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| 03:07:08 |
| FERA DEBUTS AT ISPO CHINA |
Beijing, China - February 24-26, 2008
FERA made its exhibitor debut at this year’s ispo china 08 in Beijing. The fourth annual industry tradeshow had a new visitor record of 11,108 trade professionals and showcased 329 brands from 21 countries, reflecting the ongoing rapid development of the Chinese and Asia-Pacific sporting goods markets.
One of the best-attended events during ispo china 08 were the Fashion Shows in which FERA had a starring role. Here’s a sneak peek at the 0809 collection!
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| 10:02:07 |
| FERA® Expands Luxury Pant Collection for Women |
 Torrance, CA – October 2007
Building on the continued success of its Perfect Fit pants, FERA has expanded its Luxury Pant collection for women. The Luxury collection, which was launched in 2006 with a single style, has grown to four styles aimed at the more discriminating and upscale woman focused on comfort and warmth.
Key to this collection is the supple mechanical stretch polyester shell fabric, which has an incredibly soft hand and provides 5000mm/5000g/m2 of waterproof breathable protection. The subtle sheen and fine twill surface make for a classic, elegant look that can easily be paired with any top in your wardrobe. To complement the gentle stretch of the shell fabric, all styles are outfitted with FERA’s proprietary bonded stretch insulation. Low-profile and snag-free, this signature insulation makes for a sleek appearance paired with ultimate comfort.
Says Eric Tung, Vice President responsible for product development, “We had such a good response to the launch of our Sophia Pant last season using this fabrication that we decided to expand the collection to three additional styles: the best-selling Zermatt jean pant, the flattering Courcheval pant and the cozy Stowe bib. Women have always been drawn to the comfort and sophisticated styling of these proven sellers. Now we’re giving them their favorite fits in an even more beautiful and more functional fabric.”
All styles in the Luxury collection feature a Classic Fit waist, which is slightly higher and straighter than the low-rise Contemporary Fit waist. In addition, all styles feature critical seam sealing and a Lycra®-insert powder cuff for added comfort and mobility. Numbered sizing and the choice of short, regular, and long lengths allow for a more customized fit.
With a proven reputation for comfort and quality, FERA’s expansion of its Luxury collection solidifies it as the brand with The Perfect Fit.
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| 02:12:07 |
| 2nd Annual SIA Fashion Show Heats Up the Runway |
 FOR IMMEDIATE RELEASE
Las Vegas, NV - January 25, 2007
SIA.07 kicked off its Trade Show in style with the 2nd Annual SIA SnowSports Fashion Show, showcasing the 2007-08 winter season’s hottest style trends. Fashion and function worked the runway hand in hand, coupling prints, patterns, faux fur and leather trims with top-notch technical features.
Among the 56 brands represented was wintersport apparel veteran FERA International, who debuted several eye-catching snow-to-street designs including the Herringbone SoHo jacket – a feminine twist on the everyday peacoat, the sleek Piper jacket in hot magenta for the alpine set and the luscious-to-the-touch, ¾ length Sasha coat. The faux-fur hooded Herringbone Monroe parka for men also strutted down the runway. FERA also showcased several pieces from it’s Meister® Merino sweater collection.
“We’re addressing the trends of textured fabrics, embellishment and a more versatile spectrum of mountain and street-ready styling. But we haven't strayed from our guiding principle: the perfect fit--not just the fit of the garment on the body, but the fit in attitude between garment and wearer. It's about providing that "comfortable in your own skin" feeling.” said Eric Tung, Vice President of FERA International.
“This is the most exciting apparel and accessory show in 25 years. …I’m amazed at how much uniqueness there is.” said SIA President David Ingemie.
Sponsored by Volvo, the show was held on the Vegas Strip at the Fashion Island Mall and was attended by over 1600 snowsports retailers, reps, manufacturers and media.
ABOUT FERA and Meister
Founded in 1978, FERA International Corp. is located in Torrance, CA. Best known for making the best fitting ski pants in the industry, the company’s products include a full line of parkas, sweaters and base layers combining smart styling and excellent quality with snow sport functionality. FERA clothing can be found in hundreds of retail locations across North America and worldwide, with distribution networks in Australia, New Zealand, Russia, China and South America.
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Contact: Eric Tung
Vice President
erict@ifera.com
www.feraski.com
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| 10:10:06 |
| FERA/Meister Announces its Support for Boarding House Mentors |
 The snow sports apparel brand FERA® has announced its support for the nonprofit organization Boarding House Mentors, who bring the exhilaration of snowboarding and surfing to inner city kids. FERA® is supporting Boarding House Mentors by directing 2% of their online sales (www.feraski.com) to the organization. “We are very excited about partnering with Boarding House Mentors, as they exemplify the community values that we hold close at FERA®”, shared Eric Tung, Executive Vice President for the company.
