Challenge: Roxy has a unique position 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 encompass the focus of the line. Additional contributions to this year’s apparel catalog included updating fit copy, writing an intro for the color story, writing intro paragraphs for each apparel and accessory collection, and writing taglines for products that played off product names.
Solution: We developed “Dedicated to You” as the tagline for the 2013/2014 season. The intro paragraph 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 apparel and accessories that are designed specifically for women, while also reminding women of all levels why they snowboard. For each apparel and softgood collection, I wrote a tagline that presented the theme of each collection and an intro paragraph that communicates the style aesthetic of each collection in the playful Roxy voice while highlighting valuable technical details and selling features.