News from the Oberalp Group: women’s perspective on the mountains
The Oberalp Group registers 3,600 clicks on the Virtual Convention page presenting its new collections!
Ruth Oberrauch, member of the Executive Board of the Oberalp Group, officially presented the new arrival among the brand house brands. “LaMunt” is the new mountain sports brand created by women for women, which opens up a new women’s perspective on mountain sports,” explained Ruth Oberrauch. LaMunt is aimed at confident women who want to experience the mountains in their own way. The frequency of activities, skill level and speed are of secondary importance. What matters to LaMunt women is their passion for the mountains. The brand, which is positioned in the premium segment, is the group’s response to the growing number of women who practice mountain sports and who are looking for clothing that meets their needs, without compromising on functionality. This is where LaMunt comes into play, combining functionality and aesthetics with “smart fit solutions”. Following the brand slogan “Shape her identity”, the design of the garments is developed around the concept of perfect fit for the female body, so that women feel comfortable during all activities. Well-thought-out details, customization possibilities, sustainable and high quality materials are designed to meet the needs of women who want to express their personality also through clothing in the mountains. LaMunt will be available online and exclusively from selected retailers from January 2022.
Functionality: a must for women
As the basis for the market launch of the new LaMunt brand and as a source of inspiration for all its mountain sports brands, the Oberalp Group commissioned a semiotic study from Karmasin Behavioural Insights (Vienna, Austria), one of the most internationally recognised behavioural research institutes, which analysed the needs, mentality and attitudes of women in the mountains. The functionality of clothing and equipment for mountain sports was found to be essential. Furthermore, for women, comfort and wearability are priorities, followed by design and price. This research has shown that mountain boots and trousers are the most problematic items for women, mainly because of their fit.
The Messner Mountain Museum becomes the stage for the Oberalp Group brands
“Transforming our Convention into a virtual format was not only a necessity, but also a demanding task. The virtual interpretation of a fashion show was a real challenge, but the result is remarkable,” commented Christoph Engl, CEO of the Oberalp Group. The concept of the fashion show was interpreted in a completely new way by choosing an exclusive location for the event: the Messner Mountain Museum in Plan de Corones, South Tyrol. Founded by Reinhold Messner and dedicated to traditional mountain sports, mountain history and mountaineering, there could have been no better stage for the Oberalp Group brands.
The museum has been transformed into an extraordinary innovative catwalk, staging the key points of the brands in the evocative and iconic building designed by Zaha Hadid. “This magical place is perfect for us: it reflects the essence of mountaineering in its entirety. This is exactly what we want to achieve with our brands,” explained Christoph Engl.
The fashion show is only part of what Salewa, Dynafit, Pomoca, Evolv, Wild Country and LaMunt have to say. The 360° virtual showrooms and product videos will continue to be available on the digital platform after 29 October.
