Volcom: ”True to this" as new tagline
Underscoring its 23 year-old history, Volcom has adopted a new visual and artistic direction, centered on a new tagline: True to this. While its logo remains unchanged, the brand intends the move as a means to further appeal to board-sport enthusiasts. A dedicated portal, rich in images and videos, captures the surfwear brand’s overall focus on authenticity.
The new direction "will accompany a renewed visual direction and modernize one of the most recognizable and revered board-sport and lifestyle brands," according to the brand. "The goal for us is to build on the foundation of board riding and to deliver a focused global message that will remain unique, authentic and connect with the millennial consumer,” said CEO Jason Steris.
Volcom occupies the Sports & Lifestyle division of the luxury giant Kering along with Puma, Cobra, Electric and Tretorn. In its first half, Volcom recorded weaker results in Western Europe, while its sales in Japan and emerging markets have improved. As of June 30, the brand had 51 stores directly managed stores, including 10 in developing countries.
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