The more consumers ask to look great while keeping their skin on, the more progressive body armor manufacturers have become.

Gone are the days of one colour, one material gear—textiles are taking over and developments in technology mean it's not unheard of to step off a bike fully protected, and into a the grocery store, a ten-year-old’s birthday party, or even a business meeting.

Phil Davy, product manager for ICON, says the body armor market for both street and off-road is strong. “Driving factors for this are that good protection used to come at a high cost—it was ugly, uncomfortable, and expensive. Now the protective pieces are getting sold and used almost as a fashion statement, yet with life-saving capabilities.

This is a win-win situation for retailers, who are experiencing higher than ever sales of ICON body armor, says Davy who describes the products as an inexpensive-to-stock way of increasing sales as a bonus. The company's biggest seller, the Field Armor Vest, is just two part numbers with great profit margins.

“The street rider’s vest is an ICON invention and are not new to our line,” says Davy. “While they were immediately accepted by stunters and other riders who saw themselves at great risk, everyday riders are now buying them too.”

Don Fergin is owner / manager at Universal Cycle, Canada’s exclusvie distributor of Australia-based Draggin Jeans. The company’s proprietary Dinema fiber, combined with Kevlar, recently acheived CE-approved level one abrasion-resistance— the only casual street riding items to do so. The Jeans also have add-on CE-approved hip pockets and knee pads, and the company's jackets offer dual-density Knox spine and shoulder protection.

Growth in the segment is about variety and choice, says Fergin, a factor that has led to almost exponential growth in the women’s market.

“This area has exploded over the last ten years,” he says. “Women are getting off the back of the bike and riding their own. They used to be one percent of our market; they are well in excess of ten percent now.”

The move away from bulky, unattractive pieces to stylish, functional clothing that can be worn almost anywhere is an important step for the market. “It’s about manufacturing for style, not just multi-purpose, and going beyond leather and a single colour.”

Looking at armor as an extension of apparel and stocking decent apparel that comes with accommodations for armour is the way to go, says Fergin. “The majority of Draggin Jeans buyers turn out ot be repeat customers—whether male or female, most are back within three weeks for second and third pairs.”

Davy says the simplest, most effective way to sell street body armor is when the customer is buying or trying on riding jackets. “At that time you have their attention already focused on upper body protection.”

Not knowing if the armor will fit while the jacket is on is a major objection that riders have for not buying armor, he adds. “You can ask them simply to put on the body armor and try their jacket on over it while they are trying on jackets.”

This allows retailers to easily overcome the objections that armor might be uncomfortable, because the customer will feel that it isn't, see that it fits well, and understand that it doesn't restrict movement. “It’s product sold, attached on to a jacket sale already being made,” says Davy. “I’ve done this myself, successfully, dozens of times working at dealerships.”

Draggin Jeans can be turned inside out so customers can see and feel the Kelvar and stictching. Marketing material illustrating the real damage road rash can do always have good shock value, says Fergin. “We have pictures from the Internet blown up to posters with ‘What’s covering your butt?’ printed on them.”

He adds that carrying the most popular lines in multiple sizes is the most basic merchandising advice a retailer should follow. “The product has to be made available. We hang them in a nice presentation – waterfall racks work well – and invite tryons. This is the absolute best thing to do. You put a customer into a change room with a few different styles and the sell through becomes very easy.

“You can always hang and hope, but if you don't make the offer the customer probabluy won't try or buy.” CPT