“The history of DC Shoes is, essentially, the history of the modern skateboard shoe.”

DC SHOE CO USA 

•  History

•  Situational Analysis

•  SWOT Analysis

•  Brand Status

•  Proposed Recommendations

•  Discussion

History

•  Founded by Block & Way from within skateboarding community •  Garage silkscreen beginnings in 1989 

•  Eightball Clothing, Droors Clothing, Dub Outerwear, Circus & DC Shoes 

•  Earned credibility through 90’s •  Finding revoluJonary riders •  FuncJonal innovaJon 

• Quiksilver acquisiJon •  $300 million revenue in 2003 

•  Support parent shoe porQolio •  DistribuJon resources •  Expand DC brand: Surf, BMX, motocross & snowboard  

DC SHOE CO USA History 

Situational Analysis

•  Customer •  Mainly male, 13‐18 years old 

•  Expanded in 90’s to women’s line & kid’s line •  Lifestyle fashion: Skater‐chic 

•  Climate •  Strong acJon‐sports growth since late 90’s •  Brand recogniJon •  Becoming aspiraJonal lifestyle goods 

•  DramaJcally lower consumer spending 

DC SHOE CO USA Customer & Climate 

•  Stüssy, Inc. •  Primarily apparel-oriented •  Storied surf brand •  Very strong global dist. •  Musical cross-promotion

•  Vans, Inc. •  Footwear-oriented •  History in skateboarding •  Strong brand awareness •  Western U.S.& Europe

dist. •  Sponsored riders

DC SHOE CO USA Compe11on 

•  Billabong Intl Limited •  Strong Australian surf history •  Branded stores in 100

countries •  Subrands: Element, DaKine & Nixon

•  Nike SB •  Resources & capital •  Collectible cult following •  Second attempt more

favorable •  Distribution network

•  Distribution •  Skate & surf shops, specialty shops: Zumiez, Active Ride &

Pacific Sun •  Sporting goods chains: Dickʼs & Copeland Sports •  Branded outlets & Internet

•  Promotion •  Sponsored riders: Way, Dyrdek & Richter •  Reality TV: Rob & Big & The Fantasy Factory •  Skate Plaza Foundation •  Gymkhana 1 & 2 •  Endorsement: Linkin Park & Adam Sandler •  “The DC Video” •  SXSW Conference

DC SHOE CO USA Promo1onal Mix 

Men’s Block Spartan Teamworks High Shoe 

Women’s Chalet Slim Boots 

Women’s Venice SE Shoe 

Women’s Ponto Sandal 

Women’s Chelsea Shoe 

Men’s Habit Sandals 

Men’s Rob Dyrdek Shoe 

Men’s Accent Shoes 

Kid’s Rob Dyrdek Shoes 

Kid’s Pure Shoes 

Kid’s Net Shoes 

DC SHOE CO USA ‐ Shoes Men’s  Kid’s  Women’s 

DC SHOE CO USA ‐ Clothing Men’s  Kid’s  Women’s 

Men’s Ken Block Ford Monster Drip Tee 

Men’s Star Zip Front Hoody 

Men’s Borderine Long Sleeve Shirt 

Men’s Stack Boardshorts 

Men’s Fremont Straight Denim 

Men’s Juggernaut Military Jacket 

Men’s Star Standard Tee 

Women’s Forrester Reversible Hoody 

T Star 

Women’s Trooper Boardshorts 

Women’s Reef Dress 

Boy’s Fauxso Flannel Shirt 

Boy’s Fremont Straight Denim 

Boy’s Pull Sweatshirt 

Boy’s Star Tee 

DC SHOE CO USA ‐ Accessories Men’s  Kid’s  Women’s 

Men’s PraO Backpack 

Men’s Warped Flex Fit Hat 

Men’s Bixby Fedora Hat 

Men’s Conversion Wallet 

Ken Block Limited Edi1on Gymkhana Poster 

Women’s Byron Tote Bag 

Women’s Barney Scarf 

Women’s Big Star Beanie 

Women’s Atari Sock 

Boy’s TV MA New Era Hat 

Boy’s Chinook 5 Belt 

Ya Brah Boy’s Sock 

Men’s Block Rogan Snowboard Boots 

Women’s Scout Snowboard Boots 

Women’s Martock Snowboard Pants 

Women’s BFF 150 

Women’s Styro X Snow Jacket 

Men’s HKD 156 

Men’s Helix Snowboard Jacket 

Men’s Tasch X Snowboard Pants Kid’s Linear Snowboard Jacket 

DC SHOE CO USA ‐ Snowboarding Men’s  Kid’s  Women’s 

Kid’s PBJ Tweener38 

Kid’s Scout 09 Boots 

SWOT Analysis

•  Strengths •  Product Innovation •  Brand Equity •  Authenticity & Brand Community

•  Weaknesses •  Rapid Product Expansion •  Quiksilver financial issues

DC SHOE CO USA SWOT Analysis 

•  Opportunities •  Global growth •  Womenʼs apparel market •  Comprehensive lifestyle brand offerings

•  Threats •  Economic recession & consumer spending •  Industry giant

competitors: Nike & Adidas

Brand Status

DC SHOE CO USA Brand Triangle Model 

Idea Authentic skate-inspired products from with the know-how, relationships & lifestyle that understands skaters

needs best.

Business Model Manufacture action-sports footwear, apparel, accessories

and hardware. Promote and innovate from within skate community.

Logos

DC SHOE CO USA Brand Iden1ty Prism 

Culture Authentic,

Individualist ideals Carpe Diem, but donʼt take life too seriously

Internal

External

Personality Confident,

Driven, Defiant

Self-Image I am real

Iʼm part of a fraternity I am dedicated to the life

Relationship Social,

Accessible, Customer demands-driven innovation

Reflection They are bold They are loyal

They are more savvy than you think

Brand Kernel

Brand Style

Brand Themes, Acts

& Products

Physique Unabashedly street,

Athlete-founded & inspired

Proposed Recommendations

•  Reaffirm skateboarding core •  Rejuvenate authenticity & avoid brand dilution •  Connect with women

DC SHOE CO USA Proposed Altera1ons 

•  Storied skateboarding history •  Growth in womenʼs skateboarding

•  Professional & Consumer •  Womenʼs athletic & lifestyle apparel market

•  Strongest growth through 2013

DC SHOE CO USA Product Development/ Market Development Matrix 

•  Return on Objectives •  Awareness, brand attitudes, brand associations •  Revenue change year-over-year in equipment vs. apparel

•  Social Media & Web Influence •  Sentiment & Influence •  Razorfish & KD Paine Optimum Content Score

DC SHOE CO USA Measurement 

Discussion