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OAKLEY GETTING KICKS BY FLEXING ITS MARKETING MUSCLES

          Oakley Inc.'s "undiminished aggressiveness has already
     made it one of the budding turnaround stories of 1998,"
     according to James Sterngold of the N.Y. TIMES.  The
     company's sunglasses, which received "much free publicity at
     the Winter Olympics" are "staging a comeback."  Oakley is
     also introducing "an array of technologically innovative
     models" -- including the Racing Jacket, Mars and Minute
     lines.  Despite high prices -- a pair in the Mars line can
     run up to $265 -- the "early signs are good," and Oakley
     said there are already indications of strong sales in the
     Racing Jacket and Mars lines.  In two months, Oakley will
     launch a sports shoe, and if it succeeds in taking "even a
     couple of points of market share from Nike," Sterngold wrote
     that it would be "icing on the cake for a company that was
     long regarded as better at technological pizazz than at
     marketing muscle."  Francis Gannon, a Portfolio Manager at
     Sun America Asset, which owns about 250,000 shares of Oakley
     stock: "Very few people have seen the shoe.  But given
     [Oakley's] record, the shoe is the kicker to the story.  The
     new products in their core sunglasses business will carry
     them, and the shoe, if it does O.K., could really propel
     them."  BT Alex. Brown analyst Marcia Aaron said Oakley has
     "upgraded management and they've gone from being a hard-core
     sports company to more, I hate to use the 'F' word, of a
     fashion company."  Aaron said that she expects Oakley stock
     to reach $15 per share within six months (N.Y. TIMES, 4/5).
          O' CANADA: Oakley has acquired its Canadian
     distributor's Oakley division and will rename it Oakley
     Canada Inc.  Financial terms were not disclosed (Oakley). 

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Finance, Nike, Oakley

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