Voited Surf Robes and Ponchos 2024 Preview CloudTouch®

Retail Buyers Guide: Surf Robes and Ponchos 2024 Retail Buyer’s Guide
Brand: Voited
Interviewee: Hannah Craig, Marketing and Project Manager

How was the market for Changing Robes and surf ponchos in 2023?
The market for Changing Robes and surf ponchos in 2023 experienced significant growth, extending beyond the boardsport community to attract a broader customer base. The versatile and element-resistant features of the VOITED Changing Robe made it particularly popular among casual outdoor customers. While initially associated with boardsports, the product’s appeal expanded to diverse outdoor enthusiasts, emphasizing the need to reach new channels to connect with this wider audience.

The element resistant Changing Robe is extremely popular, way beyond the boardsport community. Did you have to address new channels to reach the casual customer? Is it different for Surf Ponchos?
Yes, to cater to the growing demand from the casual customer base, VOITED implemented new marketing channels to reach this audience. The brand strategically targeted outdoor and adventure communities, emphasizing the versatility and functionality of the Changing Robe beyond traditional surf settings. For Surf Ponchos, a similar approach was adopted, highlighting their adaptability and practicality to provide an insulated shelter for various outdoor activities beyond surfing.

Is the term “changing robe” still relevant as many (most ?) of the people use it as a jacket or an additional shell for tough weather?
While the term “changing robe” originated from its functionality in changing situations, it has evolved to encompass a broader use as an additional shell for changing weather climates. The term remains relevant when the size is chosen to be roomier. It reflects the product’s versatility and purpose, serving as a changing accessory and a protective outer layer in challenging weather conditions.

What are the trends within the Surf Poncho category: core riders, kids, women, beachgoers, seasonality?
Within the Surf Poncho category, trends include a diverse consumer base, with products tailored to core riders, kids, women, and beachgoers. The designs and features aim to accommodate different demographics and preferences. Additionally, the products are designed to be seasonally versatile, catering to users in various weather conditions.

Which price points are best selling for Surf Ponchos and Dry Robes? What are the entry level and high-end rates?
The price range for Surf Ponchos and Dry Robes varies, with entry-level rates starting at 30 euros and high-end options reaching up to 200 euros. The best-selling price points fall within the mid-range, offering a balance between affordability and premium features.

What are the key materials in your line for both product categories?
The key materials for VOITED’s Changing Robe and Surf Poncho include 100% recycled 50D Ripstop Repreve® outer shell fabric coated with 18.000mm waterproofness on the inside and the Bionic Finish®Eco – Fluorine Free coating act as natural shelter for wind and water repellency. Additionally, the products feature a quilted mid-layer of 3D Synthetic Featherlight recycled fiber for insulation and a quick-dry, absorbent microfiber fleece lining for comfort.

Bonus specs for functionality are much appreciated: what do you offer in this regard?
Both the Changing Robe and Surf Poncho offer several bonus specifications for enhanced functionality, including:

Insulation for added warmth
Water-repellent and windproof features designed like functional outwear
Lightweight design for easy portability
Zipped pockets for convenient storage
Adjustable, stormproof, and waterproof hood
Roomy fit for ease of changing or layering
Additional CloudTouch® insulation panel in the lumbar area for comfort in various climates in our Changing robe.

Which are your key colors/prints/pattern of 2024?
The key colors/prints/patterns for 2024 include a diverse range that reflects the brand’s commitment to sustainability and style. Some popular options may include nature-inspired tones, muted navy blues, and coordinated color schemes to maintain an elegant yet functional aesthetic.

How are you helping retailers to sell more of your product?
VOITED supports retailers in selling more products through comprehensive marketing strategies, including visually appealing product displays, collaborative promotions, and educational materials highlighting the versatility and eco-conscious features of the Changing Robe and Surf Poncho. Additionally, the brand provides retailers with marketing collateral, such as images and descriptions, to enhance the product presentation.

Key Products:

Trooper Poncho Blanket:

Description: The Trooper Poncho Blanket is a versatile 3-in-1 product, serving as a poncho, blanket, and changing station. Its functional design makes it an essential companion for outdoor adventures.
Features: Multi-functional, durable Ripstop fabric, roomy fit, lightweight, and eco-conscious materials.
Sustainability: Crafted with sustainability in mind, the Trooper Poncho Blanket enhances outdoor experiences with minimal environmental impact.

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CloudTouch® Blanket:

Description: The CloudTouch® Blanket offers warmth and comfort, perfect for chilly evenings. Its ultra-soft design makes it a go-to companion for any adventure.
Features: Soft CloudTouch® insulation, compact, and cozy design.
Sustainability: Reflecting the brand’s commitment to sustainability, the CloudTouch® Blanket is crafted with eco-friendly materials.

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Changing Robe / Drycoat – 2nd Edition:

Description: The Changing Robe is a personal shelter providing extra insulation and water repellency. Lightweight, absorbent, and quick-drying, it allows users to change comfortably in any weather.
Features: Insulated, water-repellent, windproof, lightweight, zipped pocket, roomy fit, multiple fabric layers.
Sustainability: Made with 100% recycled 50D Ripstop fabric, Bionic Finish®Eco coating, and 3D Synthetic Featherlight recycled fiber insulation.

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