Irvine-based Gotcha is trying to bring back the “cool.”
The surfwear maker, which was acquired by Miami-based Perry Ellis International Inc. last year, has spent the past year revamping its marketing, launching kids and infants’ clothes and building its staff in a bid to appeal to more buyers.
Among the moves: The brand has been playing up its sponsored athletes, such as professional surfer Mick Campbell and skateboarder Rob Lorifice, “to reflect the attitude of the brand,” said Devin Johnson, action sports marketing director for Perry Ellis.
“Gotcha is a great name with a very strong legacy,” Johnson said. “Our aim is to bring back the cool.”
Gotcha was among Orange County’s hippest surf brands in the 1980s. But the brand lost footing in the face of competition from younger edgy labels, including Costa Mesa-based Volcom Inc.
In 2003, Gotcha filed for bankruptcy reorganization.
Perry Ellis snatched it up in 2006 and has tried to recapture some of that mojo.
Gotcha is housed in Irvine, with three other brands that Perry Ellis has in its action sports group: Nike Swim, MCD and Redsand, which it bought in 2003. About 30 people work at the Irvine unit.
The company spent the past year trying to put a more cohesive message to Gotcha’s marketing, Johnson said.
Gotcha sells everything from skateboards, clothes and shoes that are made under some 14 different licenses.
Gotcha just acquired back the license to make and distribute its brand in Europe, something Huntington Beach-based Quiksilver Inc. had handled since 2000.
Quiksilver still is distributing the spring and summer 2008 offering, and Gotcha said it will take over with the fall 2008 collection.
Johnson said Europe is a “major growth opportunity” for Perry Ellis.
So when Gotcha Europe’s license came up for renewal, the time was right to take it back in-house, Johnson said.
“Our plan is to align the brand more closely with the design in Irvine, bringing it back to its roots,” Johnson said.
The brand launched its first swim trunk line in 1978 from a Laguna Beach garage.
Gotcha Europe will coordinate with the OC office, which houses design and marketing.
But the business will be run from Perry Ellis’ Britain headquarters, Johnson said.
The brand also opened a sales and marketing office in southwest France, he said. There were four workers hired to staff it, including a general manager, European sales manager and a marketing manager.
“With Perry Ellis’ own offices now running the brand for Europe there is a high level of consistency between the collections on both sides of the Atlantic,” Johnson said.
Gotcha also is making sure branding, such as tradeshow stand designs and packaging, are all the same, he said.
The brand also plans to expand its clothing offering in Europe and add more fleece tops, hooded sweatshirts, pants and jackets, Johnson said.
Gotcha has also launched new categories in the U.S.
Earlier this year, Gotcha signed on New York-based ES Apparel Group to make clothes for girls and boys ages 3 to 12 under license.
The line is sold in sporting goods shops and mid-tier department stores, such as Mervyns and Sears.
Johnson said ES so far is “very happy with their progress.”
Gotcha also has its eye on bringing in more local workers, according to Johnson, who didn’t give specific numbers.
“As the business grows we will continue to staff as necessary,” he said. “Being in Irvine, a major city for surf fashion and Gotcha’s headquarters, we will put priority on bringing in talent from within the community.”
