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The Surf Industry is a made up of many businesses that sell a wide range of surf goods and services, but they all sell, in the first instance, surf culture. It is due to the existence of surf culture that there is a marketplace in which surf brands are able to compete. Their individual success depends not just on their competitiveness within this ecosystem, but the health of the ecosystem itself, which ultimately depends on the appeal of, and attraction to, surf culture by the general public.

The main actors are the big surfwear brands, who wield influence over the direction and sustainability of the other surf businesses, largely through their domination (and in many cases, ownership) of the retail space. This is the lens through which we should be analysing the watershed moment of Quiksilver’s recent acquisition of Billabong.
Original languageEnglish
JournalLinkedIn Articles
Publication statusPublished - 8 Dec 2018


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