Sunday, February 10, 2013

Competitor Analysis: Roxy



Roxy is the epitome of a California surf girl. I knew this already right off the bat even though I've only been into their store probably once. Just based on internet knowledge, I can tell how much it embodies the surfer chick.




The store has wooden everything! From the wooden floors to the wooden hangers, it reminds you of the beach vibe you get when you're walking across the sandy wooden pier. The store has probably included everything that relates to the ocean such as shells, the ocean, and the blue lighting.





Upon looking at the brand's design, fabrication, and price points, Roxy would be classified as super casual. I feel like the brand gears towards the comfort of beach wear instead of being fashionable (which isn't what I'm looking for). Roxy uses a lot of patterns, but at the same time has basic tanks and such to compliment these patterns. A lot of the clothing are loose fitting and skin exposing. They're all about hoodies and cut off shorts. The jackets are light and a lot of their clothing are casual. Roxy is all about comfort. The price range feels steep for the quality.

  • Dresses: 40~60
  • Tops: 25~60
  • Shorts: 30~40
  • Jackets: 60~70
  • Skirts: 40~70
  • (in American dollars)
After my research, although I am gearing towards the California girl, I do not want to embody what Roxy has. Roxy is way too beach-y looking. I want to dress the California girl that you wouldn't always see at the beach, but always out and about. Roxy's look is too casual and not so much fashion forward. It is very basic.

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