Roxy Visual Strategy Guide—GR604 Student Project

T HE VISUAL ST RAT EG Y G UIDE

T HE VISUAL ST RAT EG Y G UIDE

TABLE OF CONTENTS 01 Where We Were

02 What We Stand For

Brand Overview

New Vision

Brand History

New Verse Our Audience Our Future Our Competitors

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CHAPTER 01 WHER E W E W ER E

C HA PT ER 0 1 W HER E W E W ER E

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Where We Were Brand Overview History Timeline

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CHAPTER 01 WHER E W E W ER E

BRAND OVERVIEW

Roxy is a global lifestyle brand, offering products for every aspect of the active girl’s life. From handbag to Henley, wetsuit to tide watch. Roxy is dedicated to supporting women and girls in their love of surfing and beyond. Roxy is and always has been about inspiring female athletes of all levels to be themselves and to participate and compete in the sports we all love. Roxy has sponsored 42 Women’s ASP championship tour events since 1991 and have continuously worked to build on and enhance those efforts year on year. They have helped raise the level of visibility for women’s performance sports and encouraged sports enthusiasts around the world to watch and support women’s surfing and snowboarding in increasing numbers.

B R A N D OV ERV IEW

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CHAPTER 01 WHER E W E W ER E

B R AN D OVERVIEW

IF YOU LOOK AT THE MEDIA COVERAGE AND SURFING MAGAZINES, THE ONE THING THAT REALLY STANDS OUT IS HOW HARD IT IS TO FIND A PHOTO OF A GIRL IN A MAGAZINE UNLESS IT’S AN AD. IT’S KIND OF STRANGE, STILL TO THIS DAY. YOU SEE THESE GREAT LOOKING GIRLS SURFING SO WELL THAT ARE AMAZINGLY TALENTED... THEY ARE FINALLY THE TOTAL PACKAGE. — LISA ANDERSEN

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HISTORY TIMELINE

CHAPTER 01 WHER E W E W ER E

HISTOR Y T IM EL IN E

1991

1993

1995

1997

Now

1990

When Alan Green and John Law, the founder of Quiksilver decided to start a women’s line in 1990, it was a gutsy move. Female surfers, despite their achievements in and out of the water, hadn’t drummed up nearly the notoriety nor the community that guys had long enjoyed.

1992

The year saw continued expansion of the brand with a new denim line and key snowwear pieces.

1994

Another major milestone for Roxy: Lisa Andersen, then the reigning ASP Female World Champion, became the first member of the Roxy team.

1996

Footwear, watches, and Roxy Girl, a line for girls aged 7-16, emerged in 1996. Roxy enjoyed its New York Fashion week debut at The Girl’s Rule Show, and the brand was nominated for The “California Rising Star Award” for design innovation and excellence.

2003

The new millennium has brought an exciting and eclectic evolution of Roxy, with a full line of snowboards introduced and produced in partnership with industry innovator Mervin Manufacturing. Next year, Roxy has a series of all-girls pro snowboarding events, debuted in Innsbruck, Austria and Park City, Utah.

A Roxy sportswear line was introduced, and that too prospered, with sales of over $1 million.

Roxy was on a serious roll. The ever popular Roxy logo was born, a heart-shaped crest adapted from the recognizable Quiksilver logo.

A Roxy-branded professional event was a natural progression from team sponsorship, and thus the first annual Quiksilver/Roxy Women’s Pro Surfing event was born.

A snow line including outerwear and accessories was added, along with Teenie Wahine, Roxy’s children’s line. By the end of 90’s, Roxy had become the brand for girls everywhere, enjoying mass-market appeal without losing its core audience.

Roxy is now a global lifestyle brand, offering products for every aspect of the active girl’s life.

From handbag to Henley, wetsuit to tide watch, the key ingredient of our products is that inimitable Roxy spirit. “Daring, confident, naturally beautiful, fun, alive: Roxy”.

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CHAPTER 01 WHER E W E W ER E

WINNING IS EUPHORIC, BUT IT LASTS A SHORT TIME. YOU’VE GOT TO LAP IT UP, THEN MOVE ON TO THE NEXT THING. I THINK I’VE KEPT WINNING BECAUSE I HAVEN’T ATTACHED MYSELF TO PAST SUCCESSES. — STEPHANIE GILMORE

C HA PT ER 0 1 W HER E W E W ER E

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CHAPTER 02 WHAT W E STA N D FOR

C HA PT ER 02 W HAT W E STA N D FO R 19

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What We Stand For New Vision New Verse Our Audience Our Future Our Competitors

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CHAPTER 02 WHAT W E STA N D FOR

NEW VISION

Encourage girls to actively chase down tough challenges and venture beyond.

