Realtree Xtra Colors Makes Debut at Las Vegas MAGIC Show
- August 21, 2015
- By Randall Mueller
“Tropical Heat,” “Wild Orchid” and “Surf Blue” aren’t the types of names you would normally associate with camouflage. But these are just a few of the new Xtra Colors program options Realtree introduced at the recent Las Vegas MAGIC Show, the world’s largest fashion marketplace. These and other custom colors are now available to licensing partners who want to offer their fashion-conscious customers products with an outdoor element that stands out.
The Xtra Colors program is an extension of Realtree’s venture into building demand for patterns for outdoor activities other than hunting. NASCAR and collegiate sports fans created the demand for Realtree AP HD Camo Colors program several years ago.
MAGIC showcases the latest in apparel, footwear, accessories and manufacturing. Realtree partnered with MAGIC as the anchor brand in the show’s new Outdoor area. The Xtra Colors program received enthusiastic reviews from MAGIC Show attendees who were combing the Mandalay Bay Convention Center looking for new ways to gain a bigger share of the growing outdoor lifestyle market. Xtra Colors is an extension of Realtree’s venture into building demand for patterns for outdoor activities other than hunting.
NASCAR and collegiate sports fans created the demand for Realtree AP HD Camo Colors program several years ago. It is ironic that consumers are clamoring for camo in colors that do the opposite of what camouflage is intended for. Indeed, the original AP HD Camo Colors and now the new Xtra Colors stand out in a big way. This program is designed to appeal to customers who embrace the outdoors lifestyle but also want to show off their unique personality.
In addition to more than a dozen suggested fashion-trend background colors set against either light or dark leaf and branch patterns, Realtree partners have the option to create their own colorways via a customizable color palette selector. This exciting tool lets a company envision the look of the final product long before it is manufactured.
Realtree patterns are found on more than 18,000 products sold in nearly 36,000 retail locations. Lifestyle applications continue to be a growing part of the business. “Being able to customize colors is something our partners have been asking for, and this is our chance to give it to them in a big way,” explains Jill Slocumb, Realtree’s New Retail and Brand Director.“The program creates a great way to extend the reach of a product. Clothing and accessories in Xtra Colors is likely to be worn across multiple seasons and for multiple activities.”
For more information on Realtree Xtra Colors or any of the other copyrighted Realtree patterns, visit the Licensing Section at the Realtree Business Site.