Buying: Launch Pad Ahead of the game
Headwear specialist Buff’s new range of apparel is being targeted at athletes and adventure enthusiasts, with ranges to suit different pastimes and activities.
T
he Buff 2012 apparel collection is designed to cater primarily for running sport enthusiasts and outdoor
adventurers.
Buff was originally a multifunction piece of headwear but has grown into a range of products to suit the needs of fireman, dogs and adventurers to name a few. 2012 will be Buff’s fourth apparel range and continues the brand’s growth into the clothing market.
A spokesperson said Buff’s apparel came about as a branding tool for sponsored athletes but proved popular with consumers.
The spokesperson said: “[Apparel] became a natural extension to the headwear brand as well as being complementary.”
They added: “Whilst the perception may be that Buff is moving into the sports market in the UK, the reality is that it’s always been there. On the continent, where the differentiation between sports and outdoor retailers is different, Buff headwear and apparel sells into the sports market. Buff is also a strong brand in cycling, climbing, adventure racing, etc.”
The 2012 collection has been split into three bespoke bands, each offering different functionality, depending on the wearer’s requirements.
As such, Active products are designed for low intensity activities such as trekking or hiking. Perform products are suited to higher intensity activity like trail running. Official products are aimed at those participating in very high intensity activities and competitions.
The whole apparel collection features fabrics that are designed to maximise performance, such as Coolmax Extreme, DCS and Tactel. The Perform line is said to have been designed for sportsmen and women who exercise regularly and features ventilation panels, permanent odour control and reflective seams for added protection when road running.
Perform garments include the Lake and Breda technical tops. Lake is a long sleeved thermal top made from Vuelta, a breathable, bacteriostatic and stretchable fabric from Italy. Anti-piling properties make it ideal to use with a backpack or hydration system, Buff says.
Breda is a short sleeved Coolmax top with a flatlock construction to reduce chafing.
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www.sgb-sports.com
Official garments
feature even more advanced elements, such as hydrophilic and antistatic fabrics, reflective flatlock seams and ventilation areas.
The Official series has been designed with a closer fit to minimise resistance when moving up hill or into wind. Garments include a waterproof jacket, windproof gillet and a mixer short, which features a specific triathlon chamois so it is suitable for swim, bike or run use, as well as kayaking, climbing and general cycling.
“In recent years, the headwear brand has been increasing in popularity with triathletes so running sports and road cycling are obvious areas to target [with the 2012 apparel collection],” the spokesperson added.
“Being able to offer consumers a coordinated look and a complete solution [matching
headwear and apparel] is not only desirable but was something Buff set out to do at the behest of its fans.
“The prints and patterns used on the apparel collection are completely different from anything else on the market and at the same time distinctly Buff.”
Buff apparel tech spec:
● Buff’s fourth apparel collection ● Three lines to suit different levels of activity ● Garments feature technical fabrics such as Coolmax Extreme, DCS and Tactel
● Various RRPs ● FoC PoS unit available to enhance sales, as well as demo video to educate customers
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