An A-To-Z Of 2010/11 Outerwear: Oakley

kailee bradstreet

• November 20 2009
• 3 comments

Oakley outerwear for 2010 has been created with an eye to technology, performance, fit and function, and by working with its athletes - such as with the Gretchen Bleiler Collection and The Pro Riders Series - the brand has fine tuned the most intricate details of its new gear, according to Associate Apparel Merchandiser Jerry Kasai. The success of those lines have spurred the brand to continue them for 2010, says Kasai, who mentioned that Oakley is working more closely than ever before with its key retailers. “They have been instrumental in helping us give better style forecasts, which ultimately helps us hit the mark for our consumer demands.” Kasai elaborated on Oakley’s plans for next season below.

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

Slimmer Fits: Oakley has revamped a number of the fits for the new season.  The men’s regular fit bottoms are now slimmer at the knees and at the waist giving a boot cut shape silhouette. The women’s line has received additional feminine shaping and slimmer cuts for tops and bottoms.

Interesting Fabrics: Oakley has shifted the design focus to fabrics with dimension and is using herringbones, rip stops, houndstooth, twills, and custom jacquards. We still continue to use all-over prints but only in select styles.

Unique Trims: Trims were a significant inspiration for this line from a functional and aesthetic aspect.  Custom, multi-colored snaps, zippers, rivets, and a lift ticket holder/bottle opener are key components to this trend.

Men's Outerwear | L to R: Intent Pant, $200, and Sort LIte Jacket, $230

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

Oakley is using coated, laminated, and three layer fabrics this season in a variety of outer fabric choices to meet different performance levels, price points, and account types. From a color perspective, vivid colors in greens, blues, oranges, and yellows form the majority of the pop color palette.

What are pricepoints doing and what are you doing to add value to your line?

Despite the increase of materials cost, Oakley is offering higher waterproofing and breathability performance compared to other brands at similar price points.
We have been able to cover all price-points by articulating a Good/Better/Best merchandising structure.  We won’t sacrifice overall performance, style, or design to achieve a price-point.

Women's Outerwear | L to R: State Jacket, $270, and Raise Pant, $240

How have you responded to the current market and the decrease in prebooks?

Oakley has maintained the size of the line compared to last year as a response to the current market situation.

Even in our current economy, consumers are still willing to pay for products that perform.  Our bookings last season were up to prior year and women’s has specifically been a strong booking category with our Gretchen Bleiler Signature Collection.

This category was one of the few bright points of last season. What opportunities do you see in the outerwear market?

We are continuing with our Pro Riders Series collection with our team riders and Gretchen Belier Signature Collection.  These programs were very successful and the visibility has really translated at retail with very positive sell-through.