BEHIND THE LINES: Burton Men’s Outerwear
mike lewis
- March 26 2009
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Burton’s outerwear was one of the first in the industry to give outdoor companies a run for their money on the technical front. For ‘09/10 its men’s line has enough going on to keep you warm from the park to the top of Everest. We caught up with Colin Alger, product manager - Burton Men’s Outerwear, for the skinny on next season’s fits.
Next year’s line in 100 words...
The Men’s Burton Outerwear Collection looks great for 2010, and we’re very excited about all of the styles in the offering. The Burton outerwear line is our foundation, offering the highest levels of waterproof/breathable performance no matter what your style, climate, or budget demands. Utilizing the most advanced materials (all stamped with the DRYRIDE seal of approval), designers, testing standards, and of course the input of our team riders and product testers, we are always chasing that holy grail of outerwear perfection. From minimalist shells and engineered downs to unique prints, exclusive fabrications, dialed fit selections, and fully loaded standard features packages, our untouchable technologies offer something for everyone.
What are the biggest trends shaping your outerwear?
Didaled fits - We dialed in fit better than ever, offering specific fits to each style that matches the riders wants and needs on the hill. We listened on a global level and acted.
Fabrication and colorstories - Next level fabrications, keeping the tech fresh and innovative, the patterns new and unique, and the colorstories on-point and merchandisable.
GMP– We incorporated our Green Mountain Project (Eco-Friendly Product) within our in-line styles this season so we could offer a larger array of styles to choose from, ranging from high-end to low-end jackets and pants. The color palette is fresh and it definitely pops, with distinctive prints and fabrications that are sure to call attention to
Rider stories/rider-driven product – The rider-driven feedback we receive on features, function and styling we incorporate and adapt into the product, keeping our finger on the pulse and leading the trend moving forward. What the riders want, where the trend is going, and how to make it sick!!!
3L Turret Jacket -MSRP $649.95
3L Turret Pant - MSRP $399.95
What are pricepoints doing?
As we continue to refine the mix of materials, features and fit for each style in the category while maintaining the quality and value that Burton Outerwear is known for, pricepoints are trending upwards across most the line.
What opportunities do you see in softgoods currently?
Lots of opportunities in softgoods currently, from textured fabrics that give great visual and hand appeal, to crazy technical fabrics that keep you comfortable and dry all day long. We’re also evolving our print offering, bringing allover prints to the level that lives at the level after next level.
What’s your outlook for next season?
The 2009 Burton Outerwear is in stores now and receiving great feedback. We plan on evolving our DRYRIDE fabrications further and dialing in our rider features, bringing the ultimate performance outerwear to market.
Dealer Service: 800-367-2951
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