Retail Buyers Guide: Womens Snow Outerwear 2022/23 Retail Buyer’s Guide
Interviewee: Tomas Koudela, Head of Marketing
Please provide an overview of how 2021/22 is shaping up for your brand. Has COVID-19 affected your line? If so, please explain the changes you have made and how you came to these decisions.
After the 20/21 and 21/22 COVID seasons that were challenging in many ways and worked as an accelerator and gamechanger for many long-standing practices, we built the 22/23 line based on what we learned and saw working for these new times. Within the key points belongs different work with carry-overs, the product’s lifetime respecting the growing costs affecting the final SRP, extracting most from the best seller styles, and the production planning because the delivery on time is critical.
What is the overall theme behind your FW 22/23 outerwear range? From which big trends do you take your inspiration?
We still focus on our primary goal: a great-looking hi-end product for an affordable price when keeping our unique Horsefeathers style of the line.
What new fits / silhouettes are coming out in FW 22/23? What pant and jacket styles are most important in your range?
The anoraks are still playing an essential role in the women’s collection, so we added one more anorak to the Basecamp with a wide offer of colors. We are not adding any new fits or silhouettes. We were working on the upgrade of our best-selling ones.
What new colours / prints are you introducing?
The color range for the W22/23 line is totally new. All-over prints are important in the women’s collection. The paintbrush, powder, cheetah, and aquarell are standing out, and we saw some great numbers in the preorders. We use both earth and colorful tones in women’s lines, but we moved away from the super flashy ones to toned-down or pastel tones. Lilac, violet, oil blue, storm gray, mimosa yellow, and lollipop colors will make the W22/23 women’s line poping out on the slopes.
Any *NEW* technical stories with regards to fabrics and materials?
Primaloft Bio, the first-ever 100% recycled, biodegradable fiber, and our own developed Ultratech Recycled shell material made from recycled PET bottles are our key technical stories. We use these eco materials on more models in the W22/23 line. Generally, the Ultratech Shell material is crucial when delivering products with high-performance, rugged and robust fabric.
What are your top marketing stories for FW 22/23? This will help us to put some focus in the right place.
Within the women’s line, it’s a backcountry jacket Larra with Primaloft Bio insulation and performance-ready features to support the all-mountain riding girls. Our best selling anorak Derin, with all snow features and new colors with its younger sister Mija. Our famous long parka jacket Pola 2 in new colors and with new features. Our growing girl squad helped design, test, and approve these jackets.
Outerwear Best Sellers/Hero products
Pola 2 Cheetah
Our best-selling tailored long-fit parka jacket got upgraded. 10K waterproofness and 80/60g insulation make it comfy, whatever the condition. The Cheetah colorway is one of the new color stories for the W22/23 collection, and it’s killing it. It’s coming in biodegradable packaging.
Derin 2 anorak Paintbrush
One anorak to rule them all! Derin has been our best-selling jacket for the last couple of seasons. With the great fit and full range of technical features like jacket-pant connectors, snow skirt with the non-slip band, elastic inner cuffs, critically taped seams, YKK zippers, and fresh new colorways, this jacket is just a no-brainer! It’s coming in biodegradable packaging.
Mija is our new womens anorak. With all necessary winter and riding features, 10K waterproofness, and a wide range of colorways, this anorak jacket for 179 Euro will quickly become everyone’s favorite. You bet! It’s coming in biodegradable packaging.