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Clear vision
Super six: Zoggs allowed its ULTEX Chlorine Proof swimwear to be lane-tested by six cross-Channel swimmers
Zoggs UK marketing manager David Annand explains why the brand has broad appeal to all swimmers at retail by going that extra length
For retailers to successfully sell Zoggs, firstly it’s important for them to fully understand Zoggs and the complete service we offer.
An innovative range of market-leading goggles remain at the heart of the Zoggs brand, and we have remained focused on that heritage as we have grown into a full-service swim brand designing highly innovative, quality swimming equipment and swimwear.
But for us it’s more than that. We want all swimmers, whether swimming for fitness or recreation, to enjoy the freedom, fun and exhilaration of the water with unconditional trust in the product we provide.
To that end, Zoggs has been structured to service and supply our retail partners like no other swim brand in the UK. We have a highly trained and motivated national sales team of 13 that specialises only in Zoggs product.
This team works closely with retailers by offering product training, goggle fitting advice and range merchandising.
Zoggs on display
Supporting the team and our retailers we have, this year, invested heavily in a brand new merchandising display system that is already reaping dividends, and has recently been nominated for an award by the UK POPAI (Point of Purchase Advertising Institute). This is an industry award for all companies involved in point of purchase advertising and the retail marketing industry. Zoggs strongly believes in attracting and engaging with swimmers at the point of purchase.
As for the product, we are extremely confident that once a consumer has tried Zoggs they will repeat purchase. Most reviews left on swim-related sites support this view.
Flexible approach
This year we have launched a brand new goggle called Predator Flex. This goggle is for all adult swimmers but is particularly favoured by open water swimmers and triathletes. It has taken the triathlete market by storm, receiving top reviews from all the triathlon media.
Our swimwear is our fastest growing category. The Swimshapes collection has received many accolades this year. Zoggs was voted overall winner out of 51 control swimsuits when scored for comfort, control and support when tested by the Good Housekeeping Institute. Health & Fitness and Weightwatchers magazines have both recommended our swimwear too.
To re-enforce our claim that Zoggs is for all swimmers wherever they swim, we accepted a challenge from six female swimmers to see if they could out-swim our swimwear whilst training for a two-way crossing of the English Channel. They lane tested our Zoggs ULTEX™ Chlorine Proof swimwear and we are pleased to report that both channel swimmers and their swimwear passed the test in great shape.
As the swim brand that represents fun family swimming, Zoggs has a huge selection of learn-to-swim and water-confidence product, and to demonstrate our commitment to this category we have recruited Simone Benhayon as our ‘learn to swim’ ambassador. She's only 24 but Simone has already made waves since her arrival from Australia by being voted ASA Swimming Teacher of the Year in 2008.
Simone has a refreshing attitude and style to the much debated "how best to teach children to swim". Simone's and Zoggs philosophy is that children should enjoy themselves in the pool while they are learning to swim. We believe that children should be taught to enjoy being in the water because in that way they will want to go swimming again and again and thereby naturally improve. To teach a child to swim solely for survival sounds as frightening and unpleasant to us as it must do the child undergoing that type of lesson.
To support our philosophy of wanting all swimmers to get the most fun out of the water we are supporting a number of organisations and events together with their associated charities. We were pleased to support this year’s Swimathon, where over 20,000 swimmers donned a Zoggs swim cap and participated, raising over £1.5 million for Marie Curie Cancer Care.
To get fit for these and other events, Zoggs offers a Free on-line Swim4Fitness programme that is tailored for both recreational and fitness swimmers.
We believe that in order to achieve success, product, service and in-store environment must all deliver on the same Zoggs brand promise.
