sd creating a successful female sports brand

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Sylvie Derouet International Brand Manager

Who are we?: 

Who are we? Born in Australia, ZOGGS one of the leading pool based swim brand. Market leader in goggles Focused on the millions of people who swim regularly in the UK and not on competition / elite swimmer. Passion for swimming, we want to share that passion

Understanding women’s attitudes toward swimming: 

Understanding women’s attitudes toward swimming Swimming is the UK’s highest participation sport 45% of adults swim at least once a year = 20.3 m 24% of adults swim regularly at least once a month = 11.1 m Of these 59% are Women! 39% of Children swim on a regular basis = 4.5 m Swimming is the No1 Sport for girls and No2 Sport for boys after football Sources: mintel 2005 Pruhealth 2007

Why do they swim?: 

Why do they swim? Source: HAFOS 2004

Why don’t they swim more often?: 

Why don’t they swim more often? Source: HAFOS 2004

Zoggs Strategy: 

Zoggs Strategy To get more women into the water we have focused our efforts on: Designing products that fit women Making swimming more fun and effective Creating reasons to swim

Products fit for Women: 

Products fit for Women Goggles: Women’s faces are narrower we have introduced 3 female specific goggles Equipment: Women have smaller hands we have introduced a smaller size of hand paddles Because they have longer hair we have introduced a easy fit cap that will cope with really long hair

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Swimwear: Because women’s breasts are getting bigger we have introduced the first non wire cup sized performance swimwear range. Developed in partnership with Bravissimo

Making Swimming fun and effective: 

Making Swimming fun and effective In 2004 we created Swim4Fitness We wanted to give swimmers the tools to make their sessions more enjoyable and rewarding Free Online program which offers over 160 sessions written by professional swim expert over 5 key areas: Calm and stretch Tone and shape up Fitness Performance Triathlon Web log to track your progress Bi Monthly newsletter with tips and special programs such as new year, new you and bikini special Website packed full of information and techniques

Swim4Fitness™ results : 

Swim4Fitness™ results Membership of 50,000 68% Female, 32% Male Motivation for swimming: 39% weight loss 37% fitness 12% muscle tone 2% relaxation 10% other

Swim4Fitness feedback: 

Swim4Fitness feedback We regularly ask our members for feedback and women are always more keen to respond “The swim4Fitness site has got me in the pool more often and for longer. It’s helped me set and achieve my swimming goals… it’s been as great motivator” Sam Scott “Not complicated and geared toward every level so does not put someone like me off who only swims for fun” “ I love the log book as swimming is so easily overlooked as everyone in the gym has a training card with tem all the time so why not us swimmers!” Louise Burkinshaw “I feel inspired to start getting fit” Sharon Belvin

Creating reasons to swim: 

Creating reasons to swim Events is the best way to motivate people to get into the water Working with the British Heart foundation open water sea swims: Brighton and Bournemouth Triathlon is perfect for this because: 'lifestyle' sport ­ it exudes vitality and charisma 52% of competitors are women Fastest growing sport in the world +15% year on year Sponsor Human Race triathlon and London triathlon swim zone 8 events on total Source: World Cup organising committee

Zoggs Open Water Swim: 

Zoggs Open Water Swim The Zoggs Open Water Swim took place in May 2007 at Dorney Lake. The main objective of the swim was to encourage first timers to give triathlon a go! The swim allowed swimmers to have a go at the sometimes daunting prospect of the swim start and swimming in open water. 212 participants took part, 67% of these were female.

Zoggs Open Water Swim: 

Zoggs Open Water Swim

Key Learning: 

Key Learning Don’t patronise Do your research If you don’t have the expertise find the expert and work with them. Bravissimo partnership has helped us reach a part of the market where we had little brand awareness Women are much better at feedback than men, when we send surveys we always get 80/20 mix Evolution - not revolution. Keep focused on your core truth and value, growing a new sector does not mean throwing what you have and re writing the book.