A sneak peak of Oakley’s upcoming line, explained by Global Category Manager Andy McSorley.
What are the three biggest trends you see shaping the market and what are you doing to meet them?
Adaptability, Visibility, and Comfort are the 3 strongest trends in snow goggles.
Adaptability is essential for any serious snow enthusiast. The simple fact is this: You will encounter the most dynamic range of weather conditions out on the mountain as compared to any other sporting activity you might do, and there is not one single lens tint on the planet that works optimally in every environment. Oakley offers the deepest pool of performance lens tints to help you see better no matter what Mother Nature might throw your way, and now our Airbrake goggle with Switchlock technology lets you quickly and easily change your lens to adapt to the conditions. It’s revolutionary.
Visibility is the whole reason you wear a goggle in the first place, and consumers are looking for a wider field of view to see more of their surroundings without the tunnel vision effect. Our new Canopy goggle features an oversized toric lens that provides enhanced peripheral vision without compromising fit or helmet compatibility.
Comfort is key when your out in the snow, because if you’re not comfortable you will not have fun, it’s as simple as that. We do exhaustive fit-testing to ensure our goggles provide a perfect fit without pressure points or hot spots. In addition, we developed a patented technology called O-Flow Arch that creates a rigid structural support across the nose bridge. This lets you run the goggle snug and secure on your face without crushing your nasal passages, letting you breath easier. This feature can be found in Splice, Elevate, and the new Canopy.
For the upcoming season, what is your brand doing to differentiate itself?
The Oakley brand hallmark is performance and quality, and these are attributes that never go out of style. We will continue to deliver the best performing goggles ever created to serve the needs of the most elite athletes on the planet. Same as always.
What new technologies are you introducing to your line?
Switchlock technology was launched in Airbrake in 2011, and will continue to be our most advanced goggle technology for 2012 and beyond. This is a genuine game-changer.
What trends do you anticipate in the realm of graphics, themes, and colors?
Generally speaking there has been a shift toward cleaner goggle designs, more solids and color blocking and less all-over prints. At the same time there’s a movement toward bright, fun colors out on the hill. Snowboarding and Skiing are leisure activities, people want to have fun when they’re out on the hill and they want their wardrobe to express that positive emotion. Drab earth tones are all but dead right now.
What trends have you detected with regards to sales volume?
There is definitely movement toward higher price points on goggles. ASP’s have been pushing consistently higher and this should continue into the near future, as long as the product offers a compelling feature set to demand that higher price anyway. Goggle technology has been advancing rapidly and a number of brands are giving people a reason to spend $200, $300, even $500 on a goggle. If you can tell a performance story that will help the user have a better experience in the snow, then there’s a market for it.