Picture 2023/24 Technical Backpacks Preview

Retail Buyers Guide: Technical Backpacks 2023/24 Retail Buyer‘s Guide
Brand: Picture
Interviewee: Maxime Lemaitre – Backpack Product Manager

What were your best sellers in 2022/23 and why?
In fw22, our best sellers were all the product of the snow segment, mostly with the bp18 and bp22. We introduce our new street backpack as well, the grounds 22. Its brand new upcycling concept was well received by the market and we were happy about the launch.

How are you segmenting your 2023/24 technical backpack collection and where do you expect your biggest growth?
We have 4 segment in the range:

Snow ~ all the technical backpack dedicated to snowboarders and skiers. We have a complete offer to cover different rider needs, from resort to touring.
Outdoor ~ technical backpack made to enjoy the mountains when the snow has melt.
Street ~ backpacks for workers, students, commuters. We transfer our technical expertise to provide the best features for daily use.
Travel ~ a technical duffel bag perfect for weekend warriors.

This season, we completely redesign the snow segment with our brand new Komit range. We expect strong growth on this category.

What are the most important technical features in your 2023/24 collection?
We have plenty of important technical features. On our Komit.Tr 26 we introduce a crampon & skin pockets with a specific tough lining to prevent the bottom of the pack from scratches. Another strong demand from our rep & retailers was to include the helmet holder on our products (it was sold separatly as an option previously). We did it on all the Komit backpack.

What materials are you using in your 2023/34 collection? Any new ones?
We are still working with only recycled polyester on the full range, mostly 100% recycled polyester fabrics. This season we have a new reference we use on the Komit range.

210 Diamond Ripstop ~ a light and strong fabric made with 100% recycled polyester from plastic bottles. We choose this fabric for its “techy” look offered by its diamond ripstop weaving

What color palettes, prints or patterns are you featuring in your 2023/24 collection?
As usual we follow the art direction of Jeremy who managed the different color stories from the outerwear, outdoor and streetwear line. We have a very productive design team, they always provide a nice range of pantones to answer needs of our main international markets and consumer groups.
Prints have an important place in our collection, especially on bags since it is often the strongest sells with the full black. This season we have 2 beautiful prints available:

Mood print ~ inspiration of alpine landscape, mountainous, with fir tree and wooden hut. A black and white watercolor treatment reminiscent of the outdoor environment.

Freeze print ~ inspired by the pure Greenlandic landscape of ice-covered surfaces with its icy blue hue and print inspired by the vast expanses of crystallized water.

Are you implementing sustainability in your products and production processes?
We are not “implementing” sustainability in our product since we are sustainable since day 1 in 2008 when Julien, Jeremy and Vincent launched the brand. Every products from Picture has to be sustainable, and this is especially true on the bags segments. First, we wisely choose the material and components of our range.

All the fabric as I already mentioned are made with recycled polyester from plastic bottles. We only have one reference that is below 100% recycled polyester, all the other reference are fully recycled including our lining fabric. We also take care of our trims, our buckles are recycled from preproduction waste.

Our supplier has to carry quality test before to commercialize buckles and trims. Once they tried one buckle they have to destroy it, instead of wasting the plastic they use it to rebuild buckle and avoid plastic waste. But using recycled fabric & components is not enough, we also now that the most durable product is the product that will last forever.

We have high quality standards with our suppliers, and if by mischance our customers have a problem with one of our bag, we will repair it for him for free thanks to our lifetime repair warranty. We warranty buckles, trims, seams and zippers on 100% of our products. To avoid too much transports if our consumers need to repair a product, we rely on a strong network of 42 repair centers all over the world.

What are your marketing stories for 2023/24?
More than a marketing story we have a strong push on the end of the product lifecycle : Upcycling. We introduce it one year ago, and this season will be the first year when we can say that 100% of our backpack range is carrying the Upcycling concept. The idea is to offer solution to our consumer in case they are done using their backpack by providing upcycling option to create new accessories from their old backpack.

The concept is to involve the consumer, he is the actor of the upcycling. To guide him we put some lines inside the product, he just has to follow those lines to cut and create new accessories such as toiletry bags, hip pack, laptop pocket, travel case… It will vary depending on the products. We also provide video content to help him in the process.

How are you supporting retailers to sell this category?
In addition to our lifetime repair warranty and all the sustainable values of Picture that are something really important to for the sell-through in the stores, we develop a complete package of content for every backpack.

We have photoshoot studio with approximately 10 zoom per product to emphasize all the different features, and we also provide video content to showcase the key benefits and features of our product. Consumer can find a flash code on the hangtag of the product in the shops to easily find those videos. We also have a POP to support our upcycling concept in the stores.

Is your production impacted by raw material scarcity or cost increase? If so, what solutions have you put in place?
With no surprise we faced important material & cost increase from both our fabric and trims suppliers as well as our factory. We also decided to improve our features and the positioning of our products, therefore we increase our price between 10% and 20% depending on the styles, but all the new styles provide more features than their previous version.

Komit.Tr 26

Designed with multiple carrying options including a lower crampon pocket, helmet and ice axe holder, climb and ride the most challenging peaks in your local mountain. The Komit.Tr 26L backpack, compatible with a hydration system, allows you to spend long days adventuring in the mountains. This touring backpack will follow you on all your expeditions. Its heat-formed back-panel and ergonomic shoulder straps offer added protection and comfort. For added convenience, the back panel opening to provide access to the main compartment: useful when you need to grab an extra layer or your gloves. A dedicated front pocket with printer safety instructions provides quick and easy access to your avalanche safety gear.

For year-round use, the waist belt is removable, allowing you to use it in the mountains or elsewhere. Finally, the innovative rolltop closure provides extra volume when you need it. A must-have for anyone who wants to explore their favorite playground!

Komit 22

The 22-liter Komit 22 Backpack provides the volume you need to carry the essentials when heading out to explore the mountains. Designed with multiple carrying options and a helmet holder, you’ll be able to get down the best lines with ease. This freerides backpack will follow you on all your sessions. ts heat-formed back panel and ergonomic shoulder straps offer added protection and comfort. For added convenience, the back panel opens to provide access to the main compartment: useful when you need to grab an extra layer or your gloves, or to quickly store your skin. A dedicated front pocket with printer safety instructions provides quick and easy access to your avalanche safety gear. A must-have for any day of riding in the powder and ripping the backountry!

Komit 18

For a day of freeriding, the low-volume Komit 18 backpack lets you carry all the essentials, nothing more, nothing less. It is compatible with a hydration system, it has a helmet and ice axe holder. For added convenience, the back panel opens, giving access to the main compartment: useful when you need to grab an extra layer or your gloves, or your water bottle. A dedicated front pocket with printer safety instructions provides quick and easy access to your avalanche safety gear. This is the perfect companion for a short day shredding the gnar or in the white room.