It never ceases to amaze me as I buzz around Phoenix and its uburban gun shops to see what is displayed and selling… only to
find so little attention paid to clothing. You’d think store owners figure
hunters of both sexes can’t think beyond JC Penney when it comes to
wearing apparel.

Here’s big news for you. Hunters don’t want to look like they just emerged from a downtown haberdashery or thrift store. They want to look and feel like they merit carrying that rifle, handgun, or scattergun.

In short, whether in the field or on the range, that first impression of what a hunter is wearing is a lasting one. The guy/gal bedecked in street clothes isn’t likely to be assessed as carrying a Kimber or Krieghoff, but rather some Wal-Mart cheapie.

For starters, today’s hunters have ebbed away from castoff clothing passed down through generations which are an embarrassment to hunters who stay abreast by watching The Outdoor Channel, Sportsman Channel, VS, and reading all the outdoor magazines. And, if you want to see your guide turn up his nose, go on safari looking like you just came out of the dressing room at Goodwill Industries. He’ll figure his tip will follow along the same pattern.

There are tons of new products in hunting wear that the average hunter dreams about, but may not be aware is available right now on the market. Even retailers may be unaware of their existence. A quick example: As a retailer, did you know there is sun protection clothing? Could be your customers don’t know sunburn can penetrate clothing. Coolibar, named after the Australian shade tree immortalized in the song Waltzing Matilda, markets UPF 50+ shirts, pants, rain jackets, and broad-brimmed hats designed for men, women and kids.

Are you also aware how layered clothing has soared into popularity in recent years? You can sell three separate items instead of one piece of

July/August 2010 SHOOTING SPORTS RETAILER 17 well, has three new 2010 models of “Quick Camo” face mask caps that are ideal for turkey hunters. KC Caps also has a full line of headwear for gun toters.

And what about gloves? What heat doesn’t emit from the head likely will painfully escape through the hands. Hunting conditions will dictate the type of gloves a hunter needs. Besides warmth, flexibility is important and can be critical. Mittens are out for the active hunter, unless there is a trigger finger outlet. Stormkloth makes both a glove without fingertips and a flip mitt. Both using three-way thermal fabric that features tough, protective nylon outer ply, a breathable mid-ply membrane that evaporates moisture and sweat, plus a soft fleece inner ply. Lastly, Hunter’s Specialties catering to the anti-odor crowd offers a Scent-A-Way finger glove that is Spandex-lined with Thinsulate insulation.

If you want to really get specialized in glove selection, there is “The Big Game Drag Glove” manufactured in Colorado where there is a plentiful supply of game to drag. It utilizes a sturdy, comfortable leather glove with fluorescent-colored straps and hand loops for leg attachment and ease in handling. A special glove for dragging is something your customer isn’t likely to think of until the moment he is successful and staring down at an 8-point buck shot a long way from his vehicle.

One thing I won’t get into is camouflage. By the time you read this, there may an onslaught of exciting new patterns to choose from.

So, good luck and stay tuned to the ever-changing outdoor clothing market. Your customers will appreciate it.

outerwear—a “hat trick” in profits.

Which brings up fleece. It isn’t new, but it has rocketed into popularity because of its comfort and effectiveness keeping the wearer warm. Fleece hasn’t replaced wool, but the competition is on. Consider Wool-rich, which helped ignite the fleecing of sheep for hunting garb, recently introduced a new Andes fleece jacket. Fleece is lightweight, doesn’t soak up weight like wool when wet, and is non-pilling.

My snooping inventory of gun shops also revealed that even those featuring clothing seem to forget what hunters require between a bare foot and boot. It isn’t that there is any lack of hunting sock manufacturers. The 2010 SHOT Show directory lists a whole category of footwear manufacturers, a surprising number of which produce hosiery for hunting.

Take Browning for example. The
company’s diverse offerings include
socks specifically for hunting, boots,
Looking from bot-
tom up, are you, as a re-
tailer, stocking more than
just baseball-style caps?

I know they can be ordered in a raft of camo colors, but keep this in mind come fall and winter. Studies show that 80% of body heat is lost though an uncovered or inadequately protected head. Outdoor Cap Co. has a pretty good corner on the market with balaclavas, stocking and watch caps, facemasks, boonies, outback and some outland-ish-colored ball caps. Browning, as

Websites of companies
mentioned:
www.coolibar.com
www.woolrich.com
www.browninghosiery.com
www.outdoorcap.com
www.kccaps.com
www.stormkloth.com
www.hunterspec.com
www.biggamedragglove.com