The coronavirus has been rough on the Golden State’s surf, swim and resortwear businesses, which were shut down just before spring break, the beginning of their busiest selling season, and further impacted by travel and tourism restrictions.
In March, Huntington Beach, Calif.-based Boardriders, owner of Quiksilver, Billabong, Roxy and RVCA, among others, was downgraded by Moody’s to a c-level credit rating. VF Corp.’s Vans is in a better financial position, though the brand’s annual summer marketing blitz, the U.S. Open of Surfing, is still to be decided for August.This was supposed to be surfing’s big year.
What they look like is another story. “There’s a portion of our collection geared toward department stores, it’s more occasion dressing, what you’d wear to a wedding, a shower, or for Easter. Will people still want those types of dresses?” said Turk. “The easy, breezy, Palm Springs caftan thing is fine. It’s the dressier part, are people going to want that?”
California designers have long excelled at promoting the leisure lifestyle with a Hollywood twist, from Catalina Swimwear in the Thirties, to Juicy Couture in the early Aughts, to today’s Aviator Nation, whose sweats have been brisk sellers during the quarantine.
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