W.L. Gore has no plans to expand its own range of functional sports clothing beyond the areas of cycling and running, as this could antagonize some of its licensees. However the company plans to spend €80 million on the Gore-Tex brand in marketing and POS merchandising in Europe over the next three years, in what company officials describe as a significant increase from previous levels, without specifying the growth.
The various technologies will be more clearly segmented to give customers a better understanding of which ones are best for their own particular needs. In the footwear sector, Gore-Tex is striking new alliances with New Balance in trail running, SCARPA in touring ski boots, Alfa in cross-country ski boots and Northwave in snowboard boots. Gore-Tex is already firmly established in such segments as Nordic walking.
Over 25,000 retailers in Europe are estimated to be selling products made with Gore-Tex, including more than 10,000 sporting goods stores, and European consumers are wearing an estimated 100 million items made with Gore-Tex. Brand recognition is high among active people for textile products – 67 percent assisted and 40 percent non-assisted. The figures are lower among younger people, but a recent contract with O’Neill should help improve the scores among them.
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