What are the Element collection themes for SS17?
Inspired by the North American working class heroes and the DIY approach inherent to skateboarding, Element continues to expand on its three design cornerstones – military, workwear and athletic outdoor. The season’s main allover print stories are the rain camo and the jungle camo, which sit alongside the Ikat all over print and the bandana cut-out camo.
Any other season highlights?
The Element Red Label capsule collection is a season highlight. It’s a focused product range designed as the pinnacle to the Wolfeboro and Camp Collection. Building on the success of the classic Alder jacket and Daily Backpack, the Element Red Label collection delivers innovative design, fabric and construction made to endure the elements for today's modern woodsman. We also continue developing the Travel Well concept – Element's lightweight essentials built on a collection of lightweight packable jackets, footwear and bags designed to accompany you whatever the journey.
How would you describe the Element consumer?
We’ve identified five different consumers within two Element primary target consumer groups – the “core Skateboarder” and the “urban woodsman”. While they differ in age slightly, the skateboarder being younger, both groups are mobile native, globally connected and style conscious. And both are at the epicenter of our design, sales and marketing strategy. By giving them equal attention, we ultimately impact the people influenced by them through a halo effect. These secondary “followers” buy Element products from the other tiers of the channels that the primary consumers influence.What’s happening on the retail front – any new stores in the pipeline?
Despite the very challenging retail environment, Element is continuing to grow and gain footprint. The brand is constantly growing through a comprehensive retail concept that includes a bespoke shop-in-shop program and a full-blown standalone retail concept. We currently operate standalone stores in Paris, London, Melbourne and Tokyo, and we’re planning on expanding in key capitals throughout the world as soon as the right opportunity arises – location being the prime component of any retail success.
Which are the most important aspects of Element’s retail model – both in terms of design and atmosphere?
The stores are designed to represent a contemporary skateboard and urban boutique. We put skateboarding at the forefront of our stores with the inclusion of a skateboard deck wall and counter – where the core skateboarder is invited to shop and hang out with staff, thus creating a local community. Additionally, we make sure our three key product stories – printables, jackets and backpacks – are always well displayed and merchandised. Strong branding and visuals are key components of the Element retail experience. We make sure that our product stories and brand ethos are carefully communicated throughout the entire direct-to-consumer-experience, extending from retail and E-com and through to social.
As for general distribution, what territories are key at the moment and which countries might you expand into next?
The four primary territories are North America, Europe, Australia and Japan. Europe has been strong for years now with the implementation of a successful distribution strategy through selective segmentation. The brand is present in all qualitative channels and tiers with dominance within skateboarding, action sports and urban lifestyle. Key stockists illustrating this positioning via the three channels are Titus in Germany for skateboarding, Planet Sports for action sports and Citadium in France and Zalando in Germany for urban lifestyle. The brand is one of the top apparel performers across all brands within these benchmark accounts. Additionally, opportunities remain substantial in developing territories such as Central and South America. The demand for the brand is growing there, and while we’ve already established a healthy business, the growth opportunity is promising.
