Jones Bindings 2023/24 Preview

Retail Buyers Guide: Bindings 2023/24 Retail Buyer‘s Guide
Brand: JONES
Interviewee: Seth Lightcap

How would you describe the current state of the snowboard market? What big developments, changes, challenges, and/or opportunities are you seeing and how is your brand navigating them?

Snowboarders around the world continue to be drawn toward innovative gear that balances performance and sustainability. Making groundbreaking and responsibly produced gear has been our focus since day one, and we’re still committed to the mission of providing riders of any age or ability level the gear they need to keep pushing their limits in the mountains.

After two years of heavy carryover in the industry and more of a return to normalcy last season, what’re your overall sales and production/inventory strategy for 23/24?

We are significantly expanding our binding line for 23/24 with the addition of a new women’s bidding collection and a youth binding. We will produce more bindings than ever in 23/24. None of our bindings in 23/24 are carried over from 22/23. Every model has been upgraded.

Do you anticipate any shifts in the ratio of e-commerce sales vs. brick-and-mortar sales now that most Covid-19 restrictions are gone?

Our e-commerce business continues to grow in all product categories, especially in Europe, where we just started selling direct in 2022. Brick-and-mortar retailers are still very important to us, however, as we know our customers look to our dealers for expert product info specific to the local terrain and snow conditions.

Does your brand have any new developments concerning sustainability and/or how you are positioning any environmental messaging?

Highlighting our dedication to producing our products as responsibly as possible, and reducing our brand’s impact on the planet will continue to be one of our primary marketing focuses in 23/24.

Does any new design or pattern approach in your 23/24 gear? Are any collaborations on the line?

We have three binding models that feature a colorway that’s a collab with a featured artist. RP Roberts, Joseph Toney and Annie Brace contributed mountain art that is featured on the highbacks of these models.

Price-wise, which area of the market do you cater to? What developments are you seeing with regard to product pricing?

We cater to the mid-to-high binding market. The sales of our price point bindings are growing faster than our highest price binding.

What are your top product marketing stories for next season?

Our top binding marketing stories for 23/24 will be the debut of our two new women’s bindings and a youth binding. We are excited to now produce high-performance bindings for riders of all sizes and identities that are designed to work perfectly with our boards.

Best Sellers/Hero/Key products

Men’s Meteorite Binding

The Men’s Meteorite binding is designed for the all-mountain rider that wants a stable and comfortable binding with a maneuverable medium-soft flex. The Meteorite delivers precision response thanks to SKATETECH technology that transfers energy directly to your edges and a Dynamic Flex highback that’s stiff in the center for solid support and softer on the sides for easy tweaking.

Meteorite

Women’s Aurora Binding

The Women’s Aurora binding is designed for fun-focused freeriders who are looking for a comfortable binding with a freestyle friendly medium soft flex. The Aurora features SKATETECH technology that transfers energy directly to your edges and a Progressive Flex Highback that is stiffer at the bottom and softer toward the top for a precise and playful binding feel.

Aurora

Youth Asteroid Binding

The Asteroid binding is designed for the hard charging youth rider that wants a stable and comfortable binding with a tweak-able medium soft flex. The Asteroid delivers precision response thanks to SKATETECH technology that transfers energy directly to your edges and a Dynamic Flex highback that is stiff in the center for solid support and softer on the sides for friendly maneuverability.

Asteroid