LOS ANGELES — QuiksilverEdition, a premium division of the surf brand’s men’s line, will lose its “Edition” status for spring 2009.
Popular with an older consumer who is less attached to fashion trends that dominate the action sports apparel market, the line will be rebranded simply as Quiksilver, though it will retain a similar orange label design to differentiate it from young men’s apparel. “We feel that we have a powerful heritage with our brand, and wanted a clear connection to it,” said Quiksilver vice-president of sales Kent Stevens. The Edition subline, he explained, tended to cause buyer confusion.
Despite the unified brand name, Stevens said the change is part of a larger effort to upgrade QuiksilverEdition product, which the company will refer to as Quiksilver Men’s in the business-to-business sphere. Quiksilver is looking to increase the percentage of organic and recycled fabrics for the collection—16 percent of QuiksilverEdition product was cut from sustainable textiles last year, with a goal of 21 percent for spring 2009. The company’s Hong Kong sourcing office is also scouting for higher-end fabrics for its collection of wovens and other product categories, he added.
QuiksilverEdition’s price points are on average 26 percent higher than its young men’s counterpart. The line is currently sold in surf shops and higher-end department stores like Nordstrom and saw a 13 percent increase in sales last year.