[HowToTrip2015 ISPOExclusive Interview Report]ISPO
SHANGHAI 2015The Asia Outdoor & Fashion Trade Show opened today atthe Shanghai New International Expo Centrewith great fanfare. As the summer edition of the world’s largest sports trade showISPOin China,ISPO
SHANGHAIit spans330,000400plusbrands, and while further enhancingoutdoorsports strengths, it also gathers 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(Fjällräven),Black
Diamond,Outdoor Research,Tecnica(Tecnica),Osprey,OAKLEY,Camelbak(Camel), a watersports brand Point65,
Feathercraft, Clipper, Epic, Bateau,Adidas
Swimwearas well asrunningfitness brandsLifeFitness2XU, LP, SkinsandPower
Balancehave flocked in.
During the exhibition, Greenfield.com interviewedHighland camper
Asia sales Director Mr.Carl He& product development director Mr.Thomas Steiner, and the following is the interview transcript.
Mr.Thomas SteinerTell us about the overall design philosophy of the brand.
Thomas
Steiner:“The “mountain shape” design is derived 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 latitude49°, and that’s the source of our entire product design. Therefore, whether it’s thelogodesign of our products or their external appearance, our inspiration runs through them all. 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 also allows different functional details to be integrated into the areas extended by the mountain lines. In other words, the mountain shape design follows ergonomic principles, offering comfortable stretch and ensuring ease of movement. The areas where the mountain shapes are positioned are made with breathable, sweat-wicking fabrics to quickly remove moisture and ensure dry comfort. Additionally, some products include reflective trim in the mountain shape areas to enhance safety.
This concept is reflected not only in the appearance but also incorporated into many functional aspects of the product. For example, the summer products we brought to this exhibition feature mountain shapes that connect to breathable materials under the arms, so the overall mountain shape design is linked 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 also continuously improved based on feedback from testers specially stationed here. Design follows function—that’s our guiding principle.
Greenfield.com: What new products have you brought to this exhibition?
Thomas
Steiner:This month, our product team has been busy16developing winter products for the year. To align with ourISPOShanghai exhibition, this time we’ve brought this year’s spring and summer collections. For our spring and summer products, we focus on lightweight experience and fabric functionality. TheTT-shirt we’re touching right now is a highly functionalTT-shirt made from ItalianGGAQfabric—an extremely functional material with strong breathability and sweat-wicking properties. These functions are achieved through the weaving process, so they won’t diminish even after multiple washes. Additionally, although this is part of the business casual series, we don’t overlook fabric functionality even in casual wear. The back and front weaving structures of thisTT-shirt are completely different, and the back structure enables rapid sweat evacuation. The spring and summer collections maximally fulfill lightweight needs, making them suitable for both professional outdoor users and casual travelers. At the same time, our products also emphasize line design and pattern elements. Our women’s spring and summer series were specifically designed by European female designers, incorporating many distinctive pattern elements. For example, the woven tape design on the collar of this piece is inspired by a past event we did—a trip through Western Canada—where our designers created patterns based on indigenous motifs.
We also take into account the different needs of men and women in product development, whether from an aesthetic or practical perspective.
Greenfield.com: Do we have any targeted designs for Chinese users in product development?
Thomas
Steiner:As a relatively international brand, we design products to meet the specific needs of different markets. To cater to the body types and size preferences of Chinese users, our designers specifically involve Chinese models—not European ones—during each season’s product development.
Greenfield.com: Regarding product distribution, 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 flagship stores. To better understand the market, we’ve placed our stores in three types of locations: shopping malls, department stores, and street-front shops. Over these two years, data collected from these three different types of stores shows that while each has its strengths, the overall trend indicates that sales at shopping malls and street-front stores—especially those close to residential communities—are rising sharply. So based on the data, we know these two channels are major directions. And we know China’s e-commerce market is growing rapidly, so we will open our first flagship store on JD.com this7to start experimenting with the e-commerce channel.
Green Field Network: We know that the running community is continuously growing these days. Regarding 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 continue to concentrate on the outdoor hiking series for now.
Green Field Network: In Beijing,ISPOwe noticed that you brought a lot of skiing-related 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 in collaboration with Beijing’s Junshishan and Nanshan resorts, such as organizing European ski camp training sessions and sponsoring promotional events by the Canadian Tourism Board. By participating in these initiatives, we gained a comprehensive understanding of the needs of Chinese skiing enthusiasts regarding ski products. In developing our new product lines, tailored for the Chinese market, we will extend our skiing product range and introduce more categories. Therefore, during the15year,9winter product launch in [month needed], everyone will see more new product series.
HC New Product Showcase:
