Alder S/S 2024 WETSUITS Preview
Retail Buyers Guide: Wetsuits S/S 2024 Retail Buyer‘s Guide
Brand: Alder
Interviewee: John Westlake CEO
1- After the delivery delays and poor sell-in of last summer, was 2022 a bad year for spring-summer wetsuits? And how is 2023 doing so far?
It’s looking like a correction back to 2019 figures.
2- What are the biggest trends in buying habits nowadays? Buy less often but high end, go for cheap options, wait for sales period…
It appears the customers are looking for sales period and cheap options.
3-The women category has energized summer wetsuit designs with the outbreak of multiple silhouettes (long jane, short john, wetsuit pants, etc.). Is this just a Insta fad or groundswell trend?
I believe it’s the genuine article especially this year when June was so warm and sea temperatures above normal, these new styles can be very flattering and more comfortable.
4- Which style are the customer favorites nowadays: fullsuit, short sleeve, springsuit, fancy styles?
For Alder it’s still full suits but I can see retailers wanting to offer a choice for their customers.
5- Which are your key innovations in materials& constructions for SS24?
The junior wetsuit range is an exciting area with an eclectic mix of colour and style.
6- Quick colors/graphics focus: will wetsuits mimick the surf apparel for SS24 with a comeback of bold colors?
Yes, bold and confident designs.
7- Apart from the material sourcing and production addressed in question #5, do you implement complementary durability campaigns? (partnerships, give-back actions, recycling…)
The durability of our rental wetsuit range is first class, and we undertake all repairs in house so we see problems first hand and improve the tech details if needed.
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