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

Vision Critical
By : Vision Critical
INFORMATION
Published : Jun 23, 2009
Length : 1
Type : White Paper
 
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Overview :
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.
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