Attitude is everything in teenage fashion driven environments. Never more so than with the surfing community. This can be a challenge particularly when the store is a department within a department store. A place most surfers would be expected to feel distinctly uncomfortable being in. It was therefore considered that the primary purchasers would be the teenager’s parents. Yet the store experience had to still appeal to the teenage market.
Bridging the age gap was one of our challenges, the second was creating a destination environment for a start-up brand that hadn’t proven itself to be relevant.
The sales growth demonstrated that both challenges had been met.