INTERVIEWEE: FLAVIEN FOUCHER (MARKETING & MERCHANDISING MANAGER)
What are your main price points for next season?
Our lifestyle packs and bags collection ranges from 35€ with the Mini Collection, bringing some of our most iconic styles (Mission, Grom) to the youth, to 135€ with the Split Adventure, one of our most functional travel and commuting gear pack.
How are you segmenting your backpack collection?
Dakine’s strong roots into action sports, engaging on 7 different sports territories, allows us to offer all types of packs for the lifers and riders out there.
Our lifestyle collection will cover any type of consumer needs and expectation, from price driven yet functional and stylish daypacks to more technical and premium business oriented packs.
What general trends are you noticing?
The frontier between urban and outdoor aesthetics is slowly disappearing, or at least merging, and cross functional packs are emerging. Fabrics innovation, water resistant constructions and assembly are definitely key criteria in the consumer’s decision making. He is currently exposed to a wide variety of brands and a stronger than ever product offer.
What do kids want from their back to school backpacks?
A healthy mix between style and function, a big enough volume to securely and comfortably carry all needed elements of their daily life.
What is your collection theme and which stories are you telling to get customers stoked on board sports backpacks?
Born from the legacy of our most iconic surf pack, the Cyclone II, the Cyclone collection is a new, rough-and-ready wet/dry packs and bags built to suit every session. From a performance surfboard travel bag to a versatile, welded duffle and tote, these bags are all elevated with a premium coated Cordura fabric that’s both burly and waterproof. This collection ranges from 100€ to 170€.
What makes this product category important to your brand?
As you may or not know, Dakine was born in Hawaii in 1979, manufacturing surf leashes. Offering this high-end, fully waterproof and durable line to surfers and avid watersports enthusiasts, is a natural extension of what Dakine stands for.
More generally, backpacks truly form a centerpiece in the architecture of our range and are also responsible for a big chunk of our business.
TECH / ECO
Which technical features are you the most proud of ?
The welded construction as well as waterproof, heavy duty Cordura HP material are key elements of our Cyclone line.
Simple yet essential features such as the purge valve, dedicated fin and wax pockets, Fidlock buckles on the Duffle, makes those products truly unique.
What are you doing with materials, colours and textures?
Using Cordura material and welded/construction, ensures full waterproofness to our packs.
This Cyclone line is offered in two colorways, Black and Field Camo.
Please name and describe your 3 highlight pieces and items that retailers should definitely order.
Cyclone Duffle 60L – features Fidlock quick release buckles, Adjustable Backpack Straps, a reinforced bottom panel, waterproof roll top, purge valve.
Cyclone Wet/Dry 32L – Extendable flap towel carry, waterproof roll top wetsuit pocket, integrated board carry system, reinforced back panel, laptop sleeve.
Cyclone Pack 27L – Tote to Backpack versatility, same strap easily & quickly converts the bag into a Tote or Backpack, highly water resistant slide seal zipper closures.