La Sportiva: 2021 will wait

The presentation of the new SS21 news has been postponed to safeguard the shopkeepers

06 April 2020
La Sprotiva: "Very high warehouse stocks, we don't want to make the sales network suffer"

The emergency caused by the spread of the COVID19 epidemic does not appear close to its immediate solution, consequently La Sportiva after deciding in advance on the times wanted by the Government for the closure of the Ziano di Fiemme plant, and after the conversion of part of the production plant in favor of the production of masks and sanitary devices for the Civil Protection of Trento, now adopts an important measure in support of shopkeepers and its worldwide sales network.

Taking note that the prolonged closure of the majority of Italian and European stores, which began right in the initial phase of the spring / summer 2020 season, will lead every operator in the sector to deal with very high product stocks, products that in most cases do not they have not even had time to be presented to the market and therefore cannot be considered "outdated" in a few months, La Sportiva has decided to postpone the launch of about 90% of the 2021 summer clothing collection and most of the new footwear .

The purpose of this decision is to preserve the value of the products of the collection that are currently in the company's warehouses and shopkeepers in a "slow fashion" perspective that will allow partners not to be forced to devalue the goods and continue to offer them with more breath in the coming months.

The new apparel collection which will be presented to the world sales network in May and which will be in stores in Spring 2021 (around 74 markets served), will therefore re-propose a large part of the current 2020 collection, enriched with some new product capsules, which are not substitutes for previous ones. products. The same decision also involves several new projects relating to the Footwear Mountain Running® and Climbing collections, with the same objective of not making premature obsolete large quantities of unsold product due to prolonged closure.
"At this difficult time for many of our shopkeepers all over the world, it did not seem responsible to us to present, as we usually do and as the market normally dictates, dozens of new products that would have immediately weighed down the assortments of shopkeepers, in a year where it is probable that the unsold will tend to be high - says Giulia Delladio, Strategic Marketing Manager of La Sportiva - Our company will therefore undertake to invest the Marketing resources by supporting in every possible way a correct and complete process of sell-out of the collections already currently in the warehouses of our partners".
This is a strong signal that the company has decided to launch in the deep conviction that it can help the whole supply chain to create the best possible conditions for a prompt recovery in the post-emergency. The corporate motto of these days is always the same: "United, even if divided, we will also climb this peak".

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