Outdoor specialist is postponing the market launch of the collection by a year
The Italian outdoor specialist La Sportiva is postponing the presentation of most of the news for summer 2021. The new collection will largely consist of the current 2020 collection, supplemented by a few capsule products, the company announced. “Due to the current situation, there is a lot of inventory. “We don’t want the sales network to suffer,” says CEO and President Lorenzo Delladio, explaining the measure.
La Sportiva had closed the production facility in Ziano di Fiemme due to the Corona epidemic before the government made the corresponding decision and switched production to protective masks and clothing for the Trento Civil Defense. The company is now implementing another important measure to support dealers and its own global sales network, according to a statement.
A majority of Italian and European retailers had to close their stores at the beginning of the 2020 spring/summer season. For this reason, high inventories can be expected everywhere. These are products that have not yet been brought onto the market due to store closures and therefore cannot be considered “out of date” in a few months. The purpose of this decision is to preserve the value of the products in the collections currently stored at companies and in stores.
“At this difficult moment for many of our retailers around the world, we would have considered it irresponsible to launch dozens of new products, as is usual and the market dictates. This product would have put a strain on retailers' stocks, in a year in which more products are likely to remain unsold than usual,” explains Giulia Delladio, Strategic Marketing Manager of La Sportiva.
