NEW YORK — Leave it to a winter-oriented brands to come up with a few ploys to get more consumers ready for the great outdoors.
Burton expects its use of Gore’s Airvantage insulation system to make some noise. With a few quick puffs into a mouthpiece on the interior of the jacket, wearers can inflate the lightweight jackets, changing them into parkas for cooler temperatures. The item retails for $549.
At the other end of the spectrum, Burton has lowered its opening retail price point to $119 by using more affordable fabrics and less accessories, said John Colonna, outerwear category manager. On those sharper-priced items, Burton is using rubber zipper pulls instead of metal ones.
Burton, along with some of its competitors, is counting on growth due to the continued interest in snowboarding.
"A major trend is the movement of snowboarding into the mainstream market," Colonna said. "The exposure of this year’s Winter Olympics has exposed snowboarding to a broader audience who has became more interested and more supportive of snowboarding."
Sun Ice, a Canadian label known for its skiwear, has reduced its offerings to help consumers and stores get a better grasp on the brand’s identity, said Chuck Copley, president. Prices are also slightly lower than last fall to give shoppers a better value.
Costs were cut by having the American unit produce in Canada instead of China and Korea. Just don’t expect to see the label in every department store, since the brand’s strategy involves selective distribution. The payoff should be a 3 to 4 percent increase in dollar sales and unit sales this fall versus last fall.
"By streamlining the line, we’re telling customers who we are," Copley said. "We’re about technical, performance and value."
In its 70th year, Bogner is on the move to play up its heritage while trying to stay on top of the trends. But Willy Bogner, president and chief executive officer, isn’t oblivious to the challenging mood at retail.
"The depressing mood of customers is the most negative element," Bogner said. "We are concentrating on looking to the upside and the strength of our brand."For its anniversary, Bogner is creating a special "B 70" edition of products highlighting the brand’s tradition of skiwear and constant innovation. There are also plans to produce a book on the subject.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia