Visual Strategy Guide_Julie_GR 604

Visual Strategy Guide O1.

Contents

1.

2.

Brand Narrative

Persona

3.

4.

The Brand Grid

Competitors

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QUIKSILVER

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VISUAL STRATEGY GUIDE

About

Quiksilver has combined function, fit, art and fashion to develop boardshorts and clothing for mountain and ocean lovers across the globe. While still sticking to the core roots of the mountain and the wave, Quiksilver has become recognized as the premium youth lifestyle and culture clothing brand within the action sports market. Quiksilver has an ever-changing array of materials, prints, and technologies. In addition to boardshorts, Quiksilver designs and produces an entire line of lifestyle apparel, wetsuits, and snow outerwear available across the globe. Our elite team of athletes have become icons throughout the world.

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History

1969 - 1979 Alan Green and John Law made the first pair of Quiksilver boardshorts in 1969, in a small garage in Torquay. They were dedicated to creating something that had never before been seen. A short made to surf in, really made to surf in.

Something that would work with you in the water and embody all the youth, excitement and creative energy that makes surfing what it is. Little did they know what would come of it all.

The 80’s were synonymous with a decade of decadence - bold, bright boardshorts and colourful characters.

From a business standpoint, Quiksilver began to develop strategies for future global expansion, setting up licencees in markets offering the largest potential growth, namely Europe and Japan. Quiksilver understood the importance of diversification. Developing product ranges suitable for the growing youth culture participating in Winter sports, particularly in the Northern hemisphere, was inherent to future success. The 80’s heralded a significant shift from being a purely

1980-1989

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VISUAL STRATEGY GUIDE

1990 - 1999

now

The 90’s undoubtedly represented some of THE most exciting times in the history of the brand. Wonderkid, Kelly Slater, was signed in 1990 and went on to win an unprecedented six world titles, before retiring temporarily in ’98. Roxy was born, Lisa Andersen was signed and the two enjoyed unparalleled success over the following ten years, including four consecutive world surfing titles for Andersen between ’94 – ’97. The Crossing, possibly the most innovative marketing concept ever seen in this industry, was launched. The 90’s were also synonymous with professionalism and QS were taking it to a whole new level, rapidly leaving the rest of the industry in their tracks.

quiksilver announces working on rebranding.

possibly best describes the decade following the turn of the century. Acquisitions were numerous & although not all of them prosperous, revenues continued to soar. Quiksilver officially became a global operating entity and revenues surpassed $1B. Brand visibility heightened considerably, be it from retail presence in key geographic locations or presence on mainstream TV shows.The company expanded globally.

In 2015 the Company’s US entity filed for Chapter 11 bankruptcy.

2000 - 2015

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Our Mission is:

“Quiksilver uses their vision to help adventure-seekers explore and enhance their time in nature, so that they can embrace amazing outdoor experiences.

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VISUAL DEVELOP GUIDE

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John Law “When we started designing the first quiksilver boardshorts, we just wanted to make them better than the others.”

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Keywords

Dedication Quiksilver helps customers to reach the top, ignore distractions, and focus on adventure.

Support Quiksilver gives customers a better sports experience and help them to see a world they have never seen before.

Exploration Quiksilver encourages customers to explore more adventures and bring their spirits to life.

VISUAL DEVELOP GUIDE

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A The things I have to do B The things I want to do C How I prioritize the time I spend on each music therapist

Ideal passionate vlogger Jessie Palmer Age: 26 Job: Music Therapist, influencer Salary: 70k-100k Education: The University of Pacific Living in: San Francisco. CA music therapist

C

Jessie wanted to be a great surfer, but she be hurts in this sport before.

B

Jessie like surf culture and promote surf culture, cause she think it is also a way for she to work for surfing.

A

Jessie ‘s work give her so many negetive emotion so she need to release her pressure through exersice.

C

Jessie is running her own social media in instagram and tiktok to talk people things about surfing so she go to the beach everyweekend for recording video.

B

Jessie would like to buy the surfing products and tell people the feedback in her account, so she follows the news about surfing products industy.

B

Jessie loves surfing because she gets lots of insparitions from surfing for her music.

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Busy business person Gill Harrison Age: 38 Job: Financial Analyst Salary: 150k Education: USYD (University of Sydney) Living in: Sydney. Australia music therapist

C

Gill spents lot of time for business traveling because of job needing.

B

Gill lives near beach, so he would like to take walks on the beach after dinner.

B

Gill makes lots of friends who love surfing, so he is trying to know more about surfing.

C

Gill did not do very well at surfing on his first try, so he has become a little bit afraid of surfing.

A

Gill has a high-pressure work, so he is seeking relaxation in his free time.

B

Even though Gill is not talented at something, he still enjoy the surfing culture because he gets the passion and energy from the people who are surfing.

B

Gill likes watching sports chanels in his free time.

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A The things I have to do B The things I want to do C How I prioritize the time I spend on each music therapist

Small business entrepreneur and creative chef Clair Detrick Age: 35 Job: Catering Industry Salary: 150k - 1580k Education: City University of Seattle Living in: Seattle, WA music therapist

B

Clair likes social because she likes talking with people.

