Challenge: Roxy is a unique brand in the action sports industry. A surf-based offshoot of Quiksilver, Roxy was introduced in 1990, offering swimwear and sportswear to the women’s surf market. In 2003, Roxy introduced a full line of snowboards. Writing for Roxy Snow presents the challenge of appealing to core consumers and more serious snowboarders without alienating Roxy brand loyalists or the casual snowboarder. For the 2013/2014 season, I worked with the Roxy Snow brand manager to develop a tagline and related story that would aid in branding the line for the season. My contributions to this year’s catalog included updating board and binding copy, writing product descriptions for new products, and writing a new intro for the eco section.
Solution: We developed “Dedicated to You” as the tagline for the 2013/2014 season. The intro for the catalog highlighted the tagline and further developed the story. I emphasized Roxy’s dedication to supporting women in boardsports and their focus on providing quality, technical gear and apparel that’s designed specifically for women, while reminding women of all levels why they snowboard. When writing product copy, I focused on tailoring taglines and product descriptions to emphasize both the technical merits of the products, the type of riding the products are suited for, 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 or intermediate boards, such as the T-Bird, I still highlight technical details but also focus on the softer elements like progression and having good days at the mountain.