUIKSILVER_VISUAL STRATEGY GUIDE_XINGCHEN (STAR) CHEN_

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INTRODUCTION

Sustainable development at Quiksilver is first and foremost a mindset. It’s about breaking down assumptions about how things are done; it’s about collaborating and sharing new ideas and innovative concepts; it’s about being creative in re-thinking our business processes in ways that make us not only more efficient, but also more environmentally and socially responsible.

Through the lens of sustainability we are committed to making a more positive impact on our world, undertaking actions that improve our efficiencies, protect our environment, reduce waste, and conserve resources, build a better future of our next generation.

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TABLE OF CONTENTS BRAND FACTS

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02 Introduction 06 Brand History 10 Timeline

VISUALIZATION

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14 Rebranding Objective 15 Brand Soul & Mission Statement 16 Our Past & Our Future

AUDIENCE

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20 Introduction 22 Audience

CONPETITION

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30 Current Competitors 32 Adjacent Competitors 34 Aspirational Competitors

REFERENCES & SOURCES

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BRAND FACTS

BRAND HISTORY In 1969, two Torquay locals, Alan Green and John Law, turned to making board shorts in their home garage based on what they saw as a market opportunity. 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. The Company’s apparel and footwear brands represent a casual lifestyle for young-minded people that connect with its board riding culture and heritage, while its winter sports and golf brands symbolize a long-standing commitment to technical expertise and competitive success on the mountains and on the links.

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" NO WATER, NO LIFE. NO BLUE, NO GREEN " ­— Sylvia Earle

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Sylvia Alice (Reade) Earle (born August 30, 1935) is an American marine biologist, explorer, author, and lecturer. She has been a National Geographic explorer-inresidence since 1998. Earle was the first female chief scientist of the U.S. National Oceanic and Atmospheric Administration, and was named by Time Magazine as its first Hero for the Planet in 1998.

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1969

1970

1969 At the Rip Curl Factory in Torquay,

1986

1990

1998

1992

2004

1986

2004

Quiksilver goes public.

Establish The Quiksilver Foundation in 2004. This is a non-profit

Australia, Alan Green starts working

organization committed to benefiting

on prototypes for a new kind

and enhancing the quality of life

of boardshort, using aspects of

for communities of boardriders

wetsuit technology, such as snaps

across the world by supporting

and Velcro f lies.

1990

environmental, educational, health and youth-related projects.

Kelly Slater signs with Quiksilver; Roxy women’s brand emerges.

1992 The company opens its first standalone 1970

store, “Boardriders Club” in Hawaii.

Quiksilver exports its boardshorts to Hawaii, Japan and France. In 1976, Bob McKnight, right, and Jeff Hakman buy the license to sell in the U.S.

1998

2008

Quiksilver Inc. lists on the New York

Stock drops from $15 to a low of 88

Stock Exchange; opens a store in

cents in November 2008. Quiksilver

New York ’s Soho District.

sells Rossignol and Cleveland Golf for $280 million.

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2008

2013

2014

2015. Jan

2015. March

2013

2015. March

Nike and Disney executive Andy

CEO Mooney is replaced in March by

Mooney named new CEO; Bob

longtime Quiksilver employee Pierre

McKnight resigns. Shortly after

Agnes.

Mooney takes over, Quiksilver announces it is eliminating its women’s line, and in December it completes the sale of its snowboard business, Mervin Manufacturing.

2015. Jan Quiksilver’s reorganization plan

2014

approved in court.

The company sells Hawk Designs for $19 million. Slater announces he’s splitting ways with the brand.

2015. Sept Sept: The company lays off 80 people, announces plan for bankruptcy as part of a restructuring plan funded by Oaktree Capital.

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VISUALIZATION

Our brand new journey is beginning from here.

Raise people's awareness of environmental protection.

Conserve resources; create a sustainable future for us.

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REBRANDING OBJECTIVE Where We See Ourselves in the Future

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Lead people to adventure and responsible new outdoor activities Our Mission is to encourage people to develop outdoor activites to enhance their awareness of environmental protection.

Brand Objective

Authentic

Quiksilver always focus on surfing and ocean sports.

They can pay more attention on outdoor exercise. In brand’s history they has been production sheepskin boots for skier and average people. Brand will explore more about outdoor exercise. Like skiing, hiking, field survival.

