Roxy refreshes design, marketing for Spring 2011

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.

SUMMER RAPP

How is Roxy's design aesthetic evolving?

Summer: 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.