Shane Levi Gould, Founder / Creative Director:
What are the three biggest trends you see shaping the market and what you are doing to meet them?
1. Recycled materials- This is always on everyones mind to use what ever we can that has been recycled from hang tags to fabrics through out the garment.
2. Throw back Colors- We are not afraid to splash our products with 80′s bright colors
3. Slimmer Fits- This season we offer our pants in a regular slim fit and a fuller cut baggy fit.
How has the market evolved over the last year and how do you see things changing in the years ahead?
Great snowfall has helped the evolution of the rider, shops and products. This keeps the market fresh and innovative with lighter more technical fabrics to start. With riders pushing themselves we as a market need to stay on top of its growth.
Has sales forecasting changed for your company? If so, how has it changed?
This will be the first year we have put sales reps on the road, so lots has changed with this line up. For the last 10 plus years we have gone direct to consumer, now working with the reps and shops will enable us to produce more and more effectively.
What lessons have you learned with bookings for this season and how will you apply those to next?
We have always know the kids resinate to our products now with reps in place we can get the feedback from the shops and reps to see what we can do better for the end consumer.
Have you changed your production or distribution models at all from last season? If so, why and how have you changed them?
Yes both have changed do to trade shows and reps. Design, Sampling and Catalogs have been moved up to work with the rest of the industry timelines. This has helped our distributors as well in prebooks.
How are you working with retailers to help ensure strong margins, the right amount of product in the marketplace, and terms that set them up for success?
Having this as our first time to market place we are offering the retailer a product with over 10 years of design and development before debuting in the shops, this is a huge advantage over many newcomers in the industry and giving the retailer something fresh that has the production down to a fine art. So quality, freshness and delivery will give them a product that is limited and not saturated, which is always nice to showcase.
What fabrics, colors, fits, and technologies are you focusing on for next season?
We have always been about less is more in the outerwear program. Keeping our fabrics light and none of the unneeded extras to weigh you down. Colors are still very bright, fits will stay slimmer, but offering a fuller cut for those whole still wish to have that style.
Next season is all about limited number, so we can keep our customer unique and fresh.
What are pricepoints doing?
We don’t offer a lower price point at this time, we feel we want to keep our product and designs at a premium place for the shops and customers. Pricepoints are normally mass produce items, which goes against our whole limited edition premium Fuel products.
Are you taking any steps to minimize your environmental impact? If so, what are some of these steps?
Making quality premium products does this better than anything else, since our customer tends to keep our products for many years, this does not work to our advantage as far as sales, but the customer is gets a product that last and gets a longer use from it.
What’s in your crystal ball for 2012.2013?
More people connecting with Fuel and understanding what Fuel’s them to shred.
What do you hope to contribute to snowboarding?
Quality Premium product that Fuel’s the fire for everyones shred.