N EW V ISION

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NEW VERSE

DARING Encouraging female to be daring in achieving their goals and to be themselves.

CONNECTION Building the connection between human and nature is one of the goal of Roxy.

NATURE Making people be aware of the beauty of the nature.

CHAPTER 02 WHAT W E STA N D FOR

N EW V ER SE

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CHAPTER 02 WHAT W E STA N D FOR

OUR AUDIENCE

The general characteristics of our audience are:

ACTIVE NATURE-LOVING ADVENTUROUS EXPLORING CONFIDENT POSITIVE

OUR AUDIEN C E

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CHAPTER 02 WHAT W E STA N D FOR

The Barista

Yi Ting Huang Yi Ting Huang loves to converse and share stories with others, and she believes communication is the most important thing in the world. She’s passionate about trying new things, and she believes everything is worth a try.

Gender Female Age 27 Occupation Barista Outdoor Activity Three days a week From Taiwan

1 She always chats with customers in the cafe because she loves to listen to their stories and share hers.

2 She’s a outgoing girl who loves to make new friends and is not afraid to try new things.

3 For her, she spends most of her time indoors working, and going to nature is her top choice for relaxation.

4 She loves sunshine a lot. Sunny days always puts her in a good mood for the whole day.

5 She met a new friend who is a fan of surfing, and she was invited to a surf competition.

6 There is a swimming pool in her apartment complex, and she goes to swim there every day in the summer.

7 She plans to travel all around the world by the time she is 30 years old.

OUR AUDIEN C E

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The Fitness Enthusiast

Stacey Connor Stacey Connor is a college student and fitness enthusiast. In college, she was over weight, and her classmates always laughed at her.

It also caused some disease, and her body became worse and worse.

As a result, it provokes her into working out. After starting work out, she became more confident and healthy. She cares about her shape and diet more than before.

Gender Female Age 21 Occupation College Student Outdoor Activity Twice a week From San Bruno

1 She goes to gym more than five times a week not only she wants to have good shape but it can help her release stress.

2 She was really fat before, and it made her have bad experience and disease, so she cares her body shape now.

3 She prefer cooking to control ingredients, and she always check calorie if she must to eat out.

4 Sometimes she goes jogging in the park nearby her house to enjoy the sunshine.

5 She believes nothing is impossible if she insist to do.

6 Checking clothing material for her is essential because she thinks it’s important to wear comfortable during work out.

7 She doesn’t afraid people’s eyes any more since she becomes stronger and more confident.

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CHAPTER 02 WHAT W E STA N D FOR

The Saver in the Water

Claire Davis Claire Davis is a lifeguard. She cares about the security of her equipment because she has seen a lot of accidents happen. She is good at water sports, and it helps her to be aware of danger.

Gender Female 1 She has made a lot of friends, who love 5 Her dream is to have a house nearby a Age 32 outdoor sports, on the beach. They have beach, so she can go or a run by the sea Occupation become a community that organize outdoor every morning.

Lifeguard activity and invite each other sometimes.

6 Because she has seen lots of accidents hapOutdoor Activity 2 She always chooses the swimsuit with good pen, she cares about security a lot. She always Everyday stretch and recovery in case it effects her checks her equipment before she starts the From South Africa movement when she’s working. activity.

3 She takes a course on surfing twice a month so 7 Sometimes after work, she stays at the beach she can become one with the ocean. to enjoy the sunshine.

4 She loves to observe waves and high and low tide. It makes her feel close to the nature.

OUR AUDIEN C E

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The Young athlete

Aki Hamasaki Aki Hamasaki is a junior high school student. She loves extreme sports, and she believes that she can do as well as boys if she keeps practicing. She is good at surfing, which she learned from her dad who is a surfer.

Gender Female Age 14 Occupation Junior High School Student Outdoor Activity Everyday From Japan

1 She takes MMA (mixed martial art) once a week. Though she’s the only girl in the dojo, she loves it so much and believes that she can do as well as the boys.

2 She learned surfing from her dad when she was two years old, by doing tandems, grabbing her dad’s legs. This experience piqued her curiosity about extreme sports.

4 She calls herself a gymnast. When she’s not in the water she’s on the sand doing flips and being handstands.

5 Her second favorite extreme sport is skateboarding. She loves to explore and learn new skills.

6 Her favorite movie is The Little Mermaid, and she always imagines she is Ariel. That’s 3 Surfing makes her feel alive and look forward way she is super into water sport. to life because she feels a great sense of 7 Her dream is to be an Olympic surfer. achievement when overcoming challenges.

