Retail Buyers Guide: Womens Snow Outerwear 2022/23 Retail Buyer’s Guide
Interviewee: Dana Smits, Designer Womens/Girls collections
Please provide an overview of how 2021/22 is shaping up for your brand. Has COVID-19 affected your line? If so, please explain the changes you have made, and how you came to these decisions.
The start of winter 2021/22 was actually very good! We got a lot of re-orders from our buyers because they were selling like crazy, especially in Austria. And then around the end of November Austria got the news they had to be in lockdown again.. so this definitely affected our business again. And now Holland has been in lockdown as well since last week Saturday and also if you want to go skiing in Austria as a Dutch guy you have to go in quarantine, which nobody will do. So in short; if there are no lockdowns or crazy restrictions and everybody is able to go skiing and the shops are open there are no problems and everybody is selling like crazy.
Then we faced another problem because our producers told us we had to give in our production orders for winter 2022/23 by the end of October/beginning of November if we wanted to be sure to have our items on time. This meant that we had to create a production order without knowing which styles are popular at our customers etc. this is a 180 turn on our working way than we are used to. But we don’t think it’s bad. Because now we’ve placed an order and we’re going to sell from “stock” so the customers who buy first have to most choice. Of course there are more risks attached to it on our side but then again being a entrepreneur is about taking risks.
So yes! COVID has definitely affected our business a lot (not to mention shipping costs…) It’s becoming less fun to do your work because we’re very eager and want to create nice things so everybody can feel good while wearing our garments but if then lockdowns keep happening, crazy restrictions have been applied so nobody will be able to go skiing, it gets you down every time..
What is the overall theme behind your FW 22/23 outerwear range? From which big trends do you take your inspiration?
I design the womens/girls collections for Rehall Outerwear and my dad, Ronald Smits (founder), designs the mens/boys collections. We don’t have a specific theme behind our new collection and don’t follow big trends either (we never actually have). We just create items we like and we think people would like to wear while riding! Of course there are some styles/colour combinations we for sure know our customers would like to see but overall we just create what we love.
What new fits / silhouettes are coming out in FW 22/23? What pant and jacket styles are most important in your range?
There are no particular new fits but the silhouettes however have changed! We tried to make the mens/womens designs more clean and with not so many colour/print combinations. Of course we still use some more outstanding colour combinations and prints like we also do but we tried to narrow it down to maybe 1 jacket or pants per model. We do not have a particular jacket or pant which is most important in our range. We think everything is very cool and everything is equally as important!
What new colours / prints are you introducing?
Like every season we create a whole new collection. So all the colour & prints we’re using this year are “new”. But the ones that are standing out most for our mens collection are the colour combinations “Cathay Spice – Navy – Olive – Dessert Palm” ; these colours combined look so good. They are new, refreshing but still very cool. And then of course there are also some colour combinations for the mens collection that make sure you will get noticed on the slopes. These colour combinations include the colours “Aqua” , “Brite Green” & “Neon Orange”. Stay tuned to find out with which other colours & prints these flashy colours have been combined!
For the womens collection the most outstanding new colour combinations for our winter 2022/23 collection are “Rose Snake – Plum Perfect – Dark Purle – Pink Lady” , this colour group is really new and very cool for the womens. The new colour combinations combined with the “Rose Snake” print make sure everybody will turn their heads while seeing you go by. And then of course there are some other colours for womens which have been new introduced this year like “Shell Coral”, “Pastel Green”, “Aqua” & some other cool prints like “Stars Coral” & “Dusty Panther”. If you want to know with which other colours these flashy colours & prints have been designed you have to stay tuned!
Any *NEW* technical stories with regards to fabrics and materials?
Yes, starting from our winter 2022/23 collection we will be working with 20K laminated fabrics. This means we still are working with our Re-tech dry outer shell fabrics but the lamination has been improved from 10K water resistance to 20K. The 2-way stretch materials provide all the necessary comfort you need when boarding or skiing, combined with taped seams & water-resistant/breathable fabrics our items will keep you dry and warm at all times.
Any trends that your brand is moving away from?
We’re slowly moving away from the longer styled softshell hoody. We noticed that for the past 2 years it really has been a hype and we’re still creating the hoody but only in 1 or 2 neutral colours maximum. This way the hoody doesn’t necessarily have to be used while riding, you can also wear it as a normal streetwear jacket.
What are your top marketing stories for FW 22/23? This will help us to put some focus in the right place.
Our top marketing stories for FW 22/23 are that we just want to focus on the fact that everybody needs to be able to enjoy their times out there in the mountains. We want to focus on the fact that you do not have to be the best, just simply meet up with your friends and go riding, having fun is way more important than to be the best. Simply focus on “Enjoy the Ride”
Outerwear Best Sellers/Hero products
EVY-R – Womens Snowjacket
This womens snowjacket is a highlight of our w22/23 collection because it’s a completely new, never introduced before design! The jacket will be available in many different colourways and sizes, so there’s defenitely one that suits somebody’s personal style. The design is very feminene because of the many fabric divisions but also cool because of the colour combinations and use of logos. There are ventilation zippers underneath the armpits, a snowgator and media pocket inside of the jacket and the fitting is very comfortable. So all in all it’s a great jacket
LISE-R – Womens Snowpants
The LISE-R womens snowpants has the same fitting as our ROMY-R womens snowpants from our winter 2021/22 collection but the design has changed a bit. We’ve updated the logos and made sure there’s a LISE-R snowpants in almost every colour to match it to our snowjackets. This model is great because it fits like a glove, there’s a snowgator at the inside of the legs and there are zippers at the bottom hem of the legs to make sure the pants always fits over your shoes. There are multiple pockets on the snowpants so there’s space enough to store all kinds of items and women love to take a lot of items with them!
ZIVA-R – Womens Snow Anorak
Of course for the womens the snow anorak cannot miss in our winter 2022/23 collection! Our ZIVA-R womens snow anorak has a very comfortable fitting and has a big zipper on the right side to make getting in the jacket more easy. It is a longer styled snow anorak with a big Rehall logo on the back so you instantly look cool while wearing it. There’s also a big kangeroo pocket on the frontside of the jacket with two side pockets and there’s a snowgator inside. Make sure to look cool and be comfortable this season and get yourself a ZIVA-R snow anorak
DENNY-R – Womens Snowpants
The DENNY-R womens snowpants is a newly designed womens snowpants added to our collection this year. It has a normal fitting and is very comfortable. There are two pockets on the backside of the pants and two side pockets on the frontside. At the bottom hems there are zippers to make sure the pants always fit over the shoes and there’s a snowgator inside each leg. All these things make the pants very comfortable to ride in.
BASE LAYER FOCUS
What’s your base layer strategy for FW 22/23? Please let us know your tech innovations, materials, colours and price points.
Actually we created less base layering items this year because our main focus is our snow wear and we sell these base layering items as an additional piece to complete the outfit. But these items are not high technical developed. They are technical, are comfortable, look good and make sure your Rehall outfit is complete!