an article in afr about bbg, page-18

Agreed it is naive to suggest that Billabong is a one trick pony that youth dont think is cool any more..

Cool happens overnight but credibility takes time..I think that Billabong knows the difference

That's why the have the range they do...many labels under one roof..

Just like any product..there are quality clothes and there are cheap clothes, rarely are there quality cheap clothes..of course these parameters are subjective

BBG need to keep their focus on those who are prepared to pay a bit more for something that is a good cut, looks good, is made of decent materials, and will still look good after it has been worn for 12 months..that is where the margins are

If they engage in a race to the bottom with inferior clothes, they will lose.

They need to re-assert their position at the high end of surf/street fashion..they need to deliver more of an experience to their customers..

DYOR