sportFACHHANDEL fashion_09_2016
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No winter again, the clothing industry<br />
groans –you, too? No we’re not. Haglöfs<br />
faces the subject pragmatically. We must<br />
learn to deal with the more and more<br />
frequently occurring seasonal shift. So far<br />
winter has always come.<br />
More and more companies are looking<br />
for their salvation in urbane target<br />
groups. Is that the right path for you?<br />
Where does Haglöf position itself? It is<br />
correct that more and more people also<br />
search for the quality and functionality<br />
they know from their outdoor clothing, in<br />
everyday life. Haglöfs offers a collection for<br />
this “Outdoor Lifestyle”, which is stylishly<br />
designed and uses exactly the materials we<br />
know from the classic outdoor branch at<br />
the same time. Customers appreciate this<br />
combination of functionality and style.<br />
Can so many textiles survive on long<br />
term? How is the market going to change<br />
in the future? Many materials being on<br />
demand is already the case. Especially the<br />
topics lightness and insulation remain<br />
strong here. But at the same time we<br />
can observe that end consumers are<br />
increasingly searching for products that<br />
aren’t only suitable for an intended purpose<br />
but are useable multifariously.<br />
Can you imagine increasing the<br />
collections and order cycles? Of course<br />
we think about how to meet the seasonal<br />
shifts. More collections: keyword- preor<br />
post-season- surely play a role there.<br />
But since especially the higly functional<br />
fabrics have long waiting periods this isn’t<br />
readily implementable. Nevertheless we<br />
take account of these changes in the entire<br />
collection by more intensely betting on<br />
“universal high-quality outdoor products”.<br />
How is the cooperation with Asics going?<br />
Where are the synergies here? We<br />
primarily work together in the footwear<br />
branch. Many of our shoes are fitted the<br />
Asics sole technologies by now, with<br />
that Haglöfs can only profit. Vice-versa<br />
we provide a lot of know-how from the<br />
outdoor branch which inherently has some<br />
influence on the shoe’s design. Our trail<br />
running collection is a concrete example for<br />
this cooperation. The shoes are very well<br />
received. We receive a lot f good feedback<br />
for them from retailers such as customers.<br />
What trends are currently observable<br />
in the clothing branch? A lot will be going<br />
on in the areas weight and insulation<br />
this winter. The trend towards light gear<br />
continues since many people make shorter,<br />
faster tours. We are excellently stocked for<br />
that with our L.I.M products (less is more)<br />
and continuously go on evolving. There is<br />
also a lot going on in the area of insulation.<br />
A lot resolves around alternatives to<br />
down here. Together with QuadFusion<br />
Mimic we have developed a material that<br />
is almost equal concerning the warmthweight-relations<br />
and most importantly also<br />
insulates against moisture – these are topics<br />
that will surely continue to preoccupy us.<br />
48<br />
<strong>sportFACHHANDEL</strong><br />
FASHION • <strong>09</strong>/<strong>2016</strong>
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