Last season Burton introduced its OSI line of apparel. It was the first time it offered women's-specific apparel. Going from one specific line to three shows, we're making a ton of stuff for women because there are a lot of women demanding more product. It's the fastest-growing aspect of snowboarding right now. K2 Snowboards has also increased its efforts by diversifying its women's product offering by increasing outerwear to three lines, adding a new, higher-end board, and advancing the technology of its women's boots.
Women are willing to pay more to have a better fit.
That's kind of set the stage for us. Because we're so different than anybody else, and we have such a strong team, it's easy to see where we're positioning ourselves, the kind of product we're offering, and what type of image we're setting up for. According to Bracelin, it's a bit of both. We're hoping to help pioneer the market. The philosophy behind the girls who helped start the company, the teamriders, is exactly that.