A lot has been going down at Gotcha/MCD: the release of Trinity, the third in of series of videos featuring highlights of the Gotcha Pro; the addition of Graphic Designer Colin Jahn, whose portfolio includes artwork for Snoop Dogg; and a major licensing agreement with Ederal Sportswear that puts the design and manufacturing of Gotcha, MCD, and Girl Star in the hands of the new partner. (Gotcha is still in charge of marketing and product approval, however.)[IMAGE 1]But perhaps the most important news surfacing from the Irvine, California-based brand — at least to retailers — is Gotcha and MCD’s new look. According to Brand Manager Michael Buchalter, Gotcha and MCD were both overdue for a facelift — Gotcha had strayed from its international lifestyle image and MCD was missing out on the tech look that has been gaining momentum.
“MCD needed to get updated in the market,” Buchalter says. “It was time to move away from the flames and dice.” The overall look is progressive and forward, reflected by a revamped ad campaign.
The Gotcha look is also refreshed. “Gotcha is looking to regain and go back to his roots — lifestyle and design,” says Buchalter. For Spring 2001 Gotcha will have a more street/lifestyle image with a “clean and international” feel to it, as Buchalter puts it. While Gotcha will still be offered in major department stores, Buchalter says distribution will also be cleaned up a bit. MCD will only be available in surf-specialty shops.
Even without the redesign, Buchalter says the Gotcha brands have been growing. Girl Star sales were up 30 percent, and MCD enjoyed a ten-percent increase last year.