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8 k S y x Ro 2014 s/s


1.


CONTENTS 3-4 Brand Analysis 5 Customer Analysis 6 Opportunity Statement 7 Why 9 Concept 10 Colorways

11-12 Product Line Offering

14-21 Line Sheet 23 End 2.


R O X Y:

Born in 1990, Roxy was Quiksilver’s solution to the lack of support of female surfers in the industry. At a time when girl’s surfing was still a little shakey, Roxy came out with it’s first swimwear line. In 1993 the heartshaped logo was born as well as the iconic women’s boardshort.In 1994, Roxy welcomed it’s first Roxy surf team member, Lisa Andersen. Roxy is now one of the most influential and respected pro team in women’s surfing. After the success of their swim line with surfers and non-surfers alike, Roxy expanded into 7-16 girls apparel, snow gear, streetwear, shoes, softgoods, jewelry and skate. This $400 million brand appeals to hardcore surfers and aspirational customers because all of these women embody the Roxy tagline:

“DARING•CONFIDENT•NATURALLY BEAUTIFUL•FUN•ALIVE: ROXY” The Roxy girl is one who may or may not live by the water, but always carries the California spirit in her heart. She is a naturally beautiful girl who lives in the moment and takes advantage of everything that life has to offer. She is a free spirit who is up with the sun and takes pleasure in the simple things in life; roadtrips, catching the perfect wave, sand between your toes, the smell of a bonfire and longboarding down the boardwalk. She is young, free and in love with the world around her.

4.


Dalla s:

Dallas is 10 years young. She spends her free days basking in the warm Eureka, California sun, tagging along with her big brother and eating veggie tacos with extra cheese. Dallas loves being outside and taking in all of the beauty of her coastal town. Lately, she has been interested in skateboarding. After watching her brother and his friends do tricks in the street, Dallas is ready to give it a shot. Dallas’ sunny attitude and go anywhere syle mean that she needs gear tailored towards her and clothing that is not only fun to wear, but is also functional. Bright colors to match her personality, playful graphics and easy to care for fabrics make Roxy skate gear a perfect fit for her. Dallas is optimistic, outgoing, and enjoys challenges. Maybe she is not always so sure of herself, but her redeeming quality is that she is always game to tr y something new.


ROXY O P P O R T U N I T Y: Street and protective skate gear for sizes 7-14.

Roxy is a pioneer brand when it came to women’s surfing, played a huge role in redefining snow gear and still continue to be the first fully dedicated women’s surf line. Roxy is lacking in one area; Skate. Most female surfers and snowboarders are already skating and longboarding, why not appeal more to this market? Specifically, why not appeal to the market of young skaters, girls who are just starting out? Skating has been a boys club for such a long time, why not use one of theindustries most influential brands to encourage and appeal young girls who are just starting out? 6.


W H Y: The Roxy girl that I would be targeting would be between the ages of 7-14. This young group of girls/teens is under fire from our society. The rampant girlie-girl culture, distorted body image and our culture’s continual obsession with beauty over substance; all of these things continually eat away at young girls and women. Is skating the answer? No, not necessarily, but encouraging these girls to go out and do something they have never tried before, or something that someone told them they couldn’t and then to succeed, that is the most important factor to building self esteem. Products must be able to grab the attention of any young girl. Bright graphics, gear tailored towards her and clothing that is not only fun to wear, but is also functional. This Roxy girl is optimistic, outgoing, and loves challenges.


C O N C E P T • C O L O R WAY S • F A B R I C S 8.


C O L O R WAY S • F A B R I C S

MOON

ASPHALT

87% Nylon/ 13% Lycra

S PA C E

GRAPE

100% Viscose geometric fineguage knit

DUSK

SKY

93% Bamboo/ 7% Lycra

SEA

SUMMER

98% Organic Cotton/ 2% Spandex

SPRING

SUNNY

70% bamboo 30% organic cotton

SHERBET

SUNSET

D AW N

BUBBLEGUM

S T R AW B E R R Y

67% bamboo viscose/30% organic cotton/ 3 % spandex.

87% Nylon/13% Spandex Jersey

10.


ROXY


PROTECTIVE GEAR Functional and fun, these protective pieces are perfect for any young girl in need of knee and elbow pad protection. Specially molded polyurethane pads are sewn onto the knee and elbow joints of these garments and topped with Aramid, one of the hardest to rip fabrics in the world. Garments that play as hard as you do.

