p24,25 Zoggs 11/17/08 11:43 AM Page 25
www.sgb-sports.com
SGB
Sports Retail - PROFILE
Sports and Outdoor
volume growth, and if not how are you going to drive it? be for goggles, equipment or swimwear. selecting the most appropriate product. Because the
PD: In the four years I’ve been with Zoggs we’ve grown For instance we were first to market with curved dimensions of each face is different, in an ideal world
by about 60% in the UK, so it’s been fairly dramatic lens technology, allowing 180 degrees peripheral every consumer would get the opportunity to try
and clearly we have increased our share significantly as vision and will be first to launch a mirrored version before they buy. For the most part this activity has
the overall market has been relatively flat. The result is early in 2009. Within swimwear we were first to been at the London Tri and the Human Race Tri
that the Zoggs brand awareness is at an all time high, market with Dow XLA chlorine proof swimwear, with Events. We believe that goggle fitting is a real
but we’re under no illusion that 2009 will be a our Ultex range of swimsuits, and first to launch a opportunity for Independent retailers to demonstrate
challenging time for both retailers and brands alike. wire-free, cup sized performance swimwear range. their main point of difference in terms of service to
Growth has been achieved to a large extent by the end user.
broadening our representation within existing long SGB: You provide goggle fitting clinics as well – how are
term retailers such as John Lewis and the Independent they received? SGB:: Is that something that you would do with a shop?
Retail sector with our partners STAG and the Allied PD: “Goggle fitting clinics” as we call them are run by PD: Absolutely. Each of our Regional Account
group. our team of “Goggle Doctors” aka the Regional Managers will be set up with a Goggle Doctor kit and
Goggles are the foundation of our brand with the Account Managers. It’s a really good opportunity to will be available to start making appointments early in
category still representing around 45% of our talk directly to the end consumer and assist them in 2009.
turnover. For 2009 we have some amazing product
developments, in particular our Phantom family of
goggles, now with silicone gaskets and headstraps, and
easy adjust push pad mechanism now offers unrivalled
comfort and fit at a very accessible price point. At the
top end, the Predator family of goggles continues to go
from strength to strength and with the addition of a
mirrored lens version, that trend is set to continue –
the first mirrored curve lens product in the market.
Our real growth has been within swimwear which
represents about a third of our sales currently. Given
that swimsuits represent about 70% of the total swim
category, we believe that there’s still a serious amount
of share for Zoggs to gain. The “Swimshapes” story is
our means of achieving this growth with a range
offering the retailer a real point of difference.
SGB: Does Zoggs provide sexy POS and good deals for
Independents?
PD: Yes, very much so. Our point of sale package is
extensive, ranging from bespoke fixtures, goggle
display tubes, branded headers, wire frame hangers,
consumer posters and educational leaflets – you name
it we’ve got it! We now have a Trade Marketing
Manager whose role is focused on this area specifically
which demonstrates our commitment to the Trade.
We also have a team of 10 Regional Account
Managers who are available to offer training and
merchandising support as we recognise that its not all
about sell in, sell through is critical for our long term
growth. Once again this year we will exhibit at the
STAG show later this month with both Zoggs and
PureLime where we’ll have a number of exciting deals
to entice the independents.
SGB: Looking at the industry as a whole, there’s been
some controversial new technologies produced recently.
What do you think the next big thing is going to be in
water sports?
PD: Yes, the suits used by the Olympic athletes created
a lot of media attention which is great for the profile
of swimming generally. Zoggs though is primarily
pitched at the fitness and recreational swimmer, rather
than the competition swimmer, but nevertheless
innovation is very important to us. We continually
seek to stretch the boundaries of comfort and fit by
embracing the latest technology available whether it
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