Runar Omarsson, Co-Founder:
What are the three biggest trends you see shaping the market and what you are doing to meet them?
‘Value’ is a big concern today with the state of the economy. The customers want good quality and fashionable designs at a good price.
‘Street credibility’ – a lot of our customers want to be able to use their outerwear jackets on the streets and want it to look great.
‘Roots’ – Even though many people don’t care about this today a lot of our retailers are still going for rider owned brand, and we love that since that’s what Nikita is all about.
What fabrics, colors, and technologies are you focusing on for next season?
My Winter 2011/2012 outerwear collection was inspired by the colors of toys and the joy of playing with them. Thanks to Lego, Star Wars, Pez, Playmobil, Slinky, Barbapapa, Matchbox cars, dolls and dinosaurs, heroes and villains, princes and princesses, and last but not least Kidrobot for fuelling my imagination through the years, and to snowboarding for continuing to do that once outside the house.
How have you responded to the current market and the decrease in prebooks?
We constantly try to work on bringing more value to our customer. But our customer sees value in many ways, in quality, price, design, and the spirit of our brand and all the fun we have with them on the hill.