Quiksilver has always been rooted in surfwear, but they’ve been notorious to tap into other demographic markets (i.e. Cleveland Golf, Rossignol) and some haven’t been as successful.  They had to figure out a way to cater to their customers who are fans of the brand, but are no longer part of a teen demographic.  Quiksilver’s new Women’s line is an answer to hit the matured Quiksilver gal and I have hope for their new venture.

siteLA is a group of young professional women in Silver Lake, CA that have been sponsored by Quiksilver to create a line that reflects the lifestyle of LA for women.  Each woman has a different profession and contributes to not only creating pieces that exemplifies a mature hip lifestyle, but also establishes a community through public programs and special events.

You can find their pieces sold on Quiksilver’s website.  I’ve checked it out, and I’m definitely impressed with: their creations, who they’re targeting, and what they’re creating as a whole with the program.

Source: Fast Company

NIECEE’s TAKE AWAYS:

• Growing with the Times. Quiksilver has a core following from when they were first established and in order to keep up with the times they had to evolve with the generations and discover different ways to cater to them.