What are the main customers’ demands when buying snow goggles?
Optical clarity from lens quality and anti-fogging prevention, comfort, and style.
What were your biggest sellers in 2023/24? Why?
We continue to see amazing momentum on our MAG goggle family with the 4D, I/O, and Squad MAG styles. All of our MAG family goggles are offered with our pinnacle ChromaPop™ lens technology for both the install lens, and the bonus lens, and include both bright and low light option. Coupled with an incredibly easy, MAG lens interchange system – the MAG family allows riders maximum versatility in different riding conditions. To help keep the lenses clean & scratch-free, all of MAG products also ship with a Smith lens cover included, which doubles as a cleaning cloth.
What type of snow goggles from your 2024/2025 collection do you expect to grow the most?
Our 4D MAG goggles have been best sellers since their launch a few years back with innovative BirdsEye View technology, so we continue to expand the collection of goggles to accommodate a variety of face sizes and fits, including the 24/25 launch of the 4D MAG XL goggle. Offering more variety across a pinnacle style to appeal to a wider audience of wearers.
What are the technical highlights of your 2024/25 collection?
ChromaPop™ lens technology filters specific light wavelengths to enhance contrast and natural color and provide greater definition, color, and clarity on snow.
**Launching 5 new ChromaPop tints for 24/25
BirdsEye Vision™ technology; a proprietary lens shape that extends and curves below the sightline and opens a vast field of view never seen before and offering 25% increase in field of view. **Showcased in the new 4D MAG XL, and bestselling 4D MAG and 4D MAG S goggles.
MAG technology: offering quick, intuitive, and secure lens changing through considered design, strong & weatherproof magnetic contact points, and patent-pending dual locking mechanisms Also to note is Smith’s Precise Fit Integration of its goggle collection with Smith helmets. The curve of the goggle frames correspond to Smith’s helmet design to enable precise alignment and eliminating any gap for air or weather to seep in. The vent foam on Smith goggles aligns with the ventilation system, called AirEvac, on Smith helmets to move hot air and moisture up and out of the goggles and through the helmet to minimize/eliminate fogging.
What construction techniques and materials are you using in your 2024/25 goggle collection?
Construction and materials are carryover for this season.
What colours and designs are you featuring in your 2024/25 collection?
Any standout collaborations?
Continuing our long-standing collaborations with The North Face and High Fives Foundation, and also kicking off a partnership with She Jumps.
Are you implementing sustainability in your products and production processes?
We are continuing our partnership with gogglesoc™ – the pioneers of eco-friendly eyewear accessories for the outdoors – to ship a Smith branded gogglesoc with each of the models in the MAG goggle family and with select goggle capsule collections including Smith’s Athlete Series and across collaborations to eliminate significant waste in product packaging, while offering a premium and protective lens solution at no added cost to the consumer.
We’ve also discontinued the use of plastic waste across new packaging of wintersports & eyewear products since Fall of 2022. This includes the removal of plastic windows on goggle boxes and plastic polybags previously used for lens and goggle protection. In addition, all new retail boxes are now produced from recycled cardboard that are designed to easily fold flat for compact storage for reuse and/or disposal. The move signifies an incredible reduction in waste including 1 million polybags saved annually across goggles.
How are you helping retailers to sell this category?
Staff training and retail support is incredibly important to SMITH. We rely on shop employees to effectively communicate our design features and technology benefits to customers, and utilize several programs – including ENDVR – to provide training tools and incentives for promoting SMITH within their locations. In addition, we’ve added signigicant resources to our trade marketing division to support retail displays, graphics, and point of purchase opporunties to continue driving the SMITH message in store.
What is your situation regarding stock and deliveries?
Plentiful & timely!