Fall 2021 Ice Fishing Product Line Preview

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Ice Fishing Product Line Preview 2021


Who is DSG Outerwear? • A women’s exclusive outerwear brand • Started in 2010 in the niche snowmobile market • Well established brand in US and Canada • Woman owned business • Based in Madison, Wisconsin • Expanded into hunting in 2017 • Released Ice Fishing Line September 2019 • Launched fishing line in Spring 2020


Created Exclusively for Women Outdoor Enthusiasts • A brand women can relate to • Crossover consumer (snow to hunt/ice fishing/ fishing) • A focus on warmth, comfort, fashion, and function • Known for our feminine fit and flattering look • Extreme warmth • A broad range of outerwear and accessories • Generous size range XXS-5XL • Over thirty years of outerwear experience


Proudly Crafted with High Quality Materials


We focus on Fitting Petite to Plus • Fit models utilized for each size to ensure proper fit and reduce purchasing errors • Consistent fitment throughout product categories • XXS-5X on all outerwear, XS-4X on all casual wear


Product Information • Two-year unconditional warranty on all outerwear, 1 year on gloves/boots • Outerwear life cycle two years depending on style • Casual life cycle one or two years depending on style and other variables • Offerings for all weather climates • Warehoused in Wisconsin & Ontario, Canada


Sales Support • Sales training (in person or via webinar) • Training videos • Dedicated event support, i.e. corporate sales meetings, open houses, large sales events • Digital assets, i.e. Custom DSG banners • Pro-active promotions for Black Friday, Cyber Monday, Holidays, etc. • MAP Protected • In store POP displays


Marketing & Influencer Strategies

• Social media

- DSG Fish Instagram/FB (7,300+ Followers), Cross promotion on snow and hunt pages (163,000 followers, Pinterest

• Influencers and Team Members – Melissa Bachman – Winchester Deadly Pursuit on Outdoor Channel and Sportsman Channel – Nicole Stone – Fishing Pro Staff and social media manager – Rachelle Hedrick – Hunting Pro Staff and social media manager

• Aggressive Pro Staff program US and Canada (Example) - https://dsgouterwear.com/hunting-sponsorship-programs/ - Very large influencer reach on social media for brand awareness

• DSG Focus Group - Large group of dedicated ambassadors that help with product ideas, new product feedback, and local market trends

• Co-op marketing - In store display and signage - Digital marketing co-op - Traditional print media

• SEO to help with brand awareness and to stay ahead of competition - Blog, Newsletters, Retailer of the week, Keyword research, Optimized web pages, Site authority


Sales History • Strongest sell through of all DSG Outerwear Lines for first year product line • DSG achieved 100% sell through • Retailer partners (L&M Supply, Fleet Farm, Franks Great Outdoors, and more) 80-100% sell through • 2020 winter season trending in the same direction • L&M Fleet Supply testimonial “DSG is a vendor we are confident in to make a quality product and we have had great success working with their team to grow both of our businesses.” Aspen Valentyn – Category Manager


Avid Ice Jacket with Primaloft® and Flotex®


Avid Ice Jacket with Primaloft® and Flotex® • • •

• • • • • • • • • • • • •

Durable Polyester shell with 2,000MVT/ 2,000g/m2 2/24hrs waterproof breathable coating with DWR treatment on the face of the fabric 100% seal taped seams FLOTEX® layered foam insulation for warmth, as well a flotation assistance. When wearing the combination of the "DSG Avid Ice Fishing" jacket and bibs together, the Flotex Flotation Assist System will assist in the event of an emergency. Inside waist and sleeve cuff have fast drain mesh allowing water to flow out of jacket 170 grams of Primaloft® insulation in the body, 133 grams of Primaloft® insulation in the balance of the jacket and hood Soft micro fleece collar and chin guard #8 YKK front zipper with snap wind flap closure Underarm vent zippers for temperature regulation Adjustable removable hood Internal powder skirt to keep snow and wind out Interior lycra wrist gaiters with thumb hole and adjustable hook and loop cuffs Roomy exterior pockets with multiple entries Large interior mesh pocket Reflective piping for nighttime visibility 2 large d-ring’s on upper chest area Available in sizes XS-5XL


