Tim McKevlin of McKevlin’s Surf Shop wrote an interesting article for his monthly newsletter in which he asked his customers to alert him when they see big brands like Volcom, Quiksilver and Rusty, in the mall or at big box retailers. The article included two photos of new Billabong shipments at his local Costco store. The purpose of the plea? Tim explains in the newsletter article how brands that he carries in the store are over-distributed. When Tim has spoken to the brands about the problem, they claim ignorance. In order to better police distribution, Tim has enlisted the help of his customer base. Tim also uses the problem of over-distribution as a justification for stocking new, upcoming brands in the store. While all of us in the industry have heard the debates surrounding distribution, this is the first case I have seen where a retailer has enlisted the help of customers to help monitor the situation.
PROTECTING RETAILERS AND A LIFESTYLE
SURF • SKATE • SNOW • SUP • WAKE