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CHAPTER 02 WHAT W E STA N D FOR

The Diving Instructor

Renaldi Basten Renaldi Basten loves the ocean which is his second home. He loves the Discovery channel since he was a child especially the topic about the ocean. From a young age, he could even recognize lots of marine organisms. In addition, she got certi- fied as a diving instructor in order to enjoy the feeling of being surrounded by the ocean.

Gender Male Age 25 Occupation Diving Instructor Outdoor Activity Five days a week From Indonesia

1 The wall in his room is full of pictures and posters about the ocean which he has been collecting for a long time.

5 He doesn’t use disposable tableware and plastic bag, and he always recycles very well.

He doesn’t want to pollute our environment.

2 Underwater diving always calms him down because everything under the sea looks slow and wonderful.

6 He tries to encourage his students to be active and how beautiful is the world.

3 He enjoys teaching people how to dives and sharing his experience. He hopes people can be more care about our nature.

4 He is a volunteer of Marine conservation to decrease the risk of pollution in the ocean as much as possible.

7 He concerns good brands for outdoor activities because he cares safety and quality. He wants to recommend good stuffs to his students.

OUR AUDIEN C E

The Sport Lover

Paulo GarcĂ­a Paulo GarcĂ­a is a sport lover, he loves all kinds of sport as long as he would be sweating. He wants to encourage his girlfriend to be more active, so they can have same interests and have more time to be together.

Gender Male Age 37 Occupation Designer Outdoor Activity Four to five days a week From Brasil

1 He loves the feeling of sweating. He feels that all the pressure disappear after he does sports.

5 Sometimes he drives out to the nature and stays for a while in order to have a breath of fresh air.

2 He encourages his girlfriend to go outdoor activities with him, so they can have more time to be together.

6 He loves to chat with others since everyone has different perspective of watching the same thing.

3 He plans a trip of camping, he wants to have natural time with his girlfriend and enjoy sunrise and sunset.

7 Travel and adventure around the world always inspires him to have lots of new ideas.

4 Chasing down the tough challenges makes him have a sense of achievement and become more confident.

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CHAPTER 02 WHAT W E STA N D FOR

The Home Geek

Sylvia Meyer Sylvia Jackson is a big fan of video games, and she can spend all her free time on it. She believes there is nothing outside that can be more interesting than video games. She’s a typical homebody that absolutely won’t go out if things can be done at home.

Gender Female Age 29 Occupation Engineer Outdoor Activity Never From New York

1 She pays close attention to news about game launches, and she always purchases games once they are released.

5 She always orders delivery no matter what kind of food or products since she doesn’t know how to cook and hates to go out.

2 Ever since she was little, her least favorite class is physical education because she hates sweating.

6 She makes a lot of internet friends in different countries through video games.

3 Her first thing she does when she gets home is turning on the computer.

4 She doesn’t like to meet new people or someone she’s not familiar with face to face, and it makes her feel uncomfortable.

7 Her dream is to be a professional video game player so that she can work at home.

OUR AUDIEN C E

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The Chef with Tight Schedule

Kayla Green

Kayla Green is a single mother of two children. Her husband passed away in a car accident. Cooking is her favorite thing, and she is a chef at a 4-star Michelin Restaurant. She works almost every day. Her dream is to own her own restaurant in the future. She prefers to do indoor activity in her free time.

Gender Female Age 40 Occupation Chef Outdoor Activity Twice a month From Boston

1 She has a super tight schedule. She works in the restaurant eight hours per day and only has four days off per month.

5 She keeps practicing cooking skills and explores new dishes in order to own a restaurant in the future.

2 Reading always calms her down. Sometimes she brings a book to the park. Lying on the grass under the sunshine is relaxing.

6 She picks up her children from her parents place after getting off work.

3 She gets up early to make breakfast for her children every morning because she wants them to have a balance diet.

4 She tries to take time out to accompany her children before sleep no matter how busy she is.

7 She tracks her spending every day to stay within her budget.

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CURRENT ROXY Sunshine Enjoy Casual

CHAPTER 02 WHAT W E STA N D FOR

OUR FUT UR E

ROXY

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FUTURE ROXY Challenge Tough Nature

CHAPTER 02 WHAT W E STA N D FOR

OUR FUT UR E

ROXY

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CHAPTER 02 WHAT W E STA N D FOR

CURRENT COMPETITORS

This category focuses on the companies that offer products as Roxy. They also have similar audience with Roxy, some of them are for active girls and other are for people who loves extreme sports.

Venus Venus is a true American business that began as a start-up in a college dormitory room in Florida. Their focus has been dedicated to fashion and fit.

LNDR The brand was created in 2015 to cater to a busy energetic city lifestyle. Where people want their clothes to transition through all the different aspects of their lives.

