What are the major trends in the snow goggles market?
On the market we see a trend shift regarding the customer requirements. While for some customers a cool look is still very important, for more and more people long lasting functions and material became more relevant. In addition, cylindrical lenses with a flatter optic will be key for our snow goggle collection in 2022/23. Besides the design aspect, it provides excellent peripheral vision
What do customers expect from their goggles?
We see on the market a trend towards long lasting materials for snow products. Due to the uncertainties the pandemic brings, people search for products with sustainable quality and long lasting materials in order to have a good product that can be used for several years. Therefore, in addition calmer colours will be essential.
What were your biggest sellers in FW21/22? Why?
Our model PARK was one of the best sellers in 21/22, due to its great combination of performance and a lower price
Where do you expect the biggest growth for FW22/23?
We expect the biggest growth in our SOLO model series, as the feature PANO TECH offers various advantages to our customers. A broad field of vision promotes quick reaction when skiing. For this purpose, the cylindrical double lense of the SOLO model series was laminated and not separated by a foam as usual. Optical distortion can thus be avoided, reflections are prevented and a 15 % bigger field of vision contributes to safety
How are you segmenting your snow goggles and what are the main price points in each segment?
The main price points we have for our current collection are 99€ / 139€/ 190€.
Regarding our segmentation, starting with 99 € for our SOAR which is equipped with our innovative F°SCAPE Anti-Fog technology as well as our FREE°D technology that corrects light refraction and prevents optical distortion. This model series is the perfect choice for all who search for great performance goggle at a lower price.
Our SOLO model series are priced with 139 € due to its extra laminated double lens and that offers up to 15% larger field of vision providing extra security for more confident skiers.
All products of our MAGNETRON technology are equipped with a magnetic lens changing system and second lens. With these highly functional snow goggles, our more athletic customers are optimally protected and prepared for all weather conditions
What are the most important technological features in your FW22/23 collection?
Due to positive feedback and our strategic goals, we will still focus the 22/23 collection on our key features: PANO TECH, that increases the sight up to 15% and offers an incredible wide view as well as on our MAGNETRON chic lens change system
What is new in terms of construction and materials in your FW22/23 goggle collection?
For our 22/23 goggle collection we will focus on cylindrical lenses with a flatter optic as well as on frameless product designs. We aim to create more modern and cleaner designs that can be combined in various ways. The perfect example is our MAGNETRON SLICK which can be mixed in different ways for changing conditions and fashion tastes. Furthermore, our new collection lenses will have more metallic mirror colours
What colours and designs are you featuring in your FW22/23 collection? Any standout collaborations?
Calm colours will be more relevant on headbands and for lenses. Black, white and sliver will be important selections for our colour updates of the new collection. In keeping with our brand collaboartion, our focus will still be on the classic Red Bull colours. With sporty patterns on the new headbands, the new collection will keep its athletic design
How are you helping retailers to sell this category?
A good online product and content presentation has become more relevant as customers are searching for information regarding features, functions, etc. online. In every campaign, we aim at offering high quality content to focus on our product features in order to have clear arguments for our customers to share within their (online) shops. All our customers can also easily order our products through our B2B e-commerce portal
Did the restrictions at resorts last year impact the sell-through of the FW21/22 collection? If so, how have you addressed this issue?
The restrictions due to the pandemic situation helped people to find more time for individual outdoor sports like ski touring or other disciplines which had a positive impact on e-commerce
Have you had problems with the supply of FW21/22 product? If so, how have you addressed this issue, and will this result in changes to your FW22/23 sell-in?
We did face problems overall in the collections due to Chinese suppliers. For the whole winter season, they would have selective shutdowns in their fabrics, which will of course negatively affect the production timeline. Therefore, we focus on long lasting partnerships with suppliers we trust. Due to these good collaborations, we were always able to find solutions that worked for both sides
The MAGNETOR offers endless combination possibilities. Due to the magnetic quick-change system of the frameless lenses, different variations can easily be selected. Eight strong magnets firmly link lenses and frames together. Each MAGNETRON ski goggle comes with two interchangeable lenses – a mirrored good weather lens and a contrast enhancing bad weather lens. No matter if cloudy sky or bright sunshine, this goggle allows to be ready for or all weather conditions. Premium anti fog (FreeD) and ventilation system (FScape) are standard in this model.
The Solo broad field of vision promotes quick reaction times when skiing. For this purpose, the cylindrical double lens of the SOLO model series was laminated and not separated by a foam as usual. Optical distortion can thus be avoided, reflections are prevented and a 15 % bigger field of vision contributes to safety. The integrated IBoost technology helps to adapt to all snow and weather conditions, so that all irregularities can be easily identified when riding in the snow. In combination with the FScape anti-fog technology and a hydrophobic coating that drips off water and dirt particles, it is the perfect product for all adventures in the snow
SOAR is our entry level price product but still coming with a ton of requested features like premium anti fog (FreeD) and ventilation system (FScape) in a cylindrical lens which is also possible to be combined with an optical clip-in system. Moreover, it’s frameless design to a good price makes it one of our best selling products. Due to it’s universal size, it fits men, woman and kids.