GoGo Gear debuts men's jacket, dealer affiliate program


Long a darling in the women’s riding gear market, GoGo Gear launches GoGo Gear for Men, and its first jacket follows the same high-fashion aesthetic that guides the company’s original line of protective apparel. Set for a spring release, the men’s jacket features a Cordura outer shell, abrasion-resistant lining, removable CE-approved armor in the shoulders, elbows and back, and GoGo’s signature wind cuff. It also has a removable, zip-out liner and multiple exterior and interior pockets. The jacket will retail for $199, giving dealers a 50 percent margin.

Dealers balking at stocking any of GoGo Gear’s apparel might be interested in the company’s new affiliate program to test the waters. Interested dealers receive an affiliate code that comes in the form of an icon/link that they can place on their store’s website or e-mail blasts. The links take customers or web viewers directly to GoGo Gear’s website where they can further explore the products. If a jacket sale results from the attendant link, the dealer gets a commission of 5 percent of the retail price.

GoGo Gear founder Arlene Battishill says dealers can track the activity and sales related to the affiliate link and use it as a gauge for whether to stock the company’s riding gear. “This gives feedback indicating that there’s traffic related to the link on the dealer’s site,” Battishill says. “At this point, they might want to buy a jacket so people can see it and feel it in person.”

The system works like a lead-generating program and takes away some of the risk of stocking the product, she says. By recognizing that many customers shop, buy or browse online, dealers can capture a portion of those sales while also getting feedback on customer interest in a particular product, she adds. For more information, contact Battishill at arlene@gogogearla.com. — Dennis Johnson

This story originally appeared in the Dealernews April 2011 issue.