Good news if you like the military trend heading to stores this fall. O’Neill is extending a version of the look into spring 2011.
Shop Eat Surf caught up with the brand at ASR in San Diego to talk about the upcoming season.
“Our inspiration was spring and summer concert festivals,” said Director of Marketing for O’Neill Girls Cedar Carter.
For spring, the brand is mixing military looks with draping floral, sheer and lace pieces.
Carter said skirts are making a comeback for O’Neill, which will offer them in new tribal prints. Dresses are always a big hit and spring styles with cutouts and bows in the back are expected to be bestsellers as well. The company is also receiving good feedback on its swimwear and plans to focus on it for spring.
Like some other action sports brands, O’Neill is taking its T-shirts into a more graphic, fashion-forward direction. Forget basic crew necks, for spring it’s all about hand painted artwork, reverse printing and photographs from O’Neill archive.
But the company isn’t just counting on its design to be successful. With a still struggling economy, O’Neill is taking steps to appeal more to customers.
Michelle Devine, Vice President of Sales for O’Neill Girls, said the company is teaming up with manufacturers to try to make certain items less expensive.
“We feel the customer wants to see our brands on the floor at some of those competitive prices,” Devine said.
On page 2: price ponts, fast-fasion and online
She said price adjustment has been a necessary change, pointing out that two years ago, the brand didn’t offer knits under $30.
By doing so now, O’Neill is not only responding to the struggling market, but also retailers such as H&M and Forever 21.
“It’s really hard to think you’re going to go head-to-head with any of the vertical retailers,” Devine said. “We have to expand as a brand and continue to stay true to our brand.”
O’Neill will be trying to keep current customers and attract new ones through increased efforts on the web such as viral marketing, blogging and social media.
“It’s really a game you have to be in right now,” Devine said, although she added that it’s difficult to track exactly how online efforts translate into sales.
Overall business has improved for O’Neill in the past year, but the company is still not back to the level from the really good days.
Devine said the brand did very well in 2006, 2007 and 2008, but 2009 brought a very big shift that O’Neill is still trying to overturn.
“We’re not back to those numbers (before 2009), but we’re definitely on the way,” Devine said.
She said buyers have changed their strategies and are ordering differently to leave room for chasing trends. That’s fine with O’Neill, which is releasing a “speed to market” collection of six knit tops for fall. Devine said they’ve received good response to the additional offering.
Another sign of better times is the current back-to-school season. Assistant National Sales Manager Chelsey Lattimer said O’Neill’s back-to-school sales are better than a year ago. Among the bestsellers are a lightweight military jacket, a canvas floral backpack and denim shorts.
Read more about O’Neill Girls’ new business approach to the market as discussed by CEO Toby Bost here.
