What are the main customers’ demands when buying snow goggles?
Style/Price, Fit – OTG/Helmet Compatibly
What were your biggest sellers in 2023/24? Why?
DX3 & DXT – Low price point but Dragon styling allowing entry to the brand.
RVX MAG – Our premium google with all our bets tech, Magnetic, Bonus Lens.
What type of snow goggles from your 2024/2025 collection do you expect to grow the most?
Mag Series & the DX Franchise
What are the technical highlights of your 2024/25 collection?
Magnetic changing (Swiftlock 2.0)
Our addition/improvement/expansion to LUMELENS, the INFRARED lens – in two colours, Solace IR & Celeste IR. The new IR lens, capable of blocking 99% of infrared rays is the latest advancement in our premium lens tech. It protects your eyes from harmful radiation, decreases intense heat during blue-bird days, and reduces eye fatigue.
What construction techniques and materials are you using in your 2024/25 goggle collection?
Solidifying Dragon’s commitment to sustainability, Fall/Winter 2024 Goggles and Packaging will be made of recycled materials. Recycled Frame Materials, Sorona Face Fleece & Recycled Nylon Strap Adjusters. Packaging wise, a FSC Recycled Cardboard Box + Soy Ink Printing. RPET Goggle Pouch.
What colours and designs are you featuring in your 2024/25 collection? Any standout collaborations?
We’re allowing our elite athletes to express themselves though Dragon even more. More signature models in the NFX Mag, European specific goggles with Mikkel Bang and Kevin Backstrom.
Are you implementing sustainability in your products and production processes?
Absolutely, RFU frames, Sonora Fleece, Recycled adjustors, Recycled cardboard box etc .These implementations and practices plus the specific RAW collection mentioned above is step one, more steps to come..
What are your marketing stories for 2024/25?
Building on our 30th year we’re now establishing Infrared lens tech as a premium addition to our proven Lumalens tech. Increasing MAG presence with new signature models. The expansion of the DX franchise to include a mid price-point goggle with all the bells and whistles. And most importantly increasing our commitment to sustainability with materials, production and packaging developments.
How are you helping retailers to sell this category?
Updated POP to have in shop, placing adverts (print & web) and Dragon inclusion in product guides highlighting the new goggles, new lens tech and improved processes. Offering cabinet displays, store clinic videos, plus identifying Dragon Alliances with staff in the shops.
What is your situation regarding stock and deliveries?
Last year was tricky for almost everyone, this year we have delivered close to 100% of pre-orders unless requested later. We’re already seeing re-orders due to early snow and being online/on shelves ahead of time. We keep our stock levels healthy with extra current stock ordered, and finding suitable solutions for our older/past seasons stock.