Luggage SS16 Trend Report

Billabong

No one gets anywhere near enough time surfing warm water kegs in Indonesia or navigating Alaskan snow capped spines. And when we do manage to go barrel or powder sniffing, just getting there is a major aspect to contend with. But alas, the majority of us end up spending the greatest part of our time at work, or getting to work. Either way, travel is something that goes hand in hand with boardsports and always has done.

For SS16, SOURCE dips its toe into a new trend report topic, as we take a look at a category that brands are placing a lot of emphasis on as they recognize the importance of the modern traveller among their customers. By Harry Mitchell Thompson.

OVERVIEW
As the world becomes more and more connected, and the desire to travel and seek adventure greater than ever, boardsports brands are making a big push in the luggage category – after all, when travelling the world, we want to do it with luggage from brands endemic to surf/skate/snow.

Marc-Alexandre Ducoté, Global Product Manager for Accessories at Quiksilver recognizes that the brand’s customers are “surfers, skaters and snowboarders and always on the move, commuting comes to them naturally. It’s their way of life. That’s why we want to offer them the best products to pursue this unique lifestyle. High quality backpacks and travel luggage are definitely part of their daily needs and thus a category we strive to excel in.”

For Billabong, this category allows the brand to “demonstrate the technical know-how of Billabong, which is already known for its wetsuits,” confirms Alexandre Berthonneau – Outerwear and Accessories Product Manager. Whereas, for Dakine it’s their bread and butter: “Dakine has become a leader in technical street packs over the years, this is our identity and where we make the difference with other brands.”

Nixon sees the category as a continuation from their watch business, as they “tell the Nixon story and show the Nixon DNA through our bag designs,” says Product Manager for Nixon Accessories, Ryan Martinez. For Burton, the category is a “very relevant and real part of snowboarding – the mission to the hill. Snowboarding is a lifestyle that naturally encompasses travel.”

Burton

LINE SEGMENTATION
For SS16 in technical commuter packs and luggage, we can see distinct lines separating the category. Swedish bag experts Douchebags simply split their line between backpacks and rollers and Nixon also keep it simple with “extended long trips, week trips, and weekend getaway trips” dividing their line. Dakine split their collection into carry-on and big volume styles, and Quiksilver offer “performance and lifestyle oriented products. We also apply the good/better/best pyramid to cater for the needs of a large array of customers.”

Poler Stuff see things a little differently: “We’re not trying to segment our bags, more bridge the gap with multi-functional bags that cross over from the outdoors, into the modern day traveller packs.” Heimplanet are taking take this a step further; instead of having bags for specific pursuits (mountaineering, camping, travelling, commuting), they’ve gone with a line that is more flexible – whereby the user can leave on a certain trip, their plans could change and thanks to their adaptability/add on pouches, they will be ready for whatever is thrown at them.

COMMUTER RUCKSACK DETAILS
Padded laptop sleeves are standard across the majority of lines, as commuters require their portable office to stay safe on the move. Brands offer multiple pocketing options, with Nixon even going as far as constructing the main frame of their Shadow bag from neoprene to “allow the bag to expand and compress, allowing the consumer to maximize the cubic capacity without adding additional pressure to the main body coil zippers. This dampening feature prevents zippers from blowing out extending the bag’s lifespan.”

Dakine

Burton have combined the urban traveller and snowboarder’s needs with “board carry straps for our snow packs and computer sleeves for some of our travel and school bags. U lock pockets for our new commuter bags, tarp lined pockets for superior water resistance and weather proofed fabrics.”

Poler Stuff have ease of entry in mind: “Access your stuff from the top or via the widemouth zip on the front of the bag so you don’t end up having to pull everything out of the bag to get to your prizes at the bottom.” 

Ergonomic shoulder straps are used by most brands and Quiksilver employ “sternum straps that help relieve weight from your shoulders, fleece lined valuable pockets, and an internal organiser for all your small gear.” Billabong won an ISPO Award for their Apex Boa pack from their Adventure Division (A/DIV.). The company has adapted BOA technology for strap tighteners and the bag has a wetsuit drainage system – pack your wetsuit in the detachable wetty pocket, and open the plug to drain all excess water. Nixon use “foams and materials to provide the ultimate comfort and support needed for long travel.”

