Brandon Damon, Marita Welander, Sadie Williams

Background Opened in 1988 by Orv Madden First store opened in Westminster, California Located in malls around the country 609 store locations 1996- publicly traded company on NASDAQ Stores in all 50 states and Puerto Rico

Background continued Sales slow to pick up Less than $100 in sales some days Re-evaluated merchandise Moved to Montclair, California Music driving force behind inventory

The Look Typically seen as dark and “goth” Not inviting to average customer Target customer 12-22 years Mainstream

New Direction Moving from a dark image to a new “scenster” with a indie flare Neon colors 80’s “new wave with a twist”

Strengths Location Private label brand Partnership and promotions Online sales Charities

Weaknesses Limited target market Niche style Store layout Too much merchandise

Opportunities Expand internationally Advertising Branch out to new segments

Threats Spencer’s Gifts, Zumiez, Vans and PacSun Rising fuel prices Threat of new entrants Falling behind the trends