A

Clair will travel to a new place to find inspiration three times a year because she needs new ideas for her restaurant.

C

Clair loves to stay at the beach bacause she enjoys the sunshine and watching the waves.

C

Clair loves Fashion so she spends lots of money on that.

C

Clair is an environmentalist, so she always goes to the secondhand fashion stories.

B

Clair picks up trash on the beach twice a month to make the beach clean.

B

Clair strugged when she was a child, so she did xsports to build confidience.

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Pilot who loves exciting sports David Anderson Age: 42 Job: Pilot Salary: 280K Education: Kansas State University Living in: Miami, FL music therapist

A B

High-intensity work makes him tired.

B

David was raised in a coastal city, so it made him love water sports.

B

David wanted to be an astronaut when he was kid, and also it pushed him to become a pilot.

C

David and his wife prefer to have a special experience than have a fancy, luxury vacation because it would give them great memories.

C

David loves Xsport but he also agrees that it is dangerous.

B

David wants to explore more new sea to surf but he doesn’t know how to find a mentor.

David loves outdoor play because it gives him more time to stay with his wife.

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A The things I have to do B The things I want to do C How I prioritize the time I spend on each music therapist

challenge seeker Tom Simpson Age: 18 Job: Film Student Education: University of California, Los Angeles Living in: Los Angeles, CA

B

Tom had a project about the sea, so he became interested in surfing when he was searching information about the sea.

A

Tom recently started a new project about sea protection for his schoolwork.

A

Tom shot some surfing talent to show how lovely the sea can be for human.

C

Tom doesn’t care about the budget because his parents are his sponsor, so Tom has enough time for doing his favorite things in his free time.

B

When Tom loses his mind during the working process, he would like to do some extreme sports to find inspiration.

B

Tom hurt himself once while rock climbing, but he still loves it because he thinks this is also a kind of gift from the adventure.

B

Tom spent a lot of money on extreme sport products because he believes price equals quality.

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Traveler Zoe Liu Age: 32 Job: Freelance Copy Writer Salary: 90k Education: New York University Living in: Bangkok, Thailand music therapist

C

Zoe likes traveling everywhere for food, fashion and culture because she works for a lifestyle magazine.

A

Zoe has a huge network of friends, so she can get all the new things in the first time.

B

Zoe wants to admire something new, like surfing, so she is looking for a mentor.

B

Compared to becoming a professional in surfing, Zoe prefers to dress up like she has a talent for surfing because she enjoys this culture and style.

B

Zoe is fearful that by doing extreme sports, she will hurt herself, so she does not want to try any of that.

A

Zoe prefers to talk with people who are doing extreme sports rather than trying to do it because she thinks it she can experience it through their stories.

C

Zoe spent half of her salary on fashion because she needs to follow fashion trends for her job.

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A The things I have to do B The things I want to do C How I prioritize the time I spend on each music therapist

A busy athlete Jimmy Alan Age: 24 Job: Skier Salary: 120k Education: University of Zurich Living in: Zurich, Switzerland music therapist

B

Although Jimmy is a professional skier, he also enjoys the pleasure of surfing because Jimmy is naturally talented at sports.

A

As a professional athlete, He requires high quality sports equipment.

A

Jimmy learned to stay focused and calm through the practice of skiing.

B

Jimmy has 2 years left in his skiing career, so he decides to find a new interest in his free time.

Jimmy goes to Japan six months per year for training.

C B

Even though extreme sport can be dangerous, Jimmy still enjoys it because he builds confidence from that.

B

Jimmy wants to have a small business when he finsh his skiing career.

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A gifted learner & social activist Brideget Yvonne Age: 38 Job: Yoga instructor Salary: 85k Education: City Colleges of Chicago Living in: Chicago, IL

B

The super sense of balance that Brideget gained by practicing yoga what makes her also be interest in surfing.

A

In order to enjoy the pleasure of surfing better, Brideget is very careful about everything including equipment.

B

Listening to the sound of the tides, Brideget found that she could better appreciate the connotation of yoga.

A

Brideget is eating organic food for keeping fit.

C

Brideget is trying to become a professionl surfer so she goes to beach for training three times a week.

B

Brideget is a memeber from a NGO for helping juvenile delinquent, so she goes outside with the them for helping them adapt to society.

B

Brideget wants to join more surfing game but she be stuck of the budget.

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Current Brand Visualization

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VISUAL STRATEGY GUIDE

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Future Brand Visualization

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Current Competition

Oakley, Inc., based in Lake Forest, California, is an American company operating as an independent subsidiary of EssilorLuxottica .

Converse is an American brand of lifestyle wear that markets, distributes, and licenses sneakers, skating shoes, lifestyle brand footwear, apparel, and accessories.

Founded in 1908, it has been a subsidiary of Nike, Inc.

Patagonia, Inc. is an American retailer of outdoor clothing. It was founded by Yvon Chouinard in 1973 and is based in Ventura, California.Patagonia operates stores in 10+ countries globally,[3][4] as well as factories in 16 countries.

