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Bob Hurley Essay

841 Words4 Pages

This company was established by Bob Hurley, a surfboard shaper who started his industrial profession with Hurley Surfboards in 1978. After this ventures succeeded, he purchased the Billabong USA license. However, Bob Hurley chose not to maintain his partnership with Billabong in 1998, and thus commenced Hurley International as dressing brand for men, women and children (Encyclopediaofsurfing.com, 2016). Hurley International is an American surfwear and wetsuit company that is involved in the outline, improvement, production, international marketing and promoting of surf apparel and accessories. The company’s headquarter is located in Costa Mesa, California, US (Bloomberg.com, 2016). Nike bought this company with $120 million in 2002. Currently, …show more content…

Hurley uses demographic segmentation, where they limit their products with respect to their customers’ gender and age, in which the company’s targeted consumer consists of both male and female of age within 15 to 30. Customers are allowed to “filter” the products corresponding to their preferences. This makes it easier for customers to find what they are specifically looking for (Nike.com, 2016). For example, Hurley’s board shorts is categorized into 19 inches length, 21 inches length (which is the average measurement) and 22 inches length (over the knee for extra coverage). The options for board shorts also include finest quality for land & water or warm water, the color and the size of the board shorts. In addition, the accessories and equipment offered, such as bags and backpacks, belts, hats/ visors and headbands, can be selected depending on the sports , whether lifestyle, running, surfing or swimming (Nike.com, 2016), hence, broadens their potential customers, where, not only do surfers can enjoy Hurley’s product, but also customers that prefer other sports. The collections of Hurley’s clothing also includes Dri-Fit or Phantom, another selections customers can choose …show more content…

However, the products sold in Asia are limited to lifestyle and running products only. In addition, purchases made online is only available for certain countries. Hurley does not sell their products via the website to most Asia Pacific regions (Nike.com, 2016). Reason being is because surfing is not one of Asians’ usual sport. This company also makes use of Nike’s distribution and marketing as this brand is a subsidiary of Nike. One of the conveniences offered by Hurley is that they provide delivery to your address as well. The items purchased online are normally shipped within 2 to 4 working days around the continental US, Alaska and Hawaii, and the shipping fee costs about £8 and purchases £150 and above will not be charged any shipping fee (Nike.com,

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