when will it stop sliding, page-41

I wonder if anyone has taken into account the steady decline of Billabong's popularity within the surf industry and amongst the youth market. As someone who is involved in the industry I can tell you that Billabong isnt "cool" anymore. And labels they are taking over (Nixon, RVCA, Excel etc) lose their appeal to the kids once they find out that these brands are owned by Billabong. There is also a decline in the quality of the products once Billabong get invloved. this has been evident to retailers for quite some time but i feel it is only recently that public are becoming wise to it and it is being reflected in sales.