Marketing Strategy
Marketing Strategy
Target Market
When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the ages of 13-23. However, Roxy has added additional lines including the Roxy Girl line which is aimed to women between the ages of 7-16 and the Teenie Wahine line, for girls under the age of 7. This large age range has caused Roxy to become a brand appealing to girls everywhere, including those who don’t surf or snowboard, and has a mass-market appeal that doesn’t lose its core audience of women that lead active lives. This leads into the psychographic segmentation, Roxy is a brand that appeals to girls who are fearless, active and fashion conscious. Lastly, the benefit segmentation of Roxy groups the customers into market segments according to the benefits they seek from the product; these segments can be broken down into three groups: those who surf and live in warm weather, those who ski or snowboard and live in cold weather, and lastly those who look to Roxy for everyday fashion. From this, it can be seen that Roxy utilizes a concentrated targeting strategy, a strategy used to select one segment of a market for targeting marketing efforts. Within the larger surfing and activewear market is Roxy’s target market, the customers of specialty stores that are willing to pay more for quality products and is distinguished as a family
Target Market
When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the ages of 13-23. However, Roxy has added additional lines including the Roxy Girl line which is aimed to women between the ages of 7-16 and the Teenie Wahine line, for girls under the age of 7. This large age range has caused Roxy to become a brand appealing to girls everywhere, including those who don’t surf or snowboard, and has a mass-market appeal that doesn’t lose its core audience of women that lead active lives. This leads into the psychographic segmentation, Roxy is a brand that appeals to girls who are fearless, active and fashion conscious. Lastly, the benefit segmentation of Roxy groups the customers into market segments according to the benefits they seek from the product; these segments can be broken down into three groups: those who surf and live in warm weather, those who ski or snowboard and live in cold weather, and lastly those who look to Roxy for everyday fashion. From this, it can be seen that Roxy utilizes a concentrated targeting strategy, a strategy used to select one segment of a market for targeting marketing efforts. Within the larger surfing and activewear market is Roxy’s target market, the customers of specialty stores that are willing to pay more for quality products and is distinguished as a family