A Brief Analysis of Roxy‘s Social Media Marketing Strategy

Since Roxy is a fashion brand mainly targeting youth, it would be a smart strategy to invest on social media that most of young people frequently use. And actually that is what Roxy has done. Roxy has built its Facebook page (1.9 million followers now, while last week was 1.1 million), Twitter profile (20 thousand followers), and Youtube channel (10 thousand subscribers). All these profiles are not static pages. By communicating with their followers directly on these media and frequently updating news and videos of new products and activities or competitions of surfing and snowboarding, Roxy has built a close connection with its targeting consumers on social media.

Roxy also updated its official blog on its official website every day. Adaptive to its fun and alive, naturally beautiful, daring and confident brand image, their blog is quite visual appealing with bright colors and lively pictures. I personally think the “temperament” of its blog is very suitable to its targeting niche market including surfing, snowboarding, swimwear or some other extreme sports.

Not only does Roxy utilize those free social networks and official websites to maintain a positive relationship with its targeting markets, but also they convey a message that Roxy is more than a cool clothing brand, but a lifestyle that people probably live too. While Roxy has be quite successful in its social media marketing, I would suggest them build campaigns on Pinterest too, whose visual features would quite fit for Roxy’s brand image.