Billabong ▲ +0.005 | PPR ▲ +9.10 | American Apparel ▼ -0.042 | The Buckle ▲ +0.25 | Columbia ▲ +1.35 | Deckers Outdoor ▲ +0.27 | Dicks ▲ +0.47 | Foot Locker ▲ +0.22 | Genesco ▲ +0.34 | Iconix Brand Group ▲ +0.43 | Jarden Corp ▲ +0.31 | Nordstrom ▼ -1.04 | Luxottica ▲ +2.05 | Nike ▲ +1.77 | Pacific Sunwear ▼ -0.121 | Skullcandy ▼ 0.00 | Sport Chalet - 0 | Urban Outfitters ▲ +0.20 | VF Corp ▲ +1.74 | Quiksilver ▲ +0.020 | Zumiez ▲ +0.19 | Macys ▼ -1.07 | Tillys ▼ -0.33 |
Ticker Sponsor
Readers Say
Keeps me in the loop
Keeps me in the loop

Being an Executive Edition member allows me to not miss a beat when it comes to the Industry business news. Definitely keeps me in the loop plus goes great with my morning joe.

- By Tony Perez, Surfer and Surfing magazines
Executive Edition rules
Executive Edition rules

“Shop-Eat-Surf” is now officially, the first stop in the morning for industry news. Accurate reporting, no sensationalism, and just the facts. Refreshing support to an incredible industry with a very bright future. Tiffany has cemented her role in the industry....the site is thought provoking, and inspirational. Learning the stories of others is incredibly useful. Great way to connect the retail community with the wholesale and financial, instantly and nationwide. ... And the Executive Edition rules.

- By Bob Hurley, Chairman, Hurley International
Industry Insight

CIT: West Coast team featured in Fashion Manuscript.
FSG LAWYERS: Represented Loomworks Apparel (P.J. Salvage) on its acquisiton by Delta Galil.

Details on Industry Insight.

Tiffany Montgomery
Print This Article

Roxy refreshes design, marketing for Spring 2011

By Tiffany Montgomery
September 14, 2010 6:00 AM

The biggest junior's brand in the industry has undergone a revamp for Spring 2011.


We checked in with Summer Rapp, creative director of Roxy design, and Randy Hild, executive vice president of marketing, to find out more.


How is Roxy's design aesthetic evolving?

Summer RappSummer: Roxy started as a female surf brand so we are going back to our roots for the iconic surf look, but with a modern sensibility. That means you won’t see re-issued floral prints, instead you can expect abstract versions that feel fresh. The overall line has a soft, washed down hand to it and the colors are dustier, given the early spring delivery.


The later delivery gets brighter. The look and feel is girly and beachy. We are continuing our focus on a broad bikini and board short range as well as a dedicated focus on the dress category.

Girls seem to be getting more sophisticated and fashion conscious earlier. Do you think that's true, and if so, how do you work that into Roxy's look?

Summer: Our Roxy girl is young and fun and like all girls now days, she is influenced by what’s going on in the broader fashion world so you will find trend right pieces in the collection that definitely have the iconic surf spirit.

For Spring 2011, are there any key themes in the Roxy line?

Summer: Swim and boardshorts are our signature categories this season! We wanted to create a broad range of boardshorts, specifically, that will make girls want to get in the water and surf! We are also going after the flip flop and beach pant in a big way as they are both iconic components to creating the ultimate beach look.

Is the brand adding an quick turn pieces or has it shortened lead times to get to market faster?

Summer: Our goal each season is to deliver trend right items to market at the appropriate time. We are constantly looking at ways to improve our lead times with our factories to ensure we get closer to market.

Where do you get your design inspiration for the younger teen girl?

Summer: My team and I spend a lot of time traveling and visiting places that our customer frequents: the mall, the beach, surf contests, concerts, etc. Blogs are also a great resource to stay current to market trends and the demands of the teenager.


See Page 2 for Randy Hild discussing Roxy's new marketing approach.


Previous 1 2 Next

Articles You Might Have Missed