Clothes Make the Hunt

Innovative fabrics and high-performance features drive consumer sales of hunting clothes, not holes in the knees and elbows. Ron Bernstein of Woolrich and Lannie Wallace of Mossy Oak agree on that issue, and add that today's knowledgeable consumer wants clothes that do it all. Clothing purchases will be weighted towards garments with multiple features, such as waterproof/breathable fabrications, realistic camo patterns, and maybe a little scent absorption thrown into the mix. The consumer will have an eye for design features to accommodate the particular hunt, whether it's spring turkey hunting or bowhunting.

Woolrich believes wool's natural features, combined with new wool technologies, can help the company capitalize on the demand for convenient, multi-purpose clothes. The old stand-by still keeps people warm, even when it's wet. In fact, washable wools eliminate dry cleaning scents, which is a particular concern for bowhunters. CamWoolflage, with its printed Realtree pattern, is selling well for Woolrich. Bernstein notes, "People don't like to wear camouflage as casual wear, but wool hunting clothing can double as street clothes without making you stand out."

Wallace of Mossy Oak expects sales to enjoy a steady increase. His optimism is underscored by the introduction of New Break-up for the Fall 2002 season. Wallace says it will be the same concept as Break-up, Mossy Oak's most popular pattern, but technology advances will improve it.

Going forward, Bernstein expects a "relatively flat market with some slight growth." A recently released study commissioned by SIA supports that prediction. An overwhelming majority of consumers? 81 percent?anticipate spending as much as last year on sports, camping and recreational equipment.

Whether it's a steady increase or a re-run of last year, Wallace knows where hunters will be in late summer: they'll be scouting for the new patterns and high-performance clothing in their local stores. After all, everyone needs something new for hunting season.