Roxy Hardgoods Catalog for 2012/2013
Client: Roxy Snow
Challenge: Writing for Roxy presents a unique challenge in the action sports industry. Quiksilver introduced Roxy in 1990, offering women’s swimwear and sportswear to the women’s surf market. In ’93, Roxy boardshorts were introduced and quickly became a must-have item for teen girls (I definitely had multiple pairs). In 2003, Roxy introduced a full line of snowboards. However, due to their surf (read: non-core) beginnings and skew toward a younger consumer, writing for Roxy presents the challenge of getting past the Roxy stigma and appealing to core consumers and more serious snowboarders without alienating Roxy brand loyalists or the casual snowboarder.
Solution: When writing the copy for the 2012/2013 boards and bindings, I focused on drafting new taglines and product descriptions that would emphasize both the technical merits of the products and the reason that people snowboard, such as having fun with friends. Each product description was tailored to the target market specified for each board. For the higher-end, more technical boards such as the Eminence, I included more snowboarder-specific language, highlighting terrain types and specific activities the board is built for, as well as technical features of the board. For the beginner boards, I still highlight technical details but also focus on the softer elements like fun, adventure, and having good days at the mountain.