Winner Named in Roar Ferrari Contest, Company Launches Women's Line
Wichita, Kan., resident Delany Roberts will drive off with $100,000 in cash as the winner of the “Live the Roar Life Sweepstakes,” sponsored by Los Angeles–based Roar Clothing.
Delany’s entry was one of more than 88,000 in the contest to win a 2005 Ferrari F430 (or $100,000 in cash) and opted to take the cash prize.
The contest is part of the company’s efforts to “spread positivity in these difficult times.”
“Since our inception in 1994, the vision has been to build a lifestyle brand based on strength and success,” said Deepak Vasandani, Roar founder and chief executive officer. “We felt a Ferrari embodied this sensibility. We are thrilled to have the opportunity and pleasure to give away a piece of the Roar lifestyle.”
The “Roar lifestyle” is key to the company’s identity and is featured in its marketing campaign, which, like the sweepstakes, features the “Live the Roar Life” tagline. After building a men’s and children’s brand, the company is now launching a women’s line, which follows the same styling of the men’s line—meaning plenty of fresh contemporary casual looks, embellished laser-cut and raw-edge appliqueacute;s, embroideries, studs, and rhinestones—all rendered with a feminine touch.
The women’s line, which already started shipping to key stores, is wholesale priced from $8 to $10 for jewelry to $25 to $29 for tees and $36 to $49 for wovens to $50 to $80 for outerwear.
Roar sells in better chain stores, including Metropark, Nordshy;strom and The Buckle.
The company is currently opening an international distributorship and looking to expand to Germany and Japan.
Typically a prominent exhibitor at the Las Vegas trade shows (Roar has shown at Project Global Trade Show and at Premium at MAGIC in the past), the apparel company is skipping the trade shows this season to focus on other outreach efforts to retailers and consumers.
The company does small product giveaways through Facebook, and several years ago, Roar gave away a vintage Ford Bronco, but the Ferrari sweepstakes took the company’s efforts to a new level.
Roar has a growing fan base on Facebook, according to Carlissa Hamagaki, online-media manager, who said the company also maintains a Twitter feed and a MySpace page.
All the social-networking outlets help drive traffic to Roar’s blog, which features company information and highlights “people who Roar,” or people who embody the Roar lifestyle. (Johnny Depp and Lance Armstrong were recently featured.)
Roar also has a blog to answer questions about the company’s ad campaigns or the design and production processes that go into one of their shirts.
The company recently opened a showroom in the Los Angeles Fashion District. Covering the top floor of a building at the corner of Los Angeles and Ninth streets, the Roar showroom has a staff of about 15 working in design, sales and Internet marketing. The next step for the company is to move its women’s design and sales staff into a new space, which is currently under renovation. Roar plans to host a grand-opening party at the showroom this fall—and sweepstakes winner Roberts has been invited to join in the festivities—and perhaps take that Ferrari for a test drive.—Alison A. Nieder
