I tacked on an extra day to my Surf Expo trip to check out some Florida stores. I’m glad I did. I saw some interesting brand positioning and prices at surf and skate shops as well as department stores and national chains. RVCA was talked about at the mall and at the beach. I learned that non-action sports juniors brand BB Dakota was a favorite at a core surf and skate shop. I saw Sanuk shoes and DC apparel at Dillard’s department store. And Fyasko and WeSC are carried at PacSun – and that PacSun was going deep, deep, deep with RVCA. And that Volcom was making a $39.50 hoodie for PacSun similar to the DC hoodie PacSun promoted heavily at Christmas.
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