> Vision Critical > How Roxy's "style squad" helps keep their brand ahead of the game

How Roxy's "style squad" helps keep their brand ahead of the game

Published By: Vision Critical
Vision Critical
Published:  Jun 23, 2009
Length:  1 pages

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.



Tagsroxy, online community, customer voice, customer data, crm, cost savings, vision critical, marketing research, market research, feedback, trial, customer, brand tracking, longitudinal studies, testimonials, advertising, communication, testing, community, style squad