Quiksilver case study. Keys of the success.

INTRODUCTION

Quicksilver fellowship is one of the most successful company of the end 10 years. Created in Australia in 1970, Quicksilver designs, produces and distributes clothing, accessories and related products. on that point are now the human beings biggest surfwear brand in the world.

They throw developed some very original strategies to develop their air which were copied by many other surfwear companies.

PRESENTATION OF QUICKSILVER

1) Overview

Quiksilver rides the wave of youth cost (Austin M, 1999). Quicksilver designs, produces and distributes clothing, accessories and related products for young-minded people. The company appears now like the world biggest surfwear brand. The company target to the young and athletic with surfwear, snowboardwear, and sportswear change under brands including Quiksilver, Raisins, and Roxy. Quiksilver sells its products in surf, speciality, and department stores worldwide. Quiksilver has expanded its line with eyewear, watches, and jeans for its plaza audience, which accounts for 56% of total revenues. In an effort to reach (and convert) say-so action sport fans, the company has expanded into media with the launch of Quiksilver Entertainment, a production company focused on extrem sports.

The companys Quiksilveredition and Fidra (golf apparel) lines target about older men. The company has been in a buying mode, making four major acquisitions in 2001 including its original licensor, Australian company Quiksilver International.

In June 2002 Quiksilver launched Quiksilver Entertainment, a production company that creates actionsport based programming for the entertainment industry.

In October 2003, Quiksilver announced plans to merge with Ug Manufacturing in Australia and Quiksilver Japan, in an effort to pile up control over nearly all its global business.

2) gross sales repartition

(figure)

Quiksilver has offices in Australia, France, and the US. The graph shows that the major part of sales is complete in the US with 54 %, following by atomic number 63 with 40 %.

The other...

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