Roxy
How Roxy’s “Style Squad” Helps Keep Their Brand Ahead of the Game
Roxy, a global designer, producer and distributor of some of the world’s trendiest urban and watersports-related clothing and accessories, needed a way to connect with teenage girls on an ongoing basis to help produce, design and advertise their clothes. Roxy decided to find style mavens – girls who are the trend-setters amongat their peers – and instead of doing ad-hoc focus groups of 20-30 girls, they created an online community of over 900 girls.
Roxy’s online community -christened the Roxy Style Squad- has over 900 girls ranging anywhere from 13 to 23 years old. Each girl was handpicked from retail stores across North America. To entice the girls to join the community, Roxy offered the girls the exclusive privilege of providing direct feedback on new clothing as well as the added incentive of getting special discounts on Roxy products. Every girl who joined the panel also received a welcome package that included the latest clothing designs.
Jennifer, Roxy’s Community Manager, saw the benefits of the Roxy Style Squad online panel by the immediate responses to surveys and deep and engaging conversations they were able to have with their target audience about the brand and its products. She knows that if she puts out a question on the message board or an in a survey, she’ll get responses instantaneously. There are over 300 active members churning out comments, feedback and just their own insights and ideas at a constant rate.
As always, Jennifer always has all the data to back up the decisions her internal stakeholders make on products, design, advertising or marketing. Overall, the Roxy’s online panel has not only assisted in providing a deeper characterization of girls who enjoy the Roxy brand, but has acted a welcoming portal for developing and maintaining life-long, repeat buyers.
Benefits of an Online Advisory Community to Roxy:
- Trend spotting with target audience
- Results visible in real-time
- Quick quantitative or qualitative research
- Target audience available to all departments within the company
- Active brand ambassadors
Roxy Uses Their Online Advisory Community for:
- Trending, specifically for designers
- Advertising testing
- Marketing
Don’t Take Our Word For It…
“Sparq [Vision Critical’s community management system] is so easy, it’s been no problem at all to learn the tool. The system is very self-explanatory. If I ever have specific questions, I call tech support and get the answers I need.”
- Jennifer Andrews, Manager of Roxy Style Squad Panel
