Oakley Goggles 2023/24 Preview
Retail Buyers Guide: Goggles 2023/24 Retail Buyer‘s Guide
Brand: Oakley
Interviewee: N/A
What are the key trends in the snow goggles market?
Winter sport participation is still rapidly growing, even post-pandemic. This trend has encouraged more innovation and technology advancements in the goggle category and will continue to do so. There’s more diversification with new disciplines and expanded product offerings, better business decisions based on environmental impact, and technological advancements that make equipment more affordable for more riders.
What were your biggest sellers in 2022/23? Why?
One of the benefits of being the world’s biggest sport performance eyewear brand is that we have access to world-class athletes who test and wear our products. These athletes demand the best from their equipment. Two of the goggles that many of our athletes choose to wear are Flight Deck and Line Miner.
How are you segmenting your snow goggles?
Our snow goggle category covers a wide range of consumers — backcountry, racers, freestyle, youth, all-mountain lappers, park, free-ride, carvers, and big mountain.
Where do you expect the biggest growth for 2023/24?
We anticipate Flight Deck and Line Miner will continue to sell well, and we expect all models to grow. We’re also introducing our proprietary Prizm Lens Technology to our entry goggle, Target Line, and anticipate high conversion with easier entry into the sport. We want to expand our offering to welcome more riders into the space.
What are the most important technological features in your 2023/24 collection?
We continue to expand our lens offering with Prizm Lens Technology. We’re launching a new lens for 23/24: Prizm Argon. Years and years of research were used to create Prizm lenses that are purpose-built for the specific wavelengths of light that reflect from snow to help you see contrast on the mountain in a variety of light and snow conditions.
What is new in terms of construction and materials in your 2023/24 goggle collection?
All Oakley goggles with Prizm lenses are packaged in a soft case. This soft case is given free of charge to the customer to protect their goggles and lenses. The soft case will be covered by a cardboard sleeve made of post-consumer materials to protect the goggle during shipping and storing. The sleeve also features an image of the goggle, so it is easily identifiable in the store.
Besides protecting the user’s goggle, the new packaging also eliminates tens of thousands of kilograms in plastic and paper waste that was used for the previous packaging.
What colours and designs are you featuring in your 2023/24 collection? Any standout collaborations?
The goggle team has worked closely with our apparel team for 2023/2024 by creating more cross-merchandising opportunities across our Team and Signature Collections. This means our color palettes are more aligned and feature more products that work and perform well together to give riders more options. Our Team Collection features head-to-toe looks that were created in close collaboration with leading athletes such as Jamie Anderson, Stale Sandbech, and Sage Kotsenburg. We also have two stand alone signatures goggles with top alpine athletes, Mikaela Shiffrin and Aleksander Kilde.
Are you implementing sustainability in your products and production processes?
All Oakley goggles with Prizm lenses are packaged in a soft case. This soft case is given free of charge to the customer to protect their goggles and lenses. The soft case will be covered by a cardboard sleeve made of post-consumer materials to protect the goggle during shipping and storing. The sleeve also features an image of the goggle, so it is easily identifiable in the store.
Besides protecting the user’s goggle, the new packaging also eliminates tens of thousands of kilograms in plastic and paper waste that was used for the previous packaging.
What are your marketing stories for 2023/24?
Our biggest mission for 2023/2024 is to open the snow environment to all levels of sport practitioners looking to get outside and explore. We aim to accomplish this through a larger brand campaign that connects our consumer to the brand on a more personal level, and gain support from our athletes to share their stories.
How are you helping retailers to sell this category?
We use a training platform called Leonardo to educate our retailers and commercial teams. We want to provide the latest and greatest information that we can to our retail partners. Oakley’s products are rich in technology, and we want to help the customers and the retail associates learn what makes Oakley’s products different from others. The platform features training modules for all our categories and high-quality production videos.
Is your production impacted by raw material scarcity or cost increase? If so, what solutions have you put in place?
Thanks to the hard work and dedication of our internal team and our manufacturing partners, we haven’t been heavily affected by raw material issues. We also own our own goggle facility, so we don’t have to compete with other brands for resources. We have been proactive in planning for the 23/24 season and anticipate delivering our product without any issues.
3 key/hero products for 2023/24 collection
New Team Collection and Signature Series: Used by the world’s best athletes during and after competition.
Soft Case Packaging: All goggles with Prizm lenses will be sold with a soft case to protect your equipment.
Oakley Goggles 2023/24 Preview
New Prizm Argon Lens Color: Functionally – Prizm lenses help you see contrast in a variety of light and snow conditions. Aesthetically – you’ll be the talk of the lodge.
Oakley Goggles 2023/24 Preview
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