What are your main price points for next season?
Entry: €49 – €80
Mid: €90 – 189€
Premium: €199 – 245€
How healthy is the market in Europe?
Despite the situation, we have seen some good sell through so far with key accounts in many regions for Dragon, with each territory having their own tiers/lockdowns it really is dependant on where you’re looking and what happens next of course.
How are you supporting retailers through the pandemic situation?
We implemented a gift with purchase for a neck gaiter face mask. All resorts are requiring face coverings and this provides a solution and encourages Dragon purchase.
We pulled samples allotted for our tradeshows and provided to accounts these lightly used goggles for consumers to try on. These goggles can be aggressively cleaned without concern for damaging the product and reused. This will hopefully encourage keeping products in packaging prior to purchase.
Increased our number of carry-forward styles to allow any unsold product to be sold in F21.
What are your top product stories for 2021?
Swiftlock & Swiftlock 2.0: Mechanical quick change lens system
Lumalens: Color optimized lens technology. Delivering superior vividness, enhanced clarity, improved depth perception, and reduced eye fatigue
Panotech: Unheralded level of peripheral vision
Athlete Signature Series: seven world-class skiers and snowboards
Any new shapes for 2021?
DXT is our new styles. Borrowing design language from our fastest growing DX3 style in a slightly smaller silhouette.
What are the tints/colours on trend this season?
Low Light: Light Rose, Violet, Pink
Intermittent: Amber, Flash Blue
Bright Sun: Red Ion, Silver Ion, Midnight
How important is helmet compatibility in your strategy?
Very, all our goggle models feature a profile that should seamlessly fit with almost any helmet on the market.
What new technical features are debuting for 2021?
Which lens technologies/coatings are key for next season?
Lumalens, Super Anti Fog, Hard Coating
Please name and describe your 3 highlight pieces and items that retailers should definitely order.
NFX2: Top selling style, Universal Fit, Athlete Favorite. Swiftlock quick lens change.
PXV: Panotech provides maximum peripheral vision. Frameless design.
DX3: Packed full of features and graphics. Clean updated styling all at a great price ($60USD).