Throughout the winter and spring seasons Boarding House Mentors works to transform the lives of at-risk youth by introducing them to the snowboarding experience. “Our programs leave a unique imprint on our youth participants and teach more than how to carve down a slope or ride the face of a wave—Boarding House programs are an introduction to a different way of life that is void of the violence, poverty, gangs and broken homes that sadly define inner city communities. Our programs provide an opportunity to build self esteem and self confidence to allow these kids to view life outside their immediate neighborhoods,” shared Grace Padilla-Kastenberg, Executive Director for Boarding House Mentors. “Board sports are uniquely challenging, you really have to dig deep to learn these sports, and for an inner city kid it brings up all sorts of stuff, like self-esteem and reaching goals—its very powerful”, shared Maria Busby, Co-Founder and Surf Program Director.
Boarding House Mentors is a 100% volunteer run organization and is governed by a Board of Directors who themselves are passionate surfers, snowboarders and committed nonprofit professionals. Boarding House Mentors is operated solely through the hard work and dedication of these and many other committed volunteers. “Boarding House Mentors volunteers are the heart and soul of the organization, their dedication and contributions are instrumental to our operations”, shared Chris Black, Boarding House Mentors Board President. “Our volunteers live the Boarding House Mentors motto Pass the Stoke through their actions and contributions everyday”, he added.
Boarding House Mentors works closely with their program partner Youth Mentoring Connection, a Los Angeles based youth development organization to identify kids who participate in Boarding House programs. “Surfing and snowboarding with Boarding House Mentors has been nothing short of transformational for many of our young people from the inner city. Often the environment in their neighborhood has them on edge, ready to fight at all times. When they come to surf or snowboard they are faced with the grandeur of the ocean or the mountain, something you can’t fight—they learn to flow instead. Alongside their mentors and with the help of instructors they gain a new sense of life that they can take back with them and apply in ‘the hood’ simply because we bother to show it to them”, shared Tony LoRe, President & CEO of Youth Mentoring Connection and Co-Founder of Boarding House Mentors.
Based in Los Angeles, FERA® was looking for a way to connect with the local community while broadening the appeal of winter sports. “It was so refreshing to discover an organization right here in our own backyard that recognizes the power of nature and sport to change lives,” said Eric Tung of FERA®. “Whether its surfing, snowboarding, or skiing, we support what Boarding House Mentors is doing to promote outdoor sports as a source of inspiration and joy for inner city youth.”
Boarding House Mentors summer surf season is winding down and they are gearing up for the winter boarding season and recruiting volunteers for their winter programs. To learn more about Boarding House Mentors and how to get involved visit www.boardinghousementors.org.
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| 09:29:06 |
| New Product: Meister Washable Merino Sweaters |
 Representing the ultimate combination of sophistication and ruggedness, the fresh Zoe and the Zip sweaters make their debut in Meister’s new 06 winter collection. Designed with a modern twist on the classic styling for which Meister is known, the Zoe and Zip are much more than one-trick ponies.
It all starts with the material itself. With its’ unique properties, the lightweight merino wool not only keeps you warm in chilly snow showers, but also “breathes” and regulates your body temperature when the sun is beating down on you. Naturally hypo-allergenic and odor-resistant, the merino fibers gently hug your body in luxuriating, itch-free softness all day long through changing conditions. Merino wool will even retain heat while it’s wet.
Then there are the details. Featuring a ¾ zip front and high-neck collar, we’ve made it simple to be as warm or as ventilated as you want to be. The Zip also features thumbhole cuffs for added warmth and comfort. When the wind is blowing against you, pop your collar for maximum insulation from the elements, then zip it down to cool off under warmer conditions. And while these sweaters will keep odor-free for sometime, rest assured that when the time finally comes to wash them, you can do so safely in your washing machine without losing shape.
Meticulously crafted to give you the ultimate combination of practicality, durability and style, the Zoe and Zip also offer peace of mind with 100% natural fibers from a renewable source. We make responsible products so that you can make responsible purchases.
The Zip men’s sweater, available either solid or 2-tone, retails for $89 and the Zoe women’s sweater, available in a rainbow palette, retails for $79. Unreasonably versatile and stylish, all at a very reasonable price. |
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| 09:22:06 |
| FERA BREAKS NEW SNOW IN EMERGING INTERNATIONAL MARKET |
 FOR IMMEDIATE RELEASE
Of interest to editors and journalists covering:
Ski and Snow fashion apparel, general business.
