ERGONOMIC SPORT SYSTEM
retailers have a lot of options and we need to help them to make informed choices.
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Sport England defi nes athletics as encompassing everything from traditional track & fi eld events to cross-country, road running, ultra marathons and jogging. Offi cial statistics put the number of projected participants at 2,000,000 for the quarter ending October 2011 – which means a massive of number of potential customers looking for baselayer products that boost performance and support their active lifestyle. Falke don’t produce multi-sport products, each of their baselayers are designed and tested with the demands of specifi c sports in mind. The athletic fi t running range, as the name suggests focuses on running and athletics and is built around the three core concepts of the ergonomic sport system:
he critical factor when it comes to baselayers is effectively matching the product to the end use,
anatomy, climate control and support. So what does that mean in terms of
product performance? Well, as any participant will tell you running can be a high exertion sport, which takes place across wide ranging temperatures and weather conditions. The reality of this is refl ected in the choice of synthetic fabrics utilised. Falke have chosen to use materials like polyamide and polypropylene for good reason – they have proven abilities when it comes to wicking away excess moisture, providing muscular support and regulating body temperature. This presents a unique set of challenges however. Consumer and retailer awareness for natural fabrics is much greater which means we have to be thoroughly dedicated in educating and informing our target audiences at both the B2B and B2C level.
What exactly do you mean by educating? Our strategy is simple really – we work closely with potential retail partners to fully educate sales staff on the unique benefi ts of the Falke range, time and time again we’ve found this to be effective as consumers tend to make purchasing decisions based on a combination of benefi ts, aesthetics and price. We also work hard to position the brand in the minds of consumers; we invest in year-round PR, both print and online to elevate Falke amongst our target audience, active runners and athletes who value both performance and aesthetics. You mentioned aesthetics, what do you mean by that and how important do you think it is? When we refer to aesthetics it is the overall look and feel of the product, particularly elements such as the fi t and colour. Falke are very mindful of this, it is of critical importance that the visual presentation of the product matches the aspirations of the consumer, this principal also extends to in-store merchandising. Where possible we encourage our retail
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www.sgb-sports.com
partners to merchandise ranges, offering POS to match their requirements that create a genuine presence. We are fi rmly of the belief that ranging 1-2 items rarely works, the shops that have the most success present a clear, concise range with an easy- to-understand story. To conclude perhaps you can tell us what makes the athletic fi t range from Falke unique from a retailer’s perspective? Absolutely, one of the key points is that Falke offers a point-of-difference; it is selectively distributed meaning it has defi nite appeal for athletes and runners who want to differentiate themselves. In addition because Falke specialise in baselayers, sports underwear and socks you can be sure the athletic fi t products are the best you can get, rather than just SKUs to fi ll out a range.
Circular knit construction provides seamless comfort with ergonomic 2-way stretch
Synthetic fabric construction enables superior wicking abilities, keeping you dry
Open mesh structure provides ventilation and breathability
The ergonomic design works with your body to provide freedom of movement
Comfort is enhanced thanks to the selection of ultra light materials – polyamide guarantees a quick- drying, hard-wearing garment
Composition: 95% Polyamide / 5% Elastane
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