Volcom: Huge But Core

As I’m sure you know by now, Volcom once again cinched the title for Men’s Apparel Brand of the Year at SIMA’s Image Awards this past May—not the first time that they’ve landed this prestigious title. This year, for the first time, their women’s line also placed first for Women’s Brand of the Year. Winning this award is a pretty big deal because the industry votes on it, so it’s like having your competitors pat you on the back. In Volcom’s case, one more “pat on the back” for its phenomenal success in going public and their retail sales going through the roof.

 So, here’s my question. You have this company that is huge and everyone is mimicking what they are doing. A ton of companies out there want to be the next Volcom and discover the secret in how they “do it”. But yet, Volcom is still perceived by the consumer as being “underground” and the coolest brand on the block. How do they do it? How do they stay core and keep a loyal following? What’s your guess?

Comments

[Bill]

Volcom is an interesting one. Part of it is distribution... while they're in mass retail, I don't think they've gone so deep as to sell in CostCo like some competitors have.

Likewise with advertising... they're not in all the major men's magazines, even though editorially they may appear in them.

Also, despite being pretty polished on the inside in terms of running their business, the outer appearance to the core consumer is still edgy.

Just a few thoughts, there are a ton more reasons why.

[Alexandra ota]

Thanks so much for your comments Bill, I appreciate you taking the time.

You're right about Costco, I think it'll be a long time coming before we see a Volcom t-shirt being sold there. And, coming from the publishing world, I know that in order to have their ads in your mag, the content really has to fit in with their marketing directives. They're not buying ads just anywhere.

So, you think that consumers actually realize that they aren't in all the mags or in big box stores and relate that to them being so core?

[Bill]

I think it's a mix. Events, marketing, team, direction, overall size.

Once you become a certain size, certain people will reject you... happens in music, happens here.

Volcom's marketing efforts (from what I've seen) are still going after the younger demo. They're not releasing "Volcom Edition" or anything intentionally skewing away from what drives the industry.

[BJ]

Another thing that helps Volcom stay "core" with the youth are the athletes they sponsor. All of them are young, respected and at or near the top of their sports. When you have Sheckler, Shaun White and Bruce Irons leading your brand, you're bound to keep the core teenagers attracted to you.

[M1SK - Made 1n Southern Kalifornia]

Umm. C'mon, Kids don't know any better. There is nothing underground about the Surf Industry and most people know it. The riders being sponsored are all the kids see. They don't see a bunch of old fat pale dudes having meetings about how well Volcom is doing. They too will have their day though. The kids will get older and wise up, Volcom will fall and the fatcats will be retired on the beach still watching surfers.

Peace,
M1SK - Made 1n Southern Kalifornia

WE ARE ONE!!!