Roxy Global GM on Rise of Roxy Snow
Roxy Outerwear has been on fire for a few seasons now, several retailers have told us.
In North America, the strongest-performing region, the snow business is up 26% year-over-year, according to Roxy Global General Manager Emilie Souvras.
We checked in with Emilie to find out about the big Roxy product stories that are currently in the market and how Roxy is telling those stories, both to consumers and on the retail floor.
What are the big stories Roxy Snow is telling this season?
Roxy Global General Manager Emilie Souvras: Within the collection there are three main capsules – Premiere, Torah Bright Edition and POP Snow.
ROXY Premiere is our pinnacle story. With this collection we’re really mixing the trends we’re seeing with great innovation. Engineered to battle the cold, this ROXY Premiere Collection introduces the Warmlink Technology, which was rewarded by an ISPO Gold Award in 2019, to make the harshest conditions feel like a day at the beach. Internal heating panels keep the warm in and the cold out, while sophisticated styling ensures that you’ll feel and look good from the top of the hill to the bottom.
Designed by snowboard icon Torah Bright, this winter’s Bright edition is getting a lot of traction. Torah wanted a jacket that embodies the retro athletic trend and of course with all the technology you need to ride in. To complete the look, we are pairing it with a high-waisted softshell, fashion-forward and functional bib.
The ROXY POP Snow Collection is where we play with brighter colors and bold designs. The pops of pastel and rainbow detailing combine on a fully taped and insulated jacket and with form-fitting modern lines on a sleek skinny pant that has a hint of stretch for freeride freedom.
Those three key stories all feature our exclusive HydroSmart technology, an organic moisturizing formula that keeps your skin happy even in freezing temperatures.
Our entire snow line has also been created with sustainability in mind to ensure that the mountains we all love and enjoy will continue to awe and inspire for generations to come.
What methods is Roxy using to tell those stories?
Emilie Souvras: ROXY Snow is being amplified across a broad, yet targeted marketing communications strategy.
We kicked the season off with a focus on digital communications that help reach new and existing consumers and familiarize them with the collection. Social helps play a key role in showcasing each story via talented ROXY athletes as well as everyday riders.
We put a strong focus on mountain activations. Across all regions we host athlete, influencer and media events to showcase the collection where it shines best. These events have a specific focus on launching the Premiere collection, allowing tastemakers to experience firsthand the benefits of the warming technologies.
ROXY also hosts a series of “Make Waves Move Mountains” events in the snow to encourage more girls to go ride.
The collection is also supported through an array of trade marketing assets that were captured in Zillertal Arena, Austria.
Are you connecting those stories to retail?
Emilie Souvras: Yes, we are providing all our key partners with seasonal assets and all of them in every channel of distribution do an excellent job highlighting our product and marketing stories through digital and in-store support.
Also this season, to support sell-through of our new Premier capsule, we offered every retailer who ordered this jacket in North America a gift with purchase – a Roxy-branded Skullcandy power bank. The response has been phenomenal and sell-through extremely strong. Innovation is important to Roxy Snow and we will continue this story for next season.
Any special projects with Roxy athletes? How are you connecting the athletes with consumers and with product?
Emilie Souvras: The Roxy team is always up to something and this winter doesn’t disappoint. Two-time Olympian and UK snowboarder, Aimee Fuller, has been literally running full speed ahead promoting her documentary, “Running in North Korea.” The piece follows Aimee through both a physical and mental challenge, running her first marathon in the isolated and controversial country of North Korea.
Lena Stoffel, our German free skier, celebrates the mountain and the wave in her new film “Circle of the Sun,” with a frozen arctic surf at dawn, powder rides at sunset, and northern lights to bring it all home.
And lastly, to further celebrate Roxy’s sustainability initiative, Roxy is proud to partner on two-time Olympic medalist, Torah Bright’s film feature, “Mountain Adventure: Out of Bounds.” It’s an IMAX, 3D experience following Torah, and fellow riders, Sammy Carlson and Jeremy Jones as they explore the world’s longest chain of mountain ranges from Antarctica to Alaska, in an effort to better understand our mountain ecosystems.
The film will be featured in theatres worldwide and Roxy has already begun promotion via a global film tour to celebrate with Torah’s biggest fans and followers. The movie recently debuted at a packed premiere in Seattle, Washington in partnership with key retailers such as evo, REI, Nordstrom and Zumiez. Look for many more stops to come worldwide.
Are there certain regions of the world where Roxy Snow is particularly strong right now?
Emilie Souvras: Our snow business is quite strong globally but it’s in North Americas where it has been the strongest lately. In this region, our snow business is up 26% year-over-year.
Key account door growth has been one driver of our success. E-commerce and specialty channels also grew significantly year-over-year.
Our appeal to a broad range of skiers and snowboarders sets us apart. We make great product for all winter sports participants. Our prints, technical attributes and strong sustainability stories continue to distinguish us from the competition.
We believe this growth is also due to listening carefully to our customers’ needs. They provide clear, consistent insight into what the consumer is looking for with price points and feature sets.
Are there certain categories that are preforming particularly well?
Emilie Souvras: All categories are performing well, but snow jackets remains the number one category in terms of revenues generated. Outside of snow jackets we’ve been very successful these past seasons with our bibs as well as our snow layers and snow accessories. And our kids’ snow business has been strong as well.
Is Roxy making a bigger push into the ski market in the U.S.? If so, how?
Emilie Souvras: Skier participation in North America is on the rise and we are leveraging the success we’ve had in Europe with our ski silhouettes. We’ve seen success with fashionable and functional ski styles like the Rising High Pant and the Torah Bright Bib, which work great for skiers and snowboarders.
Our silhouettes are feminine, technical and offer something for everyone.