INTRODUCTION Quicksilver company is one of the most successful company of the last 10 years. Created in Australia in 1970, Quicksilver designs, produces and distributes clothing, accessories and related products. There are now the world biggest surfwear brand in the world. They have developed some very original strategies to develop their business which were copied by many other surfwear companies. PRESENTATION OF QUICKSILVER 1) Overview "Quiksilver rides the wave of youth appeal" (Austin M, 1999). Quicksilver designs, produces and …
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…aims to cash in on pop-culture surf craze" Advertising Age, vol.74, 06 Sept. 2003 Frew, W . "For Quicksilver, Authenticity sells" The Sydney Morning Herald, 20 Dec. 2003 Haines, M. " Quicksilver - Robert McKnight, CEO - Interview" CNBC/ Dow Jones Business Video, 16 Dec. 2002 Quicksilver Homepage. Retrieved February 06, 2004, from http://www.quicksilver.com/ "Quicksilver, Inc." Hoover's Company profiles, 05 Dec. 2003 Watts, T. "Laid-back Approach Gets Results" Business Review Weekly, 24 July 1999, p 52 Wisenthal, S. "Quicksilver rides sports apparel waves" Australian Financial Review, 12 Sept. 2003