NEW YORK — Crowned by the Olympics and a wave of mergers and acquisitions, 2004 was a bustling year for the activewear crowd, and executives are plotting a number of strategies to stay on top of their game in the year ahead.
Here, 10 activewear, outdoor apparel and swimwear executives reflect on 2004 and outline goals for 2005.
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Jay Piccola, president and general manager, Puma North America
Accomplishments: “Achieving our sales plan and not compromising our distribution or brand strategy. By infusing our sports heritage with fashion and lifestyle, we were able to successfully provide product innovations and styles that our customers want. Puma has effectively executed many initiatives that have been key accomplishments for our brand, including the Starck-Puma footwear collection, our first collaboration with designer Philippe Starck; Mahanuala, the technical yoga collection by Puma and Christy Turlington Burns; Puma’s Complete Running footwear and apparel range, and our auto-racing inspired Motorsport collection of apparel, footwear and accessories.”
Challenge or Disappointment: “I think an everyday challenge for Puma is: How can our brand remain relevant, cool and innovative while continuing our rapid growth? Overall, in order to be the brand we aspire to be, Puma needs to continue to balance sports, lifestyle and fashion.”
Goals: “In the United States, a key goal for us in 2005 will be to reinforce our strong sports heritage. Puma North America needs to continue to stand behind our sports heritage and showcase our commitment to sports through our performance and performance-inspired collections such as Complete Running, Soccer, Baseball and our latest collection introduction, Motorsport.”
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Mindy Grossman, global vice president of apparel, Nike
Accomplishment: “I would have to say that our ‘Summer of Speed’ really served to elevate and differentiate Nike apparel. It began with our football [soccer] presence at the European Championships, then we introduced the new Swiftspin climbing jersey, which helped Lance Armstrong ride to a sixth Tour de France win. It culminated with our incredible performance at the Olympics and at retail around the world with our globally integrated product and marketing message around Speed. All of these world stage events resulted in great brand and business results.”
Goals: “To continue to drive brand and business results through innovative product, consumer connectivity and operation execution. On a personal note, I am hoping for a peaceful world, a great business environment, a much improved tennis serve and making some more time for family and friends in the new year.”
Carol Hochman, chief executive officer, Danskin
Accomplishment: “The launch of Danskin Now [the line sold at Wal-Mart] and the continued growth in our branded business, which saw a double-digit increase. We introduced a lot of new fashion items and great colors, and consumers responded well to that.”
Disappointment: “We made a mistake in our own stores by not having enough fashion. We relied too much on safe and secure in our 23 stores. For spring, we are changing that.”
Goals: “Looking ahead, we have had a terrific response to spring and we are looking to continue building the brand. We are also focusing on building the performance and technical end of our business.”
Roger Williams, president, Warnaco Swimwear Group
Accomplishments: “The success of the pink polkadot suit for Anne Cole, the launch of Speedo Activewear — Axcelerate, the signing of the Michael Kors agreement and the acquisition of OP/Ocean Pacific, to mention a few. But there is one that stands out above the other — the introduction of the world’s fastest swimsuit, Fastskin II. Coupled with the enormous public relations campaign for the suit and Speedo-sponsored athletes (especially Michael Phelps, Amanda Beard and Natalie Coughlin) and the unbelievable medal count by Speedo during the Olympics (70 percent of the aquatic medals and over 25 percent of the total medals for the USA were won by Speedo athletes), this was an incredible accomplishment for the Speedo brand and the Warnaco Swim Group.”
Disappointment: “Regarding what I would have done differently, my senior managers and I are never satisfied with our own investment in people. We have seen many associates rise to the occasion when given the tools and encouragement. We always strive to do better.”
Goals: “To continue to be an innovative leader in providing the marketplace with fashion and performance swimwear. Specifically, continue to grow Ocean Pacific, Speedo Activewear, Calvin Klein Swimwear and successfully launch Michael Kors.”
Laurent Potdevin, president, Burton
Accomplishment: “In 2004, our approach to the women’s market hit its stride. Although we’ve made women’s products since 1995, this year we put into place a series of initiatives in product, sales and marketing that help us serve women better. Internally, we implemented programs to better recruit, retain, mentor and train top women talent. And we’ve also launched a Women’s Learn-To-Ride program this year.”
