Industry: Backpacks Focus on features
With the general market continuing to suffer, how are backpacks within the outdoor arena faring up? David Pittman spoke to manufacturers to find out.
marketing director at JanSport. “It’s where the surfing market was 10 years ago; everyone wants to be Bear Grylls.” Recent figures from global tradeshows pay testament to this strength in the outdoor market, with OutDoor, OutDoor Asia, Outdoor Retailer and the forthcoming OTS recording growth, more often than not smashing exhibitor and visitor attendance records.
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JanSport is making a concerted effort to take advantage of this and, according to Hill, Europe is a market where the bag brand has the potential for big growth.
He said: “We’ve taken a big step to focus on the outdoor market in Europe. Outdoor products are a big part of the JanSport business in the US and there’s huge scope for us over here.” Hill said JanSport has so far had “focused success” and recognised that the market is “tough and competitive”.
Highlander sales director Ramin Golzari reported a similar trend for the Scottish manufacturer, saying: “Despite it being a competitive market, Highlander backpack sales are encouraging.” Golzari said backpacks have had to develop to offer quality at an affordable price as consumer spending has been curbed. This has included higher-end technical features at lower price points. “We now see affordable backpacks being offered with higher specifications and performance that previously have only been associated with ‘top-end’ brands.”
This provides an opportunity for the likes of Highlander to cash-in on this demand, with Golzari saying Highlander has the capacity to offer such products.
“There is still a following for top-end technical brands that come at a high price, however retailers are seeking margin and consumers are seeking perceived value. There is an opportunity for brands such as Highlander offering technical backpacks at value for money.”
Hill said JanSport is working closely to ensure that its products offer the best technical features
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www.sgboutdoor.co.uk
he outdoor market is a very sexy place to be right now,” according to Nathan Hill, EMEA sales and
without pricing themselves out of the market and is using the expertise garnered from its high-end ranges to bring about this development. “At the top-end of the business there are products that suit a specific purpose and will only be used for that, but it’s what we do underneath that which is the important stuff. It’s how we learn from these products and translate them into products for the wider market. Backpacks need to offer useable features that are multifunctional. “And being a volume manufacturer, we have the ability to design products not purely from a price point but also from a usability perspective and are able to put different features into varying levels of bag so they can outperform our competitors but not be beaten on price.” Nick Bramwell, director at Bramwell International which is the official distributor for Gregory
backpacks, said: “It is critical that pack manufacturers have new technical features and benefits on their products.
“Retailers and customers are looking for innovation and design. For example, Gregory’s new Savant and Sage range and the lightweight Fury and Freia. These products include an IPX water resistant top pocket, reverse opening lid and streamlined external design.”
Bramwell noted that Gregory sales are steady at the moment as they are being sold through specialist retailers, a model JanSport is looking to emulate.
Hill said:” We’ve had wins with the partners we’ve targeted. We’re working with select retailers as we want to work with the right people, not with everyone. Our retail partners form a big part of our research and development process in the US and we’re keen to work with European retailers in a similar way to develop our range.” The JanSport Katahdin series is one product that Hill said has been born from JanSport retailer feedback.
Bramwell said other developments in the market will come from innovative manufacturers that put a focus on lightweight materials but don’t sacrifice the requirement of the suspension system to give a good carry.
“Lightweight, technical backpacks that carry well are critical for the future.”
Golzari said: “The demand for lighter weight fabrics will continue. However with pressure to reduce costs it could mean that products will not be as high spec as current backpacks in the market place.
“Another trend which has not fully taken off is using recycled material. This is undoubtedly more expensive for both the manufacturer and the end consumer as costs are high and the only brands to gain will be those who can absorb higher costs or can charge a higher price.”
He added that Highlander’s most exciting development at the moment is being awarded a London 2012 Olympic licence. “This provides our customers with a once in a lifetime opportunity to stock our official London 2012 Olympic backpacks.”
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