Designing Speedo LZR Racer: Speedo's Innovative and Controversial Line of High-end Swimsuits
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Case Details:
Case Code : OPER075
Case Length : 20 Pages
Period : 2000-2008
Organization : Speedo International Limited
Pub Date : 2009
Teaching Note :Not Available
Countries : UK; Global
Industry : Elite Swimwear
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Introduction Contd...
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The suit compressed the swimmer's body into a streamlined
shape and enabled him/her to cut through the water with more dexterity.
According to 2008 Olympic swimming champion Michael Phelps (Phelps), one of the
celebrity endorsers of the Speedo brand, "When I hit the water, I feel like a
rocket. I can't wait to race in the new suit, and this is going to take the
sport of swimming to a new level."7
Founded in 1914, swimwear manufacturer Speedo was a pioneer in sports fashion
wear. The brand was owned by the Pentland Group Plc (Pentland). Speedo had a
presence in over 170 countries across the world as of 2008.
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In North America, Speedo products were licensed by apparel company the Warnaco Group Inc.8 For the year 2008, Speedo's worldwide sales were about US$555 million9.
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The British iconic brand used the latest technology
in designing its competitive swimsuits. The quest for innovation began
in the 1920s when Speedo made history with the launch of the Racerback
swimsuit, the world's first non-wool suit. Since then, the company had
been innovating in the competitive swimsuit market to manufacture suits
aimed at enhancing the performance of a swimmer.
In 2008, the Nottingham-based company, with an 80-year history of
developing swimsuits for elite swimmers, came out with a new space-age
swimsuit known as the LZR Racer swimsuit intended to reduce drag and
improve the performance of a swimmer... |
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