Keep the fun and love spirit.

Stay positive spirit to encourage people facing difficulties in life.

From this point forward, we do not only attract people attention on protect environment, but also rather a more interaction with people. We plan to impart knowledge and educate people to take part in protect environment. Our conservation program mainly consists of three aspects: sky, earth and sea.

We believe new Quiksilver will lead people to a sustainable future.sustainable future.

Protection Surfing is dangerous for the people. Lots of people like the surfing so much even they got accident from surfing. People never give up to surfing. They gain a lot from experience.

Sustainable Sustainable development at Quiksilver is first and foremost a mindset. It’s about being creative in re-thinking our business processes in ways that make us not only more efficient, but also more environmentally and socially responsible.

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OUR PAST

There are different kinds of surfers and skaters. The old image of the brand was outdoorsy, dopey, a little sloppy and down to earth.

These people they don’t care about the environment.

Quiksilver designs, produces and distributes clothing, accessories and related products for young-minded people and develops brands that represent a casual lifestyle driven from a boardriding heritage. Since it’s beginnings in 1969, Quiksilver has combined function, fit, art and fashion to develop boardshorts and clothing for mountain and ocean lovers across the globe. While still sticking to the core roots of the mountain and the wave, Quiksilver has become recognized as the premium youth lifestyle and culture clothing brand within the action sports market. Quiksilver has an ever-changing array of materials, prints, and technologies. In addition to boardshorts, Quiksilver designs and produces an entire line of lifestyle apparel, wetsuits, and snow outerwear available across the globe. Their elite team of athletes have become icons throughout the world.

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OUR FUTURE

Encourage people to develop outdoor activites to enhance their awareness of environmental protection.

The story behind the brand is that they did not only design boardshorts for surfers, but also produced clothing for mountain and ocean lovers across the globe. So the old image of the brand was outdoorsy, dopey, a little sloppy and down to earth.

Now, since they were ocean and mountain lovers, they must want to save our planet. Aside from the productions, Quiksilver should also initiate events and projects to protect the natural environment.

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AUDIENCE It is important to establish the types of individuals, which will create our audience who have the same ideals and beliefs as we do. We will reach out to those people like explore the nature and outdoor sports.

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Alan Green Snowboarder, 32 Santa Cruz, CA One of the best all-around riders and parts of the year 2016. He’s riding is really exciting to watch.

He’s riding super fast in the streets and Alaska.

Insane AK shots and he charges some of the funniest looking natural jumps of the season. As a professional snowboarder he need to keep his body healthy than others. Also he does physical exercises everyday. When he travels different country he need find a professional gym to do exercises.

Traits

— Lots of people ask me “Are you afraid of death?”

I said yes I afraid of death, More than death I fear I’m losing function of skiing when I getting old.

— Everyday is a different day, you have to understand the sign.

— I enjoy shopping food with my family because I like to explore different ingredients.

—Stay positive and optimistic in the face Of every difficulty.

—I love mountains, I got lots of fun from skiing.

—I don't like swimming in the ocean, because sometime the water from ocean is not clean, the ocean been polluted.

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Rio Waida College Student 22 Orlando, FL Rio is a game design major student. Most of time he like stay at home facing to the computer to play the video games. But he also like play outdoors sports with his friends. He wants to look stronger.

Traits

— When I play the video games. I’m not just me; I could to be anything I want.

— I don’t like follow the trend, everything I got my own plan. So don’t push me too hard. I will not listen to it.

— Drink water! This is not only a plug for our friends over at Drink Water, but also a plea for you to stay hydrated.

— who said game people always looks weak, I’m not part of them. I go to gym 3 three times a week.

— I enjoy the smoking when I skate on the road.

—Every time I go to the beach enjoy the sunshine, I like to drink beer with my friends.

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Mary Smith Weekend Warrior, 35 San Francisco, CA

Mary works at a design studio. Last week she become a member of San Francisco bicycle coalition, join events. She only party and drink with friends on Friday, she doesn’t want hangover at workday. She likes buying organic foods from whole foods organic market.

Traits

— She hate every Monday, she can’t focus.

— She will never give up my goal. Her goal is make more money and get marry with a handsome guy.

— Eat organic foods and do more exercise will make her looks younger.

— She doesn’t like 24hours fitness is too dirty, smells bad.

