Ride Snowboards: 2011/12 Outerwear Preview

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Outfit 1: Men's Lincoln Jacket in Red $319.95 and Harbor Pant in Black $239.95. Outfit 2: Women's Magnolia Jacket in Coral $219.95 and Leschi Pant in Denim Dot $199.95.

Outfit 1: Men's Lincoln Jacket in Red $319.95 and Harbor Pant in Black $239.95. Outfit 2: Women's Magnolia Jacket in Coral $219.95 and Leschi Pant in Denim Dot $199.95.

www.ridesnowboards.com

Retailer contact: (800) 757-5806

U.S. Sales Manager Shawn Penrod and Category Manager Outerwear/Accessories Robin Marivs.

U.S. Sales Manager Shawn Penrod and Category Manager Outerwear/Accessories Robin Mavis.

Robin Mavis, Category Manager Outerwear/Accessories and Shawn Penrod, US Sales Manager:

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

Creating outerwear with a strong fit story for one. Fabrics are also key. We utilize high quality fabrics throughout our collections including woven jacquards, a Mélange Herringbone and a variety of denim looks in Ride Outerwear.

Functional and intentional features have always been a necessity with snowboard outerwear. We continue to refine our RiderActive features. For example, we have added features like a Boa window on our pant gaiters for easy boot adjustments on many of our Ride pants.

-Robin Mavis

What fabrics, colors, and technologies are you focusing on for next season?
For the Ride Collection we are offering a new 3-layer jacket/pant in our 20K collection and BOA in the pant gaiters in 20K and 15K. Colors are still bright, but also a lot of attention went into using really interesting fabric textures like a denim dot jacquard, dirty denim and a cotton flannel feeling plaid.

-Robin Mavis

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

The biggest challenge is to get the average net selling prices to rise again. We know average net selling price points have been trending down and wholesale costs have been trending up.  And when those two things work against one another it is always a challenge. We feel as though the inventories in the market place are cleaner then they have been in awhile and if that's true, then average net selling price points will rise again.   It will all be played out this fall.

-Shawn Penrod

What are pricepoints doing?

Price points have been trending down for the most part in all channels of retail, mainly due to the excess of inventory at retail. We have added a few new price points in our Ride Outerwear line.
Shawn Penrod

Have you changed your distribution at all from last season? Why or why not?

No we have not and I firmly believe that is the reason we saw growth with our retailers.  Our retailers view us as a viable partner that is not looking to go into business against them, but one that would rather be in business with them.  That is the main reason I feel as though we saw growth, so why change it now?
-Shawn Penrod

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