Picture Organic Clothing S/S 2022 Lifestyle Backpacks Preview

Retail Buyers Guide: Lifestyle Backpacks S/S 2022 Retail Buyer’s Guide
Brand: Picture Organic Clothing
Interviewee: Julien Durant, CEO

What are the main trends in the lifestyle backpack market?
The main trends of the market turn around the lifestyle/outdoor: we take the codes of the outdoor and the technical details of the outdoor that we apply to a lifestyle universe.

How are you segmenting your SS22 lifestyle backpack collection and what are the price points?
The Picture range of SS22 backpacks is divided into two categories: technical/outdoor bags and lifestyle bags. Even if we keep design codes and technical codes inspired from outdoor to lifestyle, the outdoor range is a technical range with all the necessary elements for active use, i.e. hydration pouch outlets, sternum strap, belt, pole attachment, sleeping bag carrying system, fasteners,… And on the lifestyle side, we are going to use several technical elements for the “outdoor” and “sport” side: these are lifestyle elements in the use (use of water bottles in urban areas for example) and we find the function on the product, the product really dedicated to daily life. Technically, the backs are more elaborate on the outdoor range (ventilated, ventilated,…) and more simple on the lifestyle bags. For pricepoints, we are between 70€ and 100€ for the lifestyle bags and between 80€ and 130€ for the technical bags.

What were your best sellers in SS21?
The Atlant 22L. An entry-level outdoor/hiking bag at 89€: it’s a small bag with a fairly light fabric, primarily technical, but it can also be used in urban mode, which is why it really worked.

The SOAVY, our iconic lifestyle product, stylish and uncluttered, very functional, with all the details and accessories for commuting and everyday life. It is 90€.

Where do you expect the biggest growth in SS22?
For SS22, we are aiming for stability. We know that the market has been completely saturated with stocks due to the Covid effect, so if we manage to maintain the level of sales, it’s a success, and so we’ll consider growth on SS23. For the moment, we are stable.

Has the pandemic travel and commuting restrictions affected your sales?
Onliners continued to do well as bags were diverted to everyday use. All of our lifestyle and urban specific bags sold well, unlike the more technical bags. The pandemic has hurt our retailers beyond the travel segment, so our retailers are now overstocked.

What are the most important features in your SS22 lifestyle backpack collection?
The main features will be around roll-tops: we take the codes of technical roll-tops to increase the bag’s capacity easily, and we apply them to lifestyle bags, and we integrate small accessories for better functionality (commuting type). On the functional side, quick access on the side is predominant.

What colours and prints are you featuring in your SS22 collection?
Colour codes around blue, grey and terra, in the same colours as the rest of the textile ranges, but simple and plain. No frills.

What materials are you using in your SS22 collection?
We work with 600D dobby, which allows us to have crossover products that are fairly resistant and light. On the technical range, we use relatively light ripstop fabrics and on the luggage, we use 600 or 900D, which means that we really work on the robustness side and almost lifetime use.

What efforts are you implementing towards sustainability?
The entire range is made of 100% recycled polyester fabric, for both shell and lining. The buckles and other plastic trims are coming from recycled plastic used in pre-consumer production. To keep the content of our backpack dry and sure, we use a PFC free DWR treatment. Last but not least, we believe that sustainability starts with products that will last for a lifetime. Therefore we provide a lifetime repair warranty on all the ranges, to help the consumer to keep their favourite pack for years after year.

Have your retailers suffered the loss of sales due to the pandemic? If so, how have you addressed this issue?
We put in place between 10 to 20% of carryover and then implemented the necessary novelty to meet the new needs, new trends of our community. For example, we responded to the growing trend of Live & Chill, the need for comfortable clothing, by introducing new soft fleece joggers. We also developed specific silhouettes targetting an eco-urban consumer that is trending and connected to our brand values.

Key Products:
Weekend Warrior Duffel Bag
The Weekend Warrior Duffel Bag is the perfect companion for a weekend adventure. This 55L duffle bag is not only the perfect size but also offers you the option of carrying it like a backpack by using the adjustable shoulder straps. Practical, this bag includes a waterproof pocket for dirty shoes, a wetsuit, or anything else dirty or wet. It includes an internal divider in the main compartment that makes it easy to organize your gear and clothes, as well as a side pocket with a mesh divider to store your GoPro, plug, and cable. Sustainable, the shell, lining, and trim of the Weekend Warrior Duffel Bag are all made from recycled fabric. Lastly, this extremely packable duffel bag can be conveniently stored or carried anywhere.

S24
The side zipper on the S24 Backpack offers quick and easy access to the main compartment and padded laptop pocket with loop and hook strap. The S24 Backpack has also an interior removable tech pocket to store tech gear like a charger or hard drive. It features 2 front accessory pockets with a key hook in the upper one. The top handle is the perfect spot to attach a bike light when riding at night. Lastly, the side pocket is perfect for stowing a water bottle or bike lock. Every last detail is designed with the urban commuter in mind!

BP22
The 22-litre BP22 Backpack offers the volume you need to carry the essentials when venturing out to explore the mountains. Designed with several carrying options and an ice axe holder, you will easily shred the best lines with this pack on your back. It includes a hydration system that lets you spend long days adventuring in the mountains. This backpack for free riders will follow you on any expedition. Its heat-moulded back panel and ergonomic shoulder straps offer enhanced protection and comfort! The fleece-lined pocket will keep your goggles scratch-free, and stow your avalanche safety gear in the dedicated front pocket. A must-have any day out riding in the mountains, especially in the deep pow!