Are You a Ripper or a Poser?

Segmenting the surf/skate market by behavior is supposedly the best way to segment, so here you go.

First, you have the “rippers”. These guys are at the top of the food chain. They paddle out at their local break and catch any wave they want because they rip. They don’t care too much about keeping up on the latest trends because they are usually in the process of unconsciously starting a new one. Nonetheless, they keep a close eye on what the top pros are up to since that is where they expect to be one day. Rippers let their talent do the talking, not their clothes. They look to the brands with quality products and the best team riders.

Next, you notice the “partiers”. Rebellion, loudness, testosterone, and attitude are the cornerstones for this group. They pride themselves in being at the center of any clash that might arise on the beach or at the skate park. Although they might not admit it, they appreciate brands that support their antics.

Don’t forget the “middle guys”. Even though they might not be the most talented, they genuinely love their sport and lifestyle. They surf and skate for the fun of it and because of the friendships these sports bring. That is why they are respected and can hang with the rippers. They lean towards brands that add to their style and match their values.

Finally, the “posers” come along. These kids show up to the skate park with all the latest gear, but they don’t really know how to use it. Instead of actually learning how to skate, they focus on their new shoes matching the stickers on their helmet. They are religious about following the latest trends, and they are sure to buy whatever brands will make them “cool”.

So, who should you target?

Side By Side

Checking out eyewear websites side by side is always kinda cool.  

#1

Here you go - blog entry number 1. Too bad it's not about anything.