What are the key trends in the snow goggles market?
The key trends that we are seeing within the market are lens and lens changing technology.
We have always offered best in class lens technology with LUMALENS® which is a color optimized lens technology offering ultra-high definition optics across the entire spectrum of light conditions. Engineered to improve and optimize visibility in all environments, our exclusive LUMALENS® technology delivers superior color vividness, enhanced clarity, improved depth perception, and reduced eye fatigue for better performance. In addition, we offer the LUMALENS® Photochromic adaptive goggle lenses which feature a light base tint for dim outdoor lighting conditions and automatically darken and change color in bright sunlight. We have also collaborated with our best in class athletes to launch the patented Panotech™ lens which utilizes a unique toric base curvature that allows for an unheralded level of peripheral vision. Manufactured from high-quality injection molded material, the new Panotech™ lens is used in the PXV goggle.
In terms of lens changing, we are proud to offer our groundbreaking Swiftlock 2.0 which has been augmented with magnetic contact points coupled with the one-sided release lever to create a secure and quick lens changing solution.
In addition, we have always integrated unique creative collaborations with our athletes such as Bryan Iguchi and Danny Davis that continue to set us apart from other brands.
What were your biggest sellers in 2022/23?
– The RVX Mag OTG as we have continued to see an appetite for premium features and magnetic technology.
– DX3 OTG continues to be an iconic and excellent fitting style at an accessible price point.
– NFX2 because this edgy style features our signature series athlete inspired graphics and key collaborative partner styles.
How are you segmenting your snow goggles?
We segment our goggle collection based on feature packages and price points. All of our styles regardless of price feature our patented LUMALENS® optimized color technology. Our entry level goggles range from 40€ to 85€ and feature a thermal-formed cylindrical lens, over the glass compatibility, scratch resistance with a super anti-fog coating that is both hydro and oleophobic as well as dual layer face foam with a hypoallergenic micro fleece lining, and helmet compatibility. Our mid-range styles range from 145€ to 170€ RRP and feature our entry level feature package with the additional upgrades of triple layer face foam with hypoallergenic micro fleece lining and premium injected spherical lenses in select styles. This category also has the introduction of our patented frameless technology and armored venting. Our premium range is from 190€ to 260€ RRP and builds upon the tech offered in our mid-range with the addition of our Swiftlock lens change system, silicone strap backing as well as our groundbreaking Swiftlock 2.0 with magnets in select styles.
Where do you expect the biggest growth for 2023/24?
We expect our biggest growth this season to continue with our entry level styles the DX3 and the new DX3 L. We have had great historical success with these iconic frames and unique straps that continue to be proven leaders at a competitive price point. We have also expanded our magnetic lens offering with the addition of the premium NFX Mag. Having taken the iconic look the NFX and upgraded it with our Swiftlock 2.0 and magnetic technology, we expect to continue to grow our market share in this segment.
What are the most important technological features in your 2023/24 collection?
The most important technological features in the FA23 collection are the groundbreaking Swiftlock 2.0 which has been augmented with magnetic contact points coupled with the one-sided release lever to create a secure and quick lens changing solution. This is featured in the RVX Mag and NFX Mag. In addition, the IR lens tech which is featured in the NFX Mag, RXV Mag, PXV and R1 allows for increased sharpness and clarity by significantly reducing harmful infrared radiation from UV light.
What is new in terms of construction and materials in your 2023/24 goggle collection?
We are extremely excited to launch our new Infrared (IR) lens technology. These lenses significantly cut down the amount of damaging infrared radiation that causes dangerous heat and distorts imaging. Allowing for increased sharpness and clarity, these lenses are the ultimate tool for navigating terrain in all conditions.
What colours and designs are you featuring in your 2023/24 collection? Any standout collaborations?
Blending style and personality our Signature Series goggles capture the vibe and vision of Dragon’s most influential athletes with unique graphics and custom colorways. This season, we are excited to feature collaborative artwork with some of our most influential athletes including Danny Davis, Kimmy Fasani, Bryan Iguchi, Forest Bailey, Gigi Ruf, Blake Paul, Dennis Ranalter, Jossi Wells and Chris Benchetler.
Are you implementing sustainability in your products and production processes?
We continue to work with our manufacturers to research and test more sustainable raw materials and manufacturing techniques including the utilization of recycled materials. Our priority remains to produce the highest quality and safest product possible. The most sustainable goggle is one that does not end up in a landfill after one season, but instead is a coveted piece of equipment that our consumer reaches for year after year.
What are your marketing stories for 2023/24?
Our largest marketing stories for 2023/24 will be the Swiftlock Magnetic Lens Changing System, Athlete signature series goggles, and the new IR lens technology. As well as celebrating Dragon’s 30 years in the game with our 30th anniversary goggle strap designs.
Is your production impacted by raw material scarcity or cost increase? If so, what solutions have you put in place?
While our raw material sourcing has not been impacted by scarcity, we have indeed faced the cost increases felt by the entire industry. Tariffs, logistical price increases and factory shutdowns have impacted us significantly, however, we have done our very best not to pass these costs onto our consumer. You will note some minor style cost increases but we have made considerable efforts to leverage our excellent relationships with our vendors in order to not compromise quality and affordability.
Please name and describe in about 60 words your 3 key/hero products for 2023/24 collection.
NFX MAG: The NFX Mag OTG goggle is engineered with the power of magnets. Dragon’s groundbreaking Swiftlock Magnetic Lens Changing System has been augmented with magnetic contact points coupled with the one-sided release lever to create a secure and quick lens changing solution. Add in OTG compatibility, expansive Lumalens Color Optimized technology, and you’ve got one heck of a goggle.
DX3 L OTG- The brother style to the fan-favorite DX3 OTG. The DX3 L features a larger fit but the same clean styling, modern lines, and a modern fit. A no-frills, no-nonsense frame, the DX3 L OTG fixates on comfort and quality with the added benefit of our Lumalens Color Optimization and OTG compatibility.
PXV with IR Lens Technology: Dragon’s PXV goggle brings visibility to an entirely new level. By crafting a unique (and industry first) base lens curvature, our Panotech Lens allows us to wrap the frame, offering expanded sight lines in a visually stunning aesthetic. The groundbreaking PXV goggle will be available in our new Infrared (IR) lens technology. These lenses significantly cut down the amount of damaging infrared radiation that causes dangerous heat and distorts imaging. Allowing for increased sharpness and clarity, these lenses are the ultimate tool for navigating terrain in all conditions.