With Thinsulate™ Ultra as light as goose down, bamboo charcoal fiber for a fresh feel anytime, anywhere, and comprehensive antimicrobial protection from Dow Microban®, SEVLAE made its debut with numerous unreleased new products and technological innovations.
Of course, Wang Yongfeng, captain of the Chinese Mountaineering Team, was also present to launch the 2013 "The Mountain Is There" brand strategy alongside SEVLAE. He stated that for people, mountains are both an attraction and a challenge—perceptions vary with mindset. Everyone has a mountain in their heart that needs to be conquered, and change begins now.
"It is precisely with this spirit in mind that we head toward the mountains. This represents an adjustment in mindset and a strategic readiness, as well as the brand’s new elevation brought about by our updated marketing strategy."
A SEVLAE representative noted that the brand captured this universal concept and the essence of broad outdoor culture, successfully merging its brand philosophy with the athletic spirit embodied by Wang Yongfeng as a sports figure.
SEVLAE has always advocated the broad outdoor philosophy. This year, it will attempt to set up Wang Yongfeng as an iconic figure in professional outdoor pursuits, encouraging everyone to explore the outdoors, to release or discover something new.
Notably, at ISPO 2013, SEVLAE’s new product exhibition became a hub for outdoor designers showcasing the latest trends in outdoor fashion for 2013. To reflect the concept of a fashionable urban outdoor brand, SEVLAE integrated cutting-edge technical fabrics such as Thinsulate™, CORDURA®, and SYMPATEX® into its designs, closely combining fashion elements with functional outdoor products.
Thanks to the clever combination of technology and innovation, SEVLAE’s new outdoor gear is sure to bring a unique fashion experience to outdoor activities. SEVLAE hopes to boost its brand recognition in the industry by leveraging the specialized channels of ISPO BEIJING, including those for outdoor and ski equipment, the department store sector, and dealer networks.
A SEVLAE SEVLAE representative mentioned that ISPO BEIJING 2013 served as an important platform for The North Face to showcase new products, recruit sales partners, and promote its professional outdoor products and brand image in Asia, especially China. The results of SEVLAE SEVLAE’s participation this time are highly anticipated.
Additionally, regarding its first exhibition, a SEVLAE representative told reporters that ISPO BEIJING is an international professional outdoor exhibition with certain requirements for brand visibility and professionalism. This means that if SEVLAE continues to showcase its brand at such a professional outdoor event, it can establish a professional, high-end brand image among consumers both domestically and abroad.
Industry insiders noted that unlike the Nanjing Asia Outdoor Exhibition, ISPO BEIJING holds significant advantages in specialized channels for outdoor and ski equipment, the department store sector, and dealer networks. This greatly helps participating companies accelerate their expansion into retail channels and enhances brand recognition in the industry.
It is reported that SEVLAE has long been at the forefront of leisure-style fashion outdoor gear. Over the past two years, it has increasingly incorporated more functional fabrics in its R&D and design processes, aiming to truly integrate functional outdoor living into everyday life. This allows every outdoor enthusiast to experience the comfort brought by functional outdoor living.