a world of sock technology. training document 2009
TRANSCRIPT
A World of Sock Technology.
Training Document 2009
The Brand
Bridgedale Outdoor Ltd is the market leader in the
manufacture of technical Outdoor socks for: Walking / Hiking,
Mountaineering, Running, Skiing, and Everyday.
We set out to design and manufacture the most comfortable
socks on the market; using the latest machinery, the most
progressive designs and the most advanced yarn
technology. Our core technology of WoolFusion® combines
natural fibres with man made fibres ensuring Bridgedale
socks are the most comfortable you will ever wear!
We sell Bridgedale socks in over 40 countries worldwide.
Whether for walking the Appalachian Trail or climbing Mount
Fuji, Bridgedale socks have become the most trusted and
comfortable sock brand on the market.
The packaging has been designed to help with selecting the
most appropriate product in store and the rest of our
marketing materials reflect our new ‘foot logo’ branding.
Bridgedale design their socks, they don’t outsource
manufacturers or designers, this way they can be sure the
quality outcome is premium and intensely thought about!
The quality control and assurance of Bridgedale’s socks has
enabled them to own 50% of the UK market share, supported
by extensive POS and advertising campaigns.
Contents:1. Top selling points of Bridgedale
2. The 10-stage process of a Bridgedale sock
3. WoolFusion technology – how it works
4. T2 Technology – a unique blend of comfort
5. The Outdoor Series
6. The Bamboo Series
7. The Fast & Light Series
8. The Liner Series
9. Coolmax – Why, What, How?
10. The Winter Series
11. Merino Wool – Baaaahh
12. The Brand – who are the Bridgedalites?
Enduring Comfort is a way of life at Bridgedale.
WoolFusion protects the yarn in your socks, so your feet stay comfortable for
longer
10-stages of the comfort creation process!
1. Bridgedale is manufactured in Newtownards, Northern
Ireland
2. 35 people work in the Bridgedale factory, and assist with
various processes to bring you comfort
3. Bridgedale is open 24 hours a day, 7 days a week.
4. The sock development team at Bridgedale HQ,
implement proposals for new, technically elite socks!
5. The ‘spiders web’, yarns are transferred off their original
blocks to cones, which are suitable for the knitting
machines
6. This is also where the WoolFusion® unique technology
happens; a process of combining the highest quality
yarns; Merino wool or Tough wool, and fuses them with
high performance microfibres; Coolmax® or Endurofil™.
7. The process of threading together multitudes of yarn
happens inside the knitting head. This expensive knitter
has a quite crazy way of performing, with complicated
innards working wizardry!
8. The cleverly programmed computer forms the sock
‘tube’ and progresses onto a finishing stitch, which
closes the toe.
9. To enable the exquisite sock structure the socks are
placed into a large ‘tumble dryer, where they are
subsequently steamed at a high temperature and dried.
Once this process has been finalized the socks are
manually placed onto steel foot forms to go through the
pressing machine
10. The pressed socks are moved over to quality control
where they are examined for imperfections. Every single
sock is paired and inspected by hand!
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The Process:
WoolFusion® TechnologyWoolFusion® is our unique technology that sets Bridgedale apart
from other sock brands. WoolFusion® socks provide: supreme, lasting
comfort: they are warm when they need to be and wick when there is excess
moisture. Overall they are extremely comfortable and hard wearing – this is enduring
comfort. This unique technology, results in socks that perform to the highest level.
WoolFusion: White: Coolmax and Black is merino Wool
Bridgedale’s WoolFusion® technology combines the highest quality natural
yarns; Merino wool or Tough wool, and fuses them with high performance
microfibres; Coolmax® or Endurofil™. The WoolFusion process enhances the
Merino Wool qualities by wrapping it with an acrylic based fibre [Coolmax or
Endurofil] to give maximum durability WITHOUT compromising on comfort
Guarantee‘Enduring Comfort’. 3-Year WoolFusion® Guarantee:
“Bridgedale WoolFusion® socks are guaranteed.” We are so confident
about the Enduring performance of our socks that we are offering a 3 Year
guarantee with all socks made using our WoolFusion® technology.
Comfort Guarantee:
Products without WoolFusion® come with a 1 year guarantee. These
products will still perform to a very high level but have not been made
with the WoolFusion® technology.
