What are your main price points for next season?
We remain firmly rooted in our core price points for the next season of £44.99-£79.99.
How healthy is the market in Europe?
There is no doubt that the market in Europe has slowed on the back of this strange year, however, we have seen strong feedback from new customers who are looking to lower the cost of goods in-store without sacrificing on quality.
What is the impact of COVID-19 on consumer demand and supply chains in your segment?
Everything has just become a little slower. We hold all of our stock in the UK so we won’t see any of the stock issues that our European counterparts may see in the stock arriving on time our UK customer base.
How are you supporting retailers through the pandemic situation?
Customer relationships are key for us at Dirty Dog, so we try to support our retailers every year. We have supported our retailers through this years Pre-orders and will ensure that we all come out the other side of this in a secure position.
What are your top three product stories for 2021?
Our first introduction is a brand new “Spectate” lens for our Mutant Interchangeable goggle range, offering a Toric Mirrored lens with all the benefits of both our Cylindrical and Spherical goggle lenses. This will become Dirty Dog’s most visually accurate lens for crystal clear sight of the pistes.
Any new shapes for 2021?
Shapes will remain consistent across 2021 due to the lack of ski season this year.
What are the tints/colours on trend this season?
We have seen a significant increase in our Gold Fusion Mirror over the last year, pairing well with a more muted frame colour palette.
How important is helmet compatibility in your strategy?
Quite simply, essential! Safety is paramount at Dirty Dog, so we want to make it as simple as possible to pair your goggles with a Helmet to ensure your head is properly protected at all times.
What new technical features are debuting for 2021?
A key introduction for us this season is the “Spectate” Toric lens being introduced to our Mutant Interchangeable range. Our Specate lens has tightened the horizontal radius of the lens to produce heightened optical clarity and peripheral vision. We have also paired this with our CVAFT venting system to ensure anti-fogging.
Please name and describe your 3 highlight pieces and items that retailers should definitely order.
Our brand new option within the now-famous Dirty Dog Mutant Interchangeable range is the Mutant Entity. Entity contains the Spectate Toric lens which has tightened the horizontal radius of the lens to produce heightened optical clarity and peripheral vision. We have also paired this with our CVAFT venting system to ensure anti-fogging.
The OG in the Mutant range and still one of the brands best-selling options is the Dual-Spherical interchangeable Mutant 2.0. Now available in over 7 colour options with the new Marle Strap system. A magnetic interchangeable spherical lens goggle with an RRP of £79.99 should not be missed in a season where consumer has less expendable income than in years gone by.
Dirty Dog Bullet goggles are fitted with Polycarbonate lenses that have been treated with a specially developed Anti-Fog coating so these goggles will give you maximum clarity in the harshest conditions. But they have not stopped there! They have added Custom Venting Air Flow Technology (CVAFT) to give extra protection against dangerous lens fogging and giving you an exceptionally clear field of vision. The DIRTY DOG (CVAFT) Ventilation System uses carefully chosen areas for the intake and exhaust of cooling air.