(Filed Under wholesale Lingerie News). “Why would my customers be interested camouflage?” This is a question that many a retailer of intimate apparel might well ask. And the surprising answer is of particular importance to one wholesaler in the business.
Wilderness Dreams, which launched in 2001, produces an extensive collection of lingerie, underwear, sleepwear, loungewear and activewear for both men and women. And its sales representatives are asked the above question during sales visits and at trade shows all the time.
One interesting way to illustrate the potential appeal of camouflage patterns on lingerie or underwear, is to take a look at how many Americans are, or have been, touched by camo at some point in their lives.
“The number of women hunters, target shooters and gun owners has dramatically increased,” according to a recent article from the NRA. “In 2001 there were 1.8 million registered female hunters in the U.S., but by 2013 that number almost doubled to 3.3 million.” And those numbers have continued to build since then.
There are also a host of other activities, pastimes and professions that often put millions of Americans into camo. For example, in 2014, the Veterans Administration estimated there were “22 million military veterans in the U.S. population.” According to a U.S. Fish and Wildlife Service study, one fifth of all Americans (or nearly 70 million) are identified as birdwatchers. And a recent American Camper Report showed that "40.1 million Americans, or 14 percent of the US population over age six," go camping.
“Anyone who appreciates the outdoors seems to appreciate Wilderness Dreams items,” Craig Zwilling, the company owner, told BODY. “However, if they are outdoorsy and into hunting they love our products even more! Many females are hunters. However, those that are not hunters, but have significant others who are, also enjoy the camo product as a way to support and be part of their significant others’ hobbies.”
How has the involvement in outdoor activities impacted his business? “The interest in Wilderness Dreams products is growing. Part of the appeal is with the licensed camo; consumers also like Wilderness Dreams because of the comfort and fit of the products. Outdoor activities encompasses so many things in addition to hunting, such as hiking, biking, running, and boarding. These are all activities in which more and more women are getting involved. With that being said, I believe there is this growing populace that is not aware of Wilderness Dreams products, so the opportunity becomes even greater!”
A particular appeal of the Wilderness Dreams is that they use actual, licensed camo patterns. We asked how important this is to the outdoor enthusiast. “Great question! You hear different responses to this. To some very avid huntresses it is a very important part of their equipment when they are out. Overall, we find that many outdoor enthusiasts see the camo patterns as fashion. Wilderness Dreams use of licensed camo makes it a bonus and even “cooler” to own.”
Zwilling added, “Our men’s line is designed for lounging around: comfort, soft and cool. This includes pants and shorts in their favorite Mossy Oak Break Up and Mossy Oak Shadow Grass Blades patterns. Our men’s boxers are made with a soft, silky material, are loose fitting and printed in Mossy Oak Break Up. Our men’s line has been a great ‘add on’ to the women’s line and provides retailers an opportunity to offer licensed camo products in this category.”
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