Retail Buyers Guide: Women’s Outerwear 17/18
CATEGORY: WOMEN’S OUTERWEAR
What’s the overall theme behind your 2017/18 outerwear?
For 17/18 we looked at building the most intelligent, integrated, modern and refined outerwear possible. Each detail is in its place and for good reason and all silhouettes can withstand the test of time and trends. For women specifically, we wanted to add a luxe feel to select garments.
From where do you take your inspiration? What other brands, designers, artists or collectives do you follow who influence the style of your brand?
We really look at the movement in women’s athleisure and surf. Over the past few seasons activewear and bikinis/wetsuits have become more of a refined, progressive fashion statement than ever. We look at brands that take a very intelligent silhouette and then apply unique graphics and colours to make these products feel fashion driven, even though they are performance driven.
What are the two most important products in your 2017/18 range? Why? Please tell us about them.
The two key products will be
- Women’s 686 GLCR GORE-TEX® Wonderland Jacket – The Wonderland jacket is our first Women’s GORE-TEX jacket and combines a fully taped durable 2-Layer Nylon GORE-TEX® with a highly breathable lining that includes our new Merino wool inner collar and mouthflap. Merino wool natural antimicrobial characteristics and ultra soft touch make this the perfect fabric for where your jacket touches your skin most. We are the ONLY brand adding body mapped merion linings. This jacket packs a ton more features you won’t find in any GORE-TEX® jackeat at MSRP €350.
- Womens 686 GLCR Bliss Down Jacket – An active wear inspired packable 100% Responsible Down insulated jacket combines extra warmth, an extra tall internal collar and DWR coated cire and interlock fabric exterior for the perfect jacket for any where in the winter. Wear it around town, riding/skiing, hiking or during any other activity, or pack it away when not in use.
What percentage of your outerwear is sold online vs instore? What’s the best way to connect with customers who buy via both of these channels?
In Europe, 100% of our outerwear is sold by our retailers. We provide support to both online and brick and mortar retailers via different activities throughout the year. We also drive brand demand and store traffic through digital and social advertising.
Are your price points going up or down?
Our key styles are not changing prices. As we have seen our high end GLCR styles selling out very fast, we have added more styles at higher pricepoints than past seasons, but these styles still pack the highest value to price ratios in the industry.
What new fits / silhouettes are coming next year?
We have updated our “standard” fit to an even more ergonomic “modern” fit this year. We have also updated our articulated fits to be a little more fitting to the body while still allowing free movement and layering and have also introduced an Articulated Slim fit for key items that can be used in all activities, not just skiing and snowboarding.
What’s new in colours / prints?
We believe that good, strong basic colours with strong pop colour accents are what is in right now. People want to buy something they can wear for years to come. You simply can’t do that with some of the crazy yearly trendy stuff people were throwing at snowboarding and skiing a few years ago. For us it’s about keeping it simple and classic and adding progression through design, not colour.
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.
Our new Merino Wool inner collar and mouthflap on our GLCR jackets brings one of the only Merino Wool body mapped liners to ski/snowboard outerwear. Merino wool is naturally antimicrobial and ultra soft to on your skin, so we placed it where your jacket contacts your skin most.
Our new Articulated Slim fitting GLCR jackets provide jackets that fit uses beyond snowboarding and skiing. Developed over the past few years with partners like Specialized Bicycles, these fits and jackets are the perfect crossover into much more “outdoor” specific pieces.
Any played-out trends that your brand is moving away from?
All over prints and extra design with no purpose. Any feature or design cue you see on our products is there for a reason. We want to create products that consumers can buy once and keep for a lifetime.