Katin S/S 2024 Mens Surf Apparel
Retail Buyers Guide: Men’s Surf Apparel S/S 2024 Retail Buyer‘s Guide
Brand: Katin
Interviewee: Marketing
Could you please draw a picture of the market evolution from 2022 to 2023 so far in the Men’ Surf Apparel business?
The Men’ Surf Apparel businessis going well, albeit with a certain slowdown post-covid. Surfing heritage remains a strong trend, particularly with brands such as Katin, which are still confidential.
Banking on the brand heritage (60’s, 70’s, 80’s, 90’s, you name it) is the go-to choice for most. Is this a marker of the strength of the surf culture or is there a chance we might tread water?
It’s definitely a marker of the strength of the surf culturein particular its Californian heritage, one of the places emblematic of the beginnings of surf culture.The quest for authenticity and legitimacy is very important, and our history with the creation of the world’s first surf trunk has a lot to do with it.
How did you build up your collection for SS24? (themes, stories, carry-overs…)
We carry over all our key products (suck as the Waterman trunk) and we’re looking for new color palettes that reflect our heritage.we take our inspiration from the spirit and fashion of California’s surfing beginnings, and strive to develop it further each season.
After a few toned down years, bright and bold colorways seems to make a revival. Do you agree?
Yes and no, it very much depends on the image we want to convey. You have to find a good compromise between heritage and current trends.
Whether it is for their technical features or durability statements, fabrics (natural or synthetic) are assessed wisely by customers nowadays. What are your (fabric) takes for SS24?
We’re always looking for the best possible quality, and you can feel it in the touch of our products. It’s essential for us to supply products that will last over time, both in terms of quality and sustainable development. Also, all our T-shirts are made from organic cotton and our boardshorts from recycled plastic bottles.
The consumers now want their favorites brands to give back (durability campaigns, NGO partnerships, support to the local community, etc.) What are your actions in this field?
Local shops are our top priority, which is why we devote 80% of our marketing budget in Europe to small surf shops. We also use more and more eco-friendly materials every season.
Key Products:
Cord local short
Alan shirt
Spirit tee
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