Speedo has introduced its new collections for S214, which draw upon a central design theme of manipulated nature together with man-made beauty, in line with seasonal trends.
Taking inspiration from botanical elements, the themes manifest themselves through the collection, taking in everything from the perfect symmetry and geometry of a leaf, as well as the distortion of natural shapes and structures in order to flatter the body.
Visual shaping and framing is key throughout with colour pop contrasts to flatter the body whilst helping to create a slimmed down look. This is especially prevalent within the women’s collection for S214, with ultra-feminine detailing helping to emphasise the bust to achieve an idealisation of natural shape, optimised through zonal detailing of the body’s symmetry, concentrated at the waist area.
The colour palette for this season sees traditional swim colours of vibrant turquoise and pink paired with neutral and black bases. Speedo’s Sculpture collection has its own colour inspirations sourced from jewel tones and vibrant brights taken from precious stones, for an eye-catching, premium finish. The collections include products for use in all types of swimming, from fitness and health to swimming for fun or to compete.
At the heart is the Get Speedo Fit proposition with a focus on helping fitness swimmers to improve technique, while a continued emphasis on goggle innovation sees Speedo’s innovative IQ Fit technology available as an optical goggle for the very first time.
Speedo’s ‘Get Speedo Fit’ campaign has expanded in 2014, with a focus on helping swimmers to improve their technique in the pool, maximising the effectiveness of their swim.
The focus is reinforced by the women’s Speedo Pinnacle Kickback and the men’s Speedo Fit Pinnacle V Jammer. This new, technologically advanced swimwear for fitness swimmersis designed to improve technique, ensuring that swimmers get the most from their workouts in the pool.
Designed by Speedo’s global research and development team, Aqualab, the suits are built to provide core stability whilst swimming, helping to activate the core muscles and achieve key improvements in the stroke.
For S214, the suits have been updated with a choice of new colours to help swimmers both look and feel good, including black with a bright burst of pop pink, and ignite (neon orange/pink) and navy for women, as well as black with vibrant fake green and navy and ignite for men.
‘Get Speedo Fit’ is driven by extensive consumer and market insight which has identified Swim Fitness as a growing trend in the market that is now estimated to be worth over $2.7 billion globally.
Speedo is committed to growing the category and trade sales through the campaign, with a comprehensive retail support package to generate even more sales in store.
Aimed at consumers who swim more frequently and therefore buy more often, the ‘Get Speedo Fit’ message aims to establish the Swim Fitness category firmly in the market place, reinforcing swimming as a way of achieving a total body workout.
With 81% of purchase decisions made at the point of sale, the launch of the Speedo Fit Pinnacle V Jammer will be supported at retail with a wide selection of graphics, posters and banners, reinforcing the ‘Get Speedo Fit’ campaign.
Following in-store trials of new retail display concepts in the UK and France, significant increases in sales of Speedo products have been identified, with Speedo’s signature ‘Monogram’ collection having increased by 200% at UK stores carrying the ‘Get Speedo Fit’ execution.
2014 has seen the introduction of the latest edition of Speedo’s hugely popular Fastskin LZR Racer Elite 2 racing suits, featuring comfort straps and a brand new closed-back suit for women, and a high-waisted jammer for men, helping to enhance THE most comprehensive choice of performance swimwear and equipment in the world today, Speedo’s Fastskin Racing System.
Adding to the offer the brand new Fastskin LZR Racer Elite 2 options are designed to work together with caps and goggles, offering a perfect combination to suit every swimmers’ individual preferences and performance needs.
With over 85 years of swimming expertise, Speedo understands better than anybody else that no two swimmers are exactly alike, and that being comfortable is one of the most important factors when it comes to competing. That’s why Speedo has introduced new comfort straps on all women’s suits, allowing swimmers to concentrate even more on achieving their maximum speed.
The choice for women is further enhanced by the brand new Closed-back Kneeskin suit catering for those who prefer greater compression and coverage in competition.
Optimum coverage is also the inspiration behind the new men’s High Waisted Jammer, with greater coverage for improved hydrodynamics whilst racing, and, in turn, faster times.
All suits in the Fastskin LZR Elite 2 range are available in a selection of attractive and high-impact colourways, including Black/Surf (light blue), traditional Black and new for this season, vibrant Black/Blaze (Pink) and Navy/Japan Blue, giving swimmers even more choice and the opportunity to really stand out on the blocks.
Providing the same lightweight overall compression that made the Speedo Fastskin LZR Racer Elite suits so popular among swimmers like Ryan Lochte and Michael Phelps, LZR Racer Elite 2 provides increased water repellency, making it 40% more durable than its predecessor. With the introduction of the new silhouettes, colours and a superior fabric and finish, the best just got better.
Designed to help achieve the ultimate swimming form and maximum speed, the Fastskin Racing System delivers huge performance gains to help swimmers make the most of their natural ability – and every product is fully approved by FINA (Federation International de Natation).
Speedo believes that goggles are an important tool for any swimmer which is why the brand has the most innovative, functional and stylish goggles on the market.
