ROXY - Direct to Consumer

As ROXY grew, it matured in its operations and in its strategies. It knew digital was a frontier that needed to be implemented and embraced whole heartedly. Extensive research initiatives were activated and completed on a regular basis. Initial research confirmed a very positive affinity, loyal sentiment, but by a much wider net that anticipated. A key takeaway was realizing that many did not know who owned ROXY or where to go to purchase. Some even thought PacSun owned ROXY. This key research was critical to address and was leveraged heavily as we outlined plans to launch ROXY e-comm and direct to consumer catalogs. Below is a sampling of what was produced in the early stages. The initiatives were extremely successful, increasing sales by approx. 20% in north America. This also created opportunities for tracking, data bases to be assembled which led to emails helping to drive sales and engagement through extensive CRM programs.