From parts supplier to custom guitar builder to major manufacturer, Schecter Guitar Research has held a central place in the guitar world for more than 30 years. Now in its tenth straight year of double-digit growth, it's a global brand with 180 unique instruments represented in more than 50 countries.
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Founded in Van Nuys, California in 1976, Schecter started out producing high-end replacement parts and exotic wood bodies for the emerging "DIY" market. By the early '80s, the company had shifted its focus to manufacturing high-quality, affordable instruments that won early endorsements from Pete Townshend (The Who), Mark Knopfler (Dire Straits), and Andy Taylor (Duran Duran/Power Station). Today Schecter's acoustic and electric guitars and basses are sold by Guitar Center, Best Buy, Amazon, Musician's Friend, American Musical Supply, and more than 700 independent dealers.
"Schecter's innovation, quality and components--built at an affordable price--separate us from our competitors," says Schecter President and CEO Michael Ciravolo, who assumed leadership of the company in 1996. "We feel we have set the new industry standard in the price-versus-quality equation. Every one of Schecter's employees is a musician, which provides an incredibly diverse arsenal of knowledge to draw from in design, construction, advertising, marketing, and strategy."
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Ciravolo himself was a founding member of the gothic rock band Human Drama and has appeared on a number of recordings and tours with the popular Welsh goth-pop band Gene Loves Jezebel. Before joining Schecter he was general manager of the world famous Sunset Custom Guitars on Hollywood's Sunset Strip, where he honed his knowledge of the m.i. world while establishing relationships with industry veterans and a who's who list of musicians--most notably Robert DeLeo of Stone Temple Pilots. Colleagues credit Ciravolo's avid knowledge of guitars and their construction, components, and sonic possibilities with keeping Schecter tuned to the pulse of the guitar market.
"Trends come and go in this business," says Ciravolo. "Our ability to sense upcoming market trends and our ability to react to these trends, including knowing when a fad is fading, are key elements to our success." All Schecter instruments were built in the United States until 1998, when the company reacted to skyrocketing costs by introducing its Diamond Series, an import line of guitars and basses. "Building USA Custom Shop guitars is part of Schecter's long heritage," says Ciravolo. "But adjusting to change in a global market causes companies to find solutions they wouldn't ordinarily focus on." While Schecter's flagship instruments are still built by hand in its Burbank, California custom shop, the Diamond Series has become a mainstay of the company's growth over the past decade.
During the course of 2009, Schecter has intensified its efforts in the international market, where sales have grown 45% in the past year. Ryan Martin, newly appointed director of international sales, now directs the distribution of Schecter products to 58 countries. Seizing on the internet as a global sales and marketing tool, Schecter has made it a priority to build and maintain online merchant relationships while tapping into social media outlets and branded microsites. "The power of the internet cannot be underestimated as a means for marketing channels and revenue streams," says Ciravolo. "Consumer capture tools and traffic utilization and metrics are necessary functions for growth in a low-cost entry and worldwide product exposure environment. Schecter's profit has enjoyed year-after-year growth through intensive marketing strategies designed specifically for the web."
With revenues topping $20 million for the most recent fiscal year, Schecter has maintained its growth through more than a year of global recession--though not, says Ciravolo, without difficulty. "There's not a single business domestically or internationally that hasn't been affected by the recession," he says. "Inventory management becomes your primary concern when you are faced with a sudden downturn in sales. Allocating, prioritizing and appropriating our product line across retail distribution channels are the most effective ways for us to remain viable without succumbing to the inherent pitfalls many companies face when dealing with struggling economies.
"Our goals are simple," he concludes. "Don't lose sight of what it takes for Schecter to maintain its place in a highly competitive market; never forget what we mean to the consumer on the other side of the counter; and continue to evolve our products by staying one step ahead."
www.schecterguitars.com
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