Fjällräven S/S 2023 Lifestyle Backpacks Preview

Retail Buyers Guide: Lifestyle Backpacks S/S 2023 Retail Buyer’s Guide
Brand: Fjällräven
Interviewee: Claire Sisun, Global Communications Specialist

What are the main current trends in the lifestyle backpack market?
With our focus on durable and especially emotionally timeless equipment, we’re probably not the right ones to ask for current trends as this is not our priority when developing our products. When we develop our products or take strategic decision, we don’t chase short-term goals or trends or compromise on quality. We always prioritize functionality, durability, more sustainable material choices and especially timeless design that outlives short-term trends.

Abisko Hike Foldsack

What were your best sellers in SS22?
Running styles doing well year by year, particularly strong in the Kånken and High Coast family.

How are you segmenting your SS23 lifestyle backpack collection and what are the price points?
In general, we are segmenting our backpack line into everyday outdoor daypacks/bags and trekking backpacks. We work with product families that stand for a certain type of use. Our High Coast collection for example stands for versatile, light equipment designed with simplicity in mind which makes them perfect for active holidays or daily use. Our Keb family is developed for technical trekking with an emphasis on freedom of movement and optimised fabric functionality. In between there are other product families catering for the different needs with equipment ranging from Jackets, trousers, sweaters, etc. to hardware like backpacks, bags and even tents.
Kånken – our most well-known backpack however is a totally different story and lives a bit of its own life as it simply has its own personality that doesn’t really fit into a category.

Everyday Outdoor (& Kånken) – 80 euro to 160 euro

Trekking (Kajka 35, Abisko Hike) – 160 to 230 euros

Kajka 35 is the optimal pack for day hikes, based on the design and functionality firmly anchored in the original and award-winning Kajka series for excellent reliability on the trail.

Abisko Hike 35 is a versatile backpack perfect for cabin-to-cabin hikes and lightweight trekking.

Abisko Hike Foldsack is a versatile and lightweight 25L backpack, perfect for day hikes and travelling.

Where do you expect the biggest growth in SS23?
We expect a continued growth with our classics such as products within our Kånken and High coast family, but also within the Abisko family where we’ll launch a few new technical backpacks for SS23.

What are the most important technical features in your SS23 lifestyle backpack collection?
Kånken is easy to pack with a long zippered opening, and with a comfy seat pad stored in a pocked against the back. It is made from hardwearing water-resistant Vinylon F.

Kajka 35 is an advanced trekking daypack that has wooden frame construction made from FSC-certified birch, which together with the easily adjusted back length, makes Kajka a backpack designed to carry heavier loads without back pain. It has ergonomic shoulder straps and a support hip belt with a pocked. It is made from durable Vinylon F fabric with reinforcement fabric in recycled nylon.

Abisko Hike 35 and Abisko Hike Foldsack are made from 100% recycled nylon. Abisko Hike 35 has an adjustable back length system with ventilation air mesh on the back panel, shoulder straps and hip belt. The Abisko Hike Foldsack has a fold-over, zippered closure that is secured with a plastic side release buckle.

Abisko Hike 35 ml

What materials are you using in your SS23 collection?
Amongst others, G-1000 Eco / HD eco (recycled polyester & organic cotton, Recycled nylon, Vinylon F fabric, FSC-certified birch, etc.

What silhouettes are you featuring in your SS23 collection? Any construction techniques you’d like to highlight?
Timeless, low-key design with high functionality

What colours and prints are you featuring in your SS23 collection?
New Kånken and Kånken mini colors for SS23: Kantarell (mild and dusty yellow), Korall (warm and vibrate shade of coral), Ultramarine (bright and cool medium light blue with a tint of violet), Foliage Green/ Peach Sand, Terracotta Brown/Ultramarine. Abisko Hike: Iron Grey, Terracotta Brown, Navy, Patina Green

What marketing stories do you have in your SS23 collection?
Kajka 35: In 1960, Fjällräven founder Åke Nordin revolutionized trekking backpacks when he went from wooden to aluminum frames. In 2013 we reintroduced the wooden frame again, with the updated Kajka. This is why: the carbon footprint of our wooden frames is 90 percent lower than its aluminum predecessors. This reduces the overall carbon footprint of a backpack like Kajka by 10 percent. Fjällräven’s wooden frames are made from birch that is FSC-Certified and grown using responsible foresting methods. The wood is laminated, layer upon layer, with water-resistant, environmentally friendly glue and then treated with linseed oil. Comprehensive laboratory tests have confirmed that the wooden frame is at least as strong as the aluminum frame. The frame has endured tough handling during long test periods out in the field, in all weather conditions and climates.

Kånken: Kånken was first created back in 1978 to help prevent back problems that were emerging among Swedish school children. Two A4 school binders determined its size. Since then, Kånken has just increased in popularity and is now used by children and adults all over the world. The bag’s timeless design made from durable, water-resistant fabric Vinylon F has never fallen out of fashion. Its straight lines have an additional advantage from a sustainability perspective: there is almost no waste when the pattern parts are cut from the fabric. The shoulder straps are made from a single long piece of webbing that is integrated with the back handle, a detail that also contributes to increased sustainability. On top of this, its design has been recognized as a work of art. In 2016, the Swedish Society of Crafts and Design, Svensk Form, listed Kånken as applied art – comparable with music, film and literary pieces – citing its distinct, low-key design and high level of functionality. Today Kånken is available in more colors, sizes and models than ever.

What efforts are you implementing towards sustainability?
Using recycled and sustainable materials like recycled nylon, Using FSC-certified birch for the frame on Kajka to reduce the overall carbon footprint of the backpack and minimizing waste when patterns are cut

How will you be supporting retailers with the SS23 sales?
Convenient order tool in form of B2B commerce, additional styles filling out gaps in the assortment, supporting with marketing assets across physical and online channels.

Have you suffered any stock or delivery problems due to supply chain bottlenecks? If so, how have you addressed this issue?
We’ve experienced the same supply chain bottlenecks as probably everyone in the industry. However we acted proactively and put best efforts into place to make sure we deliver early in season to retailers which was possible thanks to our long-term and good relationships with our vendors.

Best Sellers
The Abisko Hike Foldsack is a lightweight 25L backpack, perfect for day hikes and travelling. Made from 100% recycled nylon, this backpack has a fold-over, zippered closure that is secured with a plastic side release buckle. If you’re looking for a highly functional backpack, then look no further. Abisko Hike Foldsack has got all the functionality needed for everyday outdoor life.

Abisko Hike 35 is a versatile backpack perfect for cabin-to-cabin hikes and lightweight trekking. Made from 100% recycled nylon, this backpack has an adjustable back length system with ventilating air mesh on the back panel, shoulder straps, and hip belt.

Kånken was created to help prevent back problems in Swedish school children back in the 1970s. Today, this iconic backpack is worn by children and adults alike, all over the world. Easy to pack with a long zippered opening, and with a comfy seat pad stored in a pocket against the back. Made from hardwearing water-resistant Vinylon F, Kånken is ready to follow you on many years of daily escapades.

Kanken