Audience Autopilot™ interactive dashboards include:
Before diving into the dynamic ocean of Volcom's thriving customer base, let’s ride the wave of consumer segments that shape it. With unique Flows and Swells of demographics, we’ve ranked the top groups of consumers who shine on the Volcom surfboard.
First in line is the elite crew of G02 - #SiliconNation, consisting of well-educated and affluent engineers, doctors, and entrepreneurs residing in buzzing urban landscapes. With a customer penetration of 4.57%, they’re the high-flying business sharks of the Volcom family, swimming at 262 times the average U.S. population.index. They’re the ones who show up at tech meetups in their sleek Volcom gear, ready to rock compute power and good style!
This group, known as G03 - #Urbanists, comprises young, affluent renters who’ve found their nests in the stylish design of first-tier cities. Hailing at 3.31%, they’re known to clock in at 189 on the index scale, creating a strong aesthetic vibe wherever they roll. These trend-minded consumers appreciate Volcom not only for its surf-style but also for the urban chic vibe.
Coming in hot at number three is H03 - #RaisingTheBar, primarily made up of young, educated renters operating in diverse, mixed-income areas. With a 4.38% presence, they index at 142 and are all about inclusion while sporting Volcom gear. These individuals are like the perfect blend of sunshine and surfboards – and they raise the bar in many ways!
Next up, we have the G05 - #SuburbChic families, beautifully balancing family life and that close proximity to the urban buzz. They represent 2.70% of the customer pool and rank as the 4th layer of our stylish cake, swimming at 116 on the index chart. These families are homeowners rocking Volcom gear at weekend croquet games! Too fancy? Not with Volcom – it's a total style-splash!
Meet the G01 - #YoungStars, early-career professionals shining like the new kids on the block! With a presence of 2.94%, they float around with a 114 index, often spotted in the chicest parts of town with their Volcom outfits. Think fresh vibes, office hustle, and a sunny brunch afterward – they know to embrace the best of all worlds!
Understanding these segments is like choosing the right surfboard. Choosing a strategy that resonates with SiliconNation will look quite different than targeting Urbanists, don’t you think? Here’s how each group rides the waves of Volcom marketing:
This segment is into tech gadgets, optimizing their experiences through mobile apps and websites. When you see them online, you’ll notice they’re looking at hobbies like New York City events – they love to explore and surf the best restaurants, cosmetics brands, and tech offerings like Microsoft & Apple. They’re our “hobbyists” surfing away on the latest trends.
Offering them a fashionable experience is key! With their eye on trendy marketplaces, a strong focus on leading apparel such as those from Tory Burch, and the delicious nibbles at places like Jamba Juice, we need to ensure Volcom stays on their radar. After all, when life gives you urban lemons, make a refreshing fashion lemonade!
Let’s paint a picture of who these customers are - it’s more colorful than a tropical sunset! The overarching style is serving up the much-loved mix of diversity, age, and preferences that are steeped in representation - starting with the affluent crowd down to those in more rural settings:
SiliconNation and Urbanists are not just wealthy; they are young dynamic go-getters paving exciting futures. Mixed in are families and vibrant cultures, whether they are letting loose for a night out on the town or just savoring a rainy day with the kids at home.
It’s not just about being on social media; it’s about being the coolest kid on the digital block! From brands like Everlane to bloggers dishing out fresh trends, our consumers are ready to engage, comment, share, and above all, flaunt Volcom's style story. Volcom has a strong social presence, meaning it’s crucial for these consumers as they shape organic, authentic conversations that build community trust.
Riding the wave of customer insights revealed in this report means capitalizing on the unique interplay between demographics, interests, and lifestyle choices. So, are you ready to be the wave in a sea of chaos? Grab this report and channel your marketing strategy effortlessly into the heart of each distinct segment. The only thing left is to pump up your licensing plans with Volcom's resonant fans, as they get ready to rock their surfboards in style!
With a consumer base that’s not just grounded in dollar signs, but swells with personality, culture, and lifestyle aspirations, you cannot miss out on this playful surfboard ride. Join in with the report, embrace the Volcom vibe, and let’s churn those insights into gold together. The swell is strong, and the tide is turning — don’t miss your turn to catch the wave!
