Picture Womens Outerwear F/W 2026/27 Preview
Retail Buyers Guide: Womens Outerwear F/W 2026/27 Retail Buyer’s Guide
Brand: Picture
Interviewee: JULIEN DURANT CEO
In 2 sentences – how was the women’s snow outerwear market in 2024/25?
Very hard for Picture. And hard in general. The market needed newness when all brands had lots of inventory from previews season. FW25 is a new breath.
What are the main trends you take your inspiration from for 2026/27?
Baggy and blouson style is key. Price point 200-300 max. In addition to that, very technical product with gore tex. 450-550 price point
What new jacket fits and pant silhouettes are coming out in 2026/27?
Of course baggy and blouson, oversized. Straight fit stays essential for main stream customer who did not manage to move on baggier styles. Under 30 years old: full over size. Trend between men and women are really the same, even women shop at men corner in store or on line
How are you targeting the female boardsports clients?
Yes a lot. We are strong on women outerwear clothing with 50% of our business on women.
Any trends that your brand is moving away from?
We are moving away from big color blocking contrasted. It has to be settle down when it is color blocking. Solid color stays successful
What are your big marketing campaigns for 2026/27?
Men and women soccer campaign
Key Products:
Gravita gore tex jacket:
GRAVITA-GORE-TEX-3L-JKT_BLACK
Luma ¼ Zip 10k:
EXA-JKT_HALOGEN-BLUE
FC PICTURE jkt & pant 10k jkt 165 pant 10k:
GRAVITA-GORE-TEX-3L-JKT_PURE-CASHMERE
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