Interviewee: Dave Trenholm – Product line manager – snow packs.
What are the major trends in the snow backpack market next Fall/Winter?
Airbag compatible packs continue to trend in the more technical space. Dakine Poacher RAS series airbag packs feature the new Roll-top Release. Patent Pending.
Other trends are bluesign approved and recycled materials.
What do customers expect from their technical snow backpacks?
Durability, snow-shedding back panel, easy to use features.
How are you segmenting your technical backpack collection and what are the main price points in each segment?
Backcountry/resort based/snow entry level.
What are the main marketing stories and inspirations behind your FW 19/20 collection?
Mission 25L redesign. Snow entry level pack.
Team pack series (Chris Benchetler/Eric Pollard/Elias Elhardt/Louif Paradis/Sammy Carlson/Kazu Kokubo/Jamie Anderson)
How are you helping retailers sell the backpacks and educate customers (POS displays, etc.)?
Sell in kits which include marketing resources, videos, lookbooks, etc.
What are the most important technologies/features in your technical backpack collection? Do you offer anything new and outstanding next season?
Poacher RAS series features the patent-pending Rolltop release.
What colour palettes, prints or patterns are you working with?
Colour for snow ranges from Dark slate to Golden glow yellows to Tandoori spice for red. Print is mainly our Ashcroft camo with some more seasonal prints like the Botanics floral recycled PET print on the women’s side.
Which materials are you using?
High Tenacity nylons, Coated Cordura’s, and bluesign approved 600D poly with Water repellent coating.
Please name and describe 3 highlight items from your FW 19/20 collection.
Mission 25L pack – This is an $80 USD pack that is targeted to the entry level snow pack user. It has snow-specific features such as Fleece-Lined Goggle pocket, Snow tool carry capabilities in the front pocket and stowable waist belt.
Team Poacher RAS 26L – Chris Benchetler X Grateful Dead – This is our premium technical pack series. This team pack is a collaboration between Chris Benchetler and Grateful Dead on the premium trims. This pack is compatible with the Mammut 3.0 Airbag system.
Team Heli Pro 20L – Jamie Anderson – Our in-house art team worked closely with Jamie Anderson to create a very unique print and trims that tie back to her board graphic and personal style.