Apparel: The Thrill Of Pursuit
By Kristina Grish
Friday, December 10 1999
Friday, December 10 1999
Published on AllBusiness.com
For Fall 2000, the hunting apparel industry chases sales in a changing marketplace by expanding growth categories, adapting to warmer weather conditions and supporting niche markets.
In 1999, hunting apparel manufacturers reported categorical sales increases in the 15- to 20-percent rangeóalthough industry experts say the overall market is flat. Top brands plan to expand growth categories, update fabric technologies and focus on lightweight and versatile pieces in hopes of turning in a solid performance in 2000. By doing so, the hunting apparel market hopes to combat fears that warm weather patterns and an aging hunting population might reek havoc on retail profitability, and manufacturers are designing clothing lines and community alignment programs, accordingly.
Strong Suits
Manufacturers point to steady apparel sales in waterfowl and upland game hunting categories this year, and they are expanding these areas in 2000. For example, Columbia will add a new line to its waterfowl collection called Duck Club. This is a four-piece collection of parka, bib, pant and widgeon, made from a poly/cotton canvas using a durable thread technology that swells when it gets wet and closes the fabricís seam holes. The fabric itself is water-resistant and windproof. According to Nicole Kaplan, merchandise coordinator for Columbiaís hunting and fishing division, waterfowl has ìalways been [the companyís] strongest category.î She says Columbiaís proprietary Silent Rain collection of waterproof/breathable, seam-sealed silhouettes will be available in the waterfowl line next year.
For fall, Walls Industries will introduce its new four-in-one wader jackets for the duck hunting market, offering a shorter jacket with a zip-in/zip-out liner that can be worn by itself.
Browningís Marshland Gold Extreme Waterfowl Gearóavailable in parka, jacket and bibówill now feature a new Gore-Tex XCR fabric, made with a three-layer construction; the addition is 25-percent more breathable than classic Gore-Tex jackets.
ìThis is a great product because there are such extremes in temperature [when hunting waterfowl],î says Travis Hall, marketing manager for Browning. ìYou need an extended comfort range.î According to Hall, Browningís Marshlands and Upland categories are strongest.
Upland bird hunting has held fast for other companies, too. The sport encouraged Woolrichís Fieldwear group to expand for Fall 2000, having grown 15 percent this year. Columbia will add new vests to its Upland collection that feature quick-loading shooter tubes. For 10X, its Classic Upland clothes will be made from 100-denier Cordura Plus for fall.
Lighten the Load
Because warm weather conditions brought flat sales in outerwear this year, manufacturers are developing lighter-weight products or growing casualwear divisions to make up for overall dips in sales. Browning
In 1999, hunting apparel manufacturers reported categorical sales increases in the 15- to 20-percent rangeóalthough industry experts say the overall market is flat. Top brands plan to expand growth categories, update fabric technologies and focus on lightweight and versatile pieces in hopes of turning in a solid performance in 2000. By doing so, the hunting apparel market hopes to combat fears that warm weather patterns and an aging hunting population might reek havoc on retail profitability, and manufacturers are designing clothing lines and community alignment programs, accordingly.
Strong Suits
Manufacturers point to steady apparel sales in waterfowl and upland game hunting categories this year, and they are expanding these areas in 2000. For example, Columbia will add a new line to its waterfowl collection called Duck Club. This is a four-piece collection of parka, bib, pant and widgeon, made from a poly/cotton canvas using a durable thread technology that swells when it gets wet and closes the fabricís seam holes. The fabric itself is water-resistant and windproof. According to Nicole Kaplan, merchandise coordinator for Columbiaís hunting and fishing division, waterfowl has ìalways been [the companyís] strongest category.î She says Columbiaís proprietary Silent Rain collection of waterproof/breathable, seam-sealed silhouettes will be available in the waterfowl line next year.
For fall, Walls Industries will introduce its new four-in-one wader jackets for the duck hunting market, offering a shorter jacket with a zip-in/zip-out liner that can be worn by itself.
Browningís Marshland Gold Extreme Waterfowl Gearóavailable in parka, jacket and bibówill now feature a new Gore-Tex XCR fabric, made with a three-layer construction; the addition is 25-percent more breathable than classic Gore-Tex jackets.
ìThis is a great product because there are such extremes in temperature [when hunting waterfowl],î says Travis Hall, marketing manager for Browning. ìYou need an extended comfort range.î According to Hall, Browningís Marshlands and Upland categories are strongest.
Upland bird hunting has held fast for other companies, too. The sport encouraged Woolrichís Fieldwear group to expand for Fall 2000, having grown 15 percent this year. Columbia will add new vests to its Upland collection that feature quick-loading shooter tubes. For 10X, its Classic Upland clothes will be made from 100-denier Cordura Plus for fall.
Lighten the Load
Because warm weather conditions brought flat sales in outerwear this year, manufacturers are developing lighter-weight products or growing casualwear divisions to make up for overall dips in sales. Browning
