The other pits DC and it's parent company, Quiksilver in much more strategic battles with stalwart industry legacy
brands such as Nike and Adidas.
The last two to three years have been a struggle industry-wide and an overnight
rebound is simply not in the equation. "In the short term, growth will be inhibited by the
economic downturn, which will constrain discretionary spending, " admits research on
the athletic apparel industry. (The Freedonia Group, 2009) While DC is not in any
particular way affected more than Other brands by the downturn in consumer spending,
it does present significant tactical dilemmas. While larger competitors may have more
ability to manipulate their supply chain in order to reduce costs to keep afloat, DC will
need to be sure that any tactics with pricing and promotion dont sacrifice their standing
and overall values-based strategy.