Skullcandy Moves To Copy Arch Rival Marley’s Brand Strategy
Headphone brand Skullcandy has moved to try and copy archrival House Of Marley whose whole business has for decades, been built on sustainability and preservation of the planet and the manufacture of eco friendly products.
The House of Marley’s eco-conscious identity was created in collaboration with the Marley family to carry on Bob Marley’s legacy of love for music and planet, now Skullcandy is moving to mimic the US sound brands product benefit.
“We support global reforestation and ocean preservation through partnerships with One Tree Planted and Surfrider and we have been doing it for years” a Marley Company executive said.
Now it appears that Skullcandy has decided to jump on the green initiative band wagon in an effort to flog more of their budget headphones which often end up in landfill.
They claim they want to keep one million pounds of e-waste from ending up in landfills globally by 2025.
At Marley they are planting thousands of trees in the Amazon rain forests.
Skullcandy’s aim is to utilise only 100% recyclable packaging materials and FSC-certified paper products by the end of this year a key take on Marley’s long time Company strategy.
Another tactic being spruiked by Skullcandy is their plan to take all returned or damaged Skullcandy products and refurbishes them to eliminate waste.
Products unfit to be upcycled are broken down and recycled.
Jessica Klodnicki, chief marketing officer at Skullcandy, said: “Skullcandy is proud to be taking actionable steps towards reducing our carbon footprint, not only by keeping returned products out of landfills and shifting to 100% recyclable packaging but through our manufacturing process while also supporting climate advocacy and empowering our consumers to do their part.”
In Australia Marley outsells Skullcandy which is distributed by Byron Bay Company Sea Breeze supply.