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Head to Head
Head’s first dive
Head, the global sports brand best known for racket sports
and skiing, is taking a dive into the swimming market with
its new range of Liquidskin Swimwear. Roger Bath, Head’s
business development consultant, spoke to Robin Barwick
Why is Head jumping into the swimming is estimated to be worth €50 million, [of which]
pool? some 90% is already catered for by the sports
The Head Group [includes] the brand Mares - a stores, but less than 40% of the UK’s aquatic
leading player in the sub-aquatic category. Our textiles are sold through sports stores, so there is “
Less than 40% of
the UK’s aquatic textiles
strategy was to use the expertise of Mares a great opportunity for sports stores to grow their
are sold through sports
designers to move laterally into an associated market share. That gives you the basis to our
aquatic area, leading naturally into swimming. thinking. stores, so there is a
Out of this challenge grew Head Liquidskin
Swimwear. The technical expertise of Mares How is the sub-aqua expertise of Mares
great opportunity for
married to a global brand in Head – a label going to be applied to swimming?
sports stores to grow
renowned for innovation and design – it is a Mares takes a major slice of the mask, snorkel
powerful combination! and fin business in sub aqua, and its Italy-based
their market share
In terms of global brand notoriety – with Andy design team has some exceptional, patent-
Murray, World Championship skiers, and frankly registered concepts that can trickle down into confidence before we start working with ath
everyone in the UK must have had a Head bag at Head Liquidskin Swimwear masks and goggles. ”
letes.
With the well publicised, new performance suit
some time - Head is already a household name. Leading this is our bi-silicone technology, which regulations having come into effect in January
involves injecting liquid silicone into a mould, 2010, it will be interesting to see what develops.
providing Head with the ability to use two There remains some confusion among dealers
densities of silicone within one product. and suppliers, so it’s a watching brief right now.
So we have the Jaguar LSR+ Mask and Tiger We are talking to some athletes and we will also
LSR+ Goggle. The harder silicone holds the lens, consider sponsorship of events and perhaps
while the softer element is in direct contact with localised clubs, but that is an action we would
the face, thus avoiding the ‘panda always promote through a
look’ when removing a mask or supporting retailer. We have
goggle after a swim. An added made a good start with the
benefit is the amazing suction on swim specialists, who
the face – it’s just like having an obviously have direct
octopus on your face – it’s connections with the clubs,
incredible. No more leakages. and we want to foster those
This is groundbreaking relationships.
technology.
What proportion of your
Do you have any early sales early sales has been made
indications? online?
We have achieved our Spring Initially, about 40% of our UK
Summer 2010 budgets across all sales have been via swim
markets, while carefully growing specialists operating online
Clear vision: Roger Bath is leading Head’s charge into
export business, which, over time, and via Swim Club
the swimming pool, and (top right) Head’s new Jaguar
we envisage being a great catalogue. From January
LSR+ Mask
opportunity for growth. 2010 we have expanded the
sales function with nine
Is there room for another brand in the How much marketing support people selling in the UK, so I
competitive swimming market? is Head devoting to Liquidskin would expect that percentage to
Yes. Globally, swimming is a serious business. The Swimwear? drop back as we develop relations
estimated retail value of the global aquatic It is something that will develop over time. within the general retailer network.
market place is around €8 billion, and in Europe, We are concentrating our efforts on The existing Head agents are going to
swim textiles are worth over €600 million at retail, providing quality product to the trade first, be carrying the swimwear line, so the
with accessories worth over €300 million. and we want to make sure we
Taking shape: The Azzuro is part of
network is already in place.
S
Domestically, the aquatic market is worth in have the product in place so that
Head’s extensive Liquidskin Swimwear
excess of €300 million. The UK accessory market consumers can buy it with range for Spring Summer 2010 www.head.com
14 SGB SPORT FEBRUARY 2010
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