Jason Miller, Brand Manager:
What are the three biggest trends you see shaping the market and what you are doing to meet them?
We have always focused on using fabrics that perform for an athlete and we continue to develop better ways for heat management systems that allow an athlete to wear the product in various conditions.
What are the biggest changes in the outerwear market you’re seeing for this winter on the business front?
Retailers have better tools to track sell thru and know faster what’s turning and what’s not. We have invested heavier in key styles to capture more of the in-season needs.
What fabrics, colors, and technologies are you focusing on for next season?
A few of our pieces will be made with Gore. Including Jake Blauvelt’s’ Pro Riders collection.
How have you responded to the current market and the decrease in prebooks?
Our pre-book business has been up for the last 3 years. More and more people are figuring out that Oakley isn’t just a sunglass company.
Have you changed your distribution at all from last season? Why or why not?
We’ve increased the amount of doors that sell Apparel, but we have and will stay on the same track as our eyewear distribution.