p10,11 Golite profile 11/17/08 9:50 AM Page 11
w w w. s g b - s p o r t s . c o m
SGB
Outdoor Retail - PROFILE
Sports and Outdoor
be in as we have high value items as best the Jam backpack for instance.
sellers which are giving us the stepping
stone to launch our apparel. Looking SGB: You mentioned that you are supporting the brand
at Europe our sales have grown with PR – how? What are you doing?
substantially in apparel from Spring 08. MF: MCS are our PR company as they have a Hydrodash
In the UK apparel has grown 15 per cent wealth of experience of outdoor gear for
compared to S08. We have a good outdoor end use. If you're on a hill,
core of apparel and expect this usually people will know GoLite, if
to grow substantially on the you are on the street people will not
next few seasons due to the know us. We have editorials and test
large investments we have product in all the main outdoor
made in our D&D team magazines regularly and as we get a
in Boulder. bigger profile we will advertise in the
Men's Spectre Jacket wider market. We are investing a lot on
SGB: Who are the end 'product seeding' to key opinion leaders.
users? Towards the back end of next year we are
MF: Our age range is quite going to launch more consumer kept their same name, they are updated or have brand
broad and our core incentives like competitions, which we new features. We like to keep the same names for our key
customer generally takes have already done with TGO and Trail products from season to season as helps for our retailers
less so covers more ground; recently. when they make their ranging decisions and builds up
this in turn normally equates Our golite.com consumer recognition with our PR.
to using less so making less website will be Shangri-La 3 shelter Sleeping bags have had an update too, in particular the
impact on the planet. Our consumers are updated in January Adrenaline range which features a centre zip for comfort,
people that value the quality of premium items and so it will feature fitting and ventilation. The head area is called the 'skull
appreciate the value that well built and durable items comprehensive glove' to ensure a better fit and greater heat retention and
bring. In other words a £300 sleeping bag is going to last dealer details comes in 3 temperature ratings. All sleeping bags also
them longer and perform better than less expensive one. which feature the ‘arid zone’ at the top and bottom of the bags
Plus the most pleasing thing for me is that we have great consumer which is constructed out of waterproof Pertex
consumer loyalty. can use Endurance® to ensure the bag does not become wet
As a brand we have a three-stage design principle 1) to from condensation etc.
Performance 2) Durability 3) Lite Weight. Our customers Shelters - We have always had a popular range
invest lot of money in our gear and they want the product amongst consumers in particular the Shangri-
to last so that is our expectation of every product. Even La 3 model. This shelter is designed in a
before I joined the brand we had consumers from pyramid shape, and has a centre pole
all over Europe who would pay the import so it is very easy to construct, it
tax to get GoLite product. weighs 1270 grams for the
shelter and the floor
SGB: Do you have different product for the different combined and it can sleep
genders? Are men and women's product treated find their closest stockist. 3 people and all their kit easily.
differently? We also have a special site for dealers – In apparel we have the Ether jacket which is
MF: We apply our design and fit standard separately for knowlite.com – that features 360 dpi pictures of every constructed in our EcoWisp® fabric. This fabric is 88%
men’s and women’s products product in our current and previous ranges, along with all recycled polyester and 12% anti static which has
throughout our range We logo standards and downloadable workbooks etc; This improved performance considerably
look at the different website is used by dealers to build their own GoLite web It’s worth noting too that our
gender torso shapes so the pages on their own sites. It has proven to be a key Global range is available for all
rucksacks and sleeping asset for all our European dealers and we European dealers.
bags are designed to will continue to update this each season.
specially fit the body’s SGB: Have you made any
specific requirements. SGB: What's hot for 2009 from GoLite? POS to support retailers?
GoLite’s women’s MF: We have four products that we are MF: For Spring 09 we are
products are not just a particularly pleased with. Backpacks producing range cards
scaled down version of have seen a big update for Spring 09. and banners in eco-
the men’s range but We have three ranges in both friendly foam; our
have been developed to backpacks and sleeping bags. The product has
meet the differing body Ultra backpack range features previously sold well
requirements. This Dyneema, which is fabric that is twice as without POS so it
enables us to create strong as Kevlar and 15 times as will be interesting to
more and more stronger than steel, it's also light- see if this boosts
consumer loyalty. We get weight so this fits perfectly into sales. For S10 onwards
many testimonies our 3 stage design process. These we will have a POP
from all types of backpacks, in particular the Jam Women's Ginger Hoody package available for all
consumers that tell us how surprised Men's Jam model, are proving to be popular with all our dealers.
they are by the comfort and performance of retailers. Although products have generally
NOVEMBER 2008 11
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