The boots, to mention one category, are both functional and distinctive-looking. How do you strike a balance between aesthetics and function?
Function drives the aesthetic and we’re talking style rather than fashion. The look has to be timeless – our mindset when working on new styles is that they should be attractive and practical enough to become future classics.
You recently challenged the apparel system by introducing a one-a-year collection drop. Tell us about this strategy and how it has benefited you so far.
We decided to do our bit in trying to slow down the speed of the industry creating and presenting one collection a year only. Why not develop products that we’ve worked through and tested thoroughly and present it all in one go? This way, we’re able to focus more deeply on the product and get a better balance between winter and summer wares, which consumers often like to consider at the same time, particularly when it comes to outdoor gear.
Moreover, it results in fewer products and we’re able to work more extensively with carry-over products. Sales-wise, it’s hugely beneficial as it allows us to plan the collection much further ahead. And this trickles down the chain – our wholesale partners are able to give their store staff much better training. On a practical level, the new system requires less travelling, which makes business greener.
