Betty Rides: 2011/12 Outerwear Preview

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Acid Wash Manic Jacket in Acid Stripe, Acid Wash Skinny Jean in Acid Grey.


Lucky Plaid Nikki Jacket in Lucky Plaid, Betty Jean in Windowpane.


Janet Freeman, Owner:

Janet Freeman, owner of Betty Rides.

Janet Freeman, owner of Betty Rides.

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

1-Heritage.   Retailers and consumers want to know that they are getting the real deal.  They want to know that they are getting quality products that will last more than one season.  People are less willing to part with their money.  When they do, they want something that is good. We have added some “retro” Betty Rides styles to the line.

2-Long Jackets & Skinny pants.  This is a trend that we have been seeing up on Mt Hood for the past 4+ years. We believe that it is becoming more mainstream.

3-The Streetwear influence is stronger than ever in Snowboard.   Consumers want to wear their jackets (and sometimes their snowboard pants too) after riding.

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

We are sticking with some tried and true favorites, and adding some new fabrics for interest.  For example, we have brought back a Double Window Pane Woven Plaid weave that we did 2 years ago. We have brought back a Lace/Floral that is similar to something we did a few seasons ago. We have more Plaids this season than ever before.  That said, our Stretch Acid Wash Denim in solids and stripes both is a fun new item.  We also have a Native American influenced geometric pattern that is really new and fresh.

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

The biggest change right now is in production. China is expensive now.  Everyone is rushing elsewhere. The US dollar is weak. It’s a mess right now.

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