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.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews