Light outdoor, joyful travel – The Lafuma brand embarks on a light-living journey with you

      In 2018, the century-old French outdoor lifestyle brand Lafuma, themed “Light outdoor, joyful travel,” ushers in a “brand repositioning” – featuring a more fashionable and youthful image, versatile lifestyle clothing suitable for various occasions, as well as high-tech functional outdoor gear.

      Lafuma leads outdoor fashion with two major series: Urban for city life and Holiday for vacation travel, highlighting urban styling and fashion sense built upon outdoor functionality. This completes the brand’s “rebirth REBORN” from “traditional outdoor” to “light outdoor.” The Urban series offers upgraded styling that integrates city life scenarios into everyday wear, delivering easy-to-match versatility for multiple occasions. The Holiday series introduces innovative technical fabrics and French design, providing stylish light-outdoor clothing solutions for weekend hikes, countryside picnics, beach vacations, and more.

 

2018, “Light” gear up for effortless travel

      Life is a battle. Be a fighter in the city, but also learn to lighten your load. In your spare time, travel the world in pursuit of poetry and distant lands. To set off with ease, you need to “travel light.” Lafuma frees you from the heaviness and bulk of traditional outdoor wear. Its new lightweight gear is not only thin, breathable, and unrestricted, but also protected by high-tech fabrics that offer windproof, waterproof, and thermal insulation—effortlessly handling performance demands during outdoor activities and travel, as well as unexpected weather, ensuring constant comfort.

 

Tech protection, safer and easier

      Lafuma carries on the DNA of a French outdoor brand, committed to selecting high-performance functional fabrics. In addition to “the fabric of the century” GORE-TEX, known for its waterproof, breathable, and windproof properties, the American Gore WINDSTOPPER windproof technology also enhances its functional capabilities.

      The WINDSTOPPER membrane, the most breathable windproof functional material, laminated to perfectly block cold winds without sacrificing superior waterproofing, sweat-wicking, and thermal insulation. It’s also extremely convenient to use—just fold and pack it in your bag, and easily take it out and wear it when faced with sudden winds or harsh conditions.

 

Patented innovation, cutting-edge tech, high protection

      Lafuma’s LXT “cutting-edge tech” protective series has been fully upgraded, integrating multiple technologies into the fabrics. These include FLY-TECH for an ultra-light experience like air, HYDRO-TECH with excellent waterproofing that doesn’t compromise breathability, DRY-TECH balancing windproofing and breathability, and WARM-TECH for constant heat retention—making effortless travel worry-free.

      The LXT HYDRO-TECH series uses optimal moisture control technology to effectively block external moisture while quickly expelling internal dampness, keeping your body fresh at all times.

The secret weapon for optimal warmth—the LXT DRY-TECH series—employs lightweight, high-density windproof materials to effectively resist strong external winds, while also offering excellent breathability to help regulate body temperature and achieve maximum comfort.

 

Focused on Chinese women, refreshing fashion outdoor

      A woman’s independence and strength make her even more charming. While taking care of their families, they also carve out more time for socializing, outdoor activities, and sports to ensure both physical and mental well-being, as well as a great figure. When they explore the outside world, broaden their horizons, and enjoy the freedom of the outdoors with family and friends, they discover a beautiful world—and a more beautiful, more confident version of themselves.

   
      Lafuma designs stylish, attractive, and highly protective products tailored to the clothing needs of Chinese women for outdoor activities and vacation travel, earning top marks for reputation and praise. In 2018, Lafuma updates its designs once again, dedicated to offering outdoor apparel that better fits their figures and reflects a younger, more fashionable look.

      Lafuma cares for beautiful women and also for the men who accompany them. Shedding bulk and boredom, its tech fabrics protect men while helping them exude taste and style. With a new, youthful, and fashionable image, it accompanies both her and him on their journeys.

 

Crafting core products, upgrading fashion visuals

      Throughout 2018, Lafuma will focus on three core products—windbreakers, down jackets, and quick-dry shirts—and align with three key events: Tmall New Fashion, Tmall’s “Double 11” and “Double 12,” as well as the Shanghai Fashion Week brand strategy launch, to fully present the brand’s new concept and visuals of “light outdoor, joyful travel.”

      Collaborating with Tmall New Fashion, Lafuma leads the new “light” concept for windbreakers—not only using high-density, lightweight windproof materials that are soft, comfortable, and easy to carry and pack for outdoor use, but also offering professional features such as windproofing, water resistance, UV protection, and breathability to ensure constant comfort. Stylish, easy-to-match designs and color combinations showcase versatility for various occasions, making them the perfect choice for mountaineering, camping, hiking, city life, and travel.

 

      Following the success of the 2017 celebrity- and blogger-favorite down jacket “EVER,” symbolizing eternal love, which achieved both critical acclaim and strong sales, Lafuma’s hit down jackets in 2018 will continue to sweep the fashion scene. Through celebrity endorsements, influencer street style, and live streams by internet personalities, a variety of international and stylistic outfit combinations will showcase outdoor fashion down jackets that combine style, warmth, and technical functionality.

      Additionally, during Shanghai Fashion Week, Lafuma’s “REBORN” brand strategy launch event will feature an immersive runway show enhanced by tech-driven staging. Popular bestsellers like quick-dry shirts will also make their debut, connecting online and offline channels to unlock stylish, fast-drying, and lightweight outdoor outfit solutions.

 

Expanding community activities, sharing the spirit of adventure

      Over the past year, Lafuma’s “Joy of Living” series of events has continued, with a rich variety of fun and engaging outdoor exploration activities highly popular among outdoor sports and travel enthusiasts. In 2018, Lafuma’s “Joy of Living” community will expand from Shanghai to across the nation, continuing to focus on outdoor sports, urban challenges, and travel, organizing more community events. These include cross-industry collaborations with platforms like Tuniu Travel, hosting urban glow runs, themed training hikes, urban outdoor treks, marathons, and other national outdoor competitions, as well as vacation-related activities like photography contests, French afternoon tea events, and car club road trips—joining more outdoor and travel enthusiasts in challenging themselves and spreading the spirit of “no boundaries between city and nature.”

 

360-degree new media layout, linking online and offline

      Lafuma engages in celebrity partnerships, fashion blogging, street-style mix-and-match, brand crossovers, community events, and collaborations with Tmall New Fashion—linking online and offline efforts. Coupled with youthful new media platforms and innovative communication methods, it sheds the heavy, bulky feel of traditional outdoor gear, reshaping the impression of light outdoor fashion as youthful, stylish, versatile, and functionally protective.

      In 2018, Lafuma not only refreshes its visual identity across products, e-commerce, and stores to showcase a new brand image of French romance, fashion, and easy styling, but also integrates WeChat, Weibo, Today’s Headlines, and popular youth-oriented new media platforms, making multi-channel digital marketing a priority. Among these, catering to consumers’ demand for customization, expanding into MCN channels like Taobao Headlines, Youhao Huo (Good Products), and Bimai Qingdan (Must-Buy Lists) becomes crucial for expressing diverse lifestyle styling.

      “Light outdoor: easy, simple, lightweight, protective; joyful travel: romantic, delightful, fashionable, comfortable.” In 2018, Lafuma is reborn to offer outdoor enthusiasts who love sports, urban exploration, holiday travel, and fashion the best combination of style and functionality.