Dave Rosenberger, VP Sales for QS Young Men’s and Quiksilver/Roxy Wintersports:
What are the three biggest trends you see shaping the market and what you are doing to meet them?
1. As no surprise with the tough economic environment, consumers are looking for value and quality without sacrificing style or function. We have sharpened are pencils to deliver better quality product with technical innovation at very competitive prices
2. We are definitely seeing a movement away from your basic allover prints. Prints are still important but they need to be unique in size, placement and color combos.
3. We also continue to see trends in surface and fabric interests such as herringbones, slubs and heather treatments.
4. We are expanding our fit offering with longer length jackets and multiple fit pants.
What are the biggest changes in the outerwear market you’re seeing for this winter on the business front?
Retailers continue to be cautious on how much inventory they carry. The winter biz is so seasonal and weather dependent that retailers want to meet or beat a conservative plan and then move on.
I see retailers carrying less brands as well. They want to have 5-6 brands that they can depend on in quality, shipping, and marketing. They want to support brands that are sound from an image and product point of view and from a back office point of view. Fortunately we are one of those companies. As we have navigated through the difficult economic environment we have been able to continually deliver quality product.
We also are seeing more competition from the Outdoor brands. As the average of the snowboard participant grows, we see the customer supporting outdoor brands.
What fabrics, colors, and technologies are you focusing on for next season?
- We are focusing on fabrics with more surface interest – two-tones, textures, mélange effects. Solids are no longer flat in appearance; they have more depth and interest.
- We are also using a greater amount of recycled fabrics throughout the line at all price points.
- All over prints are slowing down and we are seeing an evolution of more loose, abstract hand done, artistic prints/artist collaborations
B) Color: We have a more muted color palette as we see this trending in the marketplace.
C) Tech Info: We are excited to introduce Diamond Dobby & Cypher technologies into our snow line. We have diamond dobby incorporated into our layering and linings as well as Quiksilver Cypher PS+ Heating System in a layering full zip style.
D) Inspiration: Most importantly this line is inspired by our team riders such as Travis Rice and Bryan Fox. We have worked closely with Travis to ensure his signature collection reflects the features, fit, function and aesthetic for the wide range of environments he finds himself in.
What are pricepoints doing?
As mentioned above we are sharpening the prices without compromising quality, function and styling. We are adding more to styles of jackets in the under $200 range then in prior seasons.
How have you responded to the current market and the decrease in prebooks?
We actually have seen an increase with prebooks for quiksilver. We have been in a solid position of performing season after season with solid a solid product offering. Again, we are just going back, sharpening the pencil on price, keep offering unique colors, fabrics and innovation. We continue to work on our relationship with dealers too with initiatives like the CORE collection.