Rocawear, the $800,000,000 US Street brand, formed by Jay Z, is the first brand to be relaunched as part of the Iconix Brands expansion into Europe. The newly formed Iconix Europe, which boasts an impressive 17 trademarks, is a joint venture between the US-based Iconix Brand Group and The Licensing Company.
Iconix Europe are strategically widening Rocawear’s appeal to a far wider, mainstream target market of 18-30 year old brand and music aware consumers and street style leaders. Combined with a new focus on European trends, supported by the New York, celebrity and music strengths of Rocawear, the brand now has the potential to reach is US heights.
A strong denim offer, with innovation of fabrication, application, design and details, combined with highly commercial pricing has given Rocawear a wider spread appeal far beyond its core urban customer. The brand has managed to perfectly incorporate the NYC street style aesthetic of preppy and innovative designs with strong, credible music associations and celebrity appeal. All of these assets will be used to launch the newly positioned brand within Europe for their SS12 collection.
The new creative for the brand uses European relevant imagery and styling with a clear nod towards the future vibe of this established brand as it develops within Europe. The positioning of Rocawear Europe has been carefully planned with a creative retail strategy offering surround sound product presence, in store support and cooperative retail communication. The brand aims to be available in department stores, independent retail, chain stores, internet and catalogue retail so that all possible target consumers are reached and catered for.
Simon Brown, Managing Director of Iconix Europe comments; “Rocawear has a rich DNA within the celebrity and US markets, we have worked alongside our core licensees to utilise the key elements from the brand and give it a Denim based European twist. The new marketing campaign will also enhance the sales opportunities with the trade and consumers alike.”
The footwear from the new SS 12 collection is particularly strong and hints at the future aesthetic of Rocawear, styles such as the Chukka Wedge, Volley Nylon high top, Volley Docker or Slim Hiker boot demonstrate the brands evolving style credentials and strong European trend relevance.
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