Selling: Swimming
Zoggs buoyant in turbulent market
Swim brand Zoggs ‘is feeling extremely confident’ with ‘expansion set to continue’, or so UK marketing manager David Annand tells SGB Sports.
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n the challenges of the current economic market, we are proud to report that Zoggs continues to perform extremely well. Being first to the market with several innovative new products this year has no doubt helped this growth. With the much hyped launch of our new goggles, Fusion Air and Predator Flex Polarized, and a stronger than ever swimwear collection, the brand is feeling extremely confident this period of growth and expansion is set to continue.
Swimshapes continues to perform strongly, featuring heavily within our spring/summer and autumn/winter 2011 collections. The arrival of selected Swimshapes pieces in John Lewis flagship stores at the beginning of March demonstrated just how popular the range is with sales taking the retailer by storm. Significant national media coverage and plenty of marketing activity to support the innovative product range, along with the latest product range being showcased at the forthcoming Moda, helps reinforce the success of Swimshapes. And with the launch of the Swimfree Floatsuit, which incorporates sewn in, puncture-resistant heavy-duty air bladders which customise the level of floatation required for the child, a totally new concept within the brand’s Water Confidence range, growth is evident across all of the brand’s categories. Former ASA Swimming Teacher of the
merchandising system which has been recognised with a POPAI award and has contributed greatly in increasing customer awareness and retail sales. A significant uplift in social media activity has helped us truly stake our presence online, with a key development including the launch of several online videos covering everything from goggle fitting to lens selection, swim techniques, training aids and water confidence.
Year Simone Benhayon has also joined Zoggs as a brand ambassador.
We have helped secure our position as a market leader by attending key events including all the Intersport and STAG shows and, at the beginning of 2011, our presence at TCR amongst all the key players in the triathlon world confirmed that our goggles are the goggles of choice for many triathletes.
All product categories have been supported by a continued roll out of an impressive display
In addition to some really exciting product developments and activity that is helping build our retail relationships, we are also investing in building brand awareness. This year we are proud to be the official partner of the Aspire Charity Channel Swim, we are supporting the nationally recognised Swimathon, we are involved in swimming, aquathlon and triathlon events all over the country throughout the year and we have some really exciting plans in the lead up to the event everyone will be talking about in 2012, the London Olympic Games, too so watch this space.
With the planned relaunch of Swim4Fitness later this year, a continued drive on social media activity, advertising and media partnerships, further event sponsorship and charity support and the appointment of a new PR company, Juniper Sport, we are truly committed to building further on this growth and 2011 is already shaping up to be a great year.
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www.sgb-sports.com
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