Quiksilver Names New Marketing Chief
Quiksilver Inc. named Greg Perlot senior vice president of marketing for Quiksilver Brands in the Americas. A function of Perlot’s job will be to spread the word about Quiksilver far beyond its core constituency of surfers and skateboarders, said Steve Tully, president of Quiksilver Brands in the Americas.
Perlot will start his job by exploring how to best communicate Quiksilver’s message. He said that Quiksilver will look at new media platforms to sell its products. The company also will continue to rely on print advertisements. “Print advertising isn’t going away at all,” Perlot wrote in an e-mail. “But we’ll want to tie it into broader and deeper conversations across platforms.”
The surf and skatewear giant has already made a gambit this year in order to broaden its market. On Sept. 9, the company announced that it will develop a women’s line to debut in January. Quiksilver has found success with its juniors lines such as Roxy. It also offers Quiksilver Edition, a line for men 25 and older. Other divisions include skate-centric DC Shoes and ski-line Rossignol. On Oct. 30, it announced the sale of its Cleveland Golf Company Inc. to Japan’s SRI Sports Ltd. for $132.5 million.
Perlot had worked as a creative consultant to Quiksilver for three years. He also was the co-founder of Los Angeles–based brand-strategy, design and advertising agency 72andSunny. His reacute;sumeacute; includes gigs working on campaigns for Coca Cola, Microsoft and Discovery Channel. He also serves as a director on the board for one of the surf community’s favorite nonprofits, the Surfrider Foundation. —Andrew Asch
