×
182
Fashion Jobs
OJB HERBALS
Area Sales Manager
Permanent · Ranchi
LIVE BIOTECH PRIVATE LIMITED
Area Sales Manager, Regional Sales Manager, Zsm
Permanent · Chennai
KM ELECTRONIC CABLES PVT. LTD
Area Sales Manager - Vijayawada
Permanent · Chennai
CTA APPARELS PVT. LTD
Opening For Merchandising Manager- Noida(Garment Export)
Permanent · Noida
CTA APPARELS PVT. LTD
Opening For Merchandising Manager- Noida(Garment Export)
Permanent · Noida
STAR UNION DAI ICHI LIFE INSURANCE (SUD LIFE)
Hiring- Area Manager - Bancassurance- Kolkata Metro
Permanent · Kolkata
NIKKO & CO.
Area Sales Manager /Sales Officers(5-10 Yrs Into Fmcg)
Permanent · Karimnagar
FUTURE GENERALI
Opening For Area Manager in Bangalore With Future Generali li
Permanent · Bengaluru
INFEXN LABORATORIES PRIVATE LIMITED
Area Sales Manager
Permanent · Mumbai
LENSKART
Area Operations Manager
Permanent · Chennai
WALPLAST PRODUCTS
Opening For Manager Sales - Walplast Products Pvt. Ltd. (Pune)
Permanent · Pune
ADECCO INDIA PRIVATE LIMITED
Job Opening For Area Sales Manager Role For Mnc Company
Permanent · Bengaluru
DR LAL PATHLABS
Area Sales Manager -Chandigarh
Permanent · Chandigarh
JOB INDIA
Regional Manager Sales (Backend Operations)Garments - Gurgaon
Permanent · Faridabad
HERITAGE NUTRIVET LIMITED
Cattle Feed - Area Sales Manager - Salem Location
Permanent · Salem
THINK FIRST DIGITAL
Hiring For Event Production Manager - Mumbai
Permanent · Mumbai
LUPIN
Opportunity For Area Manager - Mass Marketing - Lupin Ltd
Permanent · Pune
SOBHA
Manager - Sales at Sobha Nesara, Kothrud - Pune
Permanent · Pune
MIDAS HYGIENE INDUSTRIES PRIVATE LIMITED
Area Sales Manager - Punjab
Permanent · Jalandhar
PETPOOJA
Area Sales Manager || Software Sales (Pos) || Petpooja
Permanent · Navi Mumbai
FLEETX
Assistant Area Sales Manager/ Area Sales Manager
Permanent · Haldia
FLEETX
Area Sales Manager
Permanent · Tirunelveli
Published
Jun 16, 2010
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Oxbow reinvents itself

Published
Jun 16, 2010

Last November Matthieu Bazil took control of Oxbow with two missions: to target the younger market at its core and to develop internationally. The presentation of Oxbow's spring-summer 2011 collection on June 15th was an occasion to uphold the ambitions of the surfing brand.


In 2009, the French surfing brand recorded a 14% fall in sales. Poor results were principally, but not entirely, linked to the economic crisis. Oxbow (Lafuma Group) had distanced itself from its core conception, with collections that lacked technique and were ‘too fashion- focused, too practical’. Some collections do target 25- 35 year olds but Oxbow is now repositioning itself by identifying a new core target though: the youth. “The 15 – 25 year olds are the most influential and are at the most promising age to be recruited as new consumers” Oxbows’ Managing Director Matthieu Bazil explains.

Oxbow
Oxbow collection Switch SS 2011



Repositioning will be coupled with a new segmentation. Their fashion-forward ‘Switch’ products addresses Oxbow’s core and will be distributed exclusively in the specialist networks. The ‘Trip’ line engages the practical consumers devoted to sport, surfing and then ‘Downtown’ is for the masses. The design teams have been reorganised and effort will be focused on technical products. A new product manager for The North Face has also been appointed to start in July. Furthermore to integrate their product offer, athletes have been taken on to be the focus of the brand message: ‘Sportsmen respect their sports ground as they do nature’.

As far as development, for the moment Oxbow is internationalising in places where the label is only achieving sales of 25%. “We have 11 shops of our own in France (ndlr franchises) and none abroad, therefore there’s a real potential over the border” Matthieu Bazil happily confirms. Spain is the next market in line to be trialed since the brand’s first shop will open there next year. Oxbow has its interests in Western Europe as well as Hawaii, California and Florida where the label is sold. The brand however will still not be big enough to tackle the vast market of Asia, even if it owns Japanese licensing.

Therefore 2010 definitely signposts change for Oxbow and should even be a year for financial stability.

Copyright © 2022 FashionNetwork.com All rights reserved.