Word: mossimo
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Indeed, the intersection of Seventh Avenue and Wall Street has been the scene of some ugly collisions. Fashion companies--and Lauren has been an exception--tend to have lousy managers. The list of fashion victims includes Donna Karan, Liz Claiborne, Guess?, Mossimo and Nautica. The only hot fashion stock is, ironically, Ralph-licate designer Tommy Hilfiger, which is projecting earnings growth of 58% this year, taking the stock...
...hard to stick around in Velcro Valley. Successful firms have erupted from the Orange County youth-apparel industry to become globally recognized brands--among them, Quiksilver, Oakley, Billabong USA and Stussy. Yet just as many such labels--including Gotcha, Lightning Bolt, Vision Street Wear, Jimmy-Z, Maui & Sons, Mossimo and others--rode huge waves of sales only to wipe out in a few years...
There is a subtlety to being core. Some companies, including Jimmy-Z, Vision Street Wear, Mossimo and Gotcha, start out core but make a wrong turn. It can be an ill-conceived magazine advertising campaign (Mossimo). Or turning up in J.C. Penney's rather than the local skate shop (Jimmy-Z, Gotcha...
Companies such as Quiksilver, which now trades on the N.Y.S.E., have proved that it's possible to grow up and thrive. Others, such as Mossimo, show that you can grow up and screw up too. For Volcom, the business plan does not go much further than staying core--and respecting that stone. "I'm living the life that I always dreamed of living," says Woolcott. "Nobody's getting rich. Nobody owns a house. But I know that low tide is in about 45 minutes, and I'm gonna go surfing." At 10 a.m. on a Thursday, that's core...
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