Koral Koral creates fashion-forward activewear designed to empower women to live, look, and feel her best.

Lorna Jane Lorna Jane is to empower women to live a life that they love through Active Living and the daily practice of Move, Nourish, Believe.

OUR C OM PET ITOR S

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Lululemon Lululemon makes technical athletic clothes for yoga, running, working out, and most other sweaty pursuits.

Dakine Dakine is an American outdoor clothing company specializing in sportswear and sports equipment for alternative sports.

Billabong Billabong International Limited is a surf company, primarily a clothing retailer.

Hurley Hurley is at the forefront of beach culture, providing clothing for the action sports and surf lifestyle.

Rip Curl Rip Curl is a major Australian designer, manufacturer, and retailer of surfing sportswear (also known as boardwear) and accompanying products, and a major athletic sponsor.

Volcom Volcom is a skate, swim, and snowboarding lifestyle brand that creates durable, stylish clothing and accessories for every occasion.

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CHAPTER 02 WHAT W E STA N D FOR

ADJACENT COMPETITORS

The competitors focus on the companies that offer services or products to active people who love exercise, adventure, outdoor activities, or nature.

Vans Vans is an American manufacturer of skateboarding shoes and related apparel, based in Santa Ana, California, owned by VF Corporation.

World Gym World Gym International is an American fitness center founded in 1976 by Joe Gold during the glory days of “Muscle Beach� in Venice Beach, California.

Johnson Outdoors Johnson Outdoors produces outdoor recreational products such as watercraft, diving equipment, compasses and navigational products, and outdoor clothing.

Cotopaxi Cotopaxi is a Certified B-Corp that creates outdoor products and events, and they give 2% of our revenue to alleviate poverty.

OUR C OM PET ITOR S

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Real Skateboards Real Skateboards is a San Francisco based company that was founded by Tommy Guerrero and Jim Thiebaud in 1990.

The North Face The North Face is an American outdoor product company specializing in outerwear, fleece, coats, shirts, footwear, and equipment such as backpacks, tents, and sleeping bags.

Columbia The Columbia Sportswear Company is an American company that manufactures and distributes outerwear, sportswear, and footwear. Columbia Sportswear also produces and sells headgear, camping equipment, ski apparel, and outerwear accessories.

Burton Burton Snowboards is a manufacturer of snowboards. The company specializes in a product line aimed at snowboarders: snowboards, bindings, boots, outerwear, and accessories.

Keen Keen is an American footwear and accessories company based in Portland, Oregon. Founded in 2005 by Martin Keen.

ARC'TERYX ARC’TERYX is a high performance outdoor equipment company known for leading innovations in climbing, skiing and alpine technologies.

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CHAPTER 02 WHAT W E STA N D FOR

ASPIRATIONAL COMPETITORS

The aspirational competitors focus on the companies that provide opportunities to audience to venture beyond.

Nike Nike is an American multinational corpora- tion that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.

Under Armour Under Armour is an American company that manufactures footwear, sports, and casual apparel.

Adidas Adidas is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories.

New Balance New Balance best known as simply New Balance, is an American multinational corporation based in the Boston, Massachusetts area.

OUR C OM PET ITOR S

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Title Nine Title Nine is a women’s apparel company that is evangelical about women’s participation in sports and fitness.

Levi’s Levi’s is one of the world’s largest apparel companies and a global leader in jeans.

They’re the purest wearable form of authentic self-expression. They bear the markings of life, the shapes of our bodies, the memories of our adventures.

Puma Puma is a German multinational company that designs and manufactures athletic and casual footwear, apparel and accessories, which is headquartered in Herzogenaurach, Bavaria, Germany.

Kappa Skechers is an American lifestyle and performance footwear company. Headquartered in Manhattan Beach, California, the brand was founded in 1992. Now the third largest athletic footwear brand in the United States.

Snow Peak Snow Peak is an innovator of outdoor apparel and gear. Snow Peak’s journey began in 1958 and been founded by Yukio Yamai in Japan.

Patagonia Patagonia is a designer of outdoor clothing and gear for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running.

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CHAPTER 02 WHAT W E STA N D FOR

CONCLUSION

The new Roxy has begun in the new mission, and we would like to invite you to stick around for the more information. The next book, we will explore various logos, wordmarks and research the color of the new brand. To the new brands have a new understanding and position.

C ON C L USION

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This book is a noncommercial project for educational proposes and is not intended to represent the Roxy brand.

Designer Nemo Liu Photography Unsplash.com Software Adobe Creative Cloud Typography Brother 1816 Athelas Binding Blurb.com