One year after the pandemic hit Europe: How is Covid-19 impacting the Outdoor Market?
There have been new directions in Outdoor Market sales related to the crisis caused by the health crisis. We saw strong growth in sales of outdoor equipment, hardware, while pure technical outdoor textiles have declined. Outdoor lifestyle (TNF, Columbia, Patagonia brands for instance) performed well and Surfing Market has seen an explosion in sales, generating an increase in orders and saturating the production plants. For example, production lead times for wetsuits have gone from 4 to 10 months.
How has Covid-19 affected your SS22 sell in plans (delays/ range cancellations/ carry over)?
We put in place between 10 to 20% of carryover and then implemented the necessary novelty to meet the new needs, new trends of our community. For example, we responded to the growing trend of Live & Chill, the need for comfortable clothing, by introducing new soft fleece joggers. We also developed specific silhouettes targetting an eco-urban consumer that is trending and connected to our brand values.
What are the major trends in the Outdoor Apparel market next Spring/Summer?
Sustainable and durable fibres are essential with a preference for a soft touch and natural fabrics.
What marketing stories and themes are you telling in your Outdoor Apparel line for SS2022?
Inspired by our winter exploration and outerwear expertise, Picture’s SS22 Activewear collection is designed for year-round, committing adventures where sustainability is at the heart of our concerns. Finally, the design team has worked the collection under the scope of the “Survival” theme that explains the choice of colours, prints, multi-pocket designs, functional and ergonomic, to live in an outdoor environment with ease.
What are the most important technical features & materials?
Quick-drying fabric, odour control, soft natural handfeel and stretch materials are key when developing Activewear products.
What about silhouettes, looks & styles?
Silhouettes are essential from head to toes. We have to offer the most stylish outfit with the right technical features. With Picture, it’s all about sustainability, unconventional design & comfort
Please talk us through your 2-3 of your key products for 2022.
ABSTRAL 2.5L JACKET: The Abstral jacket is a 2.5 Layers Stretch shell for Men, which features 10K Waterproofness / 10K breathability thanks to Picture’s exclusive Dryplay Membrane. Eco engineered with recycled polyester and Teflon EcoElite™ PFC Free DWR treatment, it also features fully taped seams, integrated brim and reflective detailing for full protection while playing in the wildest environments. Its stretch fabric, elasticated brim and adjustable wrists will offer ergonomics as well as unsurpassed freedom of movement. This light technical jacket packs into its pocket. An outdoor essential that Picture revisits with modern and unconventional design codes.
ALPHO PANTS: To go hand in hand with your weekend mountain hike, a bicycle trip or to travel overseas, our Alpha pants for Men will adapt to each one of your adventures. Thanks to its various features, those pants can be worn downtown just as well as in the wildest environments. Made of comfortable and stretch nylon-organic cotton fabric for an unsurpassed range of motions, the Alpha pants also include fast dry technology that keeps you dry all day long. Side pockets and zippered thighs pockets allow carrying your essentials. Adjustable drawcords at the waist and elastic bands at the hem make them the perfect pants for an active lifestyle. Versatile and comfortable outdoor pants to be worn on any occasion, with a decidedly modern look for committed outdoor adventures.
The KIERSI SS TECH TEE for women is the ideal technical top for outdoor activities. It is made of an incredibly soft poly-Tencel fabric with moisture-wicking, quick-drying, antimicrobial and UPF50 maximum UV protection properties. Technical and sustainable: Tencel fibres are known for their environmentally-friendly production, which transforms wood pulp into cellulosic fibres with high resource efficiency and low ecological impact and increases softness, enhancing overall comfort. Its regular fit, its round collar make it a pleasant tee shirt to wear during intense activity and its openwork detailing makes it feminine and unique with reflective print details that will keep you safe when the sun goes down