Retail Buyers Guide: Boardshorts SS19
Brand: Rip Curl
Interviewee: Manon STRICHER ( Product Manager assistant), MAEHN Betty ( Boardshort designers), Stéphane MORETTI ( Product Manager)
How is your boardshorts’ segment doing and how will it be spread next season?
Our products’ looks keep evolving every season, our quality offer is still the main point of focus. We are working every day on the technicality improvements for best quality products.
Which direction is this product category taking?
As we told you earlier, we’re keeping the focus on technicality and quality products. That’s the main reasons for the increase in sales of our Mirage range, and the cause of our fame. It’s in our genes to exceed our offer in term of technicality and quality each season, to produce the ultimate. For next season, we push the techniciality on the volley range with stretch fabrics for example.
Which are the main trends for next summer 2019?
Our main trends are: California 50’s resort spirit, 90’s sports Venice, Rétro 90’s Surf with our historic logo, Modern Rainbow Rip Curl branding.
For boardshorts, the trend is a shorter length.
What colours/patterns will be next season’s hits?
Hit colours for the next season are washed and retro bright. For patterns, our hits are figurative print and placement stripes.
Any new fabric features and technical innovations?
1/ The Mirage 3/2/ONE boardshorts features 3 contrasting fabrics. Cordura at the waistband and back panel for complete durability, Elasto-stretch front panel and E5 neoprene performance side panel for increased mobility.
1/ The Surf Grip waistband technology “that defies gravity”. The surf grip has a 360° internal waistband pattern that keeps your boardshort from moving when in the water.
How much of your line is eco-friendly and how are you doing so?
Since 2016, we are working on an eco-friendly line under the name of Surf Craft. It’s a real determination for Rip Curl Europe to reinforce our environmental value because it’s a huge part of our DNA. For the next summer collection, the surfwear eco-friendly line will represent 12% of our global offer. Most of our products are made from organic cotton, the other part is made from recycled fibre. We focus on our boardshorts proposal, our Surf Craft boardshorts will be made from recycled fibre. That’s a good start, and we will go on doing so. With care, we would like to push and improve our eco-line for the following years.
Please describe your 3 hottest products retailers should carry.
1/ The team series boardshorts, with the C.Cofin boardshort, Gabriel Medina boardshort, Mason Ho boardshort, Owen Wright boardshort and the Matt Wilkinson boardshort. All are with the Mirage pro fabric (high-performance stretch).
2/ The Mick Fanning’s signature boardshort with the surf grip waistband technology, and with Mirage Ultimate fabric ( ultimate stretch & durability).
3/ The Mirage 3/2/ONE boardshort features 3 contrasting fabrics. Cordura at the waistband and back panel for complete durability, Elasto-stretch front panel and E5 neoprene performance side panel for increased mobility.
Price points: what are your main categories and what is the upper limit in this product category right now?
Our main categories are the Mirage range (with ultimate stretch fabrics, hydrophobic quick-drying properties, superior fit and comfort) and the upper price is 100€ ( for the top of the range).