In Spring 2006, Marmot is focusing on four general lifestyle and product trends that are influencing the outdoor industry: Simple and socially responsible lifestyle, Tech, Delight/serendipity, and Brand trust…
The trend towards a simpler and more socially responsible lifestyle suggests an increase in active, multi-purpose, less flashy and easier-to-use outdoor products. Products need to be simple, frank and cannot try too hard. While the Marmot PreCip rainwear program is the most obvious example, there are many other new examples of simple utility products throughout the Marmot line. Increased versatility of use has become a standard. Greater awareness of global diversity and economic disparity results in more socially responsible outdoor companies that are genuinely engaged in assistance and support projects. Marmot has supported The dZi Foundation for five years and is now significantly raising that support and promotion to an international level. The dZi Foundation, founded nearly 10 years ago, changes lives one child at a time: it is directly engaged in the promotion of education, health, culture and welfare of indigenous mountain communities of the world. “Marmot. For Life.” has a more important meaning.
The tech trend is a reflection of our lives; speed, purpose and connectivity have become common elements of our daily experience, even in the outdoors. We hope a product to do more than it should, not only what it needs to. Zonal fabric mapping, wearable technology, the rate of innovation in construction and fabrication, and the convergence of entertainment and recreation are changing the face of the outdoor industry. The Marmot Phenomenon EL Jacket was one of the early “wired” and wearable technology products offered in the outdoor industry. Many more are staged for introduction. One of the products we can talk about in field tests now is a lightweight solar rechargeable tent lighting system with EL and LED lights.
The trend of product delight/serendipity derives from our need to touch, personalize, and be surprised and delighted by the product we choose in the venue of an increasingly impersonal life around us. This trend requires increased serendipity, surprise and delight in the design and features in outdoor clothing and gear. The hidden Marmot Flash Pocket was a hidden delight to Alpinist Parka owners 17 years ago. There are many examples of serendipity and surprise throughout the Marmot Spring 2005 Roadtrip Sportswear Collection: hidden stash and storage pockets, adjustable waistbands for customized fit, and reversible shirts for variable use.
Brand trust is paramount for every company in the current economic climate. Companies have never been more competitive. Good, emotional, no-hype branding is increasingly importance. Brand trust requires company-wide commitment to and daily engagement in the customer: full and engaged accountability. The traits of quality, performance, service and consistency are not just concepts; they must be articulated, reinforced, modeled and measured every day. Marmot has reorganized, rehired, refocused and retrained to better achieve high trust levels at every layer of its business.
Marmot Color Trends
For spring, 2006, Marmot colors shift to clearer, bolder, warmer hues from the muted themes of years past. Red hues are strong, with pink becoming a classic color. Intense reddened or yellow-infused oranges and greens, and water-based blues aqua, Caribbean and navy complement the pop colors of the season. Colors are saturated and lively. Neutrals bisque, cavern, buckwheat and lava – are complex and add luxury and depth, with a variety of browns continuing strong.
Backpack/Daypacks
Trend: brand consolidation
For spring, 2006, Dana packs become Marmot packs. The DNA of Dana Design is melded with the aesthetics and quality of Marmot. Familiar Dana components like Arc Flex and Arc Energy and iconic Dana styles like the Terraplane, Glacier, Bridger and Bomb will carry forward. But the entire collection is consolidated as Marmot and is reengineered to be simpler, lighter, cleaner and more focused. Custom fit, comfort, reliability with the DNA of a legend.
A new collection of four Air Flow pack models with a tensioned mesh nylon backpanel provides increased back ventilation and in sleek and trim mid-size daypacks. All include a hydration pocket and port, multiple pockets and a safety reflective logo. From USD$95 to $115.
Sleeping Bags
Trend: garment lamination technology
The new Marmot Pounder Bivy a Pertex Quantum Endurance waterproof/breathable fabric shell laminated on the inside with PrimaLoft Sport insulation as a 40 degree F rated bag. Cut oversize for nesting as an overbag, the Bivy features a waterproof side zip that wraps from the face around the shoulders down to the hips. USD$299.
Tents
Trend: tech means bigger and lighter
For spring 2006, Marmot tents focus on the ratio of floor space to total weight. Efficiencies in pole configuration, the Marmot knees system, clip/tunnel attachments, fabric, vent and window welding, dual diameter tent poles and stake tape all contribute to lighter tents. News for spring is two larger footprint tents, the Aeolos 2 Person and 3 person styles. The Aeolos 2P offers 35 square feet interior room at 5 pounds 5 ounces; one of Marmots most efficient designs. USD$325.
Casual Lifestyle and Performance Sportswear
Trend: branded signature collections
Marmot introduces the Tommy Caldwell and Beth Rodden Sportswear Collections as part of the unfussy good looks, casual comfort and versatile performance of Marmot Roadtrip for spring, 2006.
