Selling: Baselayers Underlying growth


Outdoor brand Columbia Sportswear is introducing baselayers to its product mix after introducing technology that will allow it to grow the market for such products. David Pittman reports


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olumbia Sportswear is making a number of innovations to its product mix for its autumn/winter 2011 range. One of these is Omni-Heat Thermal Reflective technology, which uses a silver lining as seen in space blankets used by marathon runners to keep warm after a race. UK and Ireland country manager Dan Trapp says this is visible technology, something which doesn’t come along that often, and will help increase interest among consumers. Thermal Reflective uses a dot lining configuration applied to the fabric to increase temperature retention, and use the body’s own heat to warm itself.


This technology is being introduced in a number of products lines, such as jackets, but is also forming the basis of Columbia Sportswear’s new range of baselayers.


Columbia Sportswear has made clear its drive to innovate the outdoor market with its range of technical products, and is bringing this ethos to baselayers.


Columbia Sportswear boldly proclaims in its marketing material: “Baselayers have gotten lazy. The industry has been recycling the same old technology for years, convincing you to cling to the comfort of familiarity.


“We know better and we’ve got the baselayer to prove it. This innovative second skin reflects your own body heat, so you can actually hold onto the warmth your body generates naturally.”


Name: Mark Hunter Nationality: British Sport: Rowing


Best known for: Being Olympic and World Champion in the Lightweight Double Sculls event Will be wearing: 2XU compression clothing


Name: Robin Soderling Nationality: Swedish Sport: Tennis


Best known for: Roland Garros French Open finalist in 2009 and 2010; current world No.5


Will be wearing: Lotto tennis clothing collection and Lotto Raptor shoes


26 www.sgb-sports.com


Its baselayers use the dot lining configuration applied to a breathable fabric, and even omit the reflective technology in some areas of garments, such as under the arm, in order to improve wicking.


Columbia Sportswear's Omni-Wick evaporation technology is also included, and it says the baselayers are antimicrobial, offer four-way stretch and have ergonomic seaming. Says Trapp: “We haven’t had baselayers for a few years but we’ve been working on these products for a long time as we wanted to bring something different as the baselayer industry is driven by change.


“Over the last few years, there have been a number of developments that have grown the market. Merino wool and compression are key examples.


“We believe we can do the same with heat regulation. It’s a visible technology and baselayers are an important category that will help us become visible in shops.”


Columbia Sportswear is also introducing a new floor display unit for its baselayers which Trapp says will help grab the attention of consumers and help retailers make a sale.


It includes space to stack baselayers, which are delivered in ergonomically designed packaging for easy stacking, in a variety of configurations, as well as space to hang out display models to allow customers to feel and try products.


We take a look at what some of the stars from the world of professional sport are wearing ‘this season’


In fashion…


Name: Paul Collingwood Sport: Cricket Nationality: English Best known for: Winning the Ashes twice; being the only English captain to ever win a global tournament, the 2010 World Twenty20


Will be wearing: Skins A400


range of tops and tights; RY400 recovery top and tights.


Name: Rory McIlroy Sport: Golf


Nationality: Ulsterman Best known for: Winning the Ryder Cup on his debut while


being the GB/Europe team's youngest player; reaching 7th in the world at only 21. Will be wearing: Skins G400 golf range of tops and tights; RY400 recovery top and tights.


Name: Francesca Schiavone Nationality: Italian Sport: Tennis


Best known for: French Open champion 2010; current world No.7 Will be wearing: Lotto tennis clothing colletions and Lotto Rapor W shoes


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