VIRGIN MEGASTORES LAUNCH SURF/SKATE CONCEPT SPACE 05.02.06
Declining record sales with music retailers is being blamed for Virgin Megastores expansion into apparel and lifestyle concepts. Several Virgin Megastores in Southern California now include an area devoted to the sale of skate and surf apparel items merchandised in a skate shop concept space. According to Virgin’s divisional merchandise manager, Maureen Ferguson, choosing the action sports demographic as a target market was an obvious choice. “The audience that are action sports enthusiasts listen to a lot of music and play a lot of video games—both of which are important categories for Virgin,” Ferguson said.