Roxy, global designer, producer and distributor of clothing and accessories, needed a way to connect with teenage girls on an ongoing basis to help produce, design and advertise their clothes. Roxy decided to find style mavens – girls who are the trend setters among their peers – and instead of doing ad-hoc focus groups of 20-30, they created an online community of over 900 girls.
ROXY CASE STUDY
HOW ROXY'S "STYLE SQUAD" HELPS KEEP THEIR
BRAND AHEAD OF THE GAME Roxy, global designer, producer and distributor of clothing and accessories, needed a way to connect with teenage girls on an ongoing basis to help produce, design and advertise their clothes. Roxy decided to find style mavens - girls who are the trend setters among their peers - and instead of doing ad-hoc focus groups of 20-30, they created an online community of over 900 girls. Roxy's online community called the Roxy Style Squad, has over 900 members of girls from 13 to 23 years old. Each girl was handpicked in stores across North America. To entice the girls to join the community, Roxy offered the girls the exclusive privilege of providing direct feedback on clothing and getting special discounts in stores. Every girl who joins the panel gets a welcome package including the latest clothing designs. Jennifer, Roxy's Panel Manager, sees the benefits of the Roxy Style Squad through the immediate responses to surveys and deep conversations on the message boards. She knows that if she puts out a question on the message board or an in a survey, she'll start getting responses in a few minutes. There are over 300 active members (who post several times a day). Within a few hours, Jennifer has enough responses to go back to her internal stakeholders with results that enable quick decision making on products, design, advertising or marketing. With the Roxy community they are able to sell more product and also create life-long brand ambassadors.
Benefits of an Online Advisory Panel to Roxy:
o Trend spotting with target audience o Results visible in real-time o Quick quantitative or qualitative research o Target audience available to all departments within the company o Active brand ambassadors
Roxy Uses Their Online Advisory Panel for:
o Trending, specifically for designers o Advertising testing o Marketing
What Roxy Says About Vision Critical "Sparq [Vision Critical's panel management system] is so easy, it's been no problem at all to learn the tool. The system is very self-explanatory. If I ever have specific questions, I call tech support and get the answers I need." Jennifer Andrews Manager of Roxy Style Squad Panel ... [download for more]
