P12-13 SKINS:SGBGolf_NEW_template 28/8/09 10:22 Page 13
Skins
we’re keen to maintain this thread across all that well, but there’s a lot more categories that we
we do, but at the heart of all marketing that we would like to get involved in. And hopefully in
do, it’s equally important that we also maintain terms of product development you’ll see that
our technical proposition and that our product coming down the line.
truth comes through. Just now we’re focused on
ICE and doing quite a bit around cricket, the
Ashes especially, as that fades away as we
move into the start of the new season, thermal
SKINS LTD
becomes more of a focus for the autumn/winter
season, so the timing changes slightly. Cycle is a t +44 (0) 1543 420 550
new and interesting category for us and we are
f +44 (0) 1543 420 551
getting some great feedback on some of the
creative work and execution, in establishing
Three Spires House
ourselves as a credible cycle apparel brand.
Unit 5, Station Road
SGB: What attributes do you look for in a
Lichfield, Staffordshire
retailer that you want to stock Skins?
WS13 6HX
IR: From our perspective, it’s important to work www.skins.net
with like-minded retailers, retailers that
understand our what we do and who attract
customers that demand technical products to
help them perform better. We are very protective
of our brand and the recognition we have
achieved in the relatively
new category, so it’s
important to us that
retailers not only get it,
but can also
understand
communicate the
technical benefit
environment. It’s out that set us aside
there now, it’s unique and from our
it’s doing well, more so, it competitors.
will come into its element
over the next couple of SGB: Where
months. next? You’ve
done hot, done
SGB: In a marketing cold…
sense, how will you
handle these IR: The range
three similar but develops, it
slightly moves on.
disparate We will
products? stay true
You have to to our
target core in terms of
cyclists developing technically
specifically, superior base layer
as well as product. I think there
the other are still many markets
sports you’re that we are yet to
encouraging – like penetrated and others
cricket, as you that we have more work
mentioned. to do to drive greater
awareness. Individual
IR: There needs to be an sports as an example we
element of consistency across and have quite a good
communication message we put out there, it’s following in running but
important that the Skins brand position is not lost I think there’s still work to do before Skins is
or diluted across different product categories. instantly recognised as a running brand. We
We’ve become quite renowned for our slightly started in team sports and we’ve done a lot of
quirky and provocative way of advertising and stuff around team sports and that works really
AUGUST 2009 SGB SPORT 13
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