Speedo: Leading the Swimwear Market

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Case Details:

Case Code : BSTR327
Case Length : 20 Pages
Period : 2002-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Speedo International Limited
Industry : Swimwear
Countries : UK; Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

Speedo was one of the biggest brand success stories at the 2008 Beijing Olympics as athletes competing in Speedo swimsuits won 47 medals and broke 23 world records. As of 2008, Speedo was the leading player in the highly fragmented swimwear market. In the more innovation-driven US$200 million performance swimwear market, Speedo was the market leader with about 60% of the market share.7

Founded in 1914, Speedo was a pioneer in sports fashion wear. Its product line had expanded over the years to include fashion and fitness swimwear, water shorts, children's swimwear, active wear, and aquatic and fitness accessories.

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The technology and design of its bodysuits brought Speedo to the fore of competitive swimming as more Olympic medals were won in Speedo than in any other athletic apparel brand.

The popularity of Speedo was apparent from the fact that Speedo had become a generic name, used to refer to any kind of swimwear, analysts said. While the competitive swimwear market was a small part of the overall swimwear market, it was a core focus area for Speedo.

Since its inception, Speedo had been innovating in the competitive swimsuit market to manufacture suits aimed at enhancing the swimmer's performance.

The British iconic brand with Australian roots was at the forefront of swimwear technology as it used the latest technology while designing its swimsuits...

Excerpts >>

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7] "Nike to Exit Elite Swimwear Market," www.economictimes.indiatimes.com, September 23, 2008.

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