Head Snowboard Boots 2024/25 Preview

Retail Buyers Guide: Snowboard Boots 2024/25 Retail Buyers Guide
Brand: Head
Interviewee: Katharina Acham, Operative Marketing Manager

How would you describe the current state of the snowboard market? What big developments, changes, challenges, and/or opportunities are you seeing and how is your brand navigating them?
One big key trend in the snowboard market – or rather in all industries – is sustainability. This trend leads to necessary changes but also opportunities and challenges of course, as existing processes and products need to be rethought, developed, and improved and still the products need to stay attractive in price for customers who are challenged with increasing costs and prices anyway. We at HEAD call it Rethink and we address sustainability in every decision we are making and we keep improving year by year. This year we introduce our most sustainable snowboard boot yet, by using eco-friendly and recycled materials wherever possible.

Following overall price increase, any positive developments with regards to manufacturing, sourcing, or logistics and the changes you’ve made? Are there any examples you can share of how your business pivoted effectively? What developments are you seeing with regards to product pricing?
We did not make any significant changes in terms of manufacturing or sourcing processes. In general, we still see pretty much a V-shaped recovery in the main markets, as well as extremely strong results in overseas regions like Japan and the US, where we have again the strongest results ever. Therefore, we see no need to pivot our business model.

Is e-commerce sales still strong since most brands have been put a lot of effort in physical retail?
Generally speaking though, stationary retail is the backbone of our business, offering products online is needed and requested from a consumer perspective, but the main business remains stationary so far, therefore will be supported with all means. We maintain transparent communication with our dealers regarding our e-commerce plans.

After last winter and the lack of snow in Europe, what’s your overall sales and production/inventory strategy for 24/25?
The warehouses were empty after winter season 22/23 and we were facing high order volumes for season 23/24. We are doing our best now to get all goods into the stores in time. We are looking ahead to season 24/25 with confidence as the orders are high again and we will start the season with a great and strong product mix developed in close coordination with our business partners.

Will you be using any previously unseen materials (in outer shell, reinforcement, cushioning, support or grip) or construction methods? Any liner story or program you plan to highlight for 24/25?
The revolutionary boot fitting system Liquid Fit provides the most precise and quickest customization by using a 100% flexible, paraffin-based material that can be injected in Liquid Fit-ready liners. The Liquid Fit material then automatically adjusts to the individual foot shape, focusing on the most critical areas of the foot: the ankle and the heel section. This increases precision, performance, comfort, and heel hold. Liquid Fit material can be added and extracted from the liner also multiple times, according to the individual demands. The customization process has to be done by a local HEAD retailer. It is a quick and easy process, which does not require a lot of time. Liquid Fit technology is used in our pro boots TEAM BOA HYBRID LIQUID FIT and FOUR BOA FOCUS LIQUID FIT in season 2024/25.

What lacing systems are your main focus in 24/25 and why? Where does BOA fit in your overall strategy and focus?
We have mainly used BOA® Fit Systems for many years as they are simple to use, comfortable, time-saving, and durable at the same time. No more fumbling with laces in the cold. Depending on the boot model, we use different BOA® Fit Systems, from the version with a single BOA dial for our entry-level boots up to BOA Hybrid or BOA Mid Power Focus used in our top boots as those configurations allow riders to charge harder and perform at their peak.

Please tell us about the dominant visual themes or patterns you plan to use in next year’s boot line (materials as well as colours)? Any interesting artist collabs or partnerships you have lined up? Which other footwear sectors or fashion trends do you follow that influence the line?
Most boot models have simple but modern designs and color themes, like black, white, and natural earthy tones, to match a wide range of bindings-, boards- and sportswear designs. But we also added more outstanding-colored versions into the line in season 24/25, for both, men and women. Even if the boots show a clean look in general, a lot of design details are attached, like the use of different fabrics tone in tone but with little color spots and contrasts attached. These also include elements from running shoe technology, to underline the boot’s contemporary and clean look.

Which part of your range are you investing in the most? Freestyle, freeride, all mountain, beginner…? Why?
We mostly invest in the “do-it-all”/all-mountain part, as we want to make it easy for our consumers. Other than with boards, our customers do not buy three or four different models for different applications. Once a consumer has found a boot that fits perfectly and performs in a way they like, we feel that they should be able to use it anywhere on the mountain.

What developments are you seeing with regards to product pricing?
HEAD is traditionally strong on mid to entry-level price points; in the last two years, we have experienced a shift towards upper price points – in all categories. Therefore we extended our line and developed new boots with new technologies and features serving this target group.

What are your top product marketing stories for next season?
Introducing our most sustainable snowboard boot. Yet. – TEAM BOA HYBRID LIQUID FIT. With this boot, we launch a snowboard boot for riders who demand the most, and that contributes to more sustainability by using natural and recycled materials in the production. Introducing the TRIGGER BOA FOCUS® for all-mountain unisex riders and its female counter part, the TIARA BOA FOCUS®. These models offer a budget-friendly zonal lacing system. Utilizing two BOA dials, they ensure precise foothold with separate lacing for the lower and upper sections.

Best Sellers/Hero/Key products

The FH LYT BOA is a snowboard boot for young riders looking to take their skills to the nextlevel. It’s lightweight and perfectly fitted with a heat-moldable liner and BOA® Fit System forultimate comfort. The cuff cut supports the kid’s natural stance, and its two-size footbed addsflexibility to expand their skills with confidence.

FH_LYT_BOA

The TEAM BOA HYBRID LIQUID FIT is the ultimate snowboard boot for riders who demand the most. Featuring a hybrid lacing system with BOA and a power strap for an extra strong foothold, this boot also boasts Liquid Fit technology for a custom fit that provides unmatched comfort and support. We’ve used recycled and sustainable materials wherever possible, making this boot an environmentally friendly choice. With its exceptional versatility, it is the perfect boot for everything from powder to park.

TEAM_BOA_Hybrit_Liquid_Fit

The TIARA LYT BOA FOCUS is the ideal boot for female riders who demand lightweight, reliable, and easy-to-use gear. With its zonal lacing system featuring double BOA, this boot offers individual fit and a strong and locked foothold. It’s packed with features that are typically found on more expensive boots, yet it remains affordable and accessible for riders on a budget who demand everything.

TIARA_LYT_BOA_Focus