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Baselayers: Underlying growth
Outdoor brand Columbia Sportswear is introducing baselayers to its product mix after integrating technology that will allow it to grow the market for such products. David Pittman reports
Columbia 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.”
For more, see the February issue of SGB Sports, p26.