Avid Ice Drop Seat Bib with Primaloft® and Flotex®


Avid Ice Drop Seat Bib with Primaloft® and Flotex® • • • • • • • • • • • • • • • • •

Durable Polyester shell with 2,000MVT/ 2,000g/m2 2/24hrs waterproof breathable coating with DWR treatment on the face of the fabric Heavy-duty 840 Denier knee panels with 2,000MVT/ 2,000g/m2 2/24hrs waterproof breathable coating with DWR treatment on the face of the fabric 100% seal taped seams FLOTEX® layered foam insulation for warmth, as well a flotation assistance. When wearing the combination of the "DSG Avid Ice Fishing" jacket and bibs together, the Flotex Flotation Assist System will assist in the event of an emergency. Hem has fast drain mesh allowing water to flow out 170 grams of Primaloft® insulation in the body Removable internal knee pads Drop-seat construction using YKK® AquaGuard® zippers #5 YKK® front bib zipper with snap wind flap closure Micro-fiber terry hand towel – removable for easy washing Roomy exterior pockets with multiple entries Reflective piping on legs (front and back) for nighttime visibility 2 large d-ring’s at waist area Adjustable side waist tabs and suspenders Interior boot gaiter to keep out the snow Adjustable inseam from 32.5” to 28.5” Available in sizes XS-5XL


Avid Ice Gloves • • • • • • • • •

Durable Polyester shell with waterproof breathable coating and DWR treatment on face 133-gram Primaloft® insulation throughout, additional 100 grams of Polyfil on the back of the hand Synthetic suede palm material with DWR and silicone grips Back of hand zippered pocket for use with heat pack for added warmth Hook and Loop to securely hold “flip-back” thumb, index and middle finger portions Embroidered DSG logo Adjustable wrist strap/buckle Cuff with shock cord Available in sizes XS-XL


Arctic Appeal Ice Jacket with FlotexÂŽ


Arctic Appeal Ice Jacket with Flotex® •

• • • • • • • • • • • • • • •

Durable Polyester shell with 2,000MVT/ 2,000g/m2 2/24hrs waterproof breathable coating with DWR treatment on the face of the fabric Heavy-duty 840 Denier knee panels with 2,000MVT/ 2,000g/m2 2/24hrs waterproof breathable coating with DWR treatment on the face of the fabric Cold weather coveralls with 100% seal taped seams FLOTEX® layered foam for insulating warmth combined with an additional 170 grams of insulation in the body Hem has fast drain mesh allowing water to flow out Women's ice fishing suit with removable internal knee pads Drop-seat construction using YKK® AquaGuard® zippers #5 YKK® Front bib Zipper with snap wind flap closure Micro-fiber terry hand towel – removable for easy washing Roomy fleece lined exterior cargo pockets with multiple entries Reflective piping on legs (front and back) for nighttime visibility 2 large d-ring’s at waist area Adjustable side waist tabs and suspenders Interior boot gaiter to keep out the snow Ice fishing bib pants with adjustable inseam from 32.5” to 28.5” Flotex Floatation Assist System. When wearing the combination of the Arctic Appeal jacket and the bibs together, the floatation assist system will assist to keep you on the water up to 2 hours in the event of an emergency. Available in sizes XS-5XL


Arctic Appeal Ice Drop Seat Bib with FlotexÂŽ


Arctic Appeal Ice Drop Seat Bib with Flotex® • • • • • • • • • • • • • • • •

Durable Polyester shell with 2,000MVT/ 2,000g/m2 2/24hrs waterproof breathable coating with DWR treatment on the face of the fabric Heavy-duty 840 Denier knee panels with 2,000MVT/ 2,000g/m2 2/24hrs waterproof breathable coating with DWR treatment on the face of the fabric Cold weather coveralls with 100% seal taped seams FLOTEX® layered foam for insulating warmth combined with an additional 170 grams of insulation in the body Hem has fast drain mesh allowing water to flow out Women's ice fishing suit with removable internal knee pads Drop-seat construction using YKK® AquaGuard® zippers #5 YKK® Front bib Zipper with snap wind flap closure Micro-fiber terry hand towel – removable for easy washing Roomy fleece lined exterior cargo pockets with multiple entries Reflective piping on legs (front and back) for nighttime visibility 2 large d-ring’s at waist area Adjustable side waist tabs and suspenders Interior boot gaiter to keep out the snow Ice fishing bib pants with adjustable inseam from 32.5” to 28.5” Flotex Floatation Assist System. When wearing the combination of the the Arctic Appeal jacket and the bibs together, the floatation assist system will assist to keep you on the water up to 2 hours in the event of an emergency. This is a non-coast guard approved personal flotation device. Women's ice fishing suit available in sizes XS-5XL


