Only a surfer knows the feeling!
In stunning announcement it was revealed yesterday that Gap, a clothing brand founded in San Francisco and most famous for its ample thigh’d khaki pants, swooped in and snared Billabong’s current CEO Neil Fiske for its own Chief Executive Officer position.
The Revival of Billabong: A Case Study in Brand Transformation
Though the reasons for appointing anyone who has been involved in the surf industry, especially Billabong, during the last decade to positions of fresh power are myriad, let us read why Gap, second most famous for using a small black girl as an armrest in an advertisement, chose Mr. Fiske.
“Neil brings significant retail and apparel experience to Gap Inc. and a track record of transforming and repositioning brands,” Gap President and CEO Art Peck said in a statement.
Gap brand has struggled in recent years, while the company’s Old Navy brand has been growing. In fiscal first quarter, same-store sales at Gap stores globally fell 4 percent, flat from a year ago.
Fiske will join Gap from Australian clothing brand Billabong, where he has served as CEO of Billabong International. There he helped the Billabong brand return to a position of multiyear share growth. He has also served in executive roles at Eddie Bauer and Bath and Body Works.
“[Fiske] is an experienced leader who deeply understands the mechanics of this business, the value of an omnichannel strategy, and the need to build a progressive and relevant brand. I believe Neil is the right leader to strengthen Gap brand,” Peck said in a statement.
I too like how Billabong was transformed and repositioned into a subsidiary of Quiksilver and how if you ask anyone on the street, “What are the first two words that come to mind when I say ‘Billabong?'” the answer is invariably “Progressive and relevant.”
But real quick, I think I want to be a CEO of something too now. Something that has a big corner office and an even bigger salary. I feel that BeachGrit’s omnichannel strategy (prodding the World Surf League, checking in with Kelly Slater’s Instagram account, longtom) has positioned us for multiyear share growth and that we actually performed better than Billabong this year, not to brag.
Anyone out there hiring?
Souplantation… do you need a Chief Executive?
Sears… how does a bold selection from the sizzling hot surf industry sound?
(A head’s up on this important story came from @seaofseven. Shop today!)
Commented on Disqus? Log out, tap the Disqus button, and your old name and comments come back. The box is ours.
Your comments are still here. Every one of them.
Twelve years of BeachGrit comments came across from Disqus. Connect and we will show you how many are yours. We get your username, nothing else.
Connect Disqus to reveal.
Chas,
You might want to stick with the large corner office called Starbucks and as far as a 7 figure salary… just buy a Big Salad as it’s all smoke and mirrors…. Reality!
You can shape your reality through NLP. But it’s really hard.
Hardly anyone can do it.
“What are the first two words that come to mind when I say ‘Billabong?” .FIRE SALE
Wossle also poached a Bong Exec .
http://www.thebusinessofsur…
I’m looking for a new job – surely could be shoe -in for Bong CEO?
1) Open as many retail stores as possible – mainly in non surfing areas but always next door to competing surf brands – check
2) Buy another core snow business – most likely a helmet brand or gloves so that cross over into surf/sup helmets and paddling gloves – check
3) Invest in wavepool company showing the least promise with highest costs- check
4) After 2 years try to sell to Target/ Costco/wallmart style business but ensure caveat in there for us to buy back the business a year later for double – check
I think my overall vision and core values is to not stick to my core business but to diversify as much as possible.
My skill set would include I am a complete business muppet and I don’t value people and my team in any way.
I will happily take a salary and shares to do fuck all ensuring profits are minimised across the business.
If that guy can play his time at Billabong as a success, then surely the Rapture cannot be far away.
The Surfing Rapture that is, where everyone employed as a surf industry executive is taken up to Heaven, while everyone else fights to the death over which wave pool to attend.
I mean for fuck’s sake. The company’s share price deflated by a factor of eight.
Did you have that dream last nite?
Sounds hectic
Where were you?
Heaven or wave pool heaven?
It was a waking dream bex videos. That is, I awoke to find I’d killed a family pet.