FERA BREAKS NEW SNOW IN EMERGING INTERNATIONAL MARKET
Los Angeles, CA February 20, 2006
In an increasingly competitive international market, it is critical for companies to embrace the nations and cultures that are fast becoming our neighbors. The people at FERA firmly believe in the spirit of cross-cultural hospitality and are grabbing the poles of affinity with both hands. In February, Moscow opened her doors to exhibitors from all over the globe through the ISPO Russia trade show. ISPO Russia presents a forum in which companies across the globe can present their sports lifestyle products to local retailers and buyers.
FERA, partnered with Russian distributors, has positioned itself to distribute high-quality fashion skiwear across the former USSR. With almost 30 years of industry knowledge, FERA has boldly stepped into the international limelight to spearhead new foreign markets.
“Following a difficult transition to a free-market economy, Russia and the former Soviet republics are now relatively stable and experiencing steady economic growth. With this growth comes socio-economic advancement and the ability for more Russians to pursue recreational activities, like snowsports, either domestically or abroad. We're excited to be a part of this emerging market opportunity."
Eric Tung
Vice President
“Russians are known for their athletic prowess, technological know-how, and an appreciation for beauty. Our finely crated, fashion-oriented technical skiwear is particularly suited to this audience."
Patty Tung
Director, Fera Asia Pacific Ltd.
As FERA continues to brew hot snow apparel here in the U.S., ventures like the ISPO Russia insure that the future of American snow fashion remains dominant overseas.
About FERA International Corp.
FERA is a privately held company based in Torrance, CA. Family owned and operated since 1978, Fera currently distributes skiwear and winter sports accessories under the FERA and Meister labels to specialty stores both domestic and international. Founder Betty Tung has sat on the SIA Board of Directors (the authoritative trade show for snow sports) for 22 years.
For more information about FERA, or to order online, visit www.feraski.com or call 800-828-3372.
Media Contact:
Eric Tung
erict@ifera.com
Phone: 800.828.3372 x234
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| 03:20:06 |
| NO GIMMICKS: FERA SUPPLIES OKEMO MOUNTAIN AMBASSADOR PROGRAM |
FOR IMMEDIATE RELEASE
Of interest to editors and journalists covering:
Ski apparel and marketing
NO GIMMICKS: FERA SUPPLIES OKEMO MOUNTAIN AMBASSADOR PROGRAM
Los Angeles, CA - February 20, 2006
In recent years, big business has caught on to a marketing trend that attempts to artificially create a sense of hype or excitement. From giving out cars to re-naming cities, everything short of turning the sky plaid has been tried to bring the spotlight and media attention to brand products. Despite the prevalence of contrived emotions and a growing sense of overexposure, however, certain brands still prevail by providing the core attributes of quality, service and style. Case in point is niche-skiwear-label FERA.
An established but relatively low-profile brand in the industry, FERA recently was selected to outfit the respected Ambassador Program at Okemo Mountain Resort in Vermont.
"The ambassadors here at Okemo love FERA. One of the reasons we chose FERA is because people around here know how good it looks and fits. We want our Ambassadors to look sharp and feel great. The FERA Ajax jackets' outstanding quality and styling deliver on both fronts,"
Helen Dill
Ambassador Program Manager
One might look at FERA and Okemo and think the two make strange bedfellows. FERA is a small, minority owned ski-company with a loyal following that hails all the way from sunny southern California. Okemo is an established ski resort nestled in the Green Mountains of Vermont. Yet both companies, in spite of their differences, have an affinity and talent for creating a quality product and user experience. It seems that this common denominator was a force drawing the two companies together.
"FERA identifies very closely with Okemo's commitment to delivering the best product and service. They work incredibly hard to deliver a great experience to their customers, so we're absolutely pleased to outfit Okemo's Mountain Ambassadors and to be associated with the Okemo organization."
Eric Tung
Vice President
In choosing the Ambassador Program uniforms for Okemo, Helen Dill had a number of considerations, and simply selecting a high-profile brand was not one of them. Rather, Dill knew that her employees needed to stand out by looking professional and stylish, yet stay warm and comfortable on the job. Among the brands under consideration, FERA offered a great combination of looks, quality, technical features, and value. Working closely with the Californian snow apparel company, Helen gave input to fine-tune the Ajax parka and tailor a few key features to meet the needs of the Ambassadors.
Today, visitors to Okemo can identify the helpful Mountain Ambassadors by their eye-catching red FERA parkas. They can also rest assured that it wasn't gaudy dazzle or in-your-face corporate marketing that landed FERA on the backs of the Ambassadors. On the contrary, it was the result of a well-thought-out search for outstanding product that best served the needs of the users. In the current marketing arena, where some advertisers feel that promotions need to be bigger and louder, and where brand image often outweighs the product itself, FERA has proven that quality still wins over hype.
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