Dakine Men’s Outerwear FW19/20 Preview

Retail Buyers Guide: Men’s Outerwear FW19/20

Brand: DAKINE
Interviewee: Amy Eichner – Senior Product Manager – Outerwear, Snow Gloves & Headwear

What’s the overall theme behind next year’s outerwear?
Long lasting, durable constructions and performance materials matched with styles that meet individual style.

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?
Our inspiration comes from the riders who see the full potential of the mountains; from windlips, cornices, berms and transitions whether they are weekend chargers, lifelong riders to professional athletes. Dakine outerwear is built with a high level of performance, features and function with an overall focus on offering designs, colours and prints that allow the expression of individual style.

KEY PRODUCT FOCUS:

What are the three most important products in next year’s range? Why? Please tell us about them.
For men’s outerwear, our most important products are the Gearhart 3L GORE-TEX jacket, Stoneham jacket and pant.

PRODUCT NAME: Gearhart 3L GORE-TEX Jacket
PRODUCT DESCRIPTION: A 100% nylon shell built with GORE-TEX C-KNIT® backer technology, the Gearhart hands over top-shelf performance in our most lightweight and breathable design yet.

100% nylon shell with GORE-TEX C-KNIT® backer technology (bluesign® approved material)
Highly breathable (up to 15% more breathable)
Lightweight (up to 10% lighter weight than other 3L constructions). Soft & smooth backer for increased comfort and easier to slide over layers

PRODUCT NAME: Stoneham Jacket
PRODUCT DESCRIPTION: The result of a collaboration between Dakine Designer Peter Line and team rider Louif Paradis. Durable meets lightweight. A 2-way stretch nylon ripstop shell for strength without the weight with a design inspired by vintage mountaineering style.

40g PrimaLoft® Silver Eco insulation for lightweight warmth
15,000mm Waterproof / 15,000gm2 Breathable
Fully taped seams
Chest vents for easy access to your layers
Removable 2-way adjustable hood for versatile wearing

PRODUCT NAME: Stoneham Pant
PRODUCT DESCRIPTION: The result of a collaboration between Dakine Designer Peter Line and team rider Louif Paradis. Durable meets lightweight. A 2-way stretch nylon ripstop shell for strength without the weight with a design inspired by vintage mountaineering style.

Brushed tricot seat & knees for lightweight warmth
15,000mm Waterproof / 15,000gm2 Breathable
Fully taped seams
Mesh lined inseam vents
Built-in belt waist adjust
Scuff Guard reinforced hems

What percentage of your outerwear is sold online vs instore, both by yourselves and your retailers?
As distribution is rapidly evolving towards omnichannel, the pure online vs. in store split will soon be outdated… We carry a targeted outerwear distribution strategy with a limited number of accounts making sure we can fully support them. Selling through our own channels or through a strategic partnership with key dealers allow us to offer a full range representation to the end consumer.

What’s the best way to connect with customers who buy via these different channels?
Our integrated 360° go to market approach allows us to reach consumers in multiple ways, whether through advertising, print social channels, prefered presence at retail (brand spaces, shop in shop), brand ambassadors or influencers.

Are your price points going up or down? Where does this pressure come from?
Prices are stable for W20.

What new fits/silhouettes are coming next year?
We continue to offer a variety of fits in tops and bottoms to fulfil user needs for layering and personal style preference. Our Standard Fit jackets and pants reflect a relaxed fit with room to layer while our Tailored fit is closer to the body for styles with enhanced articulation and a move-with-you type of build.

What’s new in colours/prints?
Prints still play a role in outerwear shells and linings through classic favourites like our new “Ashcroft Camo” and “Tempest” that provide a more timeless look with that pair well with a variety of solid colours. Snow customers spend a lot on their outerwear and we want it to last stylistically and functionally for years to come. Overall our colour palette gets punched up a bit from previous seasons yet balance on colour blocked styles.

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.

Sustainable materials that do not sacrifice performance and durability is a big focus in outerwear and apparel. Dakine’s tried and true men’s SAWTOOTH 3L GORE-TEX jacket and STOKER 3L GORE-TEX bibs have been updated with bluesignÆ approved materials, a solution dyed, 100% recycled polyester tricot backer and a PFCec Free DWR finish.

Any has-been trends that your brand is moving away from? What are your top marketing stories for next season? This will help us to put some focus in the right place.
Our marketing efforts will be focused on the GEARHART 3L GORE-TEX jacket with C-KNITÆ backer technology as well as the STONEHAM JACKET and PANT and supported by team rider Louif Paradis.

BASE LAYER FOCUS: 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.
Our baselayer program is divided up into 3 tiers of warmth and weight including heavy, mid and light weight tops and bottoms. Each tier features moisture wicking, bluesign approvedÆ fabrics with a PolygieneÆ odor control technology finish for maximum number of uses before needing a wash. Our heavy weight layer features storm ready hoods and collars for added protection from wind and snow, while mid weight layers feature a heathered brushed fleece fabric that looks as good as it feels. Light weight layers provide more graphic and color options for the customers looking for a more progressive look.