“The only constant is change”
Volcom Case Study
The Volcom brand is inspired by the energy of youth, following their motto “youth against the establishment.” The athlete-driven brand is creative and forward thinking in designing and marketing their products. Volcom was first designed for board sports, being greatly influenced by surfing, skateboarding and snowboarding. The young men’s and women’s lifestylesports brand distributes accessories and other related products under the Volcom and Electric brand name. The Stone symbolizes the Volcom brand and the Volt symbolizes the Electric brand. Before working at VolcomRichard Woolcottjoined the Quicksilver surfing team at the age of 14 and then later worked in marketing and promotions for the company, from 1989 until 1991. In 1982 until 1985 he was a member of the National Scholastic Surfing Association National Team, and in 1985 he became a member of the United States Surfing Team. Woolcott attended Pepperdine University and earned a Bachelor Degree in Science andBusinessAdministration after recovering from a serious surfing injury. It was on a snowboard trip that Richard Woolcott and Tucker Hall first talked about starting a clothing company and then decided to start a riding company revolving around the three sports they loved, snowboarding, surfing and skateboarding. Volcom was born into a philosophy at the time “youth against establishment”. In Southern California 1991 Woolcott and Hall founded Volcom. Volcom was born from a background of surfing, skateboarding and snow sports. Volcom’s open-minded approach in life also reflects in their business. Volcom is constantly changing, moving with the times and events in the world, and using their creative output. Volcom Inc. became public in 2005. With the company pricing $4.69US million shares at a rate of $19US a share, eventually raising Volcom to$89USmillion. In 2008 the company took the ownership of Electric Visual Evolution for $25.3US million. Recently in May 2011PPR, a French retail-to-luxury group bought Volcom for $24.50US a share, valuing the company at $608US million. Volcom has been awarded by the TransWorldBusiness Industry and Retail Award with “Brand of the Year” in 2010. Woolcott was also elected Entrepreneur of the Year Award by the Leatherby Entrepreneurship Center at Chapman University. He was placed in the National Scholastic Surfing Association Hall of Fame in 2004 and was honoured with the Surf Industry Manufacturers Association Individual Achiever of the Year in 2003.
The Volcom brand puts great thought into their product. They aren’t just selling young men’s and women’s apparel. They have considered their customer’s way of life. They build their entire brand on what their customers are passionate about. Their brand was built on a legacy of board sports; but is also influenced by art and music. They design and produce young women and men’s apparel and accessories inspired by art, music, film and board sports.Volcom's apparel line has a great range for their customer, including bottoms, tops, jackets, t-shirts, fleece, board shorts, denim, outerwear, sandals and girls swimwear; various accessories such as hats, wallets, socks, belts, and bags; footwear for men, as well as boys and girls. They also have a line of sunglasses and goggles under the Electric brand name. The Volcom brand is a mixture of comfort, fashion and a lifestyle. They provide a quality product with athletic performance. The brand also carries a variety of collections such as the V Co-Logical Series which is eco-friendly; the V Co-Operative Series, a rider-collaboration; and the Featured Artist Series, featuring artist designs on their products.. Volcom provides a creative outlet for musicians, artists and athletes.They build a lifestyle beyond their apparel for the youth to have freedom in what they love. Not only do they distribute creative-athletic gear, butVolcomhas its own music and entertainment label....
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