ZAPPOS: . Zappos is my biggest account for mens, boys and accessories. Since we first opened up ZAPPOS (in 2008) our business with ZAPPOS has increased at an average rate of over 100% a year! Going into SP ’11 The Boys products are going to see the biggest gains. They have an on-line PO system that we reps can access to create our own PO’s based on sell thru reports that we can generate ourselves. This system is called the Extranet. Based on the reports; the FRICKIN TOO CHINO SHORT and the MODS are always in the top 10 best selling reports. Tees, tanks, backpacks and hats also do very well on the site. The Denim program has not been doing as well as I hoped for. We still need to figure out the right way to present the VBJ program on the Zappos site. Overall we have a great relationship with the buyers and we will continue to dial in their Volcom business.
SPYDER PCH
Spyder PCH
SPYDER PIER
SPYDER PIER MENS AND BOYS (old sections)
SPYDER: Spyder has two shops in The South Bay of Los Angeles one in Redondo on Pier Ave the other is located in Hermosa on PCH. SPYDER is my best core shop and they are very stoked on the Stone. We just finished our new men’s in-store section up at the PCH store and we are now planning to do huge boys build-outs in both stores. The Merch girls have been doing an great job keeping the sections looking guch! The only brand that has a bigger presence in store is HURLEY. Hurley is the only brand that is not in the controversial Hermosa Jacks, so SPYDER has given them a huge chunk of in-store real-estate. The sales reports also show Hurley selling more goods than Volcom. Dickie (The owner) said that the HURLEY board short program crushes it for his shops. Volcom, Billabong and Quik are batteling for second every month. I know that the SP ’11 boardies program is going to give HURLEY a serious run for the money…
SPORT CHALET: We just rolled out our first custom free standing in-store rack system for the men’s. Before the new racks, these stores were a nightmare to merchandise. So far the best results have shown in our denim sell-thru. The KINKADE is the top seller for us in SPORT CHALET. The new denim tables and racks have totally helped our denim sell-thru. The Merch girls have been keeping our racks and sections looking as tight as they can be. Our biggest challenge, is trying to get these guys to realize their full potential with the Volcom brand.
Val WH
Val WH location
Volcom Billboard VAL SURF VV
Mural by Jamie Lynn and Eggy outside the Val TO location
Wally... Owner founder of Val Surf.
VAL SURF: Val is the oldest and strongest of all the shops in the LA valleys. They have an endless customer base that has been around for generations. Until recently I was feeling like we could grow back to the inventory levels that I’ve been accustomed to for so long. We just installed a new build-out in their newest location in Santa Clarita. Two weeks ago, we installed another new section in their main shop in Valley Village. It’s the best one yet! It looks so sick all merchandised and the denim tables are positioned around it making a huge presence in the shop. Our next attack is going to be Thousand Oaks and Woodland Hills. We have a yearlong window and billboard campaign in all the store locations. Our stuff sells fast at these shops and in a perfect world I would be seeing big re-orders. Our sections have been thin for two months and I’m getting alarmed at the resistance from the owners who are reluctant to re-order. I blame this kunundrum on the owners for continuing to buy brands that have shitty sell-thru. Basically their payables get so gnarly with the brands that don’t perform that it brings Volcom down. Half my job with these guys is playing psychologist with them - trying to get them to stop buying the shit brands and to invest more with the brands making them money like Volcom. We still have the biggest representation in the shops but the shops are looking scary low with product. October is going to be rough for these guys if they don’t load up soon. Bring on Novemeber!
ZJ'S VOLCOM SECTION
ZJ’S: I love this shop. Their skate team just won X-Games gold and whenever they come to my skate nights they always bring their A-Game. I love their spirit and commitment to the roots of the industry. We just installed a new men’s section and it looks way better than what we had before. They have been struggling with payables and they totally appreciate our help (as do I). STONEAGE is strong here and its getting stronger, mainly because The Skate team has our back. I just recently did an event for the shop to help raise money for the arts and music divisions in The LA school district. I pressed 200 hats for the kids ranging from the ages of 3-13yrs old. It was so roots! The event raised $10K!
IGBS: Say what you will about IG (for those who know) But Dan is as core as it gets and so is his shop. He just closed his Simi Valley store leaving him with the Westlake shop. This is by far his best store and it’s good to see him focused again and less stressed-out. We have a nice section in the shop. Volcom is well represented and the merchandising is spot on! After ASR I will be installing a new 3-D window for BTS. I consider IG a Volcom Family member and I want to plan a special event for his WL store over Holiday.
REVO CAMARILLO SECTION
REVO STORE FRONT- CAM
REVO SURF SECTION
REVOLUTION: These guys are one the best core surf shops in my zone. They have two shops in the northern Valleys of LA. The owners rip at surfing and they have a strong skate following as well. We partnered up with them last year when we installed two new men’s sections and a boys section in Newbury Park. We always have windows and light box branding at both stores. My Biggest concern for REVO is that they have one of the nicest premium wholesale outlets just across the freeway from their Camarillo shop. These outlets have totally cut into their business and it’s a daily struggle for them trying to separate themselves from that consumer. if they do not have a strong Holiday season then they might get themselves in a financial bind. The boys are up for the challenge and have been doing a good job. They have cool demos and fashion shows. I am planning to clinic these guys over Holiday season. Brandifestivities!
MOONDOGGIES- SAN LUIS OBISPO
ELAINE MOONDOGGIES GIRL
MOONDOGGIES SLO LOCATION
MOONDOGGIES VOLCOM DENIM WALL
MOONDOGGIES: Moondoggies is a great shop in SLO and in Pismo beach. His stores are the nicest shops in the Central coast. Randy (owner) is a legendary retailer and has been doing this for a very long time. We have a year round 3-D window that is ours to do what ever we want with. Teasha and I trade off the images. We have a killer denim wall display that he made for us on the 100 year old brick wall inside his shop. The Volcom product is the Top brand in SLO and Second to Hurley in Pismo. Pismo beach is a trippy place where the majority of the consumers come from Bakersfield and Fresno. So that should explain the Hurley sales.
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