The South Tyrolean Oberalp Group is a heavyweight in the outdoor market with its brands Salewa, Dynafit, Wild Country, Evolv and Pomoca. With the newly founded mountain sports brand LaMunt, initiator Ruth Oberrauch wants to focus solely on women. This is a first because this kind of target group focus is rare in mountain sports.
Last month, the Oberalp Group presented the new mountain sports brand on the occasion of its “Oberalp Convention” – the name of the group’s international sales meeting, which of course had to take place digitally in these times.
LaMunt is Ladin and means ‘mountain,’ and in the old Italian language, mountain is not masculine but feminine. And this also outlines the focus of the brand: It dares to place a new, female view on the mountain and mountain sports. Although women are no longer a minority in mountain sports, their ideas and needs are given far too little attention by many brands, thinks Ruth Oberrauch, the brand initiator and daughter of company founder Heiner Oberrauch. We asked her what will be different about the brand when it goes on sale for the first time in the 2021/22 winter season.
What does a sports brand for women have to do differently than a brand for men or both genders? What is the difference?
LaMunt is a mountain sports brand by women for women, which means we think specifically about women’s needs and incorporate solutions into our products in the best possible way. Our product team consists of women who bring in their personal experience, but we also involve potential female users from the very first minute and proactively ask about their wishes and needs.
How exactly do you go about that?
To give a concrete example: We have lengthened the lower back part of our trousers so that this area is more protected. Because women – as we found out in a workshop with 25 female mountain sports enthusiasts and nature lovers – want more protection here, so that there is no gap in this area. We have lined the inside of this higher back part with a Merino Tencel fabric and thus ensured additional wearing comfort, not only because the material dries faster.
A special topic is certainly also that of fit. If you develop a purely women’s product from the outset, the approach to design is already quite different and you can respond more specifically to the shapes of the female body.
Another concern for us is to create a feminine look with LaMunt without resorting to the usual stereotypical ‘female’ colours.