Yarn Technology
Merino Wool is 100% natural making it
finer, softer, more insulating and more
breathable. Merino Wool is the finest wool
used in the Bridgedale range. Merino Wool
offers superb softness and touch next to
skin. A combination of Merino Wool and
Endurofil™ provides excellent thermal and
moisture control properties. Merino wool
and tough wool
Coolmax® - Found in 31% of Bridgedale socks
Coolmax® is combined with either Merino wool or
Cotton for a soft, fine touch next to skin. The 4-
channel construction draws moisture away from the
skin and transports it to the outer surface for
maximum dryness and comfort all day.
Endurofil™ is a thermal yarn and is combined with Tough wool and Merino wool for superb wicking and durability. Endurofil™ is a polypropylene fibre, which also offers high abrasion and wash resistance.
T2 Rebound CushioningT2 Anti-compression loop Technology, exclusive to Bridgedale. This is
a loop within a loop which offers an additional level of impact protection;
the inner loop has even more resilience than the outer loop for cushioning
when you need it. T2 pad technology has been knit into the pressure
points: ball of the foot, lace up area and Achilles, offering enduring
comfort all day long.You can visually see the T2 technology in Bridgedale Fast & Light socks
with the defined colouring: what socks?
TIP! T2 Cushioned socks are ideal
for ‘Faster, Lighter’ footwear! After
spending time choosing you shoes,
make sure they perform their best
with your chosen socks!
Remember; “your shoes are only as
good as the socks inside them!”
Outdoor Series
This range of socks is designed to offer Enduring Comfort for a wide range
of Outdoor activities from Mountaineering in the Himalayas to a day hike in
the Lake District.How to distinguish from the 2 yarn
combinations:
LINERSAlways make sure you add Liners into the range – after all they
are our best selling socks with next-to-skin dryness and comfort!
Summit
The Summit range is designed to be worn in colder conditions and includes high density cushioning
that remains resilient all day long.
Trekker
The Trekking range are mid-weight
socks for 3 season hiking and trekking
in all conditions.
Endurance
WoolFusion® socks with Tough
Wool and Endurofil™.
These socks are built to last and are extremely
durable
Comfort
WoolFusion® socks with Merino
Wool and Coolmax® built for softness and superb wicking performance.
DURABILITY COMFORT
WINTER AUTUMN / SPRING SUMMER
START
Trail
The Trail range offers 2 season versatility for
summer hiking and trails.
HINT! Go to the Footwear section BEFORE you meet your customer; match the socks to shoes! Outdoor socks range from heavy-lightweight and cover a multitude of outdoor activities therefore it is important that you stock a range of weights to compliment outdoor enthusiasts and their footwear choices!
With over 35 styles of sock in the range decide whether your customers are more likely to require endurance or comfort this will reduce POS confusion!
Bamboo is an excellent natural and renewable fibre
with a silky texture that quickly absorbs moisture. It is
a naturally anti-microbial and hypoallergenic and
grows without the use of chemicals or pesticides.
Bamboo benefits the environment by guzzling
greenhouse gases storing four times more CO2 than a
similar stand of trees while releasing 35 percent more
oxygen. Bamboo is a great solution to global climate
change.1. Bamboo typically only flowers every 60-100 years. Propagating in
test-tubes allows more ‘flowering’ and increases CO2 in-take,
producing more oxygen (35% more than standard trees).
2. Bamboo requires no chemicals or pesticides! Bamboo is a great
solution to global climate change.
3. Naturally anti-microbial and hypoallergenic, Bamboo is the fabric of
choice for 2009.
Soft and silk-like comfort – Naturally
antimicrobial freshness – Highly breathable
and quick drying – Ideal for lifestyle, sport
and everyday
Bridgedale’s bamboo socks are showcased in efficient packaging that uses less resources.
Printed on 100% recycled paper using vegetable-based inks.
Fast & Light
Fast and Light socks are designed to wear with lighter,
more breathable footwear, in warmer conditions and
during faster moving activities.Active
High performance
socks made from a
cotton mix for
Summer use.
Designed with
cushioning to the
sole of the foot for
all day protection.
Recommended for
hiking, cycling and
Summer activities.
Ventum
The new Ventum
range features Be-
Fresh anti-
microbial
technology for long
lasting freshness.
Extra dense
padding to specific
areas with
asymmetric fit and
light mesh for
breathability.
X-Hale
The X-Hale range is
characterised by
aggressive styling
and a powerful look.
Designed to be worn
in warmer
conditions, highly
breathable mesh and
sculpted cushioning
that remains resilient
all day long.
