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LeSportsac’s Air Splash bag for Autumn/Winter 2009 |
INTERNATIONAL. Japanese conglomerate Itochu Corporation unveiled major retail and product developments for its bag brand LeSportsac during the 2009 TFWA World Exhibition in Cannes.
Since acquiring the US brand in 2006, Itochu has seen LeSportsac flourish in Asia, especially China, Japan, Hong Kong and South Korea.
The brand has a flagship on Madison Avenue, New York and boasts some 500 shops and shop-in-shops in total. A Japanese flagship in Ginza began trading in August, in a prime spot near Burberry and Swarovski.
In a significant development for the brand, Itochu took over the distribution rights to LeSportsac in the Europe, Middle East, South America and Africa from last month. The company was already responsible for sales in the European markets.
“We consolidated our business in Asia Pacific and then brought distribution in-house,” explained Deputy General Manager, Brand Marketing Department, Kensuke Hosomi. “This year we have distributed 5 million pieces and we are the number one in terms of bag sales, quantity wise,” he said.
Over the past three years Itochu has been investing heavily in China, including the opening of stand-alone LeSportsac stores in cities such as Shanghai, Beijing and Chongqing. LeSportsac now has 30 freestanding stores and shop-in-shops in the country and an additional 25 are in the pipeline.
LeSportsac is also active in travel retail in China with seven duty free shops at the airports of Shanghai (two outlets), Beijing, Shenyang, Qingdao, Guangzhou and Dalian, as well as Macau Airport and City of Dreams. An eighth PRC store will open in January 2010 at the new China Duty Free Group mega-complex in Sanya on Hainan island.
The brand is sold onboard a number of airlines, including Japan Airlines, Singapore Airlines and Korean Air.
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Left: The Air Numbers tote bag; Right: The Air Gingham backpack for Autumn/Winter 2009 |
New product developments
Practical, stylish bags in every shape and size from belt bags and pouches to duffels and weekenders make up the diverse LeSportsac collection, presented at the 2009 TFWA World Exhibition last month.
The bags are constructed from lightweight and durable printed rip-stop nylon with co-ordinated logo banding, grosgrain webbings, sturdy belts, zips and buckles.
The company produces 8/10 new prints each month. The designs are characterised by whimsical prints, bold stripes, bright colours and metallics, aimed at consumers of all ages. A separate men’s line includes briefcases, wallets and laptop sleeves.
LeSportsac freshens its assortment with guest designers creating their own distinctive prints for the collection. Recent collaborations include British fashion designer Stella McCartney, who created a successful collection on a maternal theme last year.
Another seasonal initiative, the Artist in Residence collection, saw New York-based Japanese artist Tomokazu Matsuyama create a colourful bag range for Autumn/Winter 09, while Swiss designer and illustrator Katharina Leuzinger has produced a playful Artist in Residence Collection for Spring 2010.
The company is investing in its own creative teams, based in New York as well as Asia and Europe. A year ago, Swiss national Muriel Favaro came onboard as Chief Creative Director.
LeSportsac, which celebrates its 35th anniversary this year, published a “˜mook’ (magazine/book) in Japan to mark the occasion, and some 450,000 copies were sold in a single month.
An anniversary party attended by VIPs also took place in LeSportsac’s new 20,000sq ft store in New York’s trendy SoHo neighbourhood. A limited-edition 35th anniversary collection has been added to the line-up.
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A limited-edition 35th anniversary collection has been added to LeSportsac’s extensive product portfolio |
LeSportsac Spring 2010 Classic Collection
LeSportsac’s Spring 2010 Classic Collection features the new prints Peace and Reverie that mark the anniversary of the peace sign and the nostalgia of the psychedelic era. The embroidered print, Jitterbug, features pink and blue ladybugs on a field of green. Sunny Spring is a floral of graphic and colourful proportions, while Zewow is an animal print and Cupcake features cakes in all varieties. Fashion colours span Passion Fruit Patent (shiny hot pink), Kiwi (green) and Lemon (bright yellow).
Bag models include the Shellie Cross Body mini bag, while the transformable Cleo Cross Body Bucket can be used either across the body or as a shoulder bag. The Passerby Bag is a must-have fashion handbag, while the new EveryGirl Tote (available in three sizes) and the Sidney overnighter are modern takes on classic LeSportsac heritage pieces. Other fresh styles include a new yoga bag, the Asana Yoga Bag, the Day Trip Rucksack and Voyager Backpack.
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