The Speedo hero range of goggles feature two of Speedo’s leading technologies; IQ Fit technology, comprising an innovative leak-free 3D seal and accurate adjustability, and Biofuse technology, for super soft and flexible goggles that mould and adapt to the face, providing exceptional comfort.
For S214, the best Speedo goggle just got better with the introduction of a new optical version of the premium Speedo Aquapure goggle, allowing wearers of prescription lenses to enjoy clear vision whilst swimming.
2014 has also seen the launch of a new Speedo goggle display and merchandising system. Following extensive consumer research using the latest eye-tracking technology, the concept has been developed to enhance the consumer buying experience so swimmers can select the correct goggles for their requirements.
Developed by the Speedo global research and development team, Aqualab, IQ Fit is the result of insight gained from extensive global head scanning research, producing goggles perfectly contoured to fit the face which are leak free, reduce marks around the eyes and offer best ever comfort. IQ Fit technology is used on Aquapulse Max goggles, which feature an aesthetic design inspired by sunglasses, Aquapure, a traditionally styled goggle perfect for fitness swimming, and Fastskin3 Elite – a high-performance racing goggle worn by the world’s top swimmers.
Speedo Biofuse is a popular technology among swimmers as it provides deeper and softer seals than on traditional goggles allowing for a more comfortable fit. The Futura Biofuse goggle is produced using soft and flexible gel-like materials and provides a cushion-like fit which allows the wearer to relax and enjoy the freedom of being in the water. The frames are super soft and flexible, with a rigid internal frame which eliminates lens flex providing unimpeded vision. The goggles also feature an Antifog-Ultra lens to offer unparalleled clarity in the water.
Designed to help women look and feel great in and out of the water the Speedo Sculpture collection has been developed based on deep consumer insight following in depth research conducted with a panel of 1,200 women globally.
During development, the research revealed that 52% of women didn’t feel their best in their current swimwear, while a further 76% said they would like to be able to find swimwear that flatters their body shape, and 63% said that feeling more confident in their swimsuit would encourage them to swim more often.
Based on this research, the Speedo Aqualab team analysed body scans of 5,400 women, to identify how swimwear could complement and enhance women’s bodies both in and out of the water, as well as being practical for comfortable swimming.
The Speedo Sculpture swimwear collection focuses on all-over body shaping, tummy control and bust support as well as visual shaping and flattering styling to help create an ‘hourglass’ silhouette, complete with features like secure adjustable straps for a great fit so women always feel that their swimwear is as comfortable as a second skin with ultimate freedom of movement in the water.
Speedo knows how important it is for swimmers to feel comfortable when they swim. That’s why its Aqualab research and development team gathered knowledge of over 900 Asian women’s body shapes to create optimum fit and shaping swimwear that gives the swimmer freedom of movement in the water.
That’s why Speedo Sculpture swimwear provides all-over body shaping to flatten the stomach, lift the bottom and enhance cleavage in a natural way to help create an S-curve silhouette
The Essential Core U-back Allover One-Piece includes a double, removable bra pad to cater different bust support need, together with a low leg height for better modesty. The suit also features an elegant placement print which not only provides a premium look, but also offers an effective visual shaping effect along the waistline.
The Twist Front U-back Allover One-Piece combines adjustable straps, tummy control and Xtralife Lycra with a double removable bra-pad for added bust support, as well as the low leg for modesty. A twist-front neckline provides a feminine look and feel.
The Sculpture Collection will be promoted across all consumer touchpoints, including product packaging, retail, web and social media. Featuring call-outs of bust support, tummy control and all-over body shaping with clearly identifiable icons, the creative will help to communicate the products’ features to customers at point of sale, helping to improve the shopping experience and translate into sell-through of the product.
Product capsules feature two colour stories and five styles, complete with at least one graphic and one coloured style, helping to excite the consumer through a cohesive and eye-catching display in-store
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The world’s leading swimwear brand, Speedo is passionate about life in and around the water, creating revolutionary new technologies, designs and innovations and supporting swimming from grass-roots through to elite level. In the 1920s Speedo made history with the Racerback: the world’s first non-wool suit. In 2008 Speedo redefined swimwear again with Fastskin LZR RACER - the fastest and most technologically advanced swimsuit ever created. 2011 saw Speedo unveil another world first with the Fastskin Racing System - a cap, goggle and suit designed to work together as one. Speedo is owned by Speedo Holdings B.V and distributed in over 170 countries around the world; to find out more visit: www.speedo.com. SPEEDO, the ARROW device, FASTSKIN, AQUALAB, RACING SYSTEM, SPEEDO BIOFUSE, SPEEDO ENDURANCE, SPEEDO SCULPTURE and LZR RACER are registered trademarks of Speedo Holdings B.V. The LZR RACER suit has worldwide design rights and patents. The FASTSKIN3 cap, goggle and suit has worldwide design rights and patents pending.
 Source: IPSOS Vantis concept test, n= 1200 across UK, Fra, Chi, March 2012
 Source: IPSOS Vantis concept test, n= 1200 across UK, Fra, Chi, March 2012