sportFACHHANDEL fashion_09_2016

The lines Falke Maximum Warm
and Falke Wool Tec Warm are made
for athletes who do their sport in
cold to very cold temperatures.
Apart from the
certification
for sustainable
textile
production,
almost all
products of
Löffler have
additionally the
Oeko-Tex label.
next winter – Daily Function. It includes
puristic, modern styles blended with
functional fabrics. This also includes
the man’s line Wool & Silk in classic
blended grey and the new line Motion
from two-component fabric. With these
collections, Calida offers end customers
as well as retailers real added value. The
specialised retailer gets valuable sales
arguments which help him to stand out
from the competition and to buttress his
position in the premium segment and the
corresponding prices.
For the first time, Norrøna uses a mixed
fabric in the baselayer segment. In order
to give the merino fibre the necessary
sturdiness, it is mixed with nylon. The
merino wool is woven around a nylon
core, comparable with a climbing rope.
The origin of the wool is completely
traceable – the sheep are kept in
an ethical correct manner and do
not have to suffer from mulesing.
‘We focus on the perfect tuning
of material, processing, cut and
aesthetics according to the customer’s
needs. On one hand, with the Go Warm
line that offers a mix of synthetic and
natural fibres tailored to the special
needs of the different zones of the
body for excellent heat and moisture
management. On the other hand, with
the Go Dry line comprising styles
from synthetic fibres for optimum
moisture management. Both lines -
the pieces can be worn for several
days,’ explains Gregor Hirner,
Head of Product Management
Apparel at Mammut.
Text: Astrid Schlüchter
Statements
HENDRIK RESCHKE, ORTOVOX | The customers can use underwear more
universally than pure winter products and they do not buy it specifically for one
kind of sports. These are the reasons why the demand of underwear is stronger in
mild winters like this.
WOLFGANG LAGLER, MEMBER OF THE CRAFT MARKETING TEAM | Selling
functional underwear shows that the shop has expertise in sports. Even the
best equipment does only work when you wear the right functional underwear
underneath. The chance to generate additional sales is thus very high. It does not
depend on a special season nor on a special kind of sports and you can wear it 365
days a year.
MARKUS BÖTSCH, JACK WOLFSKIN | Comfortable functional outdoor clothes
start on the skin. This is why we as a full-range provider offer holistic solutions for
all layers of apparel. This makes a different for the consumers.
MICHAEL KLEIN, DIVISION MANAGER SPORTS AT FALKE | A crucial point is that
the specialised trade with its specific know-how explains the difference between
highly functional underwear and the simpler version of the discounters and selects
the right product for the customer according to his individual needs. Many athletes
have not yet recognised the advantages of highly functional underwear.
THORSTEN WALTER, MILLET GROUP | Today functional underwear is presented
in layering concepts - base, mid and top layer. For selling the perfect concept it is
necessary to have a wide range of base layers, at best in various itensities, which
fulfil the different weather conditions. We think that the topic base layer is very
important for the retail sector.
Icebreaker, the pioneer of merino
wool, offers functional base-layers
as well as second- and third-layers
from merino wool.
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sportFACHHANDEL
FASHION • 09/2016