Launched off of the meteoric success of co-founder, Shawn "Jay-Z" Carter, The ROC represents a borderless, global lifestyle. With Roc-A-Fella Records serving as the initial launch pad, The ROC realized its prowess in creating culture far beyond the realm of music. Hence, the birth of the apparel company, Rocawear. Like Roc-A Fella Records, Rocawear quickly staked its claim in hip-hop history becoming the destination brand for street savvy consumers. Rocawear maintains a focus of providing clever innovation in fabrication, application and design to its customer. It has been the brand's attention to detail that has pushed Rocawear's appeal beyond its core urban customer. Ten years have passed since the genesis of The ROC...and a dynasty now reigns.
Today, Rocawear is a dominant lifestyle apparel brand for a wide range of customers, with annual retail sales over $700 million. Inspired by an urban aesthetic rooted in young men's sportswear, Rocawear has expanded is brand through licensing pacts to develop lines for Rocawear has expanded is brand through licensing pacts to develop lines for children (Kids Headquarters), junior's (Signature Apparel), socks (Gina Group), handbags and belts (M. London), big & tall (Endurance), headwear (Nas Industries), jewelry (K & M Associates ), ladies intimates and men's loungewear/underwear (Age Group), ladies footwear (Topline), Men's Footwear ( Two Feet Productions) and sunglasses/Optical frames (Colors in Optics).
By incorporating international; impulses into the Rocawear style, the brand has expanded its appeal beyond the national borders and has become a brand of international significance. As a result, Rocawear boasts offices in the UK, Japan, Canada, Europe, Korea, Middle East, and Russia.
The Rocawear marketing strategy continues to show our target consumer that we are not merely on the pulse....we create the pulse. Through synergy between numerous brands, we are able to effectively market to consumers of an entire lifestyle. In addition to the traditional mediums employed to communicate our branding message such as out of home advertising (billboards, bus shelter, bus kings, etc.), we also employ a substantial amount of non-traditional methodology within our marketing mix. With events, online marketing, viral marketing and lifestyle tie-ins, the Rocawear marketing machine is the strongest in the space.
Our authentic mix of department store to specialty stores makes Rocawear an ideal retail partner to our stores. Within the department store space we insure that we provide both buyers and consumers with product at a price point that enables the store to make profit and the customer to receive quality product at a fair price. With specialty designed product, which allows the partner to remain unique in their presentation without affecting the department store business.
Rocawear defines the lifestyle for today's young hip consumer and provided the efficient business acumen to retail partners that is necessary to be successful.