27 Jul. 2012
BILLABONG TO STRENGHTEN ITS COMMITMENT TO CORE ACCOUNTSBillabong Europe have developed a strategy to enhance the brand by further bolstering their relationships with their core and strategic accounts via a continued focus on their successful injection ranges and collaborations.
The refocused strategy follows the news that Billabong rated higher than all its competitors ranking first as Europe’s favourite board sports brand in a recent NDP conducted survey commissioned by Eurosima.
"The success of Billabong has always been driven by our long standing relationships with our core strategic accounts," said Reid Pinder, Billabong Europe Brand manager.
"The findings of the NDP survey reinforce the importance of ensuring continued rotation in the stores to add freshness and drive footfall traffic. Additionally we are planning local marketing activities to promote boardsports with these customers."
Billabong’s dedication to its successful injection ranges will be a key driver in strengthening the core strategic accounts. The re-release of the Andy Irons Rising Sun board short model, the fashion collaboration with hit Australian blogger Mandy Shadforth’s (aka Oracle Fox), the Surf Capsule authentic surf range and the Garage Collection of modern retro threads have been hugely successful, adding a freshness to Billabong’s enduring brand legacy.
The accounts will also benefit from Billabong’s ongoing series of collaborations. Previous partnerships have included musicians Bob Marley and Donavon Frankenreiter, athletes Greg Noll, Rasta and Taj Burrow and artists such as Maya Hayuk and Andy Davis. Billabong will continue to produce a mix of iconic and cutting edge collections through partnerships as these.
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