business insight
Taking innovation to the next level
Born in 1905, iconic sportswear brand Gola has a superb heritage. Acquired by the Jacobson Group in 1998, it holds a treasured place in British sporting history. The brand has a strong twofold presence in the market, comprising of the heritage inspired ‘Classics’ collection, together with active lifestyle footwear suitable for fitness, football and the great outdoors. SGB spoke to brand manager Wayne Howarth to find out more about the brand’s plans for growth in the performance sector
G
ola saw increased orders, repeat business and a growing client base in 2015, which it attributes to
advances in product development and improved distribution. “We also offer a single replenishment service, which helped to increase in season repeats,” commented Wayne. In 2016, Gola is taking innovation to the next level, providing top performance products that are engineered to deliver quality and comfort at an affordable price point.
Function meets style “Alongside an increase in health awareness in recent years, there has been rapid growth in the area of sport and fitness as consumers start to display a new found desire to exercise and keep fit,” said Wayne. “Lifestyle changes are influential indicators in the way we design and develop our product range, by delivering an exemplary collection combining performance, on-trend styling and innovative features.” Gola’s sport range has been designed with
varying levels of fitness and leisure in mind, exerting itself with the development of its new collection with sleek, contemporary styling. “The engineered technical features allow wearers to push themselves whilst looking and feeling great,” Wayne explained. Gola’s diffusion lines, Gola Active, Ativo 5 and Gola Outdoor, champion design features and functional benefits to offer affordable performance footwear. They boast innovative features such as the Active Flex points, which make for a lighter and more flexible shoe that gives a smooth transition and responsive cushioning. Ortholite open-cell foam in-socks provide long-term cushioning, moisture management, breathability and antimicrobial properties, whilst memory foam custom fit in- socks provide luxurious comfort. Breathable mesh uppers feature in many styles, designed for enhanced wearability and performance. The Gola Ativo 5 and Gola Active ranges are
injected with vibrant shades and metallic tones, and encompass striking new upper designs which the brand expects to be well received by its current customer base.
What is the next step for Gola? Gola’s point of difference is its deep focus on design features and functional benefits. The brand offers desirable products produced to exacting standards, with each collection capturing Gola’s philosophy for offering exceptional quality and distinctive designs, at realistic price points that appeal to the customer. “Moving forward, our Gola Ativo 5 and Gola Active ranges will expand alongside sales growth in existing channels and new territories that we are penetrating,” said Wayne. “We also have a strong retail presence in international outlets across the Middle East and Far East and we’re hoping to continue this international growth.” Watch this space!
Quick Q’s
What would you say is Gola’s company ethos? Product is King! Keeping styles relevant, on-trend and affordable are key factors for the growth of the business.
Which do you think are the most valuable sports trade shows? ISPO has proved to be a very important exhibition for us. It aids us with European territories and supports our distribution partners. ISPO is also a great international platform.
Do you use social media as a company, and if so in what capacity? Yes we do, social media plays a huge role in reflecting the quality of our brand through Facebook (
www.facebook.com/gola), Instagram (@GolaClassics) and Twitter (@GolaClassics)
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