BRAND: RIP CURL
INTERVIEWEE: GRANDY BASTIEN (RC EUROPE BAGS PM)
What are your main price points for next season?
We actually have a good balance between entry price point, mid and high segmentation. We start at 25€ for back to school, a solid offer around 65€ and 3 premium backpacks around 100€.
How are you segmenting your backpack collection?
We are using the same kind of segmentation as our wetsuits, Ultimate / Core / Classic & Back To school. A mix between customer typology and price point target.
What general trends are you noticing?
People are paying more and more attention for products with a good balance between Quality/Price/Durability and as usual Graphics, the market is evolving on this way which is good for us as we are already using the best fabrics on the surf industry and we keep improve it.
What do kids want from their back to school backpacks?
Kids wants to wear something cool with good graphics, and the mom which is the final customer wants them to wear it all year long and more. That means good graphics but also good features in their bags and fabrics durability.
What is your collection theme and which stories are you telling to get customers stoked on boardsports backpacks?
We don’t have only one theme, we have a balance between “permanent” stories, “updated” stories and “seasonal” stories.
Rip Curl is “the ultimate surfing company”, we have a full range of travel backpacks and accessories named “F-light” that are really qualitative: light, durable with water repellent materials, surf organizer and lot of others technicals features, this is our ultimate base.
Then we bring a few technical features into our “Core” offer to have a cross link between our technical bags and day use lifestyle backpacks.
What makes this product category important to your brand?
Our equipment is in relation with Rip Curl spirit : living the search. When you go on trip you need to travel with good product you feel confident in to fully appreciate your trip.
It’s the same for surf accessories, you need to have great accessories to enjoy your session. We have the legitimacy and the quality for that. And even more for lifestyle backpacks, when you buy it, you want something solid which will last for years…
TECH / ECO
Which technical features are you the most proud of ?
F-Light Series: Available in travel, backpack & more. This products are a combination of : Lightness, durability, resistance and efficiency: F-Light carry your Search…
Rfid protection : Available in all our Leather wallet offer, against Scan card and Passport ID theft.
What are you doing with materials, colours and textures?
For materials we use features from our Surf series (our technical surf bags), with waterproof materials, we induct this type of fabrics by small key in the rest of the range that gives technical proprieties and aspect. We are doing a really good job with our supplier to have a constant quality with our fabrics from entry to High price point.
Please name and describe your 3 highlight pieces and items that retailers should definitely order.
F-light Posse : The Posse style is our best seller for years, we updated it with F-light features, Rfid technology (anti theft scan card technology ) and the full package of organizer, sleeve, computer padded compartment, reinforce strap and ergonomic back panel for your comfort. It’s the ultimate backpack for working, traveling and leaving the search.
F-light Posse : 84,99€ (Posse styles in general are good selling In&Out)
New Fader : The New Fader is a smaller backpack than the Posse style, with a padded computer compartment, Cushy padded strap, padded back panel, Skateboards straps, organizer front pocket.
An easy style, comfortable and efficient for a good mid segmentation price point.
Dome & Double dome Solead : We have a range of permanent styles, with 5 years warranty.
It’s based on our classic dome shape which as been updated with more premium elements, 1000D fabrics, padded straps and back Panels, Leather details, a Timeless permanent style, best seller.