Trade Resources Market View Volcom Is Doubling Down on Boot Styles for Fall' 14

Volcom Is Doubling Down on Boot Styles for Fall' 14

Volcom is doubling down on boot styles for fall '14. The Costa Mesa, Calif.-based brand, a division of Paris-based Kering, launched for fall '13 with a mix of sneakers, boots and slip-ons, and while the line will continue to showcase all three silhouettes, boots have been a particular strength, according to Jason Smith, senior merchandise and design director for footwear. In fact, the category will be a focus going forward, with two new styles each for men and women. "Where we saw success was in premium product and boots in both genders — not too many brands in action sports are going after that right now," he said. "We're definitely pushing after the casual lifestyle/premium direction, because skate is a tough category right now." Prices for the line range from $50 to $150, and styles will begin delivering June 1 to Volcom's core distribution, including Tilley's, Zumiez and core surf and skate accounts.

Source: http://www.wwd.com/footwear-news/fashion/fall-preview-volcom-7686168?module=footwear-news-fashion-page-1
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Fall Preview: Volcom