Interviewee: Dan Preston – Global Design Manager – Apparel.
How has the Surf Apparel segment evolved since last summer season in terms of products, categories and SKUs?
The segment has shifted towards a structure and strategy that is more sustainable long-term. Brands have tightened up on the number of messages they are putting out there, reducing the size of their ranges, concentrating on higher quality, potent collections with a stronger focus on in-store merchandising. The kid walking into the store will get the know the brand a little easier as well, with consistency the key to helping with brand recall.
How do you deal with competition from fast fashion and chain stores?
It’s hard that’s for sure. They tap into trends on the same timeline as us but have the advantage of going straight to market through their own megastores. They also have volume buying power with their factory base which allows for priority production floor allocations and sharper pricing. The best of the bunch have their online strategies at the forefront, with a strong focus on product presentation and engaging EDM driving awareness and visibility.
What are the main trends you see popping in your SS19 Surf Apparel line?
We are featuring roomier tees and pants cut for skating, the Concrete collection blends directional colours and graphics with this season’s essential relaxed fits.
What are your colour palettes for men’s SS19 season?
This Spring the spotlight is on graphic stripes. These must have trans-seasonal staples are available in regular or relaxed fits and feature a mixed bag of louder-the-better colour combos.
Through our ‘Concrete collection’ that aims at the skate street customer, the 1990s references continue, with flashes of citrus yellow joining classic red, milky white, vintage black, and teal green via creative colour blocking. We feature a cross-over of the above along with dusty pastels in our Oceans collection aimed at the general surf street market.