Checking in with Roxy leaders about fall and a fresh approach

Updated Feb. 4 with Roxy fall product images

Today, we hear from Laurie Etheridge and Deanna Jackson at Roxy about how the brand is approaching the new retail climate, how that impacts product strategy and the mood of retailers at Market Week in New York.

Laurie is the senior vice president of merchandising and design and Deanna is the senior vice president of sales.

Moving forward

When I met with Laurie and Deanna at Surf Expo, they had just been in New York meeting with Roxy’s large retail accounts at Market Week.

Both said they were pleasantly surprised by the mood there. Everybody knew holiday was tough, but there wasn’t a lot of talk about it, Laurie and Deanna said. Retailers weren’t fearful, but were interested in moving forward and working with manufacturers to figure out the right product mixes going forward.

“I came away with the feeling that we are all in this together, we will figure it out together – everyone was completely engaged,” Deanna said.

Middle no more

Previously, Roxy targeted three tiers with its collection: good, better, best. Now, Roxy is approaching the new retail climate by focusing on good and best, Laurie said.

Good means offering value in key items and key categories. Best means pushing the direction of Roxy’s most fashionable styles for the brand’s Limited Edition and creating fresh and innovative products that Roxy shoppers feels compelled to buy.

One thing is clear for clothing companies in this environment: “More of the same is not going to work, no matter the price,” Laurie said.

“It’s a very item driven type of retailing with a very focused point of view,” Deanna said.

Roxy’s fall focus

“Gracefully grunge” is the lead concept for fall, Laurie said. Key items include plaid tops with details such as buttons up the back, denim, T-shirts fleece and outerwear.

In denim, the super skinny fits are doing well right now, and color and destructed denim are also part of the mix. Roxy is also launching a boyfriend fit that is slouchier.

Deanna said T-shirts have been on an upswing the last six months. Newness in Ts comes from a cut-and-sew body on a top, a scoop back and fresh silhouettes with good art. Newness in knits comes from a wash that gives them a vintage feel.

Also new for summer is Roxy Athletix, which is a workout/technical line that is functional yet fashionable.

No matter the category, there has to be something fresh, Laurie said.

“It all goes back to you have to give her a reason to buy it,” she said.

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