Sponsors
Billabong ▼ -0.005 | PPR ▼ -3.40 | American Apparel ▲ +0.007 | The Buckle ▲ +0.97 | Columbia ▼ -0.24 | Deckers Outdoor ▼ -0.47 | Dicks ▲ +0.17 | Foot Locker ▼ -0.54 | Genesco ▼ -0.20 | Iconix Brand Group ▲ +0.04 | Jarden Corp ▲ +0.26 | Nordstrom ▼ -0.10 | Luxottica ▼ -0.55 | Nike ▲ +0.03 | Pacific Sunwear ▼ -0.02 | Skullcandy ▼ 0.00 | Sport Chalet - 0 | Urban Outfitters ▲ +0.31 | VF Corp ▲ +0.08 | Quiksilver ▼ -0.02 | Zumiez ▼ -0.19 | Macys ▲ +0.45 | Tillys ▼ -1.36 |
Ticker Sponsor
Readers Say
Since the inception of Executive Edition, I only need 1 stop
Since the inception of Executive Edition, I only need 1 stop

As a retailer in the surf industry for the past 21 years, I have had to use multiple sources to stay informed to the news within surf. Since the inception of the Executive Edition of Shop-Eat-Surf.com, I need only one stop. Thanks for providing such a valuable tool to all of us in the industry. Shop-Eat-Surf is a must read for all of our staff at Maui Nix.

- By George Karamitos, CEO, Maui Nix
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
Industry Insight

SURF EXPO: Registration now open for Sept. 10-12 show + video recap of past show.
NUORDER: iPad app updated with barcode scanning feature.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

Junior's Week: Vans Girls

By Magda Liszewska
August 27, 2010 6:15 AM

Shop-eat-surf caught up with Vice President of Marketing Doug Palladini to talk about spring styles and Vans' approach to the junior's market.

Vans Girls“We’re incredibly fortunate in that we’re one of the few brands that’s been in the position to gain market share,” Palladini said.

“In almost all of our accounts we’re number one or two footwear supplier and becoming (a) top resource for apparel and accessories.”

Palladini said last year retailers were very conservative and buying less up front. Now, they are still cautious but seem to show more optimism and are looking for new ideas.

For Vans that means offering more street styles, fashion tops, dresses and accessories as well as working closer with retailers on positioning the merchandise in store.

Vans is also keeping an eye on competition from H&M and Forever 21, which have become a challenge for the action sports brands who can’t match the price points or production speed of the trendy stores.

BagsAlthough Vans is taking notice and trying to understand why girls shop there, Palladini says cheap, price-driven fashion is not what Vans is all about.

Instead, Vans is striving for lifetime loyalty from their customers by reminding them of the brand’s Southern California roots and its place in the local culture.

“That’s more meaningful than getting things fast,” Palladini said.

That’s also why for Spring 2011, Vans is drawing inspiration from its classics.

“We try to really take what we’re known for and extend it to other categories,” Palladini said.

StripesFor girls, that means fashion-forward styles that are more street oriented.

The company is also pushing its Surf Siders shoes (right), which proved to be a success in last year’s test run.

But just because the brand is doing well, don’t expect to see it in more stores. Palladini said Vans is focusing on growing key accounts rather than expanding a number of places where their product is available.

 

 


Articles You Might Have Missed