Quiksilver, who already targets the juniors women’s apparel market with Roxy, will launch a brand in January focused on 20-something women. The line will specifically feature contemporary styling at a higher price point for women who have outgrown Roxy. Quiksilver says to expect sexier, more-sophisticated silhouettes, upscale fabrications and cleaner design than are normally found in surf-lifestyle apparel. Key items will be skinny jeans and flowy blouses. This is Quiksilver’s second attempt to tap into the 25 – 40 year old market. In 2001, the company had a short lived attempt with Alex Goes.
PROTECTING RETAILERS AND A LIFESTYLE
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