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Jamie Mitchell Surfer, 24 Orlando, FL

Jamie is a worker working at steelworks.

He working 8 hours everyday. His hobby is surfing.

Only surfing can make his feeling he still alive.

Traits

— He drink everyday. Throwing bottles on the beach or streets. Never throw them into the trash. He think trashcan always to far away for him.

— He like talk with his friends, and smoke marijuana.

Marijuana makes he feeling high and laughs.

— He is lazy with life details, He don't like to cut the hair.

— He has sleep problem, he can't sleep until morning.

— He always eat burger and French fries from McDonalds.

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Mark Richards Photographer, 25 New York City, NY.

Mark is a freelance photographer in New York. He only has black color clothes in his closet. Take his Nikons camera everywhere. He like listening jazz music. He feels jazz will give him inspiration. He is a national park lover, every week he must goes to one national park, with his bike.

Traits

— Time passes quickly, only camera will remember everything.

— He feel like life is too short; I don’t have enough time to travel around the world.

— Every magic moment is press the shutter.

— He afraid of lots of beauty of scene being polluted.

— He writes a diary every day. He wants to remember every interesting people and things.

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Tara Williams Foodie, 25 New York City, NY.

Tara is a big foodie. She is a tour guide in NYC. She has 5 years Yelp Elite, he knows good restaurants more than new chef. She almost creates his own navigation system by restaurants, “turn left on La Folie, then go straight to Aquarelle! “ She considers cooking as a serious art, so she cooks as an artist.

Traits

— San Francisco is a perfect city for big foodie — when the food coming up, She always take picture first.

— She can walking all day to find out a new place to eat delicious food.

— She want to travel around the world to eat delicious food from different country. It’s her dream.

— In order to eat more delicious food, she go to the gym every week — When she goes to beach or hiking, she always brings lots of food to eat.

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COMPETITION

Before we start explore a new vision for our brand, it is necessary to become familiar with those who might compete with us. It’s important to range from companies who either have the same vision as us to ones that deliver a similar product. It is also important to look at the evolution of our competition, as that will change from now to the time that we reveal our company’s new face.

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CURRENT COMPETITORS These brands are current close to the Quiksilver. They all basic on the outdoor sports particularly related to skateboard. They are popular between young people and skater or people who like extreme sports culture.

Converse Retail chain featuring the brand’s sneakers for adults & kids, plus apparel, socks & bags.

FTC Hip skate shop offers a large selection of boards, accessories & urban apparel in a laid-back space.

Element Element Skateboards is an American skateboard company, founded in 1992 by Johnny Schillereff, that manufactures skateboard decks, apparel, and footwear.

Hockey a skateboard and skate clothing brand.

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HUF HUF is a true skateboard and skate clothing brand, started by professional skateboarder Keith Hufnagel.

Palace Palace Skateboards was created by Lev Tanju and the PWBC from London Find Decks Hoodies Shirts and all around skateboarding at the online shop.

Theories of Atlantis A skateboard and skate clothing brand.

Spitfire Wheels Spitfire is a wheel company that was founded in 1987 and the company released a video, entitled Spitfire, in 1993. The company also produces skateboard bearings, skateboard tools, griptape.

Thunder Trucks Spitfire is a wheel company that was founded in 1987 and the company released a video, entitled Spitfire, in 1993. The company also produces skateboard bearings, skateboard tools, griptape.

Polar A skateboard and skate clothing brand.

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ADJACENT COMPETITORS

These brands have the same surfing products with Quiksilver most of them combine skateboard products and surfing products together.

Vans Vans is an American manufacturer of shoes, based in Cypress, California, owned by VF Corporation.

The company also produces apparel and other products such as T-shirts, hoodies, socks, hats, and backpacks

Billbong Billabong International Limited is a surf company, primarily a clothing retailer that also produces accessories, like watches and backpacks and skateboard and snowboard products under other brand-names.

Hurley Hurley is an American multinational corporation that is engaged in the design, development, manufacturing, worldwide marketing and selling of surf apparel and accessories. The company is headquartered in Costa Mesa, California.

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Reef Reef is a brand of casual sandals, known as Thongs, created by two Argentine brothers, Fernando and Santiago aguerre.

O’Neill O’Neill is originally a Californian surf wear and surfboard brand started in 1952 by Jack O’Neill. It moved down the coast from San Francisco to Santa Cruz by the end of the decade.

