Issue link: https://read.dmtmag.com/i/208245
be he it," ple ab ers un20 ell he ore ade ore ith me as ushey am bit ith day el- out ny on, usng. oa sn't are ow d,'" d it or- ew ng ver ery ust Helmet & Apparel FOCUS PSB m www.PowersportsBusiness.com Powersports Business • November 4, 2013• 19 WOMEN'S HELMETS CONTINUED FROM PAGE 17 "We're the only company that makes a women's helmet that is specifically engineered to fit differently," Schilke said. "A lot of other companies have women's helmets that are women's only because of graphics." Because so much marketing in general is aimed specifically at women, Schilke said some have been skeptical of the product, but many have grasped the concept once they've had a closer look. "They aren't buying it just because it's made for a woman. When they try it on and the majority time it does fit really well, I think it sways them," she said. Female customers are not only attracted to the new features of the helmet, but also to the light weight that Schuberth aims for in all of its products. Along with the differences in facial structure, Schuberth's research found that women have weaker necks than men, so the lighter weight can ease a lot of discomfort. Schuberth finds it important to make product for women, not only for the everimportant safety aspect, but also because of sales opportunities. "I would venture to guess that most people, when they think about the women's market, they think the numbers aren't there to jus- tify making a product just for women because they think about that 10-12 percent [rider] demographic. But for helmets and apparel, you have to think about the passenger market as well," Schilke explained. So far, the women-specific helmets have done so well that sales have surprised even those at Schuberth. The company has even ventured out of its normal colorways to offer a Pearl Pink version to appeal to a wider audience. Schuberth will continue offering the women's fit in a few of its models going forward. PSB VEGA CONTINUED FROM PAGE 16 an employee at the dealership telling an independent re p , R i c k S l y, about the brand. In 2014, Sly will mark 20 years of repping the brand. "Going to shows, finding reps and building The Vega Stealth Phanrelationships — all tom has been a favorite of those things have of Gold Wing passengers and scooter riders. allowed us to grow," Its MSRP is $119.99. DeMund said. Vega has nearly 30 reps ("great territories are available," she says), and many of them have been with the company since it inception. "We've never been afraid to write the big checks," DeMund said. "We don't have any negative incentive on the commission." Demund said the company has grown from shipping five containers per month from China to more than 150 containers per month. Vega products are sold in more than 20 countries. STRONG MARGINS Vega helmets range from $50 to $300 at retail, with Vega serving as the flagship brand. Its recently released Stealth premium brand also has found success in its first year on the market. "We're very optimistic about the future," DeMund said. "I think most of the dealers, when they run their DMS report that shows where their profits are coming from, will find that we are consistently in the lead." The convertible Stealth Phantom is an open-faced helmet that easily transforms to close-faced. DeMund noted that Gold Wing passengers have especially taken to it, as have scooter dealers. It's DOT- and ECE-certified. The full-face Stealth F117 features a dropdown internal sun visor and weighs in at about 1,450 grams. It's also DOT- and ECE-certified. DeMund noted that it was a success among consumers at AIMExpo, with its Dupont Coolmax wicking liner fabric of particular appeal. Vega's product reach extends beyond helmets, however. The company is the exclusive distributor of the premium Spirit Apparel by RICHA, a Belgian company. The brand's c_change technology is used by only two brands in the motorcycle industry, Vega and BMW Motorcycles. And while dealers like Maready appreciate the offer of the initial buy-in of six units, DeMund says few start with that number. "It does take the initial order hesitancy out of the picture," she said. "They can order what they feel comfortable with and get started with that. But very get started with six." PSB P15x23-PSB14-Focus.indd 19 10/30/13 12:20 PM