What is the story about Sunderland's Thermal13 fabric?
We developed Thermal13 because we were looking for a fabric we could put into a new top-end waterproof suit that was different to what was already on offer in the golf market. We needed something with exceptional breathability, exceptional waterproof capability, and for it to be very lightweight. These were givens; we wanted something else as well ...
The technical story behind Thermal13 is revolutionary. The fabric helps to maintain the energy balance of the body by using a technique to disperse powdered aluminium within its waterproof membrane. The glint of the metal works like a mirror to reflect 60% of body warmth, thereby reducing the conduction of thermal energy.
The Tournament Suit is a great product, but it is like any technical apparel: golfers actually have to try it to realise the technology really works. That is the message we have to make sure we convey to golfers. We are very keen for our retailers to wear the suit, because once they have got it on they too believe in the technology, and once they believe in it, then they can sell it very well. I think that is the key. It goes for our sales team as well. We get them wearing the suit, experiencing its benefits first hand, and then they can speak to retailers about the products with genuine conviction. Thermal13 is effectively a sub-brand that we are going to develop as we go forward.
What is the rationale behind the two-year product cycle?
Our two-year life cycle not only helps us in terms of stock management, but it also helps the retailer to avoid rapid product obsolescence.
It also works very well in this generally slow economic climate, in which retailers are looking for safe options from strong brands, with a good supply that allows them to top-up efficiently. That is what we provide retailers.
Has Sunderland introduced any new products for Autumn 2009?
The one addition we have made to our WhisperDry product line for this winter is to extend our jacket into a waterproof pullover. The jacket has been so successful that is was an easy decision for us to add the pullover to the range. We have also introduced some additional colour options in Club and WhisperDry.
What are Sunderland's primary retail price points for autumn?
The Club suit retails for £115, Player suit for around £160, WhisperDry retails for £240 and then the Tournament Suit sells for around £285, which is our flagship suit.
How is the WhisperDry suit being received?
WhisperDry is really interesting, and perhaps even more than with the Tournament Suit, golfers need to wear the WhisperDry suit to appreciate just how good it is. It is made from a very soft-feel fabric and it doesn't actually look like a waterproof suit. It is very lightweight and it truly is very quiet. It feels comfortable and it looks great; a very classic look. When we sent the original WhisperDry prototypes out to the sales team they came back - unanimously - demanding that we put the suit into the range. It was an incredible response.
European Tour pro David Drysdale is local to us and he came in to our offices for a coffee a couple months ago. He was looking for new waterproofs but hadn't seen anything he liked. We suggested he try on the WhisperDry and he liked it so much he wanted to take away the sample there and then. While I would not go so far as to claim responsibility for David's fantastic performances recently, he loves our WhisperDry suit and he wears it on Tour.
