SIMA: Tickets on sale for 12th Image Awards show on Feb. 12.
PROCOPIO: Seminar 1/31 at Snow Show on IP strategies.
Details on Industry Insight.
I talked the other day with former Quiksilver veteran Randy Hild, who left the company recently after nearly 20 years.
Randy helped pioneer the women’s side of the industry, and for a long time lead marketing for Roxy.
Randy was working for the swim brand, Raisins, when Quiksilver acquired it in 1993. After the acquisition, he focused on Roxy full time.
I talked to Randy about his time at Roxy, where he thinks the industry is headed and what’s next for him in this new chapter, which includes continuing to consult with Quiksilver on special projects.
Going forward, what excites me is the ability to continue my great relationship with the Quiksilver family. I’m working with Bob (McKnight) on some new creative partnerships and ideas, and we are thinking outside of the box.
Some ideas we’ve already worked on are the headphones with JBL, the Cynthia Rowley line of fashion wetsuits. You’ll begin to see more of these ideas.
I'm also working on the development of two brands – one will launch this summer. The excitement of starting a new brand reminds me of the early years of Roxy.
I think there is tremendous opportunity in this great market we are in. Look what came after the development of Roxy – the growth of sandals, shoes like Toms and Olukai, even Moskova for undwear and Stance for socks are now sold in a surf shop. Who would have thought?
I think we’ll continue to see growth in the better men’s category with brands like Quiksilver’s Waterman Collection, Hobie by Hurley, and Billabong’s Honolua.
I think if you bring an exciting idea to market, with design integrity and unique marketing, there is room for it.
I became the sales and marketing director in 1993, and it was very small. Coming from Raisins, we brought a women’s mindset to the business instead of just guys doing it.
We stumbled onto the boardshort thing in 1994, the same year Lisa Andersen won the world title.
Women at the time were buying men’s boardshorts, and sometimes even boys’ boardshorts. We saw it in Hawaii, Bob noticed it first, and said, “Shouldn’t we make boardshorts for women?”
Some recent Roxy ads showed the fun in the sun vibe the brand is known for
We asked Lisa, and she said, “Of course I’ll wear those.” We already had the fabrications and manufacturing (from the men’s business). We decided to put the peddle to the metal and put some resources behind it.
Soon, we had adds in Seventeen Magazine, a contest in Hawaii. By the time the industry saw it coming, we were so far down the path it took a while for them to catch up. Now, of course, we have great competitors.
See page 2 for Roxy's early days marketing, Randy's Quiksilver memories