Quiksilver Heat Vest
    LATEST NEWS
 - Australian season underway with Breaka Burl...
 - Bethany Hamilton re-signs contract with Rip...
 - Live TV: Kai Lenny talks story at the Surfe...
 - Damien Warr nabs biggest wave for Oakley aw...
 - Big Time: Kelly claims his fourth Laureus A...
 - Video: premier épisode de la nouvelle série...
 - Video: Closeup & barreled with Kalani at Pi...
 - Atlantic Surfing Fed names competition dire...
 - BIC Sport & Shopatron partner in eCommerce ...
 - After year of absence Quiksilver Goodwave r...
 - Surfest wildcards to be dealt through trial...
 - Fanning fighting fit for Quiksilver Pro thi...
    WORLDVIEW
Turtle Bay Resort
    CULTURE
    OUTPOSTS
Moskova
Surf Fanatics Pictures in the news
    FEATURED VIDEO
    DIRECTORIES
 
Shapers Camps
Schools Jobs
 
    CALENDARS
 
 
 
 
 
Get the Surfersvillage iPhone app
Poll
Will the Vans Triple Crown winner be from?
USA ?
Brazil ?
Hawaii ?
Europe ?
Africa ?
Australia ?
    View Results
    SERVICES
    NEWS SERVICES
Pictures in the News
Liquid DVD Natural
Surf  Panama Liquid DVD
   WIN STUFF CORNER
Surf Aid
Turtle Bay Resort
Videos       News-Alert        Newswire        Directories                  
Surfersvillage TV Channel
Julian Wilson
Makua Rothman Pipeline 2005
Luke Landrigan, Lanuza, Philippines
World Surfing Reserve Gold Coast

                    Event Webcasts
 
   Live | : Hang Loose Pro Prime | Video
   Live   : Breaka Burleigh Pro 4* | Video   
    
 
          SVTV videos     Joli / WJSC

                           WSR GC


     

  Africa     Australia     Brazil     Europe     Hawaii     USA     Industry     Int'l     Newswire  
Make a comment Print the news: Roxy + Cynthia Rowley = foray into upscale distribution Printer friendly Send to a friend
Roxy + Cynthia Rowley = foray into upscale distribution
 




Industry News

Rowley designs 40-piece surf-inspired collection

Surfersvillage Global Surf News, 20 November, 2009 : - - In October, Roxy announced a three-year partnership with New York–based fashion designer (and avid surfer) Cynthia Rowley. Rowley, whose high-end designs sell in upscale retailers and her own stores, designed a 40-piece surf-inspired collection for the Huntington Beach, Calif.–based girls’ line—and in doing so helped open the door for Roxy’s next level of reinvention.

Randy Hild, Roxy’s executive vice president of marketing, said the collaboration with Rowley marks Roxy’s first foray into an upscale distribution channel and is indicative of the brand’s future direction, certainly in styling if not in price point. “Roxy is becoming a little more fashion-forward. Having our product in Barneys helps us introduce a new customer to the Roxy brand,” he said.

Roxy, which was launched by the surf giant Quiksilver in 1990, is a $400 million lifestyle brand that until recently had focused on beach-loving girls ages 7 to 19.

Now, in addition to the Rowley collaboration, Roxy is making a subtle but important shift in its image going forward thanks to a new head designer. Summer Rapp, the designer responsible for the Quiksilver Women’s line, which has earned kudos amongst contemporary retailers and fashion press alike, has taken over the design for Roxy as well. Rapp, a former assistant at Roxy years ago, has a great understanding of the Roxy customer, Hild said. “So we put her in charge of both brands.”

With Rapp onboard, Roxy retailers can expect more fashion-forward pieces with contemporary styling as early as the Summer 2010 season. The impetus for the move is spurred by the Roxy customer herself, Hild said.

“Our audience is still that 17- to 19-year-old girl, but that girl’s awareness of fashion has changed in the last five years,” he said, thanks to a fast and furious flow of information courtesy of blogs and online tastemakers. In earlier years, girls relied on more-static sources for fashion information, such as teen magazines and television.

Speaking at a recent event, Iris Yen, Roxy’s director of communications and public relations, said a key directive of the brand in 2010 will be focusing on reaching out to the fashion industry’s latest tastemakers—bloggers. Roxy’s fashion, in turn, will reflect some of the fashion trends blazing through cyberspace. “We want to be more fashion relevant. It’s definitely a conscious effort,” Hild said.

Read the full article at Apparel News.net

What's your take on this?
Post your thoughts: SV Forum

New Survey: Map Surfing’s future 

More USA/Cen Amer. surfing news available here
Check the latest West Coast Surf Reports and Forecasts

New! B2B News ASBE-Surf   |  Receive News-Alerts

Source: Apparel News

Industry - Surfersvillage




Surfersvillage iPone app download


  VIEW-it: 2011 BEST surfing VIDEOS collection


Turtle Bay Resort


   What?   Tidal Fantasy  |  Stretch A Freak 
 


SV Surf Camps


Preview Surfing Yearbook | Surfers Survey


Surf Fanatics

Podcasts Newsfeeds Galleries
Email SV TV coming soon Mobile
ABOUT US   |    COPYRIGHT   |    DISCLAIMER   |    PRIVACY   |    LINKS   |    SITE MAP
Surfing Euskadi