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Give me some background on the company. Who are you? Where are you? How long have you been running?
Skins was formed over four years ago in Australia, and operates out of Sydney. Since then, following an extensive research and development programme, the Skins brand has evolved into the undisputed market leader in the compression/therapeutic garment product category.
In June '06, the company incorporated Skins, a wholly owned UK based subsidiary, to launch the brand in Europe as part of a global strategy to build an international brand.
Tell me about your product range.
The Skins product range is universally acknowledged as being the market leader in the compression product category. Central to this are the truly unique therapeutic features and benefits associated with the product: a) BioAcceleration technology is engineered gradient compression which applies a balanced and accurate surface pressure over specific body parts to enhance blood flow and oxygen delivery to working muscles. The subsequent improvement in circulation helps the body to eliminate lactic acid and other metabolic wastes, enabling the individual to work at a higher rate and for longer. b) Skin fit: Skins' creation of the correct compression is based on a body mass index (BMI) algorithm. A unique sizing system based on this algorithm allows for a truly customised fit. By controlling the elasticity of the fabric in conjunction with the specific garment pattern and BMI size grid, Skins ensures the correct level of surface pressure for the vast majority of body shapes. c) Skin muscle +. garments are designed to wrap around the key muscle groups to reduce muscle oscillation and focus the direction of the muscle. The combined wrapping and compression effect dramatically reduces muscle vibration resulting in less soft tissue damage and muscle soreness. It also assists in accelerating recovery times. d) Skin temp smart fabric works to optimise and regulate the body temperature in both warm and cool conditions. Other key elements include: Skin dry (moisture management properties), Skin fresh (permanent anti-bacterial and antimicrobial treatment to prevent bacterial growth and odour) and Skin UV block (provides SPF 50+ protection from the sun). All product claims can be substantiated by independent test reports, and the product range is endorsed by the Australian Physiotherapy Association.
What are its application areas?
The potential is enormous.Apart from the exceptionally high level of demand for Skins products from those persons participating in both team and individual sports (across the entire active sports spectrum - both genders), the recognised therapeutic properties associated with the product offer substantial benefits post exercise, while travelling (especially air travel) and to those persons undergoing rehabilitation programmes after injury, or suffering from certain medical conditions.
How do you strike the balance between functional clothing and fashion? Are the two ever in conflict?
They can be, but in the case of Skins our focus is concentrated on function and performance, and we will not allow this to be compromised. Of course, due consideration is also given to the aesthetic appeal of the product and colour co-ordination during the development stage.
Who's wearing Skins products?
Consistent with the 'application areas' - persons wearing Skins products range from international sportsmen and women to the junior club player (including youths). It is not exclusive to the 'professional' or 'elitist' sports person, on the contrary.This reflects the growing awareness of the tested and proven benefits of Skins products which enable sports participants at all levels (and age groups) to improve their individual performance.
Designed for training, playing and recovering, can you explain how the product functions in each of these areas?
In training the principal benefit is that by wearing Skins products there is a reduction in muscle fatigue (improved blood and oxygen delivery to the muscles reduces lactic acid build up) allowing harder, longer training sessions without having an adverse effect on the body. In turn this enables the individual to sustain performance and skill levels over a longer period of time in a competitive environment. The importance attached to the post activity period,with particular reference to the recovery aspect, is now recognised as a key element for the well being of the individual. In this context it is recognised that Skins Travel & Recovery tights can assist in reducing the recovery period (muscle soreness, soft tissue injuries etc.) so that the individual can return to full training as soon as possible. It is not uncommon for players to wear these garments on return journeys from events, or even to sleep in them!
I can see that purchases can be made online. How important are internet sales to you as a company, and the industry as a whole?
It has to be acknowledged that e-commerce is here to stay, especially as it is now established as an integral part of the retail 'mix'. From our side the principal function of the Skins website is to present the range visually and to effectively communicate the features and benefits of the product to potential purchasers.The facility to purchase direct is there, but it is of secondary importance. Furthermore, we don't actively promote it as a selling vehicle, or engage in price promoted activities.As you are aware, it is a fact that e-commerce sales, as a percentage of total retail sales, are continuing to grow, and this trend is forecast to continue. In this respect we are merely responding to the change in consumer shopping habits, and this is consistent with the vast majority of other suppliers in the sports and leisure trade sector. Having said this it should be emphasised that our sales strategy has, and continues to be focused on the retail sector. Your advertising campaign is brilliant. What was your inspiration? What message did you want to send out? Has it worked? Basically we replicated the campaign that had proved to be highly successful in Australia. The creative strategy was designed to achieve 'cut through' in what was perceived to be a cluttered market place,with particular reference to the 'compression' product category.At the outset we did not want to go down the 'me too' route extolling the features and benefits of the product, that would come later. Our principal objective was to build brand awareness - fast (trade & consumer). The advertising was both provocative and edgy, and we didn't disappoint on either count.Overall the campaign has been a massive success, and it performed a significant complementary role in establishing Skins as a major player in the compression product category in the UK. The above the line activity has been supported by the provision of in-store display units, hanging banners and other point-of-sale items, all of which has contributed to very successful sell-through levels.
Any other comments?
Given the technical attributes of the Skins product,we have concentrated our sales activities on the independent sector,with particular reference to 'specialists' in the respective sports categories.As we have products specifically designed for soccer, rugby, cricket, hockey, running, ski and outdoor, this opens up a wide range of opportunities. However, the key criteria that a potential Skins stockist needs to satisfy is the ability of their retail staff members to understand and communicate the superior technical features and benefits of the product.
Contrary to initial speculation, the price positioning of the brand has enhanced the product desirability, and for once retailers have been provided with an opportunity to trade up.This suggests that 'if the product does what it says it will do', then price is not an overriding issue with the end user. This of course will contradict all those retailers who subscribe to low prices as being the panacea to all ills! Certainly the more progressive retailer has embraced the Skins concept and has meanwhile benefited from a high level of consumer demand, and subsequent increase in turnover.This reflects an increasingly better informed consumer who is actively seeking out proven performance enhancing products. So the 'right environment' is key as independent leading retailers continue to distance themselves from the multiple outlet types, by placing the emphasis on specialisation and technically orientated products - 'superior product, superior knowledge'. The best example of this is Greaves Sports in Glasgow, arguably the best sports shop in the UK. They have recently embarked on a major expansion and refurbishment programme, and in doing so have created a superb retail environment. Sport, and related activities, is all about aspiration and fulfiling dreams, and you can certainly experience this in Greaves.Maybe other retailers should take note!
