p24,25 Zoggs 11/17/08 11:42 AM Page 24
PROFILE - Sports Retail SGB
Sports and Outdoor
www.sgb-sports.com
Zoggs
The Australian Swimwear brand has been on the rapid rise in this country; UK General
Manager Peter Doyle discusses the next big Zoggs launch: “Swimshapes” swimwear,
Zoggs in Triathlon and how Zoggs can support the Sports Independents……
Z
oggs has been in the UK market since 1994 after its it comes to providing a fog-free, leak-resistant swim, Bravissimo worked for you?
birth in Australia in 1992. As a brand it is sold in but it now seems that even Olympic swimmers agree! PD: When our swimwear launched in the January 08
more than 40 countries worldwide, and enjoys the Kitted out in bespoke white Predator goggles, the edition of the Bravissimo brochure, it was the first
number two position in both Australia and the German Triathlon team were a force to be reckoned branded bra sized “performance” swimsuit on the UK
UK. Peter Doyle has been with the company for four with, and star of the day Jan Frodeno won gold.. market. The Zoggs range has been a resounding
years, during a key period of its growth; he spoke to SGB Within the Tri market the Predator goggle really has success for Bravissimo and was immediately a best
about the company, product and the future.. created a stir and this is set to continue in 2009 with seller indicating that there was a genuine gap in the
the launch a mirrored lens version – another first for market which we were happy to fill.
SGB: How did you do in the Olympics? Did you have any Zoggs. Bravissimo is a real authority on the D-G cup
swimmers there? In the period since the Olympics the economic market with a tremendously loyal customer base, so
Peter Doyle: At Zoggs we target the seven million environment has clearly taken a downturn, but I’m we are really proud that they chose to work with
regular swimmers who swim for fitness or recreation pleased to say that Zoggs and our goggle sales in Zoggs. We continue to collaborate with them and
rather than the niche, competitive part of the market. particular have bucked this trend quite spectacularly. have some great costumes launching for 2009 which
Those swimmers still demand a product that is fit for We believe that the Olympic Games inspired many are also on general release.
purpose. swimmers of all levels and abilities, but perhaps more The timing of our collaboration with Bravissimo
That said, Zoggs made a splash in Beijing with significantly, swimming is a really cost effective way of couldn’t have been better as our design team were
success in the Triathlon event. We’ve known for a long staying in shape and keeping fit. already working on our “Swimshapes” range of
time that our Predator goggles are gold standard when costumes which is our major initiative launching in
SGB: For Zoggs in the UK is Triathlon a focus? SS2009.
PD: In recent years we have focussed on the Tri market Traditionally performance swimsuits are designed
with our sponsorship of the to fit an A-C cup consumer. The average cup size is
Swim-Zone at The London Tri and our sponsorship now a D and the Size UK survey in 2006 identified
of the Human Race events. Many people associate that women’s average waistline has increased 6” since
Zoggs with the Junior market so our presence on the the 1950’s. Women, quite rightly are now expecting
Tri scene supports our credentials as a swim brand for much more from their swimsuits. Not only do they
all ages and serves as a counter-balance to the Junior want something which is functional, they also want to
market representation. We want to be seen as a brand look and feel good – performance swimwear has
that makes swimming fun, which is also very serious become an emotional purchase!
about product. Swimshapes is a collection of suits specifically
The primary reason for our attendance at these designed to fit, flatter and enhance “all” body shapes
events is to enable us to achieve direct one to one and sizes. Swimshape suits all have added features,
consumer feedback through our “Goggle Doctor” such as tummy control, removable cups, adjustable
clinics. This is something that has worked really well straps etc. These feature suits now account for around
for us and is something we plan to roll out in 2009 a third of our swimwear sales and is the category
with our Independent retail partners, where quite showing the most dramatic growth.
naturally we can engage with swimmers of all ages and The regular swimmer also expects value for money,
levels. so chlorine resistancy is a key consideration in the
At Zoggs we want to play our part in ensuring that selection process. Last year Zoggs pioneered the use of
all swimmers are wearing the most appropriate goggle Dow XLA technology with the launch of the chlorine-
in terms of comfort and fit, leaving the swimmer to proof Ultex range of costumes, and SS09 sees the
enjoy the freedom and exhilaration of the water with launch of the first feature suit in the Ultex fabric, The
unconditional trust in their goggle. Wyomi X-back which we’re very excited about.
SGB: How has the swimwear range developed in SGB:How are things going generally? Have you seen
conjunction with the leading D-G cup specialist growth in the number of outlets you’re in, have you seen
24 NOVEMBER 2008
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