1. Brandon Damon, Marita Welander, Sadie Williams

2. 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

3. 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

4. The Look Typically seen as dark and “goth”
Not inviting to average customer
Target customer years
Mainstream

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

6. Strengths Location Private label brand Partnership and promotions
Online sales
Charities

7. Weaknesses Limited target market Niche style Store layout
Too much merchandise

8. Opportunities Expand internationally Advertising
Branch out to new segments

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