O’Neill Men’s Outerwear FW18/19 Preview

CATEGORY: MEN’S OUTERWEAR
BRAND: O’NEILL

O'Neill

RE-ISSUE

What’s the overall theme behind next year’s outerwear?
Our overarching theme is “the white moment” which talks about being in the moment of your sport/ that perfect powder turn or the perfect day in the (snow) park. This inspiration came from our riders like for example:

Jeremy Jones quote: “There’s been a few lines where I’ve got to the bottom and I’ve been shaking, I’ve been dry heaving, and I’ve had tears in my eyes. We call that the ‘white moment’”.

Paddy Graham quote: “Being in the moment means being in my own world, I have a vision and I make it happen, sometimes over perform and surprise myself.  It’s when you have the most confidence and excel at what ever you are doing – not just performance driven but day to day – you usually do what you actually want to do or what is the right decision without thinking”.

Seb Toots quote: “Nothing feels better then doing something and not having to think about anything else. It’s like the world stop around you. Time flies when you’re having fun and surround by good people”.

From which big trends do you take your inspiration? And which other brands, designers, artists or influencers do you follow who shape the style of your brand?
We see a big trend towards on one side Mountain Surfing as a true snow sports trend and on the other side Hybrid/City products happening and this is where we take the latest influences from.

O'Neill

KINETIQ

KEY PRODUCT FOCUS:
What are the three most important products in next year’s range? Why? Please tell us about them.
Key stories for us this season are:

Re-Issue: This is our retro inspired snow collection In which we offer bold colours and neon blocking as we did in the 80ties/90ties. This very much relates to the retro trend in general but also speasks to the MountainSurfing vibe. All garments in this line are engineerd with Recycled polyesters in this line. And all garment are stretch fabrics  with a 10K 10K laminate plus taping – so looks from the past with technology from the now.

Snow Performance Hybirds: We have done our Hybrid Snow Jacekts for a couple seasons with success and we are continueing this approach. This is whre the perfect “street look”meets mountain performance. All garments are water repellent and breathable and a big part of them have detachable snow features to function on and of the mountain. A couple bullets on this;

  • Hybrid use from city to slope
  • Firewall insulation for warmth

Kinetiq Knit: Within our Performance Hybrid offer we have developed a couple new Engineerd Knit Midlayers. This is a very exciting new technology we use within our midlayer offer and has the following befenfits and features:

  • 3D ergonomic fit.
  • Engineerd knit ergonomic panels for warmth and more breathable area’s in the garment.
  • Wicking materials for quick transportation of moisture.
  • Anti odor materials for longevity in use.
  • Reflective details for visibility.

What percentage of your outerwear is sold online vs instore, both by yourselves and your retailers? What’s the best way to connect with customers who buy via these different channels?
We see online as one of the bigger focus areas for the future.

Are your price points going up or down? Where does this pressure come from?
Our price point are quite stable from season to season.

What new fits / silhouettes are coming next year?
Bib pants still important for mens. Anoraks (over the head jackets) are BIG!
Some slimmer looking pants..

O'Neill

HYBRID

What’s new in colours / prints?
Colours are bold but rich – so still high enrgy for sure. Matching one colour outfits are trending. Prints are just used in special places and not huge anymore.

Here’s the place to talk about fabrics, features and technical innovations. Here we’re principally interested in *NEW* technical stories that you haven’t offered to retailers previously.
Kinetiq Knit. Within our Performance Hybrid offer we have developed a couple new Engineerd Knit Midlayers. This is a very exciting new technology we use within our midlayer offer and has the following befenfits and features.

  • 3D ergonomic fit
  • Engineerd knit ergonomic panels for warmth and more breathable area’s in the garment
  • Wicking materials for quick transportation of moisture
  • Anti odor materials for longevity in use.
  • Reflective details for visibility.

 

What are your top marketing stories for next season? This will help us to put some focus in the right place.

  • Re-Issue
  • Snow Hybirds
  • Kinetiq Knits

BASE LAYER FOCUS: Do you do baselayers? What’s happening here, what’s your base layer strategy next year? Please let us know your tech innovations, materials, colours and pricepoints.
We don’t offer many baselayers our focus is on midlayers /jackets / pants.

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