AMPLIFI 2021 Backpack

Amplifi SS21 Backpacks Preview

Brand Amplifi
Interviewee Tom Howells, Head of Design

How are you segmenting your backpack collection?
Streamlining the range for a more focused offer.

What general trends are you noticing?
Continued focus on quality to price ratio. People need to get their money’s worth if they’re going to jump up to the next price point.

AMPLIFI SS21 Backpack

AMPLIFI Hipster

How has coronavirus impacted sales expectations in this segment?
Sell through wasn’t awesome last season, there’s a decent bit of carrying over to try and keep our retailers in-line and to give them a break with superseding existing product they have in stock.

How has COVID effected your SS21 sell in plans in terms of delays/ range cancellations and carry over etc?
We’ve kept the existing lines and colour ways going, and just added new products where necessary so there’s more of a blended SS20 and SS21 offering.

What is your collection theme and which stories are you telling to get customers stoked on boardsports backpacks?
We’re killing it on quality and design, no stone is left unturned on these things. We keep it simple but work hard on the details to keep it this way.

What makes this product category important to your brand?
It’s often the first touchpoint for new customers before they look deeper into the range.

How are you serving the needs of retailers as more marketing shifts to digital channels?
Our warehousing is super integrated, with livestock levels and lead times all built into the system.

AMPLIFI SS21 Backpack

Which technical features are you proudest of?
Awesome quality and workmanship, extra details where others don’t have them make a big difference. Killer gear carry and superb materials.

What are the silhouettes and materials for this season?
We moved to a more aggressive, angular shape – with a cleaner, simpler look. Materials are, as always, the highest quality and lightest we can find.

What are the color/pattern/art trends for this season?
We love our stealth packs, but we’re throwing in loud colour hits, here and there too. Keeping it nice and monochrome this year.

Please name and describe your highlight piece that retailers should definitely order.
Hipster  – Awesome hip belt pack for summer and winter.

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POC

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K2

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GNU

(L-R) Ryan Mahoney @ Surftech International Sales, Hayden Cox Shaper @ Haydenshapes, Gi Poudens, Director @ The Nest Distribution, Kokoro Tomatsum, Int. Brand Manager @ Haydenshapes
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686

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és

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Jones' The Shralpinist Academy
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C-Skins x Surf Supplier Uruguay
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sustainability dialogues- Melody Sky
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Alterego crowdfund
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Surfing confirmed for 2028
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FW Catalyst. Credit: Dom Daher
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Black Lives Matter BoardSport Source Mag
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2
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House of Vans Made For Skate Book Launch Relaunch Skate Skateboarding Shoes Footwear
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Snow Camp recieves award from HRH Princess Royal
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DB

WSL new season

NSP

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BIC

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32

Rome Co-Founder Josh Reid with downtime in the Lodge. Photo Tom Greenhill
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RECCO SAR
SummitOfMyHeart
Slice'n'Dice Volume 5
SimonGraf von Splitboards Europe[1994]
FIS Games
Outdoor Retailer Summer Market
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longboard classic 2023
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Picture- source to product chain
I'm The Mountain
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20th Surf Summit, 2021
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Kelly & Delahaye win
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Retailer brand wants web copy
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Stinky series ep 1
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RRD

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Surf for Tomorrow documentary series
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Paris Olympics 2024 qualifying process
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Iconic boardsports brand Quiksilver has joined the EOG
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Pepino's From The Trunk 2
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OP SS21 Skate Hardgoods

OP

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TSG

Credits by Vans
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Spy

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686 FW20/21 Women's Outerwear

686

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Volcom Garden Experience 2022
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Patagonias recently updated mission statement, as things are getting critical now
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Rolling Thunder Co. x MLSL
Volcom Pipe Pro
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ABS

Sportscape Group Sebastien Rohart (L) & Adam Pikett (R)
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Thrust Glassing Portugal Simon Anderson Biography
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Board Culture Exposure
Multi-brand store in Milan
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2020 Corvatsch Progression Days by Fabian Gattlen
High Five Festival 2022
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Fallen Footwear WELCOME HOME CHRIS COLE
Cobra 40th anniversary book
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Nidecker Stash the Trash 2022
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The new 2300 square meter facility in the Netherlands RIGA 2, BARENDRECHT
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Bern Helmets Big White, Dec 5
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Patagonia Type Two
Outdoor Trade Show 2023
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Portugal Market Insight
COO Corolina Ohils 
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Josh Reid, Giro
KINC for howies
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4 The entrance to the village of the Base Camp
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Boa FW20/21 Snowboard Boots

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1 Nestled into the very end of the Alpbach Valley in Tyrol, Austria, Shops 1st Try is growing every year
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The Family, Adam Neate for Clown Skateboards
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Burton's President, John Lacy
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DSC_7815

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Julia modelling One World
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Slide x Outdoor Trade Show [Winter]
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Hurley
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Iconix Brand Group
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Shops 1st try
l1 womens

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Snowbound Expo 2022
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