Marketing Strategy

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Marketing Strategy Target Market When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the…show more content…
Roxy is continuing to create new products and lines that give greater freedom to tailor its products to meet the needs of specific market segments. Roxy offers a wide market mix including swimwear, active wear, accessories, hard goods and snow wear. Roxy was born in the water; initially a swimwear line, it debuted in late summer 1990 with immediate success in swimwear sales. The following year, Roxy introduced a sportswear line that brought in sales of over $1 million. With such success, the Roxy brand continued to expand, offering a denim line and snow wear accessories in 1992. Then in 1993 the Roxy brand came up with an innovative idea, a women’s board short. Offering fit and flexibility while still managing to be feminine, the women's boardshort was an innovation that forever changed the women's surf market. It was also the perfect example of what the Roxy brand had originally set out to be, an authentic surf brand solely for girls. Accessories and eyewear joined the mix in 1995; footwear, watches, and Roxy Girl, a line for girls aged 7-16, emerged the following year. A snow line including outerwear and accessories was added in 1997, along with Teenie Wahine, Roxy's children's line. 1999 was a big year for Roxy regarding product expansion; jewelry, bags, backpacks, travel accessories, skate gear, and Roxy Room (a line of bedding, lamps, and posters) were added in the mix. A full line of snowboards and snowboard boots was introduced in 2003,
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