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According to an SIA audit, in specialty stores, women's shell parkas saw a whopping 32.8 percent increase in units ($3.4 million) from last year, while snowboard apparel saw a 12.3 percent increase in units ($9.7 million). Junior apparel, specifically for those kids over the age of 7, is very strong in technically proficient, snowboard-styled apparel.

In chain stores, women's shell parkas were up 72 percent ($652,000), while women's insulated jackets were up 119 percent in units ($1.8 million). Snowboard apparel was down by almost 2 percent in units, but up in dollars by 10 percent ($1.2 million).

"Snowboard apparel has been skyrocketing in terms of sales," says Ride's Greta Brumbuch. "We plan to increase our women's line to call more women into the brand."

Ride won't be alone. Snowboard manufacturers like Burton and Bonfire are going deeper in women's-specific technical apparel SKUs, as well.

HardCorps Sports in Boulder, Colo., is going to touch the free-riding trend with a new collection for 2001. "The Will Gadd collection is a confluence of mountaineering, ski and snowboard concepts in a complete apparel line that redefines style without compromising performance," says HardCorps' Chris Denny.

Ralph Lauren's RLX will complete its first season on the market with the close of the 1999/2000 season. The brand has shown a marked commitment to snowboarding with the sponsorship of pro riders, and will continue to cater to this aspect of the core outdoor customer.

Outdoor retailers shouldn't be surprised that many of their customers are becoming snowboarders, and that established snowboarders are seeking out technical products from expert sources. According to the most recent (December 1999) reader survey published by Transworld Snowboarding, snowboarders are also hikers, backpackers, campers and mountain bikers. Outdoor activities like these are the third most popular activity for Transworld Snowboarding's readers, who are core snowboarders (skate and wake boarding are ahead).

"It's important to evaluate how people are buying today and what types of sports these consumers are into because these are not single-sport customers," says Nike ACG's Dawn Leonetti. "It's important for outdoor retailers to recognize that it's an easy transition for their shop to service the all-mountain or backcountry boarder. This is the perfect consumer to bring into the specialty outdoor retail store."