Another Tech Clothing Company to enter the marketplace

[Poser]

Looks like this company intends to enter the high end, technical, mountain hunting clothing market in 2021:

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[the_bowhunter]

Best of luck to them. It’s a difficult road!


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[Fireman03]

hopefully they don't sponsor on here.......else we will have too see a bunch of stupid ass questions asked multiple times as everyone is trying to portray they know more about engineering technical clothing then the guy who posted before them

 

[Ross]

Tell me what the verdict is

 

[Poser]

Best of luck to them. It’s a difficult road!


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I can’t even fathom what it takes to get a company like this off the ground.

1. the R&D
2. The manufacturing, Likely with pretty good sized minimum orders of 8-10 pieces to launch
3. The marketing.

On the marketing front, I looked at their website, which isn’t fully launched yet, and I got some retargeting ads. Not that it doesn’t make sense, but that’s money pouring out of the faucet, for sure.

 

[P Carter]

And another:

ASIO Gear

ASIO Gear apparel line is the optimal tool bowhunters need to get the job done. We believe it is the best hunting clothing line on the market today. No frills, no gimmicks, just hard-core bowhunting camo, designed to make you a better hunter.

www.asiogear.com

My theory is that the technical hunting gear is grossly overpriced and the r&d, marketing, etc is really just cookie cutter and not cutting edge at all. I’m guessing that people see that folks will pay $200 for a pair of poly blend pants with a few added zippers, and $150 for a fleece, and the margins are huge so they want in.

If that’s the case, competition is good, the prices will eventually come down. It’s pretty comical, though, to see companies come in and immediately hype themselves using the same positioning and catch phrases. No, WE’RE the most innovative and technical gear for the TRUE mountain hunter, and we have a former special operations guy to throw out some free workouts to show you how hard core we are.

 

[MuleyFever]

Wow, going to be a lot of clothing blown off the mountain by all this competition.

In all seriousness this is good. Hunting clothing is grossly over priced hopefully the competition drives down prices. Or at least leads to more sales.

 

[Salmon River Solutions]

I can’t even fathom what it takes to get a company like this off the ground.

1. the R&D
2. The manufacturing, Likely with pretty good sized minimum orders of 8-10 pieces to launch
3. The marketing.

On the marketing front, I looked at their website, which isn’t fully launched yet, and I got some retargeting ads. Not that it doesn’t make sense, but that’s money pouring out of the faucet, for sure.

If you wanted to know all that info, Brian at gulch gear would probably share it with you.

 

[Salmon River Solutions]

I want to get into apparel too. Though I don’t think titanium clothing would fit very well, and most likely everyone would say it’s “too loud”. It’s a thought though!

 

[Bubblehide]

Wow, going to be a lot of clothing blown off the mountain by all this competition.

In all seriousness this is good. Hunting clothing is grossly over priced hopefully the competition drives down prices. Or at least leads to more sales.

Or leads to actual innovation.

 

[P Carter]

I think people just throw together a grid fleece like the Sitka core heavyweight, slap some proprietary camo on there, call it $149 and hope for the best.

Midweight Hoodie

When it comes to whitetail bowhunting, versatility can make or break a hunt. If you’ve ever woken up to cool weather and dressed accordingly but were sweating by the time to you hauled all your gear to the stand, then this Midweight Hoodie is for you. 90% polyester and 10% spandex blend...

www.asiogear.com

 

[Poser]

I do like that Verdict is sticking to solids exclusively. 2 hunting brands offering solids exclusively indicates growing demand. Go back in time 10 years and imagine the idea of launching a technical hunting clothing brand without camo.

On a side note, I wonder how all of these technical brands sporting proprietary camo patterns entering the marketplace have affected “old school” brands like Mossy Oak and Realtree and will those brands eventually figure out a way to get their XXXL hunters to shell out $1600 for “hunting clothes” as well. They surely have felt a pinch in the marketplace from Sitka and KUIU.

 

[realunlucky]

I do like that Verdict is sticking to solids exclusively. 2 hunting brands offering solids exclusively indicates growing demand. Go back in time 10 years and imagine the idea of launching a technical hunting clothing brand without camo.

