Eastpak Lifestyle Backpack Cover

Eastpak SS21 Backpack Preview

Brand: EASTPAK
Interviewee: Domitille Parent, Product Director

What are your main price points for next season?
We still have our 50€ price point for our iconic Padded Pak’r!

We have also expanded our offer at this same price point.

Our Iconic Springer bum bag remains at a 30€ price point

How are you segmenting your backpack collection?
Our collection is segmented in tiers that reflect our account base.

We offer products in a variety of segments, from large online accounts, department & specialist stores, to boutique shops with our higher range items and collabs.

What general trends are you noticing?
Messenger/Bike bags

Reconnecting with Nature

Sustainable stories

What do kids want from their back to school backpacks?
They want a bag that will be reliable, and with which they can express their style.

This is why we at Eastpak offer our key icons in a large variety of colors, materials, and prints.

Eastpak SS21 Backpacks

Eastpak Padded Pak’r

The teardrop shape backpack (Padded Pak’r) has been a schoolyard staple for decades, but it’s important that our consumers find a bag that they can relate to.

How has coronavirus impacted sales expectations in this segment?
Our category was of course greatly impacted by Covid19 – travel bags and backpacks being amongst the top 20 most impacted fashion accessories.

That being said, we are seeing a positive turn as we ramp up towards the important BTS period.

How has COVID effected your SS21 sell in plans in terms of delays/ range cancellations and carry over etc?
We’ve adapted to the world and made new plans accordingly. A few of our SS21 pieces were pushed/carried over into F21.

We’ve of course seen a shift toward online sales and will continue to offer an assortment that is in line with market needs.

What is your collection theme and which stories are you telling to get customers stoked on backpacks?
As mentioned above, the collection takes its inspiration in nature. We have a few key stories including REBUILT TO RESIST, which deconstructs existing backpacks and reassembles them into a new and unique bag.

Eastpak SS21 Backpacks

Eastpak Re-Built to Resist

Other story focuses are linked to ongoing trends, such as the CNNCT collection for the urban professionals, who are commuting in more sustainable ways to get to work.

Lastly, we keep pushing on some cool collab stories in the coming month, to continue to attract a broader base of customers to our products.

What makes this product category important to your brand?
For Eastpak, our bags are our core product category, next to luggage.

How are you serving the needs of retailers as more marketing shifts to digital channels?
The shift to a more digital-focused approach has already been taking place within our brand for a few years. We have been continuously developing and investing in digital channels on all fronts, whether on our own channel eastpak.com, through our digital key accounts, and also in our on/offline retailers for which we cater specific digital content and support to.

Which technical features are you proudest of?
More than ever, Eastpak remains “Built To Resist”. We continue to prove that we are here to last the test of time. We design and develop our products accordingly to use only the necessary materials and to reach the highest level of quality possible.

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Scandalnavians 2 photo by Eric Nylander
Alright, Ok Vans Signature Team Rider Elijah Berle
DC
CJF Planting Seeds Apprenticeship Programme
Etienne Pinon + Alexis-Maillet. RVCA
Nick Franklin, KS Wave Co President
TUR

Tur

Screenshot 2019-03-07 at 14.16.23
Portugal Market Insight
Arbor 1995, First Snowboard
Choppy Water GmbH Tahe Outdoors Germany Austria Distribution Tahe Marine Zegul Egalis Artistic, Robson
DC FW20/21 Women's Outerwear

DC

Vans Delay Scene, Netherlands
HotzoneOpening 2020 MetalBattle Markus Olimstad by @becknaphoto
dB Big Wig Eric Bascle
Quiksilver festival
EssilorLuxottica
Yow 2023 Surf/Skate Preview

Yow

Rip Curl x WSL finals
20180407_dasdays_7946
Green
Market Intel Germany
American Socks x Ultra Sport
K2 2022/23 Snowboard Bindings

K2

Bayonee CCI SOURCE Illustration
22 Pictured - Kirra Seale has been appointed Senior Manager of the Longboard Tour
All in poncho header
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DC shoes Greece
WSF Safe Shred workshop
Commissioner Kieren Perrow
gigi
Snow Camp recieves award from HRH Princess Royal
Isabella Gomez x ROXY
Royal Wedding Surfers Against Sewage
Next Summer 2022
Vans Duct Tape Invitational And Festival
Now FW20/21 Snowboard Bindings

Now

And Feelings header
K2 FW20/21 Snow Helmets

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Owen Wright x Rip Curl
Pilot Fish Store Front
The Snagglerats by Hannah Bailey
Finisterre Canoe
MarketIntelSwiss
WSL Surf Ranch
Wavegarden Cove1
Market Intel Germany
Abor x Pat Moore
201807-bt-lausanne1
Florence Marine X
Black Lives Matter BoardSport Source Mag
Dani & Jimmy Jenks chillin’
Cornish rescue, Coastguard
Fat Tony's True Conversations
The Quiksilver and ROXY Pro France comes back in 2021 as a Challenger Series event. Credit_WSL_Poullenot
Scott Keating x TheDrop
Snowboarding Makes Me Happy cover header
Reef Logo SOURCE
The new 2300 square meter facility in the Netherlands RIGA 2, BARENDRECHT
Benny Urban's DIY Snowboard park
jh
NASS Festival SkatePal
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Boardriders Billabong
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Vans Park Series and Tony Hawk Announce Broadcast Partnership
FW Apparel x B Corp
capita
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Volcom Chamshak
VF Corp
etnies 2 million trees since 2011
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wheel and waves
RRD-1

RRD

Freeride World Tour 2020 FWT20 Calendar Dates Snowboarding Competition
WAVE HAWAII Ponchos
SIGB
Xavier Simonet
Finisterre Blue Friday 2021
Waterman's Ball poster, October 2019
2021 World rookie snowboard & freeski finals
Wheels and Fins 2019 Cancelled Financial Constraints
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Northwave booth
K2 2023/24 Splitboarding Preview

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Mike Fanning