Disappointment: “Overall, we had a very strong year on many different fronts. The one area of disappointment was the slow recovery of the Japanese economy.”
Goals: “Our goal for the upcoming year is to continue to strengthen our brand globally. Our credibility and authenticity put us in the best position to capture consumers who aspire to the snowboard lifestyle. In 2005, this will result in a broader product line that expands our year-round offerings.”
Robert Siegel, ceo, Lacoste USA
Accomplishment: “Nothing tops having a 135 percent increase in sales.”
Disappointment: “Our customer service. In terms of on time and complete deliveries, it was less than we had hoped for. We need to improve in this area for 2005.”
Goals: “Professionally, I hope we are able to fulfill all of our associates career aspirations in 2005. I want Lacoste to be the best place to work. God knows we spend enough time at our job, so let’s have fun. Personally, I hope my doing Pilates twice a week can take six strokes off of my golf handicap.”
Maria Stefan, president, Ellesse USA
Accomplishment: “Relaunching Ellesse to be the premium brand supplier of men’s and women’s fashion sport apparel in the U.S. by investing in people and product. We’ve expanded current sport product offerings and leveraged the brand’s heritage and distinctiveness into lifestyle apparel and footwear. We’ve hired a new creative director in Europe with a great pedigree, signed a footwear licensing agreement for the U.S., and built a back office and sales force dedicated to fast response and customer service. We’ve expanded our product offerings in tennis, are launching golf and our new active-casual Portofino collection. Fall 2005 has us relaunching performance ski in the U.S., while continuing our Ski Heritage collection and introducing a more contemporary apres-ski product called Courmayeur for everyday wear.”
Disappointment: “My biggest disappointment is personal. I didn’t make the move to the corporate side earlier. It’s where all the fun, action and challenge is.”
Goals: “Producing great product, doubling sales, forging new channel relationships and market penetration, leveraging love of the brand, delivering customer satisfaction. keeping and hiring great people. And having fun.”
Brian Kukon, president, Hummel USA
Accomplishment: “Putting in place the long-term brand strategy and the infrastructure that now exists to service our growth from that strategy.”
Disappointment: “The biggest mistake was not opening up a larger number of doors to give access to fashion consumers that are very hungry to find us.”
Goals: “Open up doors that make it easier for those hungry fashion consumers to find us, to ignite the soccer industry with a new way of thinking and approach to traditional soccer business, and to get my holiday shopping done earlier next year.”
Norm Zwail, president, The Marika Group
Accomplishment: “To further develop our brand awareness through our continued efforts of establishing ourselves as a leader in the field of alternative fitness clothing for women. Two of our brands, The Balance Collection and Shiva Shakti, saw 100 percent sales volume increases over 2003. We also introduced a new brand called Icon-tmg that offers stylish performance wear for the hard-core, women’s fitness customer.”
Disappointment: “If there was a disappointment, I believe it was the lack of any new innovation within the fitness-exercise market. There have been shifts to more technical apparel product that has created greater consumer demand; however, no new exercise regime spurred any new growth toward new style trends, thereby creating a certain flatness in traditional fitness clothing attire.”
Goals: “To continue to push the envelope of design within the brands we offer, expand our divisions to incorporate even more lifestyle designs than they already do and to aggressively service our accounts. Our goal is also to continue to expand our retail sales through our Web site and continued participation in consumer conferences.”
Ellen Wessel, president, Moving Comfort
Accomplishment: “The establishment of our Moving Comfort Sport Bras 101 clinic series, an education program for dealers and their customers. We devised a co-ed strategy so that men, too, can become experts on sport bras, which, like footwear, are essential equipment for active women.”
Disappointment: “My biggest disappointment has not been on the business front. It’s political. I’ll leave it at that.”
Goals: “To get more women to trade up to Moving Comfort sport bras. Also, to raise money and mentors for the GoGirlGo! campaign of the Women’s Sports Foundation, a national program to get one million girls ages eight to 18 active over the next three years.”