Burton FW19/20 Women’s Outerwear Preview
Retail Buyers Guide: Women’s Outerwear FW19/20
KEY PRODUCT FOCUS:
What are the three most important products in next year’s range? Why? Please tell us about them.
Burton Avalon Bib Softshell – expansion of one of our most successful styles with a new material.
New Burton Keelan Slim Fit Puffy Jacket – expansion of slim fit in womens jackets to speak to the trend.
New Sadie Insulated Jacket – new insulated version of one of the most successfule Apparel jacket silhouettes in the Womens line.
Are your price points going up or down? Where does this pressure come from?
Stable price structure, some increases based on product updates (p.e. AK).
Driven by Sustainability and Durability investments.
What new fits/silhouettes are coming next year?
Continued slim fit in women’s category, more extended sizes, unisex focus
What’s new in colours/prints?
More vibrant, bold, adernalized and saturated. Prints are global, clean compelling.
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.
New living lining 2.0, therma pocket in all jackets
Any has-been trends that your brand is moving away from?
Less heritage influenced creative direction p.e. in terms of colours and fabrics (textured, heavyweight materials)
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 price points.
Updated materials, bluesign increase