Diworsification of the year – Quiksilver
For many years Quiksilver had a tagline which served them well – ‘The boardriding company’. Although their roots are in surfing it allowed them to expand into related areas for their target market including skate and snowboarding. Makes sense, many surfers also skate and snow board. The brand could possibly be enhanced with such diversifications as the fit is a nice one psychographically.
As a surfer I never wear Ripcurl or Quiksilver clothing as I think they have been hijacked by bogans and hodads. But when I saw Quiksilver’s latest brand extension – they have clearly jumped the shark, the rot has set in. Justification by Steve Tully Quiksilver Americas president was something about allowing it (photo below) to further their vision of creating a complete lifestyle company….. I am calling it the Diworsification of the year – heaven help them.
Advice for startups – Brand extension should not be about what we can make, rather what we stand for.
This in the same week that Red Rooster started flogging a Fisherman’s Basket. Desperate times cloud product marketers’ judgement, it would seem.
not much ‘salt’ left in Quicksliver – just another ‘mall’ brand now.
unbelievable how clueless this type of brand extension is.
Stand for something or you’ll stand for nothing.
http://twitter.com/ScottKilmartin
If their brand popularity has driven uptake outside their core market (surfers), can they get that market back? You mention you’ve abandoned them regardless, so perhaps they can’t. So if their popularity has driven them in new directions, why not explore it?
Simon,
I think that the breadth of their brand extensions will hurt the brand image which makes them popular. Once the surfers leave, the brand value is gone for those who don’t surf but buy the Quicksilver because of the brand credentialsand ‘surf orientation’. They’re probably big enough to get away with it, but I can’t help but think it will be a poor move in the long run.
I would never buy Quicksilver clothes and neither would any of my surfing mates. We prefer cool esoteric stuff (threadless?) than to be walking billboards.
Steve.
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