[HowToTrip2015 ISPOExclusive Interview Report]ISPO
SHANGHAI 2015The Asia Outdoor & Fashion Trade Show opened today atShanghai New International Expo Centrewith great fanfare. As the summer edition of the world’s largest sports exhibitionISPOin China,ISPO
SHANGHAIit spans3square meters, gathering400more thanbrands. While further enhancingoutdoorsports strengths, it also brings together new summer categories such as extreme trends, urban fitness, water sports,travelservices, integrating exhibition displays, interactive experiences, competitions, exchanges, and forum sharing. At the event, renownedoutdoor brandssuch as Mammut(Mammut), Fj?llr?ven(Fjällräven),Black
Diamond,Outdoor Research,Tecnica(Tecnica),Osprey,OAKLEY,Camelbak(Camel Active), and water sports brands Point65,
Feathercraft, Clipper, Epic, Bateau,Adidas
Swimwearas well asrunningfitness brandsLifeFitness2XU, LP, SkinsandPower
Balanceflocked in.
During the exhibition, Green Field Network interviewedHighland camper
Asia sales Director Mr.Carl He& product development director Mr.Thomas Steiner, and the following is the interview transcript.
Green Field Network: PleaseMr.Thomas Steinertell us about the overall design philosophy of your brand.
Thomas
Steiner:“The “mountain shape” design originates fromHC the brand logo, with all line angles at49°. When we first started developing, the first question we asked ourselves was: where do we come from? We come from Vancouver, Canada. Vancouver is located at a latitude of49°, and that is the source of inspiration for our entire product design. Therefore, whether in terms of our product’slogodesign or its external appearance, this inspiration runs through. All our product lines—whether clothing, bags, or footwear—will feature this element to enhance product recognition.
In addition to creating a positive brand effect, the “mountain shape” design is more importantly designed so that the extended areas of the mountain lines can incorporate different functional details. That is to say, the mountain shape lines are ergonomically designed for comfortable extension and ensure ease of movement. The areas where the mountain shapes are positioned are pieced together with breathable, sweat-wicking fabrics to enable quick moisture release and ensure dry comfort. In addition, reflective trim is added to the mountain shape areas on some products to enhance safety.
This concept is not only reflected in the appearance but is also integrated into many functional aspects of the product. For example, the summer products we brought to this exhibition have the mountain shape design connected to breathable material under the armpits, so the entire mountain shape design is related to the product’s functionality.
As we all know, Vancouver is a popular destination for outdoor sports, and the demand for outdoor gear is relatively high. Many well-known brands develop, design, and test their products here. All our products are developed through continuous improvements based on feedback from testers specifically stationed here. Our design follows function—that is our principle.
Green Field Network: What new products did you bring to this exhibition?
Thomas
Steiner:This month, our product team has been busy16developing winter products for the year. To coincide with ourISPOShanghai exhibition, this time we’ve brought this year’s spring and summer new arrivals. For the spring and summer products, we focus on a lightweight experience and fabric functionality. TheTT-shirt we’re touching right now is a highly functionalTT-shirt made from ItalianGGAQfabric—a highly functional fabric with excellent breathability and sweat-wicking properties. Its functionality is achieved through the weaving process, so it won’t diminish no matter how many times it’s washed. Additionally, this is part of the business casual series, but even for casual wear, we don’t overlook fabric functionality. The weaving structure on the back of thisTT-shirt is completely different from the front, and it’s this back structure that enables rapid sweat evaporation. The spring and summer series products maximally fulfill the need for lightness, making them suitable for both outdoor professionals and leisure travelers. At the same time, our products also emphasize line design and pattern elements. The women’s spring and summer series products were specially designed by European female designers, incorporating many unique pattern elements. For example, the woven tape pattern on the collar of this piece of clothing is inspired by a past Canadian West tour event we hosted—the designer created it based on patterns unique to local indigenous tribes.
We’ve also taken into account the different needs of men and women in product development, whether in terms of aesthetic design or practicality.
Green Field Network: Do we have any targeted designs for Chinese users in our product development?
Thomas
Steiner:As a relatively international brand, we design products to meet the needs of different markets. To cater to the body sizes and other needs of Chinese users, our designers specifically involve Chinese models—not European ones—when developing each season’s products.
Green Field Network: Regarding product distribution channels, as we all know, China’s e-commerce market is developing rapidly.HCDo you have plans to establish an e-commerce channel?
Carl He:Our brand has been in the Chinese market for less than two years. So far, we’ve only launched directly operated stores. To better understand the market, we’ve located our stores in three types of venues: shopping malls, department stores, and street-front shops. Over these two years, data collected from these three different types of stores shows that although each has its strengths, overall, sales at shopping malls and street-front stores—especially those close to residential communities—are rising sharply. Based on the data, we know these two channels are key directions. We also know that China’s e-commerce market is developing rapidly, so we plan to open our first directly operated store on JD.com this7month and begin experimenting with e-commerce channels.
Green Field Network: We know that the running community is growing continuously. In light of this current trend...HCDo you have any plans to design running-related products?
Carl He:There are already many established brands offering running products. We prefer to focus on a differentiated market, so our products will currently remain focused on the outdoor hiking series.
Green Field Network: In Beijing...ISPOwe noticed that you brought many skiing products. When will your skiing products be launched this year?
Thomas Steiner:Skiing is a key focus for our future development. This year...1at the end of the month, we held numerous events with Beijing Junshan and Nanshan, such as organizing European ski camp training and sponsoring promotional events by the Canadian Tourism Board. By participating in these initiatives, we gained a thorough understanding of the needs of Chinese skiing enthusiasts regarding skiing products. In the development of our new product lines, we will extend the skiing product range specifically for the Chinese market, adding more categories. Therefore, during the...15winter of...9...product launch in [month missing], everyone will see more new product series.
HC New Product Showcase: