Retail Buyers Guide: Womens Snow Outerwear 2022/23 Retail Buyer’s Guide
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.
After a difficult winter season in 2020 /21, the present winter looks very promising, despite some remaining Covid restriction, the Winter market looks pretty good for the moment. People are going to the mountain and are thriving for outdoor activities, and ski resorts are full. Snow is here. So lets say all the lights are green for the moment. We are relauching the snow apparel here in Europe for next season so we can’t say that we have been affected on the outerwear product category.
What is the overall theme behind your FW 22/23 outerwear range? From which big trends do you take your inspiration?
This collection is designed for urban playgrounds and backcountry pillow lines. We think about this product like Dakine’s Trusted Equipment, an interface between you and the mountain and shaped by the many ways we ride. An end-use drivin collection.Our Collection is divided in 4 key outfits full filling the entire needs for mountain riders: the Stocker, The Sender, The Reach and the A-1 series: The Stoker and Sender are cut for all-mountain movement, dynamic ergonomics and a regular fit. The Reach is built for ease and warmth in blower white-out conditions at the top of the lift. The A-1 styles are extra tough with a generous cut for rallying the park and the streets! Riding style shapes the gear not the other way around. By taking a more minimalist approach we actually serve a wider range of people with gear that works in a wider range of conditions!
The Stocker Series: Providing ultimate protection, the Stoker 3L Gore-Tex® styles will keep you dialed on any mission. Built from trusted 3L waterproof fabric with a recycled face and designed to endure years of gnar
The Sender Series:From earning turns to massive hucks, the Sender Stretch 3L Kit will be your go-to. This recycled 3L 4-way stretch material checks all the boxes. Best of all, unlike most waterproof textiles, its built to be recy- cl-able! Get RE-PSYCH’D® on sustainability.
The Reach series: Warm, easy and steezy, the Reach styles give you a feeling of confidence. No need to mess with layering just put them on and shred. The insulated jacket and bomber pants have the perfect blend of stretch and durability for those cruisy mid winter resort days.
The A-1 Series:The A-1 styles are bringing it back to the streets. With a heavy work-wear influence and burly high denier water- proof fabric, the A-1 styles are built to endure. Triple needle top stitch and a baggy cut remind you where urban riding started.
What new fits / silhouettes are coming out in FW 22/23? What pant and jacket styles are most important in your range?
For this 2022 line, we took time to reset our fit for both men and women – solidifying our block standards across the line. This will allow us to reestablish consistency and reliability across the collection. We have done our job when you can become fully present in the moment. The outerwear is where you really get to experience articulated patterning that moves effortlessly with the body. Each style is built for the stance of that sport and riding style. If its for the backcountry, it’s shaped to move freely with your stride. As we move into the resort comfort is king and the fit has a more relaxed articulation. Then to the streets and park where style and protection help you stomp the rails by incorporating heavy fabrics that demand a loose cut. The ride of your life is about reading the mountain and moving with it. Great gear moves with you!
Our key Shilouhetes are:
WOMENS’S STOKER GORE-TEX 3L JACKET WITH W’S STOKER GORE-TEX 3L BIB
WOMEN’S SENDER STRETCH 3L JACKET WITH W’S SENDER STRETCH 3L PANT
What new colours / prints are you introducing?
At Dakine we like sustainability which means a durable outfits there for we like to use solid colours that remain legit despite fashion, we like to use plain colours, not to many fancy prints.Carved blue, Rusted Orange, Earth green and dustbowl pink is our main colour palet for the women outerwear range. We also propose some black and grey that are historical in Dakine ranges.
Any *NEW* technical stories with regards to fabrics and materials?
Going more and more sustainable is denfitely one of our goal. On most of our sylouhettes we use recycled fabrics and 75% of the outerwear range is BLUESIGN approved and matches The Global Recycled Standard. All of our recycled fabrics come fome from plastic that has been truly used before. As mentioned sustainability comes with durability. Dakine is a company that has made life saving equipment since 1979. We respect the high standard by designing apparel to last. Like equipment, all styles must be durable and classic designs that are a pleasure to use and keep you protected from the gnar. Glue ramps, internal bellows, cold pressing – these are all ways we build products to last and perform. Adding features like RECOO, Fog-off breath vent, and XL drop in pockets make for gear you can count on.
Any trends that your brand is moving away from?
Dakine is all about Trust, so we keep on going that path to provide trustful equipement for passionated people.
What are your top marketing stories for FW 22/23? This will help us to put some focus in the right place.
On the water to the mountains and the lifestyle in between, creating trusted equipment for the ride of your life.
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.
Base Layer are definitely a product category we are in. Our strategy is to keep the line minimal, durable and built on purpose. We propose 2 key outfits, the Lupine silhouette and the Liberator silhouette..
The Lupine is a tighter fit while the liberator is relaxed fit and also comes with a hoodie for the top. Both are comfortable breathable and are made of recycled breathable fabrics. The Lupine is 4 way stetch while the liberator is water resistant.