Sponsors
Billabong ▲ +0.005 | PPR ▲ +0.55 | American Apparel ▲ +0.052 | The Buckle ▲ +0.15 | Columbia ▲ +1.29 | Deckers Outdoor ▲ +0.75 | Dicks ▲ +0.76 | Foot Locker ▲ +0.40 | Genesco ▲ +0.63 | Iconix Brand Group ▲ +0.04 | Jarden Corp ▲ +1.19 | Nordstrom ▲ +0.01 | Luxottica ▲ +0.83 | Nike ▲ +1.45 | Pacific Sunwear ▼ -0.022 | Skullcandy ▲ +0.09 | Sport Chalet - 0 | Urban Outfitters ▲ +0.02 | VF Corp ▲ +0.35 | Quiksilver ▼ -0.020 | Zumiez ▼ -0.10 | Macys ▲ +0.31 | Tillys ▼ 0.00 |
Ticker Sponsor
Readers Say
Great insight into the issues
Great insight into the issues

I am a big fan of Tiffany and her team as well as an avid reader of Shop-Eat-Surf. I shop, I eat, I surf -- I should pay.

- By Kevin Bailey, President, Vans
Always a good daily read
Always a good daily read

Shop-Eat-Surf creates a good source of timely information about the industry. The site makes all types and size companies feel part of a community where everyone is stoked to hear about other companies successes and ideas. It is always a good daily read.

- By Ted Li, VP of North America, Oakley
Industry Insight

CIT: West Coast team featured in Fashion Manuscript.
FSG LAWYERS: Represented Loomworks Apparel (P.J. Salvage) on its acquisiton by Delta Galil.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

Volcom: Brightening up for fall

By Tiffany Montgomery
February 05, 2008 6:05 AM

I had so many interesting conversations at ASR, I'm still catching up. Here's a good one: An update on what Volcom is working on for fall from Jason Steris, chief operating officer.


Jason said Volcom has:

 

  • Made its colors more vibrant for the season

 

  • Revamped its important denim category for mens and girls

 

  • Worked closely with team rider Geoff Rowley on its Stone Age collection for core, independent stores designed to keep the smaller stores healthy. The Stone Age line has been expanded a bit around skate, he said.

 

  • The company is currently booking its snow collection for next winter and it has gotten a "great response" so far, Jason said.

VolcomToddBratrudArtTodd Bratrud art on the Volcom booth.

I also asked Jason how Volcom and Electric celebrated their recent merger.

I've heard of other companies in the industry having wine-soaked dinners at upscale restaurants when a deal closes.

Not Volcom.

Jason said about seven key people from Volcom who worked on the acquisition went to Electric's headquarters where they met all the employees and toured the building. Then, there was a celebratory BBQ.


"We did it at the warehouse," Jason said.


Articles You Might Have Missed