MARKET WATCH: Boardshorts From A Vending Machine
Jeff Harbaugh
- August 04 2009
- 852 views
- 27 comments
If you read this article you’ll see that Quik has partnered with Standard Hotels to sell co-branded swim suits at boutiques and poolside vending machines for $75 a pair.
I’m not writing this to express an opinion (though I’m usually not loathe to do that) but just to let you know it’s happening and to talk about the general implications.
Just when you think there are no new distribution channels, up pops another one. I don’t know where the next one will come from, but I know it will appear. Is it at the expense of some other distribution channel? Sure. To some extent. But might it also create some new customers? Sure. To some extent. Sales at resorts or hotel shops and pools are often to people who need something they need right now. I’d say you fit into that category if you want to swim and don’t have a suit.
Every time you choose a new way to distribute your product- each time it can be found somewhere different-, you change your customer base and the market’s perception of your brand. To some extent. Can you manage that so you get more customers than you lose? How many different distribution channels, partners, products and price tiers can you have before your brand evolves from what it started as to what it needs to be to attract those new customers you need for growth? Can you keep the old customers? To some extent. Figuring this kind of stuff out is what the best executives do.
I lied. I do have an opinion. I might not go as far as the writer of the linked article and say its “brilliant,” but I think it’s a good idea which might grow and is consistent with how Quik has evolved their brand. Even if it grows, it doesn’t feel like it will have much downside for other parts of their distribution. I imagine there are some specialty retailers already shell shocked by the recession and distribution issues that might disagree. But Quik, like all brands and all retailers, has to do what it perceives to be in its own best interest. I think they made a good decision.
Market Watch - Jeff Harbaugh
Jeff Harbaugh is a consultant for the action sports industry and works with companies to identify and focus on critical business issues and opportunities fundamental to the bottom line. For more information, visit www.jeffharbaugh.com.
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August 4th, 2009 at 4:58 pm
So you roll to a ski area or any resort and you totally spaced your trunks. you don't have a car to go shopping and a busload of college girls just got dropped off at the hotel and are heading to the hot tub…
it's not going to increase sales, but it's a great service for the hotel to offer.
August 4th, 2009 at 5:11 pm
Yeah you have to be a pretty big Zarn to buy some bordies for 75$ but even a bigger one to buy them from a vending machine. How will they fit? what if they get stuck in the shoot like that Snickers when you were a kid and the number for returns on the sticker is automated therefore no help or when you go to push A6 but by accident hit A5 and you get some 30's not 34's. Sounds like a genius idea for Vegas and Hollywood. I wold suggest making the shorts 100$ just cause then the people who are going to buy them feel as if they were buying designer shorts from china, but fashion is not cheap even from vending machines!!
August 4th, 2009 at 5:40 pm
What a blockbuster of an idea vending machines with clothes. Like novelty machine. New York, Vegas and Hollywood. I see a trend here, all hot spots for surfing.
August 4th, 2009 at 7:25 pm
What next Condoms?
August 4th, 2009 at 11:32 pm
Your on to something slick. Just like Fashion, when in doubt make things from about twenty years ago give errrrrrrrrrrr take and blamo rich and a design genius. Quick looks to be just trying new I mean old as sh_______t ideas.
August 5th, 2009 at 6:01 am
Hey Jeff ! thanx for having the cojones to state your opinion , you'd better wait on the longer inseams machines.
I agree , this is a fun way to showcase the category that built the House of Quik. It's new , it's fresh to the product category and it sure doesn't seem to have hurt Apple Acc. sold in vending machines in airports everywhere . It satisfy's a need and that is what retail should be about .
Next the Quik haters will be introducing Bikini "Claw" chance vending machines in Pizza Parlors and claiming it . And what the heck , that'll be fun too !
August 5th, 2009 at 5:07 pm
I think so too.
Jeff
August 5th, 2009 at 5:09 pm
Jim,
I guess any new idea has a few glitches that show up when you actually try to implement them. I imagine they will be worked out.
