Volcom Case Study Essay

2460 Words May 2nd, 2012 10 Pages
“The only constant is change”
Volcom Case Study
Introduction
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
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Their product reflects the passion that their customers have for music, art, film, and board sports.

Promotion
Volcom’s promotions capture the creative energy of the youth. By being flexible and open-minded they are able to react quickly with what is happening in the environment around them. They have an array of outlets in which young individuals can immerse themselves in, whether it is through art, music, film, or board sports like snowboarding, surfing, skating and even motocross. Through the many events that Volcom Entertainment provides it supports athletes through competitions and contest, or musicians through their record label, or artists with their collaborations.
One of their new contests is the 2012 Volcom Fiji Pro ASP World Tour Event. Working with ASP International, the contest will feature the best surfers around the world. Also another campaign that Volcom is known for is their “Let the Kids Ride Free” campaign which provides free surfing, skateboarding and snowboarding contests for kids to express their talent, eat for free and get free products as well. Some contests would include the VQS Surf Tour, Wild in the Parks an amateur skateboard contest, Peanut Butter and Rail Jam an amateur snowboard contest. The Volcom Entertainment Music Tours provide support for musicians and entertainment for the youth. Having these events meshes the product and way of life they are selling to their

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