Guitar sales have declined a bit over the past decade. The nation’s largest instrument retailer, Guitar Center, is facing more than $1 billion in debt; Gibson filed for bankruptcy earlier this year; and Fender, which is privately held, has debt estimated at $100 million. But, Fender CEO Andy Mooney says, some of that drop may have to do with marketing — and outdated assumptions about to whom the industry is selling. When the company conducted a consumer survey in 2015, it learned that women make up half of first-time guitar buyers.
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