DC: 2011/12 Outerwear Preview

Back To Main Page

Men's Smithers Jacket $129, Banshee Pant $119.

Men's Smithers Jacket $129, Banshee Pant $119.

Women's Appi Jacket $159, Ace Slim Pant $125.

Women's Appi Jacket $159, Ace Slim Pant $125.

www.dcshoes.com/snow

Retailer contact: (714) 889-2200

Jason Smith, as a bird.

Jason Smith, as a bird.

Jason Smith, DC Snow Marketing Director:

What are the three biggest trends you see shaping the market and what you are doing to meet them?

One of the biggest trends we are seeing is riders wearing mismatched and unexpected colors and patterns to create their own look. In addition we are seeing a lot of fabrics being combined to give a more depth and add to the functionality of pieces. Colors range from loud brights to muted earth tones. All of this allows consumers to mix and match pieces to have a personal look.

What are the biggest changes in the outerwear market you’re seeing for this winter on the business front?

As retailers continue to narrow their brand assortment to reduce excess carryover inventory, it is more critical than ever to be on top of your game. Products must be a complete package, meaning that it must be on trend, priced right, and fit well.  Being strong in one of these areas and weak in other won’t cut it any longer.

What fabrics, colors, and technologies are you focusing on for next season?

For Winter 12 DC is still focusing heavily on taking fabric and color cues from skateboarding and streetwear. You’ll see the use of corduroy, denim and flannel incorporated into our line.  By adding technical features to these fabrics we are able to give riders the look they desire while still being functional for riding. Our color stories for the season range from traditional snowboarding colors, athletic inspired, rich jewel tones, and fluorescents. There is something for the consumer who wants to fade into the crowd and for the consumer who wants to stand out. In addition to this, we are continuing to evolve our featured technologies based on athlete and consumer feedback.

How have you responded to the current market and the decrease in pre-books?

We have worked harder than ever with our retailers, sales reps and athletes, as well as listening to our consumers. We’re using all of this information to plan the business. We know that retailers are looking for companies to take the big risk, so it’s critical we get it right and have something on the floor for kids to get excited about for the upcoming season. You have to know the market, what trends are going to hit and have confidence in your designs. Its becoming even more important for marketing plans and sales initiatives to be aligned, so that the consumer is getting one consistent message from the brand.

What’s in your crystal ball for 2010/11?

Business will be healthy if planned out well.  It will be critical to have everyone on the same page with the plan to execute successfully. We are well past the days when mistakes weren’t seen or felt. The ones that are on top of their game will see success and the others that aren’t will unfortunately suffer. This year people from company to customer are still playing it somewhat safe.

Back To Main Page