Tommy Caldwell and Beth Rodden have individually completed some of the highest rated climbs in the world. No other couple has garnered such a widely recognized and genuinely accomplished reputation in American rock climbing history. They have risen to the top of their sport, traveled the world and married each other.
For spring, 2006, they each worked directly with the Marmot designers to develop their own Marmot signature sportswear collection. “Each collection shows what we individually like,” says Beth. “We hope that they portray our very essence: genuine and driven. We want this clothing to be genuine to us.” Tommy, in describing his design process, says, “I'm taking what I learned in climbing, to always find new ways to improve, to build upon what I have, to reach new levels, and put it into clothing.”
The Roadtrip color story, including the Tommy and Beth Collections, is based on organic neutrals from darker otter brown to lighter bisque khaki with bright pop colors like jungle green, garnet red and iceberg blue. Fabrics range from soft, easy care, and comfortable lifestyle cotton knits and wovens to quick dry, high moisture transfer and lightweight performance Supplex woven nylon with stretch Spandex. Fit is based on three sizing models: fitted, semi-fitted and relaxed in womens sizing 2 to 14 and mens S to XXL. Styles are younger and designed for mobility and comfort, with contrasted topstitching and appliqué detail, paisleys and stripes, exposed zippers, and pant-capri convertibles. A number of top styles are reversible. As Beth explains, “You can wear the Tomfoolery short sleeve for several days, then reverse it and all the coffee stains disappear.” The styles are designed to work well for sport or casual use, and are finished with small surprises like hidden adjustable waist bands and subtle details like tiny glass bead reflective logos.
Beths favorite styles include: the Dakota Pant, a woven cotton/nylon blended lightweight pant that converts to a capri – USD$50; the Dream Catcher Hoody, a versatile and functional cozy knit cotton/poly pullover USD$45; the Vogue Tank, a quad-strap shelf bra top USD$40; the Bliss Short, a low rise stretch knit short with an offset waist drawstring USD$35; and the Tomfoolery T, a reversible, garment-washed knit short sleeve cotton short sleeve USD$35.
Tommys favorite styles include: the Hooligan Long Sleeve, a striped, garment-washed mid-weight cotton crew neck with elbow patches USD$38; the Wind Walker, a short sleeve button front striped shirt USD$45; the Dakota Short, a cotton/nylon 12″ short with gusseted crotch, cargo pockets and reinforced seat USD$46; and the Hueco Pant, a lightweight dobby nylon pant with a rib knit waistband and gusseted crotch USD$49.
Performance Apparel
Trend: balanced cross sport and training
Marmots SoftShell Collection offers five tops and three pants including the new Dolomite Pant. The Dolomite Pant, developed by Marmot first for the mountain guides in Cortina, Italy, is a true mountain/climbing/trekking/travel pant. Made in schoeller dynamic stretch woven fabric with stretch Cordura reinforcement, the pant features zip side, back and cargo pockets, a tapered straight leg with a zippered ankle gusset, gusseted crotch, and a constructed waist and belt loops. USD$175
Marmots Pulse Collection is designed for aerobic use, founded on the strength of the ubiquitous DriClime Windshirt, now includes the new Evolution Tight and Phaser Jacket. The Evolution Tight is a flat-lock constructed Gore N2S lightweight 10 ounce tight for outer, mid or baselayer use for diverse aerobic activities. USD$125. It features a gusseted crotch, zip ankle closures and an inside key pocket.
The Phaser Jacket is a 15-ounce bridge soft shell with two back pockets and a chest, hand warmer and inside zip pockets, cut in Marmots tech fit. Finished with reflective safety trim on the sleeves, the Phaser is a bridge style between the DriClime and more fully featured soft shells and is designed for summer running, bicycling and hiking. USD$150.
Technical Outerwear
Trend: increase of versatile PreCip styles
Marmots successful and colorful PreCip styles are complemented with four (4) new jackets. Building conceptually on each side of the demographic target of the PreCip Jacket, two styles are technical; two styles are street appropriate.
The two technical styles are the Minaret Jacket and the Essence Anorak. The Minaret Jacket is a 14-ounce, fully taped, waterproof/breathable shell with a roll hood, laser drilled pockets, pit zips in a technical fit. USD$135. The Essence Anorak is a 7-ounce Tommy Caldwell shell design in a fully taped anorak style with a fixed hood and zip chest pocket. USD$130.
The two bolder street styles are the mens Helm and womens Nova, both in a new PreCip heavy duty, forwarding looking cross dye twill denim fabric. Both have removable zip-off hoods, pockets galore in a versatile cut that is great for sport or casual waterproof protection. USD$200 and $180 respectively.
