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Executive Edition is a must have
Executive Edition is a must have

Before Shop-Eat-Surf, there were two sites I paid for premium content on. One is Surfline, the other is the Wall Street Journal. One is about all things surf, the other, the best business content site in the world. Shop-eat-surf is the intersection of those two worlds. Shop-Eat-Surf provides everything from coverage of events, people, brands and trends. However, beyond the Executive Edition "wall" is more meaty analysis and interpretation of financial statements, business models and brand philosophies; why certain brands and companies are succeeding, where others aren't. The Executive Edition is a must have read if the business of surf and action sports are on your radar screen.

- By Jeff Berg, Co-owner, Surfline
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Industry Insight

KNOWSHOW: Video recaps from the Vancouver trade show.

MOSS ADAMS CAPITAL: Geofrey Haydon on the deal that saw the owner of Royal Robbins invest in Evolv.

Details on Industry Insight.


Tiffany Montgomery
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Junior's Week: O'Neill Girls

By Magda Liszewska
August 23, 2010 8:21 AM

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.

O'Neill topFor 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

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