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.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)