Retail Buyers Guide: Staff Sales Handbook: Men’s Outerwear 2018/19
CATEGORY: MEN’S OUTERWEAR
INTERVIEWEE: ALEXANDRE BERTHONNEAU (PRODUCT MANAGER – OUTERWEAR)
What’s the overall theme behind next year’s outerwear?
One of the key themes for this new line is the Re-Issue collection, which is a throwback to the early days of Billabong Outerwear back in the 90s. It features our new Wave Washed fabrics, with a washed and vintage look and Corduroy.
On top of that we have Bode Merrill’s “Militarian” collection blending military tones, camo and gold.
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?
Influences comes from outside of the snowboard industry, mainly within fashion and sneakers culture that inspire the youth.
KEY PRODUCT FOCUS:
What are the three most important products in next year’s range? Why? Please tell us about them.
BODEMAN jacket featuring Sympatex STX 45K, available in shell version and with Primaloft insulated version.
EXPEDITION is a stretch 15K jacket with Thinsulate insulation designed for all the backcountry aficionados looking for most bang for the buck.
The new ALL DAY is an entry level jacket featuring all the right features with a cool oversized hoodie style.
Are your price points going up or down? Where does this pressure come from?
While we improved fabrics, constructions and details, we managed to keep our price points flat despite the raise of the factory costs.
What new fits / silhouettes are coming next year?
We simplified our jackets fit to one block that matches both skiers and snowboarders’ needs, offered in different lengths.
What’s new in colours / prints?
Our Wave Washed collection brings a subtle fade and washed look to the classic Camel, Asphalt and Burgundy tones.
Our Sunken City collection is a mix of vibrant colors and TV glitch print with a strong sneaker influence.
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.
We are collaborating with Sympatex on our Adventure Division pinnacle styles, including Bode Merrill’s signature Bodeman jacket and his camo colorway of the Northwest bib. We are stoked on the outcome of this collaboration which features the highest performances we’ve ever offered in our line, while offering an alternative to high-polluting PTFE membranes. Our Sympatex outerwear is 100% recyclable PES through outer fabric, insulation and lining.
Any has-been trends that your brand is moving away from?
Prints are still down-trending but it’s only a question of creativity and freshness to make them hot again.
What are your top marketing stories for next season? This will help us to put some focus in the right place.
Wave Washed collection that includes some Re-Issue styles which is a sick throwback to the 90s era.
Bode Merrill collection from a simple coach jacket for park laps to the highest performance Sympatex jacket and bib to suit his backcountry and big mountain needs.
Adventure Division is our new all-mountain dedicated range, all stretch with higher performances from 15K to 45K.
And of course, our collaboration with Sympatex.
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 offer a program of base layers and second layers. We have classic tees and cropped pants featuring different print options and some novelty in our Adventure Division line with compression pants which improves muscle focus and recovery, and a new brushed tee, for additional warmth and extra cozy.
On our second layers we’ve expanded our bonded fleece program which has been super successful for everyday wear and on snow performances, with crew, hoodie and zip hoodie versions.