All brands have plenty of added features, and Dakine roll out a whole host of them: “padded laptop sleeve (TSA compliant for some of them), iPad sleeve (mini and classic), accessory pocket (cell phone, pens, business cards), water bottle pockets, fleece lined sunglass pocket, etc. On high end product (Network II) you can also find a really innovative breathable back panel.” Electric offer a compression molded goggle case, heavy-duty skate straps and roll-top for waterproofing.

Douchebags pride themselves in lightweight products providing maximum protection. “We work with the very best backpack factories, and together with high quality they keep the Scandinavian design philosophy that we believe in so strongly,” explains Truls Brataas, Founder and CEO.

Douchebags

LUGGAGE EXPLAINED
As far as luggage goes no one is looking to reinvent the wheel, instead brands are tinkering with their previous successes and refining their offerings with subtle added details. Billabong give their luggage users ease of manoeuvrability with added extras for those planning more than just a long weekend: “Compression straps, multiple handles so the bag can be grabbed from any side, inner compartments, separate laundry bag, external pockets and ID pocket.” Quiksilver offer: “a lightweight lifestyle range, available in three different volumes and includes premium features such as a lightweight molded base and skate wheels.”

Quiksilver

Behemoths in the luggage game, Dakine guarantee durability as well as functionality. The brand introduced the ‘split design’ a number of years ago, where the bag opens in two parts, allowing easy access to each compartment. This has now become standard for many brands, while Dakine continue to offer it along with high quality wheels and a telescopic handle. Nixon also ensures durability while offering “aluminium retractable handles for lighter weight mobility and ABEC 5 bearings in all our wheels for smooth and easy transport.” 

Douchebags and Eastpak both offer a new generation of shell design to ensure their customer’s luggage is safe from damage. Burton are showing belief in their luggage in the best way possible – a lifetime guarantee. Eastpak are really stepping up their luggage offering for 2016: “We now bring two and four wheels, single and double deck, duffle style or trolley and with matching totes, packs and accessories.”

VISUALS
While those who have grown up with boardsports like to remain loyal to their roots, there are also those who simply like the aesthetics and lifestyle it offers, meaning some of our key brands are also seeing success in other markets, as Ryan at Nixon describes: “We are finding an increase in non-action sports channels as well as continued growth in our core, action sports channels.” The brand employs a “subdued black body colour with a touch of sport pop, allowing the collection to have an unexpected point of view that is true to Nixon.”

Billabong are opting for subtle and tonal colourways in their techy/functional designs above vintage/heritage styling, with Burton offering “many different fabrications, unexpected designs and fresh colourways to tell stories of an adaptable, active lifestyle.” Eastpak are taking inspiration from their heritage and play with a lot of original colours and prints.

Quiksilver’s new creative direction sees them look to Brazil for their SS16 lines, nodding to the country’s street art and graffiti conveying the stark contrast between night and day, beaches and the favelas and employing their own unique art direction for the first time.

Nixon

DEMOGRAPHICS
Quiksilver’s core target groups is 18-25s, with Dakine similarly targeting the 15-25s, although also stating that they have products for 6-66 year olds as well. Nixon look at the 18-50 market, from college to working professionals and Poler Stuff focus on 18-35+, mainly being made up of “young adventurous and ambitious men and women.” Burton has noticed over the years that their “demographic has stayed the same but maybe general taste has evolved and matured slightly.” Douchebags echo this, as they hone in on “the modern traveller.”

Heimplanet believe age is just a number, as they “rather focus on the lifestyle and mind set of our target group. In our experience demographics like age become less and less relevant to us.” Finally, Eastpak believe you’re as old as you feel: “ We aim at the young urban professional or graduate student. But we’re happy to extend that target to anyone with a young mind set!”

HIGHLIGHTS

–       Padded Laptop cases

–       Skate wheels & telescopic handles

–       ‘Modern traveller’

–       18-25 target group

Eastpak