Retail Buyers Guide: Women’s Outerwear FW19/20
What’s the overall theme behind next year’s outerwear?
Women’s take a “his is hers” approach through a feminine lens of fits and detailing. Still Integrating Design, Utility and Tech, DC’s winter Collection presents a progressive approach on modern outerwear. Merging classic outdoor and military influences with a contemporary retro athletic streetwear style, DC’s got you outfitted for all your needs on and off the hill.
From which big trends do you take your inspiration? And which other brands, designers, artists or influencers do you follow who shape the style of your brand?
Streetwear, street culture, music, art and our surroundings. We tap into our brand heritage and take cues from Men’s through a feminine lens.
KEY PRODUCT FOCUS:
What are the three most important products in next year’s range? Why? Please tell us about them.
Everything is important becuse it’s all “purpose built”. The most important bieng our Stormproof Collection featuring Sympatex® technology and our Transitors collection, a range of higly functional and versatile gear made for life on the road and packable by design. Third would be the integration of these 2 main focuses extending into all genders and demographics.
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?
Wholesale still dominates but we see a movement shift into greater online sales year over year. DC does such a great job with our consumer engagement and we continue to drive the consumer online.
Are your price points going up or down? Where does this pressure come from
Customers are educated these days and they do their homework. We find the average consumer willing to spend more for highly functional, technical quality product.
What new fits/silhouettes are coming next year?
No new fits but an emphasis on articulation and mobility in construction.
What’s new in colours/prints?
In the past normally earth tones/neutrals have dominated, however, we see a convergence to more brights and unexpected combos of neutral and brights. Coloured Camo’s have made a resurgence and DC has a fresh new take.
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 are offering more stretch in our fabrications overall as the functionality is a key attribute. The Transistors Collection features our new packable by design innovations. We have a new progressive elemental hood cinch system, drop seat construction in our expanded bib line, printed taping details to give that extra level of detail, just to name a few. We always strive to bring newness in fabrics, features, aesthetics and performance!
Any has-been trends that your brand is moving away from?
No, we are progressive and bring something new to the table each season while staying true to our brand heritage.
What are your top marketing stories for next season?
This will help us to put some focus in the right place. Stormproof Collection featuring Sympatex® 45K and 30K waterproofing technologies. Transistors Collection, a range of highly functional and versatile gear made for life on the road and packable by design.