All on Course. At North Sails, product, marketing, and

Consistent throughout the campaign: Model and activist Jon Kortajarena was hired as the face of the America’s Cup capsule collection.

Ben Mears (l) has been Global Creative Director since 2017. Daniel Trapp (r) of TP Sports is responsible for sales in Germany.

NORTH SAILS ALL ON COURSE

Mentioning a breath of fresh air when speaking about the textile collection of the world’s largest sail manufacturer may sound like a somewhat lame joke, but in the case of North Sails that fresh breeze is reality. The brand is given a boost by new internal structures and the fact that all cogs – product, sales, and communication – are finally interlocking.

Text: Martina Müllner-Seybold. Photos: North Sails

A permanent fixture on the market: around thirty years ago, the Italian sail manufacturer came up with the idea of incorporating its rich heritage into a textile collection. North Sails has always been a solid business, especially in its home market of Italy. When a major British investment fund bought North Sails’ core business, the sailcloth production that generated half a billion in turnover at the time, the decision was made to realign the textile collection too. However, the existing licensee was not dismissed, but bought. This was a turning point in the history of the brand. “We evaluated the brand very closely before we agreed to act as master agency for Germany, and as of spring/summer 2020 also for Austria. It has to be said: the overall package is simply ideal. A competent sales manager, an experienced designer, and a super smart CEO who has an excellent network of contacts – it is all there. Add to that history, a sense of responsibility, and

The 250-square-metre North Sails flagship store in Milan.

a comprehensible price/performance ratio. North Sails convinced us in every detail,” says Daniel Trapp, the Managing Director of TP Sports.

PRACTICED SUSTAINABILITY

When the world’s most renowned sail manufacturer is committed to the conservation of the oceans, then it is not just some story, but a clear attitude that extends to all areas. One percent of the worldwide North Sails turnover is donated to the Ocean Family Foundation. Regional experts and ambassadors make sure that the call for the protection of the oceans is echoed locally. Ben Mears, Global Creative Director since 2017, has credibly implemented this claim in the product. The former triathlete previously worked for companies such as YSL, Emanuel Ungaro, and Tommy Hilfiger. The implementation of the sustainability goals is a personal priority for him: “North Sails, a brand linked to the ocean through its origins, is aware of the importance of respecting nature and preserving the environment for future generations. Since the spring/summer 2018 season, North Sails has been using a steadily increasing proportion of yarns made from recycled plastic, cellulose, or organic cotton for its collections in order to reduce the impact on the environment in a sustainable manner.” Naturally, the topic also dominates North Sails’ prestige project. For the 36th America’s Cup, presented by Prada, North Sails is not only an official partner, but will, for the first time, launch a capsule collection made exclusively of recycled material. The capsule’s claim is apt: “Sustainable Performance”. The face of the campaign is Spanish model Jon Kortajarena, a Greenpeace activist in the fight against plastic pollution of the oceans. Daniel Trapp adds: “The way everything interlocks is really quite impressive, both in detail and in terms of the bigger picture. Our relationship with the lead communications agency Think Inc, which conceptualises the brand, is excellent. We coordinate our efforts to communicate the content at the POS and to create more awareness with shop windows or special events.” The sales expert emphasises: “It is vitally important that North Sails impresses on the product side. The collection now has a sustainability ratio of 70 percent. I like the fact that North Sails has not become an eco-label as a result. The collection is on point in terms of fashion and innovation. Sustainability is a matter of course, one might say.” “It is a great feeling to see that the conceptual, well thought-out communication measures are translating into sales so quickly,” adds Holger Petermann of Think Inc.