In 2018, Lafuma, the century-old French outdoor lifestyle brand, ushers in a “brand repositioning” with the theme “Light Outdoor, Joyful Travel” – featuring a more fashionable and youthful image, versatile lifestyle apparel suitable for various occasions, as well as high-tech functional outdoor gear.
Focusing on two major series – Urban Life and Holiday Travel – Lafuma leads in outdoor fashion, highlighting urban style and fashion sense based on outdoor functionality. This completes the brand’s “REBORN” transformation from “traditional outdoor” to “light outdoor.” The upgraded Urban Life series incorporates urban life scenarios into everyday wear, offering versatile, easy-to-match options for various occasions. The Holiday Travel series introduces innovative technical fabrics and French design, providing fashionable lightweight outdoor apparel solutions for weekend hikes, countryside picnics, beach getaways, and more.
2018: Gear Light, Travel Easy
Life is a battle. While striving in the city, it’s also important to learn to lighten your load. In your free time, travel the world and chase poetry and distant horizons. To set off with ease, you need to travel “light.” Lafuma frees itself from the heaviness and bulk of traditional outdoor clothing. 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 features—effortlessly handling performance demands during outdoor activities and travel, as well as unexpected weather conditions, ensuring constant comfort.
Tech Protection, Safer and Easier
Inheriting the DNA of a French outdoor brand, Lafuma insists on selecting high-performance functional fabrics. In addition to the “fabric of the century” GORE-TEX, known for its waterproof, breathable, and windproof capabilities, the American GORE-WINDSTOPPER windproof technology fabric also strongly supports its functional innovation.
The WINDSTOPPER membrane, the most breathable windproof functional material, laminated to perfectly block cold winds without compromising its superior waterproof, sweat-wicking, and thermal insulation properties. It’s also extremely convenient to use — simply fold and pack it in a bag, ready to be easily taken out and worn when faced with sudden windy or harsh conditions.
Patented Innovation, Black Tech, High Protection
Lafuma’s LXT “black tech” protection family series has been fully upgraded, integrating multiple technologies into the fabrics. These include FLY-TECH for an ultra-light experience as light as air, HYDRO-TECH for excellent waterproofing without sacrificing breathability, DRY-TECH balancing windproofing and breathability, and WARM-TECH for constant heat retention and storage – ensuring effortless, worry-free travel.
The LXT HYDRO-TECH series uses optimal moisture control technology to 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 maintaining excellent breathability to help regulate body temperature, achieving the highest level of comfort.
Focused on Chinese Women, Refreshing Fashionable Outdoor
The independence and strength of women make them even more charming. While taking care of their families, they can also engage more in social, outdoor, and sports activities, ensuring both physical and mental wellness and an ideal physique. As they explore the world, broaden their horizons, and enjoy the freedom of nature with family and friends, they discover a beautiful world—and a more beautiful, confident version of themselves.
Lafuma designs stylish, aesthetically pleasing, and highly protective products tailored to the needs of Chinese women for outdoor sports and holiday travel, earning top marks for reputation and praise. In 2018, Lafuma continues to update its designs, committed to offering outdoor apparel that better fits the Chinese female figure and exudes a youthful, fashionable vibe.
Lafuma cares for beautiful women and also for the men who accompany them. Shedding bulkiness and monotony, its tech fabrics protect men while allowing them to showcase taste and style. With a new, youthful, and fashionable image, Lafuma accompanies both women and men on their journeys.
Crafting Core Products, Upgrading Fashion Vision
Throughout 2018, Lafuma will center around three core products — windbreakers, down jackets, and quick-dry shirts — and collaborate 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 comprehensively present the brand’s new concept and vision of “Light Outdoor, Joyful Travel.”
Collaborating with Tmall New Fashion, Lafuma leads the new “light” concept of windbreakers – using high-density, lightweight, windproof materials that are soft and comfortable to wear, easy to pack for outdoor trips, while also providing professional functions such as windproofing, water resistance, UV protection, and breathability, ensuring comfort at all times. Stylish, versatile designs and color combinations make them ideal for various occasions, serving as the perfect choice for mountaineering, camping, hiking, urban life, and travel.
Following the success of the 2017 star- and blogger-popular down jacket “EVER,” symbolizing eternal love, which achieved both critical acclaim and sales success, Lafuma’s best-selling down jackets will continue to sweep the fashion scene in 2018. Through celebrity endorsements, street style shoots, influencer live streams, and diverse international and stylistic outfit combinations, the jackets will showcase a blend of style, warmth, functionality, and technology.
Additionally, during Shanghai Fashion Week, Lafuma’s “REBORN” brand strategy launch event will feature an immersive runway show enhanced with tech-themed staging. Best-selling products like quick-dry shirts will also make their debut, bridging online and offline experiences to unlock stylish, lightweight, and fast-drying outdoor outfit solutions.
Expanding Community Activities, Sharing the Spirit of Adventure
Over the past year, Lafuma’s “Joy of Living” series of events continued to thrive, with a rich variety of fun outdoor exploration activities highly favored by outdoor sports and travel enthusiasts. In 2018, the Lafuma “Joy of Living” community will expand from Shanghai to nationwide, continuing to focus on outdoor sports, urban challenges, and travel, launching more community activities. These include cross-industry collaborations with platforms like Tuniu Travel, organizing urban glow runs, themed training hikes, urban outdoor treks, marathons, and other national outdoor competitions, as well as travel-related events like photography contests, French afternoon tea gatherings, and car club road trips – all aimed at challenging oneself alongside more outdoor and travel enthusiasts, spreading the adventurous spirit of “no boundaries between city and nature.”
360-Degree New Media Layout, Linking Online and Offline
Through collaborations with celebrities, fashion bloggers, street style mixes, brand crossovers, community events, and partnerships with Tmall New Fashion, Lafuma connects online and offline while adopting young, fresh new media platforms and innovative communication methods. This helps shed the heavy, bulky feel of traditional outdoor gear, reshaping a youthful, fashionable, versatile, and functionally protective image of light outdoor fashion.
In 2018, Lafuma not only adjusts the visual presentation of its products, e-commerce, and retail stores to reflect a new brand image of French romance, fashion, and versatility, but also integrates WeChat, Weibo, Today’s Headlines, and popular youth-oriented new media platforms, making multi-channel digital marketing a priority. Among these, strategically targeting consumer demand for customization, Lafuma focuses on expanding into MCN channels like Taobao Headlines, Youhao Huo (Good Products), and Bimai Qingdan (Must-Buy Lists) to highlight diverse scenario-based outfit pairings.
“Light Outdoor: easy, simple, lightweight, protective; Joyful Travel: romantic, delightful, fashionable, comfortable.” In 2018, Lafuma is reborn to provide outdoor enthusiasts who love sports, urban exploration, holiday travel, and fashion with the perfect fusion of style and function.