to Jessica`s Report about Roxy by Quiksilver

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jessica luong
Roxy’s logo
Roxy is a prominent woman’s surf brand created
by Quiksilver and is steadily growing as the years go by.
This surf brand started when Quiksilver, the brother brand,
decided to start a line specifically for women in 1990,
which was a gutsy move. Quiksilver is one of the world’s
largest manufacturers of surf wear and other sports such as
snowboarding. They are well known for their authentic surf
clothing for men and wanted to create a line specifically for
women and girls so it wouldn’t confuse the style and reputation
of the male brand they have already accomplished so far.
The idea of creating a surf line for women started as the
female surf market needed more recognition for their hard
work and achievements in the surf competitions. Quiksilver
thought that creating a women’s surf company would be a
great opportunity considering it has been untouched at the
time. Luckily, the occasion worked out as a huge opportunity
for upcoming female surfers that were starting to bloom in
their surfing career and deserved to be recognized. Just like
it’s brother brand that was born in the water, Roxy started
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out with a swimwear line that debuted in the late summer of
1990 and reached immediate success. By the next year,
Roxy introduced a new line for sportswear and also had
immediate success, with sales of over $1 million (“Roxy:
Help Desk”). The ever-growing company gained attention
by retailers and females alike with the fact that Roxy offers
an authentic women’s line of surf wear. By 1993, Roxy’s
ever-popular logo was born, which was a heart-shaped
crest adapted from their brother brand’s recognizable
Quiksilver logo.
I love that Roxy’s logo is interesting to look at
from far away and when viewing up close. The natural
shape of the logo is visually pleasing to the eye and has
Roxy
Quiksilver
an interesting shaped heart that is very distinguished and
different. The logo used most is a light blue heart-shaped
crest that consists of two Quiksilver logos reflected, giving
it the famous heart-shaped crest. Many people may not
realize that the clever logo consists of two Quiksilver logos
that created the heart-shape until someone mentions it. This
is also similar to the way FedEx designed their logo with a
secret arrow hidden between the “E” and “X” in the name.
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Roxy Surfboard
Although the FEDEX logo is simply
a sans serif typeface, the cleverness
in creating a hidden arrow in the
name is endearing. These little
design deceptions show customers
the quirky wit that went into creating
logos that are designed. Critical
concepts help designers and artists
alike in creating ambiguity in design
and art. The fact that Quiksilver’s
logo fits into a heart-shaped when
being reflected makes the Roxy
logo very charming and fun. Roxy’s
logo definitely got my attention after
realizing that the logo was simply
derived from two Quiksilver logos
being reflected into a heart.
Roxy uses the logo in many
different ways, such as placing
the heart-shaped crest inside of
a circle as the letter “O” in Roxy.
Their signature logo that they use
is placing the Roxy logo inside the
word “Roxy” as a substitution of
the letter “O.” They also use the
heart-shaped crest placed inside
of a circle as the brand’s icon
when using it on merchandise and
advertisement. Another way of their
design was turning the “X” into a
four-petal representation of a flower.
I believe that the heart-shaped crest
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Roxy snowboards
placed within a blue circle helps the logo establish a central
point. Viewers are not preoccupied by anything other than
a simple logo inside of a circle. Its focal point is directly in
the center of the logo with a pleasing color of blue that helps
remind you of their surf brand. Women and girls of all ages
can recognize the logo, as Roxy is easily recognizable for
its vivid color clothing and style.
Roxy has more than succeeded in setting out an
example of the Roxy and Quiksilver’s 1990 Annual Report
of “Fun, Bold, Athletic, Daring, and Classy” (Roxy: Help
Desk). Their clothes and brand certainly reflect off of
their surfing roots, motto and design. As Roxy manages
to keep their clothes feminine and flexible, it has made an
incredible influence to their designs to stay classy and fun.
Curvilinear lines and circles differentiate the brand to other
surf companies and influence many of the clothing designs
that Roxy carries. Their products range from accessories,
eyewear, footwear, watches, backpacks, bags, jewelry,
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Roxy boardshorts
Roxy athletix sportswear
snow wear pieces, and bedroom necessities.
“Roxy is
split among three size categories: Teenie Wahine, sizes 4
to 6x; Roxy Girl, sizes 7 to 16, and Roxy, junior sizes 1
to 13” (Jones). Just recently, Roxy launched a new active
wear line in Summer 2009, Roxy Athletix, for a slightly
older demographic that goes to the gym. They made this
line to get the older demographic to getting into a habit
of the fitness world with their more fashion-forward design.
Athletix is expected to ship four collections each year for a
total of eight deliveries as the clothes will still have a sense
of prints, colors and graphics used in Roxy’s other collections
(Barajas). Roxy Athletix has it’s own mature designs and fit to
their older demographic to please their needs of comfortable
and cute clothing for the gym or exercise.
One day on the beach, the Roxy crew watched the
surf as they came upon an idea of making women’s board
shorts. With Roxy’s fit and flexible women’s board shorts
that still managed to be feminine, it was an innovation
that forever changed the surf market for women. Along
with the board shorts innovation, it became a huge trend
among the surf community along with Roxy and women’s
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roxy jam surf festival
surfing. Suddenly, everyone loved the brand for what they
represented and their various line of products for girls of all
ages. I like that Roxy created a variety of product lines for
girls and women of all ages and demographics to relate to.
“Roxy is Quiksilver’s fastest-growing brand, accounting for
thirty-two percent of company revenues” (Jones). Just as
Roxy’s audience grew, so has its product line ranging from
accessories, footwear, sports wear, and boards. Their Roxy
Girl line, targeted for girls ages seven to sixteen, fits great
for the age range as for the clothing and style. There is also
a product line for babies and infants called Teenie Wahine.
I have personally seen this product line in person and think
that the clothes fit their target audience really well, including
the parents and adults that will be purchasing the products.
Even when the product line varies in age groups, their logo
remains the same with the different variations between the
pink and light blue logos.
Just like their logos, Roxy establish their fun, surf
lifestyle into their magazine advertisements and surf contest
promotion advertisements. The advertisements are colorful
and organic with several shapes and patterns that work
well together. The style used in each of their magazine
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Roxy magazine aD
advertisements influences my approach to graphic design
and problem solving. Because of my love of Hawaii,
surfing and the water, Roxy showcases all of those longings
in one brand. The atmosphere around Roxy’s magazine
advertisements, surf competition promotion advertisements,
and store has a strong sense of surfing lifestyle that they
intend to share with their loyal surfers. There have been
several instances that inspired me to create more designs just
by observing all of Roxy’s clothing, brand, logo, designs,
and product line. Their choice of colors for posters and
advertisements include warm tones, such as red, orange,
and yellow to grab the audiences’ attention. The vibrant
colors of the red, yellow, and orange keep the posters
dynamic and lively. Since the advertisements for Roxy’s surf
competitions are mainly during the summer, the warm colors
also help reflect the audience’s perspective of the warm
summer season.
Roxy had its first debut at The Girl’s Rule Show in
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quiksilver logo
1996 at New York Fashion Week, which was also the same
year the brand was nominated for an award. They were
nominated for The “California Rising Star Award” for design
and excellence. In 1999, while Roxy was still expanding
their product line even further, the brand knew they still had
more room to expand. The brand started expanding their surf
contests from California to countries including Australia, Asia,
Thailand, and Fiji, just to name a few. Surached Mungthong,
General Manager of QS Retail Thailand the sole distributor
in Thailand states the main purpose of holding the second
Quiksilver Thailand Surf Competition 2010 is to “expose this
genre of sport to a wider public, while act as a stage for
Thai surfers to practice their skill in international standard.
Announcing that surfing in Thailand is possible during June to
October of every year is part of the intention to help enhance
the tourism in the low season as well” (Phyket E-Magazine).
Expanding their surf competitions to other countries has also
helped the brother and sister brand receive more recognition
and market audience. The recognition by other competitor
brands or market audience can help the brand grow as they
are being exposed to the public around the world.
By the time the 80s came around, Quiksilver was
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already selling their brand line in Japan as well as their
product lines were being brought to Europe. “Through
the 90s and into the 21st century, Quiksilver and Roxy
solidified their brand authority in markets all over the globe.
Quiksilver shops have become key retail models around
the world and can be seen in the fashion districts of Paris,
New York, Los Angeles, Tokyo and Moscow” (“About
Quiksilver”). In 1997, Roxy opened their first freestanding
store in Hawaii and another freestanding store located in
Southern California’s South Coast Plaza in 2000. I have
been to a couple of Roxy stores and love the surfing lifestyle
of their store when you from the time you look inside the
store. They’re stores is decorated with their recognizable
Roxy magazine ad
heart-crested heart logo and surf inspired clothing. Roxy
retail chains are now featured all over the world, offering a
taste of Roxy’s lifestyle to girls all over the world. Roxy offers
a variety of styles that any person can enjoy the surfing
lifestyle even without being in the water.
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Roxy magazine ad
From the exterior of the store, Roxy’s notable blue
logo is visibly seen above the entrance to the store with its
infamous light blue icon. When walking into the store, there
are hints of surfing elements, such as Roxy surfboards and
wood-like panels, which decorate the store. It is nicely lit with
bright lights and upbeat, relaxing music. The Roxy logo and
trademark can be found throughout the interior of the store
as decorations, such as on side of the clothing rack, wall,
ceiling, posters, and decorative. Large photographs and
posters of famous female surfers are displayed along the
interior walls of the store to recognize and exhibit their team
riders. Roxy also displays their advertisements, such as girls
in bathing suits swimming underneath the water, throughout
the store. Clothing and accessories are separated according
to their departments and are color coordinated by selection.
Clothing throughout the store incorporate the consistency of
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Roxy magazine ad
Roxy’s curvilinear designs as well as bright and rectilinear
designs for their quirky and trendy customers.
Roxy is now a $400 million lifestyle brand that
offers products to girls in every aspect of their lives, whether
its surfing, snowboarding, or just leading an active lifestyle.
Girls can enjoy wearing Roxy in and out of the water,
on land, and just about anywhere. Roxy keeps up with
seasons as they come and go, as well as keeping up with
the fashion-forward girls who like to stay in style no matter
the weather. Just like their motto, the brand exudes “Daring,
confident, naturally beautiful, fun, alive: Roxy” (“Roxy: Help
Desk”). There is a charm to Roxy that has me intrigued and
appealed to the brand and their designs. Throughout the
years since the brand started, Roxy has stayed true to their
Annual Report that they entitled early in the beginning.
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sources
internet
“Roxy: Help Desk.” Roxy Clothing and Accessories for Girls
Who Love Surf, Snowboard, Music & Fashion. Web. 20
Oct. 2010. <http://www.roxy.com/helpdesk/index.jsp?di
splay=corp&subdisplay=about&clickid=footer_txt>.
“About Quiksilver.” Quiksilver. Quiksilver. Web. 21
Oct. 2010. <http://www.quiksilver.tw/tw/tw/history.html>.
news
Jones, Rosa A. “Quiksilver, Roxy Juice Up Retail.” Wwd (4
Aug. 2004). Print.
Barajas, Erin. “Roxy Athletix.” California Apparel News
(29 May 2009). Print.
magazine
Phyket E-Magazine. “Quiksilver & Roxy Hosts Quiksilver
Thailand Surf Competition 2010.” 22 Sept. 2010. Web.
19 Oct. 2010.
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