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Tiffany Montgomery
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Insight: Skate community has embraced us

By Tiffany Montgomery
February 04, 2008 5:45 AM

I keep hearing that Insight continues to build momentum at the boutique level so stopped by to talk to Jesse Faen at ASR. Any brand that Karen Meena at Fred Segal is into is worth checking out in my book.


Insight started as a fashion forward surf brand in Sydney and is known for its bright, popping colors. The company operates in 44 countries and started a U.S. operation three years ago, said Jesse, CEO of Insight USA. The clothes are designed in Sydney while sales and marketing are handled from the U.S. headquarters in Venice.


When it came to the U.S., the brand did not want to be categorized as a surf brand, so started with a skate team from day one.


The strategy has worked, Jesse said. "We did not get pigeonholed as a surf brand," he said.


Insight's accounts include a mixture of core accounts and boutiques including Jack's, Active, Val Surf, Zumiez, The Closet, American Rag, Villians and Fred Segal.


Insight has a well-developed swim line for young women carried by Planet Blue, Diane's and other accounts.


Jesse said the brand is doing well at the higher end, boutique stores. At the core level, the brand needs to build more brand recognition in the U.S. to drive sales, he said.


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