Junior's Week: O'Neill Girls

Good news if you like the military trend heading to stores this fall. O’Neill is extending a version of the look into spring 2011.

Shop Eat Surf caught up with the brand at ASR in San Diego to talk about the upcoming season.

“Our inspiration was spring and summer concert festivals,” said Director of Marketing for O’Neill Girls Cedar Carter.

For spring, the brand is mixing military looks with draping floral, sheer and lace pieces.

Carter said skirts are making a comeback for O’Neill, which will offer them in new tribal prints. Dresses are always a big hit and spring styles with cutouts and bows in the back are expected to be bestsellers as well. The company is also receiving good feedback on its swimwear and plans to focus on it for spring.

Like some other action sports brands, O’Neill is taking its T-shirts into a more graphic, fashion-forward direction. Forget basic crew necks, for spring it’s all about hand painted artwork, reverse printing and photographs from O’Neill archive.

But the company isn’t just counting on its design to be successful. With a still struggling economy, O’Neill is taking steps to appeal more to customers.

Michelle Devine, Vice President of Sales for O’Neill Girls, said the company is teaming up with manufacturers to try to make certain items less expensive.

“We feel the customer wants to see our brands on the floor at some of those competitive prices,” Devine said.

On page 2: price ponts, fast-fasion and online