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  • Has the tide turned for Billabong?
  • Has the tide turned for Billabong?
    Billabong (2014) ©
CASE STUDY

Billabong: getting back on the surfboard

The surfers on Byron Bay used to dress head to toe in Billabong; those baggy board shorts and iconic backpacks were the epitome of cool. Since its glory days, the brand had fallen out of favour. But 2015 saw its first profit in years. What changed? And how can Billabong keep its head above water?

Location Australia

Scope
The surfers on Byron Bay used to dress head to toe in Billabong; those baggy board shorts and iconic backpacks sporting that memorable monochrome logo were the epitome of cool.Billabong ruled the waves as part of that iconic surf brand trifecta; shoulder to shoulder with Quiksilver and Ripcurl.

Fast forward to 2015, and surfers have replaced their conspicuous Billabong logos with a more subtle, pared down look; their Quicksilver flip-flops with a minimalist, new-age aesthetic comprised of tighter walking shorts and cool, faded band tees. Since their glory days back in the early ‘00s, these brands had ...

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