Picture Organic Clothing FW20/21 Technical Snow Backpacks

Picture Organic Clothing FW20/21 Technical Snow Backpacks Preview

Brand: Picture Organic Clothing  
Interviewee: Julien Durant, CEO & Co-Founder

Picture Organic Clothing FW20/21 Technical Snow Backpacks

What are the major trends in the snow backpack market next Fall/Winter?
The major trend in volumes: sales are mainly based on 18L & 22L bags and a little 24L. The 26L are more functional formats for the mountain but for more extreme practices and are therefore less sold. The trend for us for FW20 is very oriented outdoor / mountaineering with designs inspired by these practices: roll tops, small details like carabiners which are essential and which emphasize the usual look of the bags. In terms of colors, we don’t follow the trends of the market but those of our range outerwear textiles to make matches, when, on the contrary, the industry remains very focused on fairly baggage trends with colors rather discreet and sober.

What do customers expect from their technical snow backpacks?
Consumers are expecting robust, technical and design bags. The design is very important because it must be crossover so that the bag can also urbanize. If the bag is not crossover but only for freeride use, doors are automatically closed.

How are you segmenting your technical backpack collection and what are the main price points in each segment?
The freeride bags are segmented according to volumes: when one goes up in volume, one goes up also in price and range. The higher the litter, the more technical the bag is because the functional side and the lightness will be even more worked. In terms of price we start at 79 € and we go up to 129 € (4 segments: 79 € for 18L, 89 € for 22L, 109 € for 24L and 129 € for 26L).

Picture Organic Clothing FW20/21 Technical Snow Backpacks

What are the main marketing stories and inspirations behind your FW 20/21 collection?
For the FW19 technical bags, we will highlight the collaboration with Arva, for which we worked a bag in 26L both modern and sober with a roll top and zip access for more convenience. In terms of trade, the Decom, which has been a hit bag, has lost notoriety in recent seasons because we had not renewed. For FW20, it has been reviewed in the 99-109 € segment, again with the declination of our historic co-branding with Arva. We have come down both in price and range, to offer a very technical and very design freeride litter with a shallow elongated rectangular shape, which gives it an ergonomic design and a look divertable.

How are you helping retailers sell the backpacks and educate customers (POS displays, etc.)?
This is where we are not good yet and we are working on it. Today, if we are present in stores, it is thanks to our matching colors & prints outerwear, which allows us to create design stories. It is thanks to these design stories and the strength of the outerwear that the bag exists at home. So we are working on a redesign of our backpacks strategy to make this segment a part of our own.

Picture Organic Clothing FW20/21 Technical Snow Backpacks

What are the most important technologies/features in your technical backpack collection? Do you offer anything new and outstanding next season?
Today we did a lot of work on materials, something we didn’t do before. Before, we had only one recycled material, today we have worked different qualities of fabrics, grammages and different ripstops (declined since the outerwear range). This search for materials greatly enriches the range, which is therefore much more wealthy thanks to this diversity of raw materials.

What color palettes, prints or patterns are you working with?
We always find the colors and prints of the outerwear (Lofoten, …)

Which materials are you using?
Ripstops and dobby in recycled nylon and recycled polyester.

Please name and describe 3 highlight items from your FW 20/21collection.
On our winter technical backpacks line, the three highlight items are: Calgary, Decom & Oroku.

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NSP

Nordic Light Vans
Spy S/S 22 Sunglasses Preview

Spy

logo JD Sports
Nidecker pledge 'We Care'
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Screenshot 2019-01-17 at 18.24.22
Cobra 40th anniversary book
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Slick Willie's Store Launch
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Kingsnorth Transform Hintertux
EUROSIMA
World Surf League Surf de Nuit Deeply Pro Anglet Red Bull Airborne Qualifier
Vans Park Pro Tour
Creatures of Leisure, SBIA award winner
Hamburg_Saltwater Shop_Photo Credits Antonia Siebeneck
FW Apparel 21/22 Women’s Outerwear Preview

FW

TSG x Markus Keller by Markus Rohrbacher
[header] Dickies Life x Hackney Bumps Community Group
ISA World Junior Surfing 2022
Fallen S/S 2022 Skate Footwear Preview
etnies FW20/21 Skate Shoes
OutDoor By ISPO
Philippe Gouzes Awayco
Oltco - Clean Breaks
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Emerge Surf, Birmingham
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Gog

OA2 FuSSSion 2022
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Tur

Roark CEO Jason Steris
Thrill One
2022 poster
SLASH FA23
Quivers ecommerce source boardsports
Portugal Market Insight
'Black Out' Friday Paris Truck Co
Issue99 template
Flexi-Hex header
Steamy

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Arbor 1995, First Snowboard
FW Catalyst. Credit: Dom Daher
Chroma World Premiere header
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Elevated SurfCraft x Good Question Supplies
Brands Family Testival 2022
World snow federation general assembly
Mick Fanning torn ACL
K2 FW20/21 Snowboard Bindings

K2

DC FW20/21 Snowboard Boots

DC

Slide x Outdoor Trade Show [Winter]
2020 Spektrum Ostra Premium White Evelina
Out of Step ltd
Shen City Peaks 3
Karma Skateboards logo
Sustainability Boot Camp: Committing to a responsible industry
X Games Norway 2019 YouTube Facebook Twitter ESPN App Stream
Adidas Logo
Vassa-Parken by Oakley
EPIC balance boards header
Travis Rice
Fest Creative surfing, NY
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Blue Ewer NSP Ninja Portrait Reactive2
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Equip General, photo credit Samuel McMahon
Vans Duct Tape Invitational And Festival