Thanks,
Jeff
August 5th, 2009 at 5:11 pm
Jim,
As you know, action sports, or whatever we are, is not longer just about selling to participants, or we'd be a pretty small industry. Not that that sounds bad, except of course from the point of view of business that wants (needs?) to grow.
thanks,
Jeff
August 5th, 2009 at 5:15 pm
Hi Rob,
Imagine using some electronics so that the machine sort of puts on a show when it delivers the product. For cheaper products (though not necessarily for $75.00 board shorts) people might start buying based on what the vending machine does rather than the brand in it.
good comment. thanks.
Jeff
August 5th, 2009 at 6:12 pm
Then there was the vending machine I saw in Italy last summer. The top part had condoms, the middle part pregnancy tests, and the bottom baby food. Damned realistic those Italians.
Jeff
August 5th, 2009 at 6:25 pm
Ha ! Must not be too confident in thier condoms ; Add Viagra at the bottom and you got a consumer for life !
August 5th, 2009 at 7:34 pm
I saw on the boob-tube that a high end women's shoe company is already distributing slippers in clubs for the ladies so they can get they're disco on and not have to stomp in the floor with the six inch spiked pumps the "Barbies" love to rock these days.
I wish someone would have put the idea first to something that all the blue-collar surfers could use and a bit more realistic. Something a bit more ideal would be wax in the "vendy" and not have it cost more than 50 cents either, now that would be something!!!!
August 5th, 2009 at 11:32 pm
brilliant just swim in the buff and get laid then the girl gets paid. thanks for chiming in Jeff don't hurt the juggernaut Quicky—– silver
August 5th, 2009 at 11:35 pm
No, slick and I stated our opinions Jeff just made sure a company that buys advertisment does not get mad. no opinion from him but vending machines with things in them are not new or fresh. You my friend are though and probably work with quick and even came up with this idea so party on my man.
August 6th, 2009 at 4:56 am
Yeah Jeff , I like it ! DVD loops with DVD add on sales seems natural enough .
Also , for the guy worried about the right size , the Machine could have a Scale you stand on when selecting , i can see it now , I hit the 32 , and a Yiddish Voice comes out and say's " What are ya mashugana !? A 32 /?! really !! i'm gonna get a nice 36 for you young man ! "
See you around the campus Jeff , best ; Rw
August 7th, 2009 at 5:38 am
Mr Plunktin ; Are you talking to me ? No Quik work , 20 years at the Bong , 30 in the biz though . Just appreciate something fresh , no matter where it comes from . Hate on hater …Rw
August 7th, 2009 at 6:14 am
Hey Jim ; by the way , the scale thing was a joke aimed at myself , but i am flattered you thought i could come up with the idea or that Quik or anybody else gives 2 pesos what i think , THANX , I appreciate the compliment …best ; Rw
August 7th, 2009 at 4:58 pm
Jeff ; jIM Thinks i am new and fresh ! That makes my day !
August 7th, 2009 at 10:15 pm
30 years no wonder you think it is a great idea I don't hate anything I work at Quik
August 11th, 2009 at 4:05 am
That makes no sense at all but then nothing you have said does, glad to meet you anywhere , anytime to discuss , so who do you work for ?
August 12th, 2009 at 5:19 am
fck the machines and go surf
August 12th, 2009 at 10:18 pm
YES!, they should sell the boardies with condoms already in the pockets! "Safe Tube" sub branding…. Come on Quik, that idea has got to be worth a free pair for me!
August 13th, 2009 at 9:07 am
Maybe the vending machines can to a demonstration by stretching the boardshorts and talking about the features whlie playing the latest surf movie in the background and giving a GWP for a trip to the north shore!
Yeah baby! Now I'm interested in paying $60 for a pair a stretch boardshorts instead of paying $39 for looks like feels like boardshort in costco. OOPS I leaked our new strategy out! Put vending machine in malls across the US.
August 17th, 2009 at 11:10 pm
It's true vending machines aren't new and have been used in different countries for different products, but at this point in our industry, for better or worse, figuring out new methods of distribuion that aren't distructive is important for big brands, and this looks like one.
Jeff
August 17th, 2009 at 11:13 pm
Bitter,
Well, we're all interested in a better deal aren't we? To pretend otherwise is silly. Even in the industry, people try to save money- if only by getting free stuff from friends at other companies. Anyway, I like your ideas for what the vending machines can do.
J.
August 18th, 2009 at 3:14 am
hey,
I can see why Quik does it., vending machines definitely pay manufacturers quicker than retailers do.