Volcom Case Study

2459 words 10 pages
“The only constant is change”
Volcom Case Study
Introduction
The Volcom brand is inspired by the energy of youth, following their motto “youth against the establishment.” The athlete-driven brand is creative and forward thinking in designing and marketing their products. Volcom was first designed for board sports, being greatly influenced by surfing, skateboarding and snowboarding. The young men’s and women’s lifestylesports brand distributes accessories and other related products under the Volcom and Electric brand name. The Stone symbolizes the Volcom brand and the Volt symbolizes the Electric brand.
Before working at VolcomRichard Woolcottjoined the Quicksilver surfing team at the age of 14 and then later worked in marketing and
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They get this whole thinking out of the box and being youthful energy. This speaks to their customers. They do a fantastic job engaging the customer with a lifestyle. Their print ads and films promote the idea of an overall lifestyle and being able to express oneself without boundaries, to stand out from the crowd and being creative.
Place
Richard and Tucker grew up in California and were greatly influenced by the board sport culture.They were involved with it for most of their life and made something they love doing into something they can do for a living. At the time skateboarding and snowboarding were looked down upon. Richard and Tucker traveled the around the world, enjoying riding sports, while the business side was minimal. Headquarters were set up in Richards’s bedroom in Newport and sales in Tucker’s bedroom in Huntington. They knew nothing about clothes and the brand was just all about creativity and spirit.
The brand was first started in Costa Mesa, California in 1991. Volcom was born into a board sport loving community in 1991, where they began selling the brand to retailers.But it was not until November 23, 2002 in Los Angeles, California where they opened their first retail store. Since then they have expanded into other states in America. You can now find their stores in California at Huntington Beach, Santa Barbara and Berkeley; Hawaii in Maui, Lahaina, Whalers Village and 2 locations in Waikiki on Oahu, other states include,

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