HUF looks to represent the international skate scene through a wide, but inclusive variety of cultures, ideas, designs, competitions and collaborations. Not only that, but with multiple stores on two continents, HUF is literally worldwide.

Timberland LLC is an American manufacturer and retailer of outdoor footwear, owned by VF Corporation. The company also sells apparel and accessories including watches, eyewear, and leather goods. Timberland’s corporate headquarters are located in Stratham, New Hampshire.

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Merrell is an American manufacturing company of footwear products. It was founded by Clark Matis, Randy Merrell, and John Schweizer in 1981 as a maker of high-performance hiking boots.

Since 1997, the company has been a wholly owned subsidiary of Wolverine World Wide.

Asics is a Japanese multinational corporation which produces sportswear. The name is an acronym for the Latin phrase anima sana in corpore sano (translated by Asics as “a sound mind, in a sound body”). Products manufactured and marketed by Asics include footwear (sneakers, sandals), clothing (t-shirts, jackets, hoodies, swimwear, compression garments, pants, socks), and accessories (bags, backpacks, caps).

A Bathing Ape (or BAPE) is a Japanese fashion brand founded by Nigo (Tomoaki Nagao) in Ura-Harajuku in 1993.

Off-White (stylized as Off-White™ or OFF-WHITE c/o VIRGIL ABLOH) is an Italian luxury fashion label founded by American designer Virgil Abloh. The company was incorporated in Milan in 2012.

Napapijri is an Italian premium clothing brand owned by VF Corporation. Originally a producer of alpine travel bags, Napapijri now markets apparel, as well as fashion accessories, footwear and bags. The Napapijri brand is most widely associated with its Skidoo jacket.As of April 2022 there are 229 Napapijri stores in 23 countries, primarily in Europe.

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Adjacent Competition

Billabong International Limited is an Australian company focused on surfing, primarily a clothing retailer that also produces accessories, such as watches and backpacks, and skateboard and snowboard products under other brand names.

Vissla is a brand that represents creative freedom, a forward-thinking philosophy, and a generation of creators and innovators.

VonZipper is a subsidiary of the American surfing brand Boardriders, Inc., and specializes in eyewear for surfing, skateboarding, skiing, and snowboarding[1] - sunglasses, goggles, and optics.

It was founded in 2000 in San Clemente, California

Rip Curl is a designer, manufacturer, and retailer of surfing sportswear (also known as boardwear) and accompanying products, and a major athletic sponsor.

Volcom is a lifestyle brand that designs, markets, and distributes boardsports-oriented products. Volcom is headquartered in Costa Mesa, California, U.S. The brand is known for its trademark stone logo, its slogan True to This, and the Let the Kids Ride Free campaign.

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VISUAL STRATEGY GUIDE

RVCA is a Costa Mesa, California-based clothing company owned by Boardriders.

Hurley is an American company that sells clothes and accessories marketed towards surfing and swimming.

O’Neill is originally a Californian surf wear and surfboard brand started in 1952 by Jack O’Neill.

Vans is an American manufacturer of skateboarding shoes and related apparel, established in Anaheim, California, and owned by VF Corporation. The company also sponsors surf, snowboarding, BMX, and motocross teams. From 1996 to 2019, the company was the primary sponsor of the annual Warped Tour music festival.

Insight was established in 1983 by Greg Webber and Rod Dahlberg, who were producing surfboards for the pro riders of the day, such as Greg Day

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Future Competition

Arc’teryx is a Canadian high-end design company specializing in outdoor apparel and equipment headquartered in North Vancouver, Canada. It focuses on technical apparel for mountaineering and Alpine sports, including related accessories.

The Iconic (styled as THE ICONIC) is a Sydney-based, Australian online fashion and sports retailer. The company was launched in 2011 and is one of Australia’s largest fashion, sports, beauty, kidswear and homewares destinations.

Carhartt, Inc. is an American apparel company founded in 1889, known for heavy-duty working clothes such as jackets, coats, overalls, coveralls, vests, shirts, jeans, dungarees, fire-resistant clothing and hunting apparel. Carhartt remains a family-owned company, owned by the descendants of founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan.

Mountain Equipment Co-op (now called 1077 Holdings Co-Operative) is a Canadian co-op that started the MEC outdoor gear retail brand.

Backcountry Gear offers a wide selection of outdoor equipment & apparel, including camping tents, hiking gear, camping gear, backpacking gear & climbing gear.

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VISUAL STRATEGY GUIDE

Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.

Founded by James Jebbia, Supreme is an iconic streetwear label that has gone on to amass a cult-like following around the world with skaters, artists, and collectors, who are eager to get their hands on the brand’s latest drop.

For more than 50 years, The North Face® has made activewear and outdoor sports gear that exceeds your expectations.

Canada Goose Holdings Inc. is a Canadian holding company of winter clothing manufacturers. The company was founded in 1957 by Sam Tick, under the name Metro Sportswear Ltd.[

Stone Island is an Italian luxury men’s apparel and accessories brand. It was established in 1982 in Ravarino. In December 2020, Stone Island was acquired by the Italian fashion house Moncler.

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