The Line Break
DaKine Outerwear – Fall 15 / Winter 16
How long has your company been in this category? 4 seasons
Total number of SKUs in line: MEN'S MODELS – 10 Jackets, 7 pants / WOMEN'S MODELS 9 jackets, 4 pants. (61 total OW SKU'S)
Contact Info for retailers: Chico Bukovansky, VP Sales, [email protected]
At which tradeshows will this line be shown? OR, SIA, ISPO
What sets this collection apart from others you’ve done in the past? Why should it be on retailers’ radar? The new outerwear collection from Dakine features a visual and functional aesthetic that is rooted in the Pacific Northwest, with a balanced blend of snowboard and freeski influences by the top athletes in the field. This season, Dakine authenticates its men's outwear collection with the design direction of legendary snowboarder, Peter Line, who brought his decades of experience on-snow and transformed the new range into the perfect blend of versatile wearing styles matched with premium constructions, fabrics and features. Peter, along with design influences from team athletes Louif Paradis and Eric Pollard, wanted the line to have a more classic tech feel, something that is designed to function in the backcountry but still have a classic aesthetic that looks great when worn off hill.
Answers provided by: Product: Amy Eichner – Product Line Manager Outerwear/Mid Layer/Base Layer. Sales: Chico Bukovansky. Marketing: Scotty Conerly
What are the most significant additions to your line this year? The men's outerwear range was designed by Peter Line and influenced by team riders Louif Paradis and Eric Pollard. Peter and Louif collaborated on the Intruder Jacket, a rugged style designed for great functionality and durability, while Eric provided Peter design and feature influences on the Wy'East Jacket. In the women's range, we have the Linnton 2L Gore-Tex® jacket that combines the best in waterproof/breathability performance with the warmth and comfort of PrimaLoft™ Gold insulation as well as styled with classic trims and sensible pockets for stashing all the riding essentials.
Which particular piece within the collection are you most excited about and why? We are most excited about the Mercer 3L Gore-Tex® jacket and Prospect 3L Gore-Tex® bib. The men's contour fit Mercer jacket features a 3L Gore-Tex® shell fabric that combines superior performance with a versatile design that you can feel good wearing on the mountain or around town. Bonded seams keep the design lines clean and finished while the wrist gaiters and stretch powder skirt seals out snow on the deep days. The men's Prospect 3L Gore-Tex® bib features YKK® Aquaguard water resistant zippers, articulated knees and a unique pocket construction that keeps you organized for entertainment on chairlift rides with your friends.
What is your take on the overall state of the market right now – challenges? opportunities? The snow markets are continuing to evolve and Dakine is working to stay at the forefront of the changes and challenges to support its retailers, distributors and customers. With the face of retail changing, brands coming and going, popularity between skiing and snowboarding shifting and snow patterns being inconsistent we have found that staying true to who we are with strong brand stories, incredible products, and true authenticity has been the formula that has worked for us since our inception, and a strategy we will continue to employ for future growth.
What general trends are you noticing? Addressing the need for timeless, classic and versatile designs in outerwear.
What special programs and/or incentives are you offering for specialty retail? Specialty retailers are what built our brand and the key to our continued progress. We work with each key partner individually on their needs and the best way to support them.
What are some key technical advancements this season? We have a brand new one-handed hood drawcord feature that makes it fast and easy to cinch or release while wearing a glove or mitt with one hand. The new construction combines the Collar Venting System and the hood drawcord into one clean design. We are also pleased to feature DWR improvements to be more environmentally friendly as well as offering more effective protection.
What about your line has evolved the most from last season? Our new collection has a design aesthetic that is authentic to the Dakine brand vibe, reflecting our Pacific Northwest roots and built and tested by the top athletes in the world. We have a new color palette that is easy to merchandise, prints that will transcend season after season as well as a range of price points, performance options and feature sets to meet the needs of all of our retail and consumers.
What are three top stories from men's and/or women's outerwear lines this season?
1. As described above, our new outerwear line designed by legendary snowboarder Peter Line with the help of pro athletes Louif Paradis and Eric Pollard.
2. Trusted Series: Partnership with the Mt. Baker Ski Patrol who will be utilizing our top tier performance products in outerwear, mid and baselayers, gloves and technical packs all winter long.
3. Strong Print Stories: "Trophy" featuring woodland animal heads and the new "Peat Camo" featuring a photo reinterpretation of foliage by Peter Line in the men's line. For women, the new "Ripley" print is a modern floral take on camouflage.
Are there particular cuts (slim / loose) or styles (puffy, shell), etc., you're expecting to lead demand? We offer 2 fit options for the men's and women's collections. Our Standard silhouette, developed with our team of athletes, is our staple fit designed for comfort and maximum mobility. Our Contour fit is a slimmer fitting silhouette for a modern look, designed to move with you as you ride. Both Standard and Contour fit jackets are available in longer lengths in select styles.
Are there any notable collabs in the line this year? No notable collabs in outerwear but we do feature merchandising tie-backs in colorways and prints that coordinate with the Stereo collab we're debuting in lifestyle packs and bags this season.
What sales regions in North America are strongest for you and with what items? PNW and the Rockies. All categories.