Lighter footwear requires lighter
socks!More people are turning to approach shoes rather than the traditional
leather walking boot, as a result an Endurance Trekker could be too thick
and affect the comfort and performance of the footwear. All Bridgedale
Fast & Light socks have been designed with specific zones of cushioning
and specific zones of ventilation. Fast & Light socks offer:
1. WoolFusion® – comfort and performance
2. Quality – using the latest knitting technology
3. Design – for running by runners
4. Fit – Lycra® fit that stays fitted
5. Long term performance – 3 year guarantee
6. Mapped Cushioning (like no other sock manufacturer).
Multi Activity/Functional Footwear has also grown by 48.8% - Lightweight Walking/Hiking Footwear sales have grown by 52.0% - In the past 4 years Mountaineering/Trekking footwear sales have fallen by 55.0%
The Coolmax Liner is designed to be worn underneath a heavier sock as a protection against abrasion and for moisture transport.
Coolmax and nylon (wicks moisture away, keeps feet dry and comfortable) - Double cuff that stays in place without biting - Reinforced heel and toe - Flat toe seams - Available in Women’s fit.
The Thermal Liner is designed to be worn underneath
socks as a protection against abrasion and for moisture
transport.
A thin, smooth, quick-drying, highly breathable and fast
wicking liner sock designed to be worn under padded
walking socks to increase foot comfort and warmth, and
reduce the chances of blisters. Isolfil polypropylene
content for increased insulation in cold conditions, and
extended durability. Lycra content helps ensure a perfect
fit. Heel is reinforced for extra durability. Smooth toe
seam for extra comfort.
Liners
Liners - are Coolmax Liners and
Women's Coolmax Liners being
offered? If not then these are one of
the best selling Bridgedale lines; easy
add on sale as the socks can be worn
under another Bridgedale sock or on
their own.
Women’s Fit Key features found in the Bridgedale Women’s range:
Why are the Bridgedale women’s socks so good?
Our research showed us that the Women’s foot is different from a man’s and that’s not
just the nail varnish!; typically a slimmer fit and almost 15% lower volume, the heel
and toe areas are also slightly narrower.
Slim fit - lower volume design by 15%.
This slim fit ensures long term comfort. Avoids areas of excess material which can lead
to discomfort and possibly blistering.
Close ratio sizing
The Women’s sizes are UK Small 3-4.5, Medium 5-6.5 and Large 7-8.5. This gives a
better fit within a size as there is a smaller jump between sizes.
Narrower Heel Cup
The Bridgedale ‘Y’ Heel has been reduced in volume for a better fit.
Narrower Toe Box
Again to help improve fit we have reduced the volume of the toe box
Specific Cushioning
In the Women’s X-Hale Multisport the ‘ball of the foot’ pad is slightly deeper and wider
to encompass the shape of the women’s foot in this area.
Slightly shorter leg length
Whether wearing shorts, trousers or a skirt the leg length covers the top of the boot or
shoe and does not get in the way of too much sunshine!
Colours
Although we do have some pink in the range we have extensively researched the
market for the most popular active women’s colours. Our socks have strong appeal for
colour, design and function!
5 things to
remember!
Experts/Regular Skier Occasional/Rental Skier
Winter Sport SeriesPrecision Series A series designed for superior fit. Cushioning
targeted to the pressure zones. Merino wool/ Endurofil™ provides
warmth, softness and moisture control.
Snowboard Series Designed specifically for the snowboarder.
High density cushioning to the pressure zones. Merino
wool/Endurofil™ provides superior cold defence.
All Mountain Series Designed with dense cushioning throughout
for warmth during all alpine activities from downhill to alpine
touring. Merino wool/Endurofil™ provides superior cold defence.Bridgedale Winter Series are constructed
with the SAME WoolFusion technology as the
other series’. Merino Wool is entwined with
Endurofil to create a tough, comfortable and
durable performance sock for the slopes.
Ordinary ‘tube’ socks don’t wick moisture or
provide shin padding to support the legs
when gliding down the piste. With the extra
grip control and forward flex targeted zones
it prevents your socks slipping which can
become awkward when under ski boots.
Expert skiers require a ‘next to skin’ sock with little padding except where essential. For ‘everyday;’ skiers and seasonal holidayers the All Mountain series provides the extra padding
which is diverse for winter activities and shins which have had the last 9-months in comfy shoes!
For more information please contact Burton McCall on; 0116 234 4681