DC Shoes - Brand Mgmt Presentation
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Brand analysis presentation of popular skateboard and action sports brand, DC Shoes, Inc. (subsidiary of Quiksilver, Inc.) Accompanied by complete research paper.
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DC Shoes - Brand Mgmt Presentation
- 2. “The history of DC Shoes is, essentially, the history of the modern skateboard shoe.”
- 3. DC SHOE CO USA • History • Situational Analysis • SWOT Analysis • Brand Status • Proposed Recommendations • Discussion
- 4. History
- 5. DC SHOE CO USA History • Founded by Block & Way from within skateboarding community • Garage silkscreen beginnings in 1989 • Eightball Clothing, Droors Clothing, Dub Outerwear, Circus & DC Shoes • Earned credibility through 90’s • Finding revoluJonary riders • FuncJonal innovaJon • Quiksilver acquisiJon • $300 million revenue in 2003 • Support parent shoe porQolio • DistribuJon resources • Expand DC brand: Surf, BMX, motocross & snowboard
- 7. DC SHOE CO USA Customer & Climate • Customer • Mainly male, 13‐18 years old • Expanded in 90’s to women’s line & kid’s line • Lifestyle fashion: Skater‐chic • Climate • Strong acJon‐sports growth since late 90’s • Brand recogniJon • Becoming aspiraJonal lifestyle goods • DramaJcally lower consumer spending
- 8. DC SHOE CO USA Compe11on • Stüssy, Inc. • Billabong Intl Limited • Primarily apparel-oriented • Strong Australian surf history • Storied surf brand • Branded stores in 100 • Very strong global dist. countries • Musical cross-promotion • Subrands: Element, DaKine & Nixon • Vans, Inc. • Footwear-oriented • Nike SB • History in skateboarding • Resources & capital • Strong brand awareness • Collectible cult following • Western U.S.& Europe • Second attempt more dist. favorable • Sponsored riders • Distribution network
- 9. DC SHOE CO USA Promo1onal Mix • Distribution • Skate & surf shops, specialty shops: Zumiez, Active Ride & Pacific Sun • Sporting goods chains: Dickʼs & Copeland Sports • Branded outlets & Internet • Promotion • Sponsored riders: Way, Dyrdek & Richter • Reality TV: Rob & Big & The Fantasy Factory • Skate Plaza Foundation • Gymkhana 1 & 2 • Endorsement: Linkin Park & Adam Sandler • “The DC Video” • SXSW Conference
- 10. DC SHOE CO USA ‐ Shoes Men’s Kid’s Women’s Men’s Block Spartan Teamworks High Shoe Women’s Chalet Slim Boots Kid’s Rob Dyrdek Shoes Men’s Rob Dyrdek Shoe Women’s Chelsea Shoe Kid’s Pure Shoes Men’s Accent Shoes Women’s Venice SE Shoe Kid’s Net Shoes Men’s Habit Sandals Women’s Ponto Sandal
- 11. DC SHOE CO USA ‐ Clothing Men’s Kid’s Women’s Boy’s Star Tee T Star Men’s Ken Block Ford Monster Drip Tee Men’s Stack Boardshorts Boy’s Pull Sweatshirt Women’s Forrester Reversible Hoody Men’s Star Zip Front Hoody Men’s Fremont Straight Denim Boy’s Fauxso Flannel Shirt Women’s Trooper Boardshorts Men’s Borderine Long Sleeve Shirt Men’s Juggernaut Military Jacket Women’s Reef Dress Men’s Star Standard Tee Boy’s Fremont Straight Denim
- 12. DC SHOE CO USA ‐ Accessories Men’s Kid’s Women’s Men’s PraO Backpack Women’s Byron Tote Bag Boy’s TV MA New Era Hat Men’s Warped Flex Fit Hat Women’s Barney Scarf Boy’s Chinook 5 Belt Men’s Bixby Fedora Hat Men’s Conversion Wallet Women’s Big Star Beanie Ya Brah Boy’s Sock Ken Block Limited Edi1on Gymkhana Poster Women’s Atari Sock
- 13. DC SHOE CO USA ‐ Snowboarding Men’s Kid’s Women’s Men’s Block Rogan Snowboard Boots Women’s Scout Snowboard Boots Kid’s Scout 09 Boots Men’s Helix Snowboard Jacket Women’s Styro X Snow Jacket Kid’s Linear Snowboard Jacket Men’s Tasch X Snowboard Pants Women’s Martock Snowboard Pants Men’s HKD 156 Kid’s PBJ Tweener38 Women’s BFF 150
- 14. SWOT Analysis
- 15. DC SHOE CO USA SWOT Analysis • Strengths • Opportunities • Product Innovation • Global growth • Brand Equity • Womenʼs apparel market • Authenticity & • Comprehensive lifestyle Brand Community brand offerings • Weaknesses • Threats • Rapid Product Expansion • Economic recession & • Quiksilver financial issues consumer spending • Industry giant competitors: Nike & Adidas
- 16. Brand Status
- 17. DC SHOE CO USA Brand Triangle Model Idea Authentic skate-inspired products from with the know- how, relationships & lifestyle that understands skaters needs best. Business Model Logos Manufacture action-sports footwear, apparel, accessories and hardware. Promote and innovate from within skate community.
- 18. DC SHOE CO USA Brand Iden1ty Prism Brand Kernel Culture Authentic, Individualist ideals Carpe Diem, but donʼt take life too seriously Brand Style Personality Self-Image Confident, I am real Driven, Iʼm part of a fraternity Defiant Internal I am dedicated to the life Physique Reflection Brand Unabashedly street, They are bold Athlete-founded & inspired External They are loyal Themes, Acts They are more savvy than you think & Products Relationship Social, Accessible, Customer demands-driven innovation
- 20. DC SHOE CO USA Proposed Altera1ons • Reaffirm skateboarding core • Rejuvenate authenticity & avoid brand dilution • Connect with women
- 21. DC SHOE CO USA Product Development/ Market Development Matrix • Storied skateboarding history • Growth in womenʼs skateboarding • Professional & Consumer • Womenʼs athletic & lifestyle apparel market • Strongest growth through 2013
- 22. DC SHOE CO USA Measurement • Return on Objectives • Awareness, brand attitudes, brand associations • Revenue change year-over-year in equipment vs. apparel • Social Media & Web Influence • Sentiment & Influence • Razorfish & KD Paine Optimum Content Score
- 23. Discussion