Could be eczema, and autoimmune skin disease that can be very responsive to steroid creams and gentle cleansers. I'd recommend getting checked by a dermatologist, but as a starting point you can try to use a non-saop cleanser like Cetaphil, keep showers short and not too hot and pat skin dry and then moisturize (Cetaphil lotion is great) and then try some 1% hydrocortisone cream on the isolated rough areas - but again, not without first checking with a dermatologist who can rule out other skin issues.
could be exema... but also i have the same thing my doctors didnt know what it was at first... but then later told me i could be allergic to a chemical called nickel. its in belts most jewelery. my rash is on my stomach below my belly button... but above my pant line. its so hard to get rid of but i use a cream that works pretty good, Equate Maximim strength Hydrocortisone 1% Cream. it helps stop the itch & redness.