W23_KIDS-LOOKBOOK
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Investing in the future user of Dakine<br />
by focusing on the next generation,<br />
this season we’re putting a spotlight on<br />
our youngest consumer group.<br />
Covering a wide range from toddler<br />
to kid’s and youth, we’ve improved<br />
and expanded our product offering<br />
with right sized gear, age-appropriate<br />
features and unique colors and prints.<br />
In parallel with taking care of the<br />
youngest consumer groups, we<br />
also recognize the importance of<br />
these products to their parents. The<br />
millennial parent who continues to<br />
prioritize recreating after having kids<br />
to preserve their pre-kid identity. We<br />
understand that keeping the little ones<br />
comfortable with the right gear likely<br />
means the parent gets to keep playing.
NOMENCLATURE DEFINED<br />
TODDLER | AGE 2-3<br />
- Intro into recreating lifestyle via parents<br />
- Parents want to keep their days, kids must tag along<br />
- Need the gear for the toddler to make it all day<br />
<strong>KIDS</strong> | AGE 4-7<br />
- Starting to independently participate<br />
- Enjoying the playfulness of being outside<br />
in the mountains and at the beach<br />
- Recreating as a family, still about the<br />
parents wanting to keep their days<br />
YOUTH | AGE 8 – 12<br />
- Actively choosing to recreate<br />
- Going with the family sometimes, but also with friends
CONSUMER PROFILE<br />
TODDLER / <strong>KIDS</strong><br />
GEN ALPHA<br />
-<br />
TODDLER AGE: 2-3<br />
<strong>KIDS</strong> AGE: 4-7<br />
- Being raised with progressive<br />
worldview and redefined<br />
gender stereotypes<br />
- Grow up in a digital world, importance<br />
of human qualities and connections<br />
- Focus on playfulness & tactility<br />
SUB PROFILE<br />
-<br />
MILLENNIAL PARENTS<br />
PARENTS AGE: 25-35<br />
- Continue to prioritize their own<br />
person-hood after having kids and<br />
preserve their pre-kid identity<br />
- Want to stay loyal to brands<br />
- Sharing passion for sports with their kids<br />
- Value self-expression and creativity<br />
purchases centered around learning
CONSUMER PROFILE<br />
YOUTH<br />
GEN ALPHA<br />
-<br />
AGE: 8-12<br />
- Passionate outdoor sports<br />
- Supportive parents /community<br />
- Not sponsored<br />
- Participates 3-5/wk<br />
- Seasonal multi-sport<br />
Influences:<br />
camps, pros, parents,<br />
and mentors
LIFESTYLE PRODUCT LAUNCHES<br />
KID’S CUBBY 12L<br />
SEE DETAILS ON PAGE 127<br />
KID’S GROM 13L<br />
SEE DETAILS ON PAGE 127<br />
KID’S CAMPUS 18L<br />
SEE DETAILS ON PAGE 126<br />
KID’S MISSION 18L<br />
SEE DETAILS ON PAGE 126
HIP PACK<br />
SEE DETAILS ON PAGE 148<br />
KID’S LUNCH BOX 5L<br />
SEE DETAILS ON PAGE 128<br />
SCHOOL CASE<br />
SEE DETAILS ON PAGE 129<br />
ACCESSORY CASE<br />
SEE DETAILS ON PAGE 129<br />
KID’S BEACH BUM BUCKET HAT<br />
SEE DETAILS ON PAGE 171<br />
KID’S GROM TRUCKER<br />
SEE DETAILS ON PAGE 171
SNOW PRODUCT LAUNCHES<br />
WRISTGUARD JR GLOVE<br />
SEE DETAILS ON PAGE 73<br />
HORNET MITT<br />
SEE DETAILS ON PAGE 75<br />
BRAT MITT<br />
SEE DETAILS ON PAGE 74<br />
TODDLER DASHER FLEECE MITT<br />
SEE DETAILS ON PAGE 75<br />
SCRAMBLER MITT<br />
SEE DETAILS ON PAGE 74<br />
YOUTH STORM LINER<br />
SEE DETAILS ON PAGE 73<br />
TRACKER<br />
SEE DETAILS ON PAGE 72<br />
ROVER GORE TEX<br />
SEE DETAILS ON PAGE 71<br />
KID’S KYLIE BEANIE<br />
SEE DETAILS ON PAGE 86<br />
KID’S JAX FLEECE BEANIE<br />
SEE DETAILS ON PAGE 86<br />
YOUTH HELI PRO 18L<br />
SEE DETAILS ON PAGE 17<br />
KID’S CUTTER BEANIE<br />
SEE DETAILS ON PAGE 86<br />
YOUTH BOOT PACK 45L<br />
SEE DETAILS ON PAGE 27<br />
AVENGER GORE TEX<br />
SEE DETAILS ON PAGE 71<br />
KID’S ALERO<br />
SEE DETAILS ON PAGE 72<br />
YUKON<br />
SEE DETAILS ON PAGE 73
Change language