Kipling bets on the new needs of people and the planet

Within the fashion industry in accessories, today we are in front of a number of concepts and proposals, so that the differentiators that each firm contributes from their designs and commitments to the client and the environment, takegreater relevance to be able to achieve a faithful consumer to the brands.

In an interview with Denielle Wolfe, design director of Kipling and Eulalia Canudas Espinosa, Marketing Director of Kipling Mexico, we could delve more about the next challenges of the brand of Belgian origin, the inspirations and what has involved for them the value thatmaintains the relationship with its consumers in Mexico and the world, even in the most adverse moments.

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The challenges and learning

Within the challenges that Kipling maintains to meet the expectations of its consumers, the design of its products plays a key role: “In the design part we focus on knowing how we will offer to the consumer to feel comfortable,” he saysDenielle Wolfe, while it emphasizes that "one of the great qualities that Kipling has is that it has a casual, colorful, fun style, we want to focus on transmitting living light, Live Light, in our day to day".

It is true, the reality that the world has faced for months due to Pandemia by COVID-19 has made firms reinvent and reorganize in the understanding that “there is no way to anticipate a pandemic..The designers usually work in advance and in times of pandemia has been a subject ... However, one of our biggest challenges is knowing how to react, learn to be flexible and move fast, while we understand what the consumer now needs.This is a challenge, yes, but at the same time it is an opportunity, ”says Wolfe.

The creative ideas do not stop, Wolfe appreciates the great team with which he has to know how to deal with the needs of an international firm that is dedicated to delivering quality to its consumers:

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Seeing the Environment

In the understanding of learning to see for what the consumer needs, but without forgetting the care of the planet, Kipling remains in force with one of the greatest challenges within the fashion industry, care for the environment.

In this way to care, Wolfe highlights the recent collaboration that Kipling had with a brand of tail sodas, to develop a collection of bags in which the recycled pet bottles material was used ...

In addition to the above, production processes have also been modified, since today "Kipling products are produced in factories that are supplied in 36% of energy that comes from the sun," says Wolfe.

In this sense, "the firm continues to reinforce its commitment through a series of efforts to be increasingly responsible with the planet," says Canudas.

The inspirations of the new collections

About the motivations to create nourished attractive designs of originality, “each of the firm's inspirations will always be focused on offering mobility, functionality and a well -defined design that gives validity and timeless use: we stay creating designs for every day,Like Tote, Crossbody, Handbags, Backpacks, achieving products that last, ”says Wolfe.

Although, the times are atypical because of the circumstances in which the world is in its lifestyle due to the current circumstance of COVID-19, “we have realized that although people are traveling less, and theBags are finally to move, Kipling remains in the trend.Recall that the market has become more casual in how it seeks comfort ... Kipling's essence is the casual, the comfortable, ”says Wolfe.

As part of the firm's current collections, there are the Artleissure collection;That which encourages physical activity at home or exterior, or the Style-It collection, a collection of accessories designed for every woman, ideal for this Mother's Day.

Within the offer of the new design proposals in the world of luggage accessories and brands, Kipling bets on designs composed of “a palette of natural tones, such as blue, white, gray, green, plant prints, plant prints,Some vibrant tones such as corals and floral prints, ”says Canudas, without losing sight of the fact that each of them remembers the luxury that the brand maintains.

About the next challenges in Mexico

Given this, “we must continue betting on a digitalization process.Although, the brand in Mexico already had an online sales site prior to 2020, customer preference for buying brand items in this way increased more in the last year than in the last 5 ... we have opted to strengthen ourpresence within the eCommerce sites, ”says Eulalia Canudas Espinosa.

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