On a side note, I wonder how all of these technical brands sporting proprietary camo patterns entering the marketplace have affected “old school” brands like Mossy Oak and Realtree and will those brands eventually figure out a way to get their XXXL hunters to shell out $1600 for “hunting clothes” as well. They surely have felt a pinch in the marketplace from Sitka and KUIU.

Curious if your only making solids what gives you the moniker "hunting" clothing? Plenty of amazing technical clothing companies out there if your strictly after a solid color.

A camo pattern on technical clothing was stika's original distinguishing feature when they started out. People still want it and will pay double or more what a similar solid piece would be.





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[Poser]

Curious if your only making solids what gives you the moniker "hunting" clothing? Plenty of amazing technical clothing companies out there if your strictly after a solid color.

A camo pattern on technical clothing was stika's original distinguishing feature when they started out. People still want it and will pay double or more what a similar solid piece would be.





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I imagine the fact that you market yourself as a hunting brand makes you a hunting brand. If I’m not mistaken, camo patters from Sitka and KUIU costs the same as their solid offerings.

I think a lot of the brands are moving more towards being “lifestyle” Brands as much as they are “hunting” specific brands. Think about it this way: Burton clothing is exclusively marketed to snowboarders and only snowboarders wear the brand. Skiers don’t wear Burton. That’s what is happening here: hunters buy clothes from hunting brands because hunting brands market to hunters.

 

[SMOKYMTN]

I think people just throw together a grid fleece like the Sitka core heavyweight, slap some proprietary camo on there, call it $149 and hope for the best.

Midweight Hoodie

When it comes to whitetail bowhunting, versatility can make or break a hunt. If you’ve ever woken up to cool weather and dressed accordingly but were sweating by the time to you hauled all your gear to the stand, then this Midweight Hoodie is for you. 90% polyester and 10% spandex blend...

www.asiogear.com

I agree. Difference is KUIU, First Lite and Sitka have been able to market their brand with high end fabric technology (Toray, Gore, 37.5) while other brands haven't been able to replicate, afford and/or market such yet. That's the innovation it takes to make it in this market otherwise you'll get flushed out rather quickly.

 

[Poser]

I agree. Difference is KUIU, First Lite and Sitka have been able to market their brand with high end fabric technology (Toray, Gore, 37.5) while other brands haven't been able to replicate, afford and/or market such yet. That's the innovation it takes to make it in this market otherwise you'll get flushed out rather quickly.

What’s the barrier of entry for Gore, Toray and similar? Is it a minimum volume order that a start up can’t afford? Manufacturing standards?

 

[Whiskey_Fish]

What’s the barrier of entry for Gore, Toray and similar? Is it a minimum volume order that a start up can’t afford? Manufacturing standards?

Probably all of these things. I have a friend who used to work for Ra’ab and if I recall correctly only certain factories are approved to work certain materials and laminates. Buying into that supply chain may be difficult. The Sitka/Gore connection is powerful.


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[Poser]

Probably all of these things. I have a friend who used to work for Ra’ab and if I recall correctly only certain factories are approved to work certain materials and laminates. Buying into that supply chain may be difficult. The Sitka/Gore connection is powerful.


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I figured it was something like that. Probably impossible to book the factories that are approved to work on the materials without massive minimum orders. That being said, if Gore let just any manufacturer use their materials, it could negatively impact their reputation due to poor quality control.

 

[SMOKYMTN]

What’s the barrier of entry for Gore, Toray and similar? Is it a minimum volume order that a start up can’t afford? Manufacturing standards?

I agree with @Whiskey_Fish, likely all of them. Gore is likely out of the question since they now own the entire Sitka brand, and I would venture to say that the other 2 likely have have some sort of non-compete protections in place.

I should clarify that what I wrote shouldn't in totality, be the idea that it takes one of these innovations to make it in this market because it doesn't. A startup just simply can't throw a similar price on a similar product, without it. IMO Kings did a really good job of entering the market with lower prices albeit lower quality than the big 3, but found a consumer demographic that needed a mid-tier, mid-priced product. They in turn were able to transition into a more performance based product.

 

[Poser]

I