Cover Story: Zoggs Q&A with Zoggs Zoggs UK marketing manager David Annand 1. Tell us about Zoggs as a brand?
Zoggs was born in Australia and still has its roots firmly embedded there. An innovative range of market leading swimming goggles remain at the heart of the Zoggs brand and we have remained focused on that heritage as we have grown into a full-service swim brand. Zoggs cares about what it is doing and is passionate about designing highly innovative, quality swimming equipment and swimwear. The company wants all swimmers, whether swimming for fitness or recreation, to enjoy the freedom, fun and exhilaration of the water with unconditional trust in their Zoggs goggles, equipment and swimwear.
2. What are your biggest selling products? Zoggs has three core areas: goggles and equipment, swimwear and Water Confidence and learn to swim products. All three categories are showing good growth with swimwear being the fastest growing category. 2010 saw Zoggs record an overall 15 per cent year-on-year sales growth, following a 14 per cent year-on-year sales growth in 2009.
3. What new products do you have planned for the future?
On the back of the extremely successful launch of Zoggs Predator Flex goggles, we have just recently launched Zoggs Predator Flex Polarized goggles. The lenses on the Predator Flex Polarized contain a special filter that blocks the intense reflected light from the water, reducing glare and improving visibility. Whilst this technology is widely
used in sunglasses, until now, there have been no goggles available with polarised lenses. We are also expecting great things from our recently launched Zoggs Fusion Air goggles. Fusion Air is a totally new concept that reduces the markings so often associated with wearing goggles. The goggle design features cushion soft air seals that reduce the
pressure around the eyes, and therefore the ‘panda eye’ markings so commonly associated with wearing goggles. Within the Water Confidence range, totally new for 2011 is the Swimfree Floatsuit which incorporates sewn in, puncture-resistant heavy duty air bladders which customise the level of floatation required for the child. Safety air valves control the front and back and these can be increased or decreased without removing the suit. The suit has a UPF of 50+.
4. What will be big sellers for Zoggs over the next 12 months?
As well as the Predator Flex and Fusion Air goggles, and our range of Water Confidence products, our spring/summer 2011 women’s collection will sell well. The collection embraces all shapes and sizes, with new styles in our
extremely popular Swimshapes range, a choice of four different leg heights, new maternity swimwear and an extended size range across the collection to ensure there is truly something
for everyone. This includes Fifties Glamour, which features a range of one pieces, tankinis and bikinis as well as a cute swim dress; Deco, a sporty design with bold art deco inspired prints in rich, deep tonal shades; Jewel in the Pool, a striking range of one-piece swimsuits in bold, patterned colourways of black, yellow and grey that will make sure you stand out in the pool; Graphic Edge, with neon brights and 1980s inspired prints; and Ocean Cruise, most of which fall into the ultra flattering and supporting Swimshapes collection. So new lines from the Swimshapes collection will be big next year, such as the Altona Boost suit and Albany Underwired X Back. Swimshapes offer a shelf bra, full foam cups, removable cups, adjustable straps, tummy control and are underwired, which can make them suitable for older women looking to get into swimming. There’s new lines for children also in our spring/summer 2011 collection, such as Jewel of the Pool. Bon Voyage, Zig Zag and Boy oh boy.
5. What value-added services to do you offer retailers?
Zoggs offers retailers specialist support from a 10-strong UK field sales team and team of five customer service advisors. No other aquatic supplier has its own dedicated team of our size or coverage, offering advice on range, sales density optimisation, product training, merchandising, order support and inventory management. Plus retailers get to use our award-winning display fixturing and merchandising systems.
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