GoPro GoPro, Inc. is an American technology company founded in 2002 by Nick Woodman. It manufactures eponymous action cameras and develops its ow n mobi le apps and v ideo ed iting soft ware.

RVCA RVCA is a Costa Mesa, California-based clothing company owned by Billabong. Its name comes from Greek word for “clothes”.

Nixon Nixon is the premium watch and accessories brand for the youth lifestyle market.

Volcom Volcom, Inc. is a lifestyle brand that designs, markets, and distributes boardsports-oriented products. The company primarily produces clothing, footwear, accessories, and related products for young men and women.

Obey OBEY Clothing is a popular clothing producing company founded in 2001 by street artist and illustrator Shepard Fairey as an extension to his work in activism.

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ASPIRATIONAL COMPETITORS

These brands are famous outdoor sports brands. They all have nice design and solid production.

Company in good faith the principle of mutual benefit to high-quality, moderate price products to serve the public.

Penfield Penfield was established in Massachusetts in 1975 and have built a reputation for making the highest quality down-filled jackets, fleece and outerwear.

Iron and Resin An online shop with expertly curated gear and accessories. We're functional and adventurous; classic and stylish; rugged and refined.

Supreme Supreme is a skateboarding shop/clothing brand established in New York City in April 1994. The brand caters to the skateboarding, hip hop and punk rock cultures, and the youth culture at large.

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The North Face The North Face, Inc. is an American outdoor product company specializing in outerwear, f leece, coats, shirts, footwear, and equipment such as backpacks, tents, and sleeping bags.

Timberland Timberland LLC is an American manufacturer and retailer of outdoors wear with a focus on footwear.

NRDC The Natural Resources Defense Council (NRDC) is a New York City-based, non-profit international environmental advocacy group, with offices in New York City, Washington, D.C., San Francisco, Los Angeles, Chicago, Bozeman, Montana, and Beijing, China.

Sierra Club The Sierra Club is an environmental organization in the United States. It was founded on May 28, 1892, in San Francisco, California, by the ScottishAmerican preservationist John Muir, who became its first president.

Oceana Oceana is the largest international ocean conservation and advocacy organization. Oceana works to protect and restore the world’s oceans through targeted policy campaigns.

Cat Caterpillar Inc. (NYSE: CAT) is an American corporation which designs, develops, engineers, manufactures, markets and sells machinery, engines, financial products and insurance to customers via a worldwide dealer network.

National Geographic National Geographic is the official magazine of the National Geographic Society. It has been published continuously since its first issue in 1888, nine months after the Society itself was founded.

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THE NEXT PHASE

This is just the beginning. In the next phase, we’ll unravel the ideation, process, and the finalized design of the new official logo for Quiksilver. Following after the logo development will be the brand’s new visual standards.

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SOURCES REFERENCES https://gregorypacks.com/ http://www.evian.com/en_us/ http://blackmtncycles.com/ http://thequiksilverinitiative.com/ https://www.quiksilver.com.au/events http://www.insuremeplus.com/ http://mtntactical.com/fitness/mountain-athlete/ https://www.facebook.com/mtnathlete/ http://www.tahoemountainsports.com/ https://www.mountain-forecast.com/ https://www.linkedin.com/company-beta/4394371/?pathWildca rd=4394371 http://www.nordicmountain.com

IMAGE SOURCES http://www.fundinguniverse.com/ http://thequiksilverinitiative.com/Home http://www.ocregister.com/articles/company-703761-quiksilvertanner.html http://www.theoriesofatlantis.com/ http://www.zinio.com/mag-reader/h5r-reader.jsp#/ readsvg/416405575/66 http://www.snowboarder.com/snowboarder-magazine-rider-year2017-6-austen-sweetin/ http://www.complex.com/ https://www.nrdc.org/

Typeface Anton Chaparral Pro

Design

Xingchen (Star) Chen

Printing & Binding

Imprint 350 Townsend Suite 323 San Francisco, CA 94105

Course

School of Graphic Design Nature of Identity - Spring 2017 Academy of Art University

Instructor

Hunter Wimmer

This is a non-commercial style guide and is intended for eductional purposes only. This does not reflect or represent Quiksilver. This book was created as part of a project for Academy of Art University.

79 New Montgomery St San Francisco CA 94105

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