Retail Buyers Guide: Staff Sales Handbook: Women’s Outerwear 2018/19
Catagory: Women’s Outerwear
Interviewee: Flavien Foucher – Marketing and 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.
Our outerwear design and product team are mainly composed of women, so rest assured they fully understand our women’s consumer need.
Sustainability, durable fabrics, updated constructions and enhanced hand feel have driven our creative process for the coming season.
What are the three most important products in next year’s range?
The Brentwood Jacket and Bib is definitely our key marketed silhouette. It features a 2L brushed twill, a new Sherpa fleece with taffeta lining. It is fully backed by a 15K C6 DWR shell, fully taped seams and Primaloft silver eco insulation.
Two of our most iconic Gore-Tex styles, the Silcox 2L Insulated Jacket and Remington Pure 2L Jacket have been updated and now feature a PFC Free or C6 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 ways to connect with the end consumers.
Dakine’s own e-commerce 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?
Watch out for our Brentwood Jacket and Bib on the slope!
What’s new in colours/prints?
True to our roots, we are capitalizing on a panel of earthy, organic and natural colours. However, expect pop option with Melon and Coastal.
We have also 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 concern, and all our material developments and efforts will be targeted to a more responsible product offer.
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 price points.
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, come in three warmth levels, and all feature Polygiene odour control technology as well as Bluesign fabric, for a more comfortable ride.