Sponsors
Billabong ▼ -0.010 | PPR ▼ -2.60 | American Apparel ▲ +0.02 | The Buckle ▼ -1.25 | Columbia ▼ -0.51 | Deckers Outdoor ▲ +0.02 | Dicks ▲ +0.03 | Foot Locker ▼ -0.56 | Genesco ▼ -1.04 | Iconix Brand Group ▼ -0.25 | Jarden Corp ▼ -0.80 | Nordstrom ▼ -0.43 | Luxottica ▼ -0.86 | Nike ▼ -0.68 | Pacific Sunwear ▼ -0.03 | Skullcandy ▼ -0.04 | Sport Chalet ▼ 0.00 | Urban Outfitters ▼ -0.30 | VF Corp ▼ -0.24 | Quiksilver ▼ -0.09 | Zumiez ▼ -0.76 | Macys ▼ -0.21 | Tillys ▼ -0.10 |
Ticker Sponsor
Readers Say
Useful on a daily basis
Useful on a daily basis

It's well balanced information that is useful on a daily basis. I'm very satisfied with the Executive Edition. I start each day with SES and a big cup of coffee!

- By Tom Ruiz, EVP Sales, Volcom
The one, undisputed leader
The one, undisputed leader

It is common knowledge in our industry that there is one undisputed leader in reporting on the topics, businesses and trends that impact all of us the most, and it is shop-eat-surf.com. Their access to those who make our industry happen is second to none, and we value not only the content of their reporting but the editorial thought on what it all means both in the present as well as the future. If we were asked to give a rating, it would be five out of five stars.

- By Craig Levra, CEO, Sport Chalet
Industry Insight

SDSI: Sports and active lifestyle employment outlook.
AGENDA: Last chance to register for NYC show.
MLA: Legal risk management of staging modern sports experiences in non-traditional settings.
Details on Industry Insight.


Tiffany Montgomery
Print This Article

Junior's Week: O'Neill Girls

Chelsey Lattimer, O'Neill
Chelsey Lattimer, O'Neill Girls Asst. National Sales Manager
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

Previous 1 2 Next

Articles You Might Have Missed