Quiksilver Womens

Brand Strategy

Global market launch of inaugural apparel collection

OG surfwear creator Quiksilver decided to add an all-new apparel line for women to its product line, celebrating urban beach culture and contemporary art influences.

Founded in 1969, the Australian brand Quiksilver has been a reference for surf culture and beach apparel for decades. Celebrating its 50th anniversary in 2019, the brand decided to launch a dedicated segment for women, offering streetwear-inspired apparel and a swimwear capsule using recycled materials. 

As Global Director of PR, I was integrated into the project from the initial ideation to the go-to-market campaign on Quiksilver's key markets (Australia, France, Germany, Spain, the US, and the UK). We spent over 12 months defining key components such as brand positioning and identity, key messaging, and the creative campaign, collaborating closely with the design team and sales direction. 

My role included specifically: 

  • Management of an ideation workshop defining the global marketing activation plan
  • Development and implementation of the global press, influencer, and media strategy
  • Management of external PR agencies in Australia, France, Spain, Germany, Italy, the UK, and the US as well as different regional marketing teams (EMEA, Americas, APAC) to coordinate the launch
  • Creation of communication tools such as lookbooks, media kits, and press releases
  • Event Management: Organization of different launch events and press days in France, Germany, Spain, the UK, and the US