Picture Organic Clothing Technical Packs 18/19 Preview

Retail Buyers Guide:  Technical Packs FW18/19

Catagory: Technical Packs
Brand: Picture Organic Clothing
Interviewee: Julien Durant, Co-founder


What are your main price points for next season?
99 euros is the main price point for us.

How are you segmenting your technical backpack collection?
Our segmentation is based on features and the volume of our packs. The higher the volume of pack generally leads to an increase in price. In addition, the comfort of the backpack is a key point of difference.


What general trends are you noticing?
Customers want comfort and lightness without a compromise on safety access.

What is your collection theme and which stories are you telling to get customers stoked on functional snow performance backpacks?
At Picture we have a full merchandising story to tell with all our outerwear collection with matching colours and co-branding stories, for example, the Picture X Arva.

What makes this product category important to your brand and what are your USPs?
Our USP comes mainly from our unique design. Performance-wise we are in line with the market but we are also bringing unique colours and construction to a big category which is more and more important for us and represents 10% of our global turnover.

How are you helping retailers sell these packs and educate customers?
Merchandising stories with Picture outerwear in the snowboard and ski department, based on POP visibility (key outfit with all necessities from head to bottom).

Which technical features are you the most proud of?
We are using an ergonomic thermo foam back zone which adapts its shape to your back.

What are you doing with materials, colours and textures?
Colour is our outerwear colour story and for material, we are focused on recycled Polyester 600D which has a high resistance to abrasion and which is very sustainable.

Please name and describe your 3 highlight pieces and items that retailers should definitely order.
50% recycled polyester / 50% Polyester



-Compatible with hydration system
-Adjustable ski/snowboard holders
-Anatomical buckle with equipment carrier
-Shaft shovel holder
-Quick access to safety equipment
-Google pocket

50% recycled polyester / 50% Polyester


-Goggle pocket
-Diagonal snowboard carry
-Vertical ski carry
-Shovel pocket
-Front handle shovel carry
-Organizer pocket
-Probe pocket
-Rubber strong fabric
-Breathable/padded shoulders, hip belt, back panel
-Hydration system carry

50% polyamide, 45% polyester, 5% polypropylene



-Compatible with hydration system
-Adjustable ski/snowboard holders
-Anatomical buckle with equipment carrier
-Shaft shovel holder
-Quick access to safety equipment
-Goggle pocket

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