13.


RILEY UTILITY PANT Material: 87% Nylon/13% Lycra, 98% Organic Cotton/2% Spandex Twill, Aramid Colorways:Spring and Summer Sizes: S, M, L, XL Price: $70 24 SKUs

RILEY UTILITY PANT Material: 87% Nylon/13% Lycra, 98% Organic Cotton/2% Spandex Twill, Aramid Colorways:Spring and Summer Sizes: 7, 8, 10, 12, 14, 16 Price: $70 36 SKUs

14.


EVI 3/4 SHIRT Material: 87% Nylon/ 13% Lycra, Aramid Colorways: Strawberry, Spring, Sea, Space Sizes: S, M, L, XL Price: $55 32 SKUs

EVI CAPRI PANT Material: 87% Nylon/ 13% Lycra, Aramid Colorways: Strawberry, Spring, Sea, Space Sizes: S, M, L, XL Price: $60 32 SKUs

15.


EVI SHIRT Material: 87% Nylon/ 13% Lycra, Aramid Colorways: Strawberry, Spring, Sea, Space Sizes: S, M, L, XL Price: $65 32 SKUs

EVI TIGHT Material: 87% Nylon/ 13% Lycra, Aramid Colorways: Strawberry, Spring, Sea, Space Sizes: S, M, L, XL Price: $70 32 SKUs

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STREETWEAR Eco-friendly, easy to care for garments that are perfect for any young girl on the go. Comfort and versatile style make these pieces go-to items.

17.


HARLEY DROP SLEEVE Material: 70% bamboo/30% organic cotton Colorways: Sky, Moon, Pavement Sizes: S, M, L, XL Price: $38 12 SKUs

MARCI BOXING SHORT Material: 67% bamboo viscose/30% organic cotton/ 3% spandex. Colorways: Summer, Sky, Sunset, Dusk Sizes: S, M, L, XL Price: $46

18.


KELLI STRIPED BOATNECK Material: 70% bamboo/30% organic cotton Colorways: Spring/Dawn, Sea/ Sky, Summer/Dusk, Sunny/Dawn Sizes: S, M, L, XL Price: $34 16 SKUs

CODI SLIM SWEATPANT Material: 87% Nylon/ 13% Spandex Jersey Colorways: Dusk/Strawberry, Moon/Summer Sizes: S, M, L, XL Price: $42 8 SKUs

19.


JEN SHORT-SLEEVED HOODIE Material: 67% bamboo viscose/30% organic cotton/3 % spandex. Colorways: Spring/Strawberry, Sky/Asphalt Sizes: S, M, L, XL Price: $50 8 SKUs

SHELIA CUT-OFFS Material: 98% Organic Cotton/ 2% Spandex Twill Colorways: Dawn/Sea, Spring/Moon, Sherbet/Bubblegum, Summer/Dawn Sizes: 7, 8, 10, 12, 14, 16 Price: $48 24 SKUs

20.


AMANDA SKORT Material: 87% Nylon/13% Spandex Jersey Colorways: Sunny/Sea, Spring/Dawn Sizes: S, M, L, XL Price: $38 8 SKUs

SCOUT PRINTED TEE Material: 70% bamboo/30% organic cotton Colorways: Sunset/Sea, Spring/ Space, Strawberry/Sunny Sizes: S, M, L, XL Price: $30 12 SKUs

TAYLOR SCREENPRINT TEE

21.

Material: 70% bamboo/30% organic cotton Colorways: Donut Pavement, Feather Sea Sizes: S, M, L, XL Price: $30 8 SKUs


LIZZIE STRIPED TUNIC Material: 100% Viscose geometric fine-guage knit Colorways: Strawberry/ Bubblegum/Spring/Space Sizes: S, M, L, XL Price: $48 4 SKUs

JACKIE ANKLE ZIP LEGGINGS Material: 87% Nylon/ 13% Spandex Jersey Colorways:Spring, Sherbet, Strawberry, Space Sizes: S, M, L, XL Price: $28 16 SKUs

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S E E YA ! Lauren Freese • Fashion Design, Athropology freeseln@mail.uc.edu • 641.831.9008


RoxySk8 Clothing Line