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Skullcandy, Inc. Message Board

  • staffordo3 staffordo3 Sep 13, 2012 8:46 PM Flag

    MS Downgrade & Retailer Research

    - Morgan Stanley noted reason for downgrade was Target channel check and in particular the pricing of Ink'd at $16.99

    - Best Buy is Skullcandy's largest retailer with Ink'd priced at $18.99, so discounting was an individual retailer decision.

    - Best Buy has just launched Astro Gaming in stores which may have a material impact this quarter.

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    • Was just in Target and stopped by the headphone section to generate my own unbiased reviews and hear the sales clerks thoughts. My takeaways:

      Clerk indicated over hear headphones are definitely increasing in popularity very quickly.

      Several brands/styles on clearance. He indicated they will be redoing the entire headphone display this month and trying to move products. - Should be ineteresting so see what Skul does...

      Beats was most popular for higher end headphones and I thought had the best display. Skul very popular in mid price range per the clerk.

      He said Skul is a newer brand and just not as popular as Beats, but thought they were very good quality for the price. He owns them.

      Definitely Skul had greatest selection of buds, but he said Sony is most popular as they've been around longer.

      I have no idea overall how Skul is selling, but would not agree with the MS comment on the discounting issue. I continue to hear the message....quality product for the price (unlike beats). I would conclude that Skul focus should be on increased marketing/displays and over the ear headphones, which I think is the plan this fall. I would say management has the right vision and focus.

    • garbage research, the store is running a sale on one product from a company, oh no it's the end of the #$%$ world, let's #$%$ kill the company's stock. If anything, the discounted price probably help sell more SC product.

      Sentiment: Strong Buy

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