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Dirty Dog 21/22 Snow Helmets Preview

Retail Buyers Guide:  Snow Helmets 21/22 Retail Buyer’s Guide
Brand:  Dirty Dog
Interviewee: Tom Lazarus, Sales Operations Manager

What are the main trends in the helmet market for snowboarding in FW21/22 and how do you address them with your products?
In truth, the trend changes have stayed a little more discreet than in years gone by. A larger focus of the brands over the last few years has been to ensure the relevant levels of protection are involved in all helmets, and we are now really seeing the education seeping in to the marketplace, with knowledgeable piste users wanting top level protection alongside the aesthetics.

What were your biggest sellers In FW20/21?
Alongside our key, annual best sellers in the Orbit and Crater helmets, we have seen another decent increase in our full head helmets, with the SEP technology. Difficult to say too much more as we are a brand that offers, both, preorder and in season options.

Geronimo

Geronimo

Do you have any innovations in terms of design or materials for FW21/22? 
We will look to solidify and further develop our current technologies whilst ensuring we keep to our core price range. Our drive has been to continually push the limits on developing the lightweight feel but heavyweight protection of our range.

Are your products targeted to specific customers / rider types?
Not necessarily although we tend to see great sales with the Beginner to Intermediate markets of General Piste users and the more dedicated backcountry riders.

What is the general consumer’s attitude towards wearing snow helmets? Has this changed in recent years? 
It has flipped 180 degrees. It now seems strange to see someone not wearing a lid on the slopes. The consumers have become a lot more educated on what they are actually looking for from a helmet and really respect knowledgeable retail staff, so a large portion of our time is dedicated to informing our customer base.

UFO

UFO

Where do you expect the biggest growth in helmets for FW21/22?
The biggest growth in helmets is likely to come from the development of lighter and stronger materials. Although it may be more comfortable to feel light enough to think your not wearing a helmet, customers still want the reassurance of knowing they have sufficient protection in the lid.

Did the early spring lockdown affect the sell-through of FW20/21 helmets? If so, how are you addressing this issue?
Not really, although, this new November lockdown in England may be a different story. Spring for us still allowed a level of customer contact and range discussion to make research and development viable.

Please talk us through your 2-3 keys models for FW21/22.
Crater

Constructed with a protective outer shell made of PC & high impact ABS. These shells give the helmets durability, weather resistance and are easy to clean. Underneath the outer shell is EPS (expanded Polystyrene) which makes up the bulk of the internal mass of the helmet for the absorption of impact and temperature control.

Geronimo

Our first SEP full head helmet, the Geronimo offers the ergonomic design  demanded of Dirty Dog helmets, eliminating wind resistance and enabling you a smooth unhindered ride

UFO

The UFO helmet offers the ultimate in DD ventilation. Specially designed vents allow maximum airflow for ventilation to minimise moisture build up.

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Retail Buyer’s Guides

Foils 2021

Kites SS21

Longboards SS21

Surfboards SS21

Sunglasses SS21

Wetsuits SS21

SUP SS21

Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Bottles & Flasks SS21

Backpacks SS21

Skate Hardgoods SS21

Swimwear SS21

Skate Shoes SS21

Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20

SUP SS20

Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20

Surfskate SS20

Backpacks SS20

Skate Shoes SS20

Eco Textiles SS20

Longboards 2019

Surfboards 2019

Underwear 2019

SUP 2019

Sunglasses 2019

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