Anon Snow Goggles 2024/25 Preview

Retail Buyers Guide: Snow Goggles 2024/25 Retail Buyer’s Guide
Brand: Anon
Interviewee: Benjamin Schwarz – Senior Brand Manager Anon

What are the main customers’ demands when buying snow goggles?

Customers are looking for goggles that don’t fog, fit great with their helmet, and offer improved visibility across the variety of conditions found on the mountain. They also want something that looks great and matches their style and outfit.

Unfortunately, many customers get out on the mountain and realize their lens was not optimized for the current conditions. Anon’s Magna-Tech goggles offer the fastest and most convenient way to change your lens (even with your gloves on), and 10 Perceive condition-based lenses ranging from polarized to night. There is no excuse not to have the right lens for the current conditions. We always suggest our customers carry an additional lens on them so they are prepared for changing conditions. One is not enough.

What were your biggest sellers in 2023/24? Why?

The M4/M4.s series is our best-selling goggles. It is an oversized goggle available in two sizes: regular, the largest size we feature in the line, and the scaled version (or smaller) that caters to customers who wear medium or small helmets. This goggle is unique because, like all Magna-Tech goggles, it comes with one of our magnetic facemasks (MFI). The M4 also allows you to choose your look, either a modern-looking toric lens or a retro-looking cylindrical lens.

Our new goggle, the M5/M5.S series, is our second best selling goggle this season. The M5/M5.S offers a new flat toric lens shape that provides the benefits of a toric lens while offering a new, unique style. This is a traditional, large goggle that comes in both a standard and a scaled (smaller) size. Like the M4, the M5/M5.S both come with one of our magnetic facemasks (MFI) for the ultimate in adaptability on the mountain.

What type of snow goggles from your 2024/2025 collection do you expect to grow the most?

For Anon, we focus on our premium Magna-Tech collection, specifically M4/M4.S and M5/M5.S. We are also seeing real success with our new Perceive Polarized collection. Our customers are used to their polarized sunglasses (including Anon’s new sunglass line), and now they can get that glare-free vision in their goggles.

What are the technical highlights of your 2024/25 collection?

New for this season, we are offering the Anon Day Case. This case ensures the protection and organization of your gear, accommodating up to three M4 goggles or any combination of goggles, spare lenses, and MFI accessory masks. It features full padding, a removable divider, an inner mesh pocket, an easy-carry handle, a moisture management vent, and has dimensions of 8.5″ x 8.5″ x 4.5″

What construction techniques and materials are you using in your 2024/25 goggle collection?

There are no new construction techniques for this upcoming winter, but we are focusing on our key technologies like Magna-Tech, Perceive Lenses, and our MFI magnetic facemasks.

What colours and designs are you featuring in your 2024/25 collection? Any standout collaborations?

When creating our seasonal color pallet, we focus on our lighthouse collection (small runs designed to bring excitement and sell out fast), seasonal colors that align with colors used by outerwear brands from across the industry, and carryover over collection that will provide our customer great options throughout the season.

We have several lighthouse colors, but I am most excited about the Jessa Gilbert collection this year. Jessa is an amazing artist and a guide in BC, Canada. We created a collection of products she and her guide friend use to keep themselves and their customers safe, featuring her art.

This collection will launch in January of 2025.

Are you implementing sustainability in your products and production processes?.

For 2024/2025, we are removing all single-use plastic from our packaging. With this project, we didn’t only focus on making a more sustainable package, but we focused on improving the shop staff and customer experience. You will now find full-color representations of the product on the outside of the box and a larger font for easier identification. We also slimmed down our packaging, reducing material consumption and container space.

What are your marketing stories for 2024/25?

As a brand, our focus will be on our Seamless Integration story, how our goggles, helmets, and facemasks are designed to work together and allow our customers to be immersed in the mountains, regardless of conditions. We will also deep dive into our Magna-Tech and WaveCel helmet technologies.

How are you helping retailers to sell this category?

We will provide clinics to our partners and provide specific assets; ranging from pictures to videos that can be integrated into their digital spaces.

What is your situation regarding stock and deliveries?

We are in a really good position this year with a much earlier delivery than the past 3 years. We will reach 100% delivery by end of the month. Also hardly any aged materials out in the market with 60% or our line being carryover.

3 key/hero products from 2024/25 collection.

M4 Cylindrical

M4 & M4 S – Our flagship products are oversized goggles featuring a Toric or Cylindrical lens. Combine Magna-Tech with our dual component frame and lens grab tabs, and you have the world’s most straightforward lens change system. These goggles also come with our premium Paneled MFI magnetic facemask to help protect your face and neck from the harsh and changing conditions on the mountain.

M5 Polarized

M5 & M5 S – These are our newest goggles, featuring our new flat toric Percieve lens. This lens offers the benefits of a toric lens (improved vision, field of view) with a new, unique design that looks more cylindrical. The M5/M5.S feature a semi-dual component frame for reduced weight and Magna-Tech for fast and easy lens changes. M5 and M5.S both come with our Lightweight MFI magnetic facemask to protect your face from the harsh and changing conditions on the mountain.

M5 Flat Toric