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.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion