Rip Curl Essay

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In terms of the action sports apparel segment of global apparel manufacturing, Quiksilver owns 46.0% market share internationally. Quiksilver faces direct competition from three other similar brands: Billabong, Rip Curl, and Volcom. Billabong International, which is Quiksilvers closest competitor in terms of market share, holds 34.0% of the total action sports market worldwide (In the Midst of Change at the Big 4 Surf Brands). In the United States, it was number one in the sale of board shorts (Billabong). Billabong is comprised of other brands such as Element, Von Zipper, Nixon, Two Seasons, Sector 9, RVCA, and DaKine. Products offered include surf, skateboarding and snowboarding apparel and accessories, which are quite similar to the products …show more content…

Rip Curl holds approximately 10.0% of the market share for action sports. Based in Australia, it also sells its products internationally. Rip Curl primarily manufactures surfboards and swimwear, considering itself one of the market leaders in the manufacturing and selling of wetsuits (ripcurl.com). In addition to the action sports products, Rip Curl also licences the Rip Curl trade mark to several corporate entities located around the globe. Lastly, Volcom is the last significant competitor to Quiksilver. Volcom only owns a total of 8.0% of the market share for action sports worldwide. The company offers the same type of products for action sports as the other top three competitors: apparel, footwear, accessories and other related products. It operates stores throughout the United States, and has additional stores that are operational in several other regions. Volcom primarily distributes its products through physical and online retail stores, as well as their own website (Hampton, Volcom, …show more content…

There are several key factors that are attributed to the success of a firm competing in this industry. Firms must have economies of scope to have to ability to produce products that satisfy a wide range of customer preferences, as well as economies of scale which enables manufactures a low marginal cost when producing their products. Economies of scope and scale are often gained by corporations in this industry through acquisitions of other companies that specialize in different types of products. Firms must also firmly establish their brands, as well as possess the ability to adapt to the ever changing trends in the market (Haider, Global Apparel

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