Last month saw Puma unveil its new Cara Delevigne collection at Moda Active. Six weeks on from the show, retailers are already reporting positive sell-through on the collection, as Puma Bodywear product manager Maartje Kops explains.
Q: How did your collaboration come about with Cara Delevigne?
A: Cara is a strong, powerful personality that embodies our new women’s collection.
She is inspirational towards a young and dynamic audience, which we believe is the perfect match with this collection, which is why we launched the range for s/s 17.
Q: What’s the collection all about?
A: Puma Women’s Bodywear is a dynamic bodywear collection for the empowered female. The vast range of mixable pieces is perfect for lounging or layering. It’s a combination of iconic logo waistbands, futuristic patterns, and soft cotton modal stretch which make these pieces everyday essentials.
Q: Who is the target consumer?
A: Happy, inspired, confident women who celebrate life. They are on top of the latest trends and they look for fashionable styles at an affordable price.
Q: What sort of stockists are you looking to work with?
A: We are currently working with key fashion high street and online retailers, and are building a new independent retailer base that has not possibly stocked Puma Bodywear before in both the lingerie and fashion sectors.
Q: What were your experiences of Moda Active this season?
A: The reaction to the collection was very positive. We had a return of retailers re-ordering having had a positive sell-through of the new stock that had been delivered at the start of the year, along with an introduction of new customers.
Q: Why is athleisure so popular right now?
A: For us, athleisure means bridging the gap between sports brands and streetwear fashion brands. Nowadays we have busy lives, and we want to take the best out of everything. Therefore we see a need for clothing and bodywear that is comfortable and fashionable at the same time. We see that this trend is extending globally, especially within the millennial group, which we also identify as our target group.