Fuck!! Neighbours next?
Nothing good ever happens on Sunday morning.
Unless you’ve pulled.
My business contacts tell me Carlos Ghosn is looking for a new CEO gig. I think he’d fit right in with the surf industry.
Def sounds like a big wave guy
I’d hire him of course but..
More like a factor of 8 balls
That shit adds up
Nick the following people should be lined up and shot for what they did to Billabong.
Derek Oneill, Neil Fiske, Launa Inaman and Shannon North. All have been responsible for the opening up of more retail shops when it was slowing down and also buying brands just to grow turnover. The rapture is close.
Lined up, fuck me
Extreme triggering!
Those pricks are probably at the Icebergs right now. Or staggering into the 4seasons Maui.
In their flashy fuckin surf gear.
North is known as the tornado at the Burleigh office. Flies into the country and goes beserk then leaves. No wonder so many good people left or were shown the door even though they actually did good work.
He sounds like a character,
but yeah after reading Phil jarratts book I realized the extent of the surf industry’s excess
Even though I guess he was a journo,
still he loved the rack.
Well in Derek’s defence, everybody else thought it was a good idea at the time.
Specially a few of my buddies who sold the shops to HQ and proceeded directly to the Rapture.
we have the wsl run by someone who was shit at tennis, now the gap is ran by someone who was shithouse at surfing
and shithouse at running a business
It dosent matter who runs it
If they got some one good theyd say fuck it off
cause its a loser,
money wise
The Rapture is here, the thing is we are all going for broke and the Ziff’s are buying the industry/lifestyle with loose change.
We need more ziffs and less potz and Joe’s. And about 5 more rosies. She’s good at that adorable, but you know she’s a dirty minx!
This Fiske guy has a Business degree from Harvard… he’s in the CLUB where he gets marching orders. His just doing his job,as he can do no wrong.
A smooth lateral move. From CEO of a surf industry banana republic to CEO of Banana Republic.
Are you eating a banana cause that would be funny!!
I don’t get it?
this is gimpy and scary
Chas has fully got his shit together.! He can blue too!!
Dunno about his mate.
“Moving forward, we are strategically positioned for multi year growth across all omnichannel sectors. Our core values meet our market share with a solid sense of corporate identity and brand awareness. As CEO I will provide shareholders with quarterly profits on a tangible level through a horizontally integrated management approach. Our guerilla marketing initiative is showing sustained growth with the youth market. Let’s touch base and review the minutes during the next executive team workshop building.”
“Impressive use of nonsensical jargon Mr. Beetle, you’re a perfect fit for our corporate shit-accumulator position!”
Yes, talking like that would make me feel less human
more tool..
I’ve always assumed this is how those people talk and the fact that they can understand it is what makes them rich and me poor
Ya Should of stopped nicking off from school young man!
In oz
A billabong is a small oasis .
Comes from the Latin
Pullabong meaning
Small oasis.
actually a billabong is an oxbow lake.
Apple cider Lake?
Chas and D, you need to start publicizing your numbers. Interactive hits and the like. I am sure if that dude can reposition Billybob then you two can do the same. I see big days ahead. Millions of eyes on your sight. Negs could lead the marketing charge. Remember to take care of us little guys, and Saint Nick of course.
Eyes of course being the new currency for coders..
I think they are at lunch.
Are those numbers in yet?
I’ve got an idea to make a TMZ type, streamed TV show called,
“Ear Wax. We got dirt!!”
But it would suk and I’d probably get a drug dependency
so yeah,
I’m not gonna do it
Maybe I’ll get Occy to do it if he could stop breaking things
Looks like Chas is throwing his ironic sailor hat in the ring for an executive position with new hipster surf/rape van/motorcycle brand Sea of Seven. Best of luck!
Thanks! Multiyear share growth on the way!
What are you guys gonna blow your money on when u get it?
Blow?
Surf rape. That’s catchy!! Big Japan market there.
Surf Rapist
Good board name too.
We already have Surf Rapists…They are called SUP Surfers.