The Volcom brand is an important component of the skateboarding culture that emerged from Southern California. The brand is authentic and has used the slogan of “youth against establishment” in promoting their products and message from a marketing perspective. The skateboarding tribe is an important part of the brand’s authentic message. Skaters are passionate and seek out people who share similar values.
Describing a Skateboarding Tribe A skateboarding tribe is a subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity. Essentially, members of a skateboarding tribe want people in their tribe to share the same values as they do. The members of the subculture share a unique set of values and ethos that resonates with their members. Ethos and Values The core values of skateboarding are risk-taking, individualism, and counterculture. These values are consistent throughout the skateboarding subculture and explain why skateboarders around the world look and act in a similar way. The hard-core members of the subculture commitment are full-time and dictate the trends and behaviors for the
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The three main subgroups include: Metal, Hip-Hop, and Punk. Each subgroup exhibits different senses of style that are influenced by these music genres. However, the values of risk-taking, individuality, and counterculture are consistent throughout each subgroup. The metal subgroup skateboarders have long hair, leather jackets, black clothing, and integrate satanic symbolism into their fashion. The hip-hop subgroup has skateboarders who wear oversized clothing, large pieces of jewelry, fitted hates with sports team logos, and baggy pants. The punk subgroup often styles their hair in a Mohawk, wear plaid shirts, dyed black hair, long socks, studded belts, and Vans