For our series on what is in store for Spring ’17, we spoke with Marie Lauga, Global Head of Design for Roxy, and Kamila Pilwein, Americas Go-To-Market Director for Quiksilver/Roxy/DC Shoes.
Marie and Kamila shared what we can expect from Roxy for Spring, including a peek at key collaborations, two categories that are returning to the brand in the U.S., and what’s new with the continuing Roxy Pop Surf capsule.
What’s new for spring?
Marie Lauga: For spring we are launching our Sand to Sea concept. This is a fresh, surf-inspired line of wet-dry pieces fit for swimming, stretching, running and everything in between.
Kamila Pilwein: The sports market is crowded and competition is tough, but our connection to water is obvious and that’s our base for designing and marketing our fitness line. Like what we do with our Roxy Fitness events by inviting girls to join us for true sand to sea moments (run, SUP and yoga).
We have had an extremely positive response from consumers on our fitness events and the product line, and are looking forward to building on it all over the Americas next spring.
What is the most important product story?
Marie Lauga: We have two strong product stories. First, we are continuing with our Pop Surf capsule. This season’s Pop Surf collection evokes the mantra “Shades & Shakas” in daring-meets-carefree pieces for surfing and beyond. Designed for girls who want to stand out, prints in washed-out watercolors and sunset hues are counterbalanced with classic navy, while cheeky gold accents catch your eye and catch the sun.
Within Pop Surf we offer performance wetsuits in a variety of weights and fabrics, functional swimwear and, new for this season, tees, sandals and other accessories for a broader and richer blend of high fashion and high function.
The second key story for the Roxy brand in Spring 2017 is our Rock Retro Collection. This collection, which is inspired by our talented athletes and their untamed attitude to life, is a touch tomboy and a little bit rock and roll. The retro nostalgia comes through in high-waisted faded denim, fun scalloped shorts and vital inspired graphic prints. This is a “from the beach to the streets” story featuring apparel, swim and sandals.
How will you market it?
Kamila Pilwein: Pop Surf and the Retro Rock Collection will be supported by the classic marketing mix of digital and print media buys in core and mainstream media outlets, PR and trade marketing.
All campaign creatives showcase our girls in authentic moments that will be broadcast to our one-million-plus U.S. followers on social media. Furthermore, we'll see raw snaps of the daily lives of our riders, which will foster aware engagement from those that actually live and love our lifestyle. It will also be supported by a team of influencers who wore our product daily before we even collaborated with them.
What was the biggest hit of last season?
Kamila Pilwein: Swim did very well for us in Spring '16. We are performing well in all regions and channels.
Marie Lauga: And Swim was really our design focus last year, so we are excited to see a positive response to our new swim directions.
Anything else new with business?
Kamila Pilwein: We are getting the Kids and backpacks businesses back in the U.S., after those two categories were under license the past two years. In Kids we’re expanding our offering with a small active range -a collection of sporty, casual girl’s pieces inspired by fitness.
To open new distribution, we’re also relying on our partnerships and collaborations: the collection designed and developed with Courrèges will hit the floors soon. This sporty and right-on-trend capsule is inspired by the avant-garde style of Courrèges, a fashion house created in 1961 by Andre Courrèges, and combines quality clothing design and technical reliability, with an in-depth knowledge of technical wear from Roxy.
We are proud to partner with a brand that has contributed, as Roxy has, to changing the perception of women (Andre Courrèges was the inventor of the miniskirt) and enhancing their natural beauty.
Additionally with partnerships and collaborations, we are also expanding the “enjoy & care” offer we do with Biotherm, a skincare company owned by L’Oreal, and we are working on some other new projects for the future seasons.