I actually thought about the Shoko thing a little more... Shopko is a deep discount chain. Skullcandy is not in there (except 2XL). The client base are bargain shoppers. I suspect Beats (in this case) can't sell into this low end market.
What I mean about consolidation is that there are only so many kids that can afford 250-499 headphones.
I was reading Koss's analysis of the market from their filing in 2011. At that point they already had stated 2 interesting things.
They noted that there was a noticeable shift of sales away from the holiday's as ear phones were becoming more of a disposable item.
The above is evidenced by the influx of mobile devices.
This was already noted for the period 2009-2010
Beats in particular are 1 off consumers. Get their high end set (w/quality issues for that price range) wear them heavily (w/mobile devices) break them, and get upset and some go back into a less expensive option (Less expensive over ear or a pair of buds).
Bose and other high end sets are not designed for that kind of wear and tear. They are for home use with a stereo. Not for the slopes or active use. You pack them up in a case, cherish them.
Just some thoughts here. Skullcandy has hit the sports lifestyle crowd. The earbuds and cassette style fits well there with the abuse and fit needed for active use.
I agree that Skullcandy still stays true with the sports lifestyle crowd. Was just boarding at Copper Mtn. CO. and they have very nice Skullcandy displays at the base of the Mtn. board shops there. Even spotted multiple boarders wearing - Skullcandy over the ear's - over their beanies.
Beats are mostly in a much higher price range. Even at the 30% off sales we keep hearing about for beats, if you spend a lot of time in stores, it gets harder to see the combat between the two brands that analysts are talking about.