CATEGORY: MEN’S OUTERWEAR
INTERVIEWEE: FLAVIEN FOUCHER (MARKETING & MERCHANDISING MANAGER)
What’s the overall theme behind next year’s outerwear?
Dakine has focused on improving the design as well as technical features of the whole outerwear collection.
Sustainability, durable fabrics, updated constructions and enhanced hand feel have driven our creation process for the coming season.
KEY PRODUCT FOCUS:
What are the three most important products in next year’s range? Why? Please tell us about them.
The Eliot Jacket will definitely be a key marketed product. It embodies our four years of design collaboration with Eric Pollard. It is the perfect quiver jacket, whether a skier or a snowboarder, with unique features such as dual storm access pockets, snap adjustable cuffs for urban versatility and split hem (with hidden screen print details) for those touring days. It is also one of our most technical jackets, featuring 3L plain weave Gore-Tex fabrics.
Two of our most iconic Gore-Tex styles, the Vapor 2L Jacket and Smyth Pure 2L Jacket have been updated and now feature a PFC Free DWR treatment.
What percentage of your outerwear is sold online vs instore, both by yourselves and your retailers? What’s the best way to connect with customers who buy via these different channels?
We are working with a selected and limited number of key dealers, that carry the perfect product assortment and offer the best service and experience possible. Being able to rely on such a qualitative and service-oriented network of dealers is one of the best way to connect to the end consumers.
Dakine’s own ecommerce is growing stronger and opening so many new opportunities in terms of consumer reach, whether through exclusive products or contents.
Our team of international and pan-European athletes play of course a key role towards the end consumer.
Are your price points going up or down? Where does this pressure come from?
Once again, in everything we do at Dakine, both the end consumers and the dealers are our first concern, and for this reason, our prices will be stable for next season.
What new fits / silhouettes are coming next year?
The Eliot Jacket is a tailored long fit jacket that can also be worn in a more urban environment.
What’s new in colours / prints?
True to our roots, we are capitalizing on a panel of earthy, organic and natural colors.
Here’s the place to talk about fabrics, features and technical innovations. Here we’re principally interested in *NEW* technical stories that you haven’t offered to retailers previously.
We have teamed up with Gore-Tex to introduce PFC Free DWR, offer Bluesign materials and Allied feather and down, for a responsibly sourced down.
Sustainability has always been one of our key concerns, and all our material developments and efforts will be targeted to a more responsible product offer.
Any has-been trends that your brand is moving away from?
Trends come and go, what’s true and authentic stays and lasts, that’s where we stand.
What are your top marketing stories for next season? This will help us to put some focus in the right place.
The Eliot jacket is our key marketing story for outerwear.
BASE LAYER FOCUS: Do you do baselayers? What’s happening here, what’s your base layer strategy next year? Please let us know your tech innovations, materials, colours and pricepoints.
We do offer our consumers a full range of first and mid layers.
Most of the line has been reworked for next season, with improved fits, developed in three warmth levels, and all pieces feature Polygiene odor control technology as well as Bluesign fabric, for a more comfortable ride.