Arctic Appeal Ice Mitten • • • • • • • • • •

Durable Polyester shell with waterproof breathable coating and DWR treatment on face Inner soft-shell glove with a windproof membrane and DWR treatment on the face to shed water 150-gram 3M™ Thinsulate insulation throughout, additional 100 grams of Polyfil on the back of the hand Synthetic suede palm material with DWR Micro fleece cuff for added warmth Back of hand zippered pocket for use with heat pack for added warmth Magnets to securely hold back “fliptop” finger portion and thumb Pull tab on finger to easily remove the glove Adjustable wrist strap/buckle Available in sizes XS-XL


Neoprene/Rubber Boot 1200gram Insulation • • • • • •

100% waterproof 1200-gram 3M Thinsulate Insulation Felt layer between outsole and insole to keep R-value high all day on the ice Grip sole for excellent traction Fixed liner Available in women's shoe sizes 6-11, whole sizes only


D-Tech Base Layers

• • • • • •

Moisture wicking to keep skin warm & dry True women’s fit 4-way stretch material for form fitment Soft and luxurious feel Recommended for temperatures 0 to 50 °F 90% Polyester / 10% Spandex Available from DSG snow line


Merino Wool Nordic Pattern Base Layers

• 50% Merino Wool, 50% Polyester • Thumb holes in sleeves • Knitted elastic waist band • Nordic printed pattern


Malea Softshell Jacket

• Windproof Polyester Soft-Shell material in 2 color options, Black Heather with black accents and Olive Heather with olive accents • Removable hood • Lycra wrist gaiters with thumb hole to give your hands extra protection from the elements • Available XS-5XL


Performance Fleece Zip-up

• Zip-up Fleece in 4 color options: Aqua, Black, Olive and Light Grey. This fleece holds its shape, keeps body warm yet is lightweight and super soft • Use as mid-Layer or casual piece • Available XS-5XL


Reversible Puffer Vest • • • •

Soft, quiet peached twill outer shell fabric Using 200-gram Thinsulate Featherless insulation Functional hunting layering Available XS-5XL


Bearscape Casuals

• Hoodies; 60% Cotton, 40% Polyester 330GM Fleece • Premium fleece fabric, self fabric lined hood, twill neck tape, split stitch double needle sewing on all seams, 2x1 rib at cuff / waistband, novelty moon yoke

• Tees; 52% Cotton 48% Polyester • Premium fabric, neck ribbing, side seamed, shoulder to shoulder tape and double needle hems. • Available S-4XL


Adventure Casuals

• Hoodies; 60% Cotton, 40% Polyester 330GM Fleece • Premium fleece fabric, self fabric lined hood, twill neck tape, split stitch double needle sewing on all seams, 2x1 rib at cuff / waistband, novelty moon yoke

• Tees; 52% Cotton 48% Polyester • Premium fabric, neck ribbing, side seamed, shoulder to shoulder tape and double needle hems. • Available S-4XL


Balaclava

Hinged Balaclava

Wind-stop Full Face Balaclava

Neck Warmer

Wrist Sleeves


Beanies • • •

Cute, cozy knit beanie in multiple colors. 100% Acrylic with soft, heavy berber liner One Size fits All


Caps •

• •

Wilderness Adventure Ponytail Cap, Scenic View Ponytail Cap, Fishing Club Trucker Hat Mesh back One Size fits All


DSG Wool and Merino Wool Socks

This merino wool and silk blended sock is soft, breathable, resists odor, insulates, and doesn’t shrink or itch. Built to keep your feet warm, dry and comfortable all day! Made in the USA.


Warmth. Comfort. Fashion. Function.