What Does Direct to Consumer Model Really Mean? - SHRED DOG
What Does Direct-to-Consumer Really Mean?

What Does Direct-to-Consumer Really Mean?

by Marc Dietz August 09, 2018 0 Comments

There is a lot of confusion these days in the consumer goods and retail industry around the terms "direct-to-consumer" and "consumer direct" businesses. In this blog post, we attempt to break it down, clear up the misconceptions and misdirections, and make sense of it all for parents buying gear for their kids. 

The traditional model of pricing for outdoor apparel (and most consumer goods) is a two-stage pricing model based on how products have historically been distributed. A manufacturer produces a winter jacket, pair of pants, or other garment, and sells it at what is called the wholesale price to its customer. But the manufacturer's customer is actually another company... a retail chain or small independent retailer that sells multiple brands. The retailer (large or small) then marks up the product by approximately 100% to arrive at the final retail price that we see in their stores or on their websites.

wholesale-to-consumer pricing vs direct-to-consumer pricingIn recent years, the rise of ecommerce gave birth to brands that bypassed that retail markup and started selling "direct-to-consumer" or "consumer-direct," offering consumers a much lower price by eliminating the middleman and the retail markup. These new brands offered a great value to consumers.

However, the terms "direct-to-consumer" and "consumer direct" have rapidly lost that original meaning. if you read the news today, you see hundreds of mentions of traditional brands that still use the two-stage pricing model but now also talk about their "consumer direct" or "direct-to-consumer" businesses. Brands like NIKE™, The North Face™, and Spyder™ all sell directly to you, the consumer, on their own websites or in their own branded stores. In terms of how they sell, this is direct-to-consumer... but from a pricing standpoint, it is still very different. Those brands that also sell through retailers can not alienate their retail customers by under-cutting them on price so, when they sell "direct," they still have to charge the same high price that the retailers do! That simply means more profit for the brand and zero savings for the consumer.

We think this is unfair and it is why we have defined our business and our pricing model differently. Because we do not sell through the "middleman" retailers that would double the price to you, we take into account the additional costs incurred with our model, and then create a "direct to you" price that is substantially less than our competition?

How much less?  SHRED DOG products are typically at least 25-30% less than what a comparable product would sell for and, in many cases, also higher-performance and with more features. 

For more information on this topic and how SHRED DOG is able to offer higher performance at a lower price, click here for more on Our Pricing Model.




Marc Dietz
Marc Dietz

Author




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Size Guides

SHRED DOG size guides are based on body size not garment measurements.

Please note that all SHRED DOG products are designed to layer, therefore each product is cut and sized to accommodate the appropriate layers underneath it. 

Fit

If you want a "true to size" fit today with minimal room to grow, order the size that your kid falls into on the charts below.

If you want a "looser" fit with more room to grow, we recommend ordering 1 size up and using the Adjust-A-Fit System to shorten the sleeves or pant legs. As kids grow, the sleeves and pant legs can extend with them (only on Hardshells, Insulators, and Pants).

How To Measure

To get the best fitting products please take a few minutes to measure your kid following these simple steps.

For all measuring use a flexible tape. If you do not have a flexible measuring tape, you can you a piece of string etc. to take the initial measurement and then hold it up to a construction style measuring tape.

1) Chest - Measure horizontally around the fullest area of the chest (underneath the arms) with the arms down
2) Waist or Hip – use whichever measurement is bigger to select your final size
a) Waist - Measure horizontally around the narrowest part of the waist, (which is about 2 inches above the belly button)
b) Hip - With feet together measure around the fullest point of the hip,  keeping the tape measure horizontal
3) Sleeve Length - With arms in their natural position down by the side, start at point where the spine meets the base of your neck, measure out to the shoulder, then down to the wrist bone
4) Inseam Length - From crotch, along inside of the leg, to the floor.

 

*NOTE - All outerwear pieces (Hardshells, Insulators, and Pants) can have the sleeves and pant legs reduced up to 2" with our Adjust-A-Fit system. As kids grow, the sleeves and pant legs can grow with them.

2020/2021 New Styles & Team Uniform Products

Elevated Kids' Hardshell, Element Kids' Insulator, Elevated Kids' Bib / Pant, Essential Kids' Mid-layer Fleece.

All measurements are in inches.

 SIZE 4 5 6 8 10 12 14 16

CHEST

22 - 23 23 - 24 24 -25.5 26 - 27.5 28 - 30 30.5 - 32.5 33 - 34.5 35 - 37

SLEEVE LENGTH

22 24 26 27.5 29 31 33 35

WAIST

21.5 22 22.5 - 23 23.5 - 24.5 25 - 26.5 27 - 28.5 29 - 30 30.5 - 32
HIP 22 23 23 - 24 24 - 27.5 28 - 29.5 30 - 31.5 32 - 33.5

34 - 36

INSEAM LENGTH 21.37 22.37 23.37 24.87 27.37 28.87 30.37 31.87

 

Foundation Kids' Baselayers

All Measurements are in inches.

 SIZE S (4-6) M (8-10) L (12-14) XL (16+)
CHEST 22 - 25.5 26 - 30 30.5 - 34.5 35 - 37
SLEEVE LENGTH 22 - 26 27.5 - 29 31 - 33 35
WAIST 21.5 - 23 23.5 - 26.5 27 - 30 30.5 - 32
HIP 22 - 24 24 - 29.5

30 - 33.5

34 - 36

INSEAM LENGTH 21.37 - 23.37 24.87 - 27.37 28.87 - 30.37 31.87

 

    Reference Image

    Boys T-Shirts

    All Measurements are in inches.

    Height is measured from highest point of shoulder to bottom hem.

     SIZE

    XS (4-5)

    S (6-7)

    M (8)

    L (10-12)

    CHEST

    14

    15.5

    17

    18.5

    HEIGHT 19 20.5 22 23.5

    Girls T-Shirts

    All Measurements are in inches.

    Height is measured from highest point of shoulder to bottom hem.

     SIZE

    XS (3-4)

    S (6)

    M (7-8)

    L (10-12)

    CHEST

    11.5

    12.5

    13.5

    15

    HEIGHT 19 20 21 23

    Mens T-Shirts

    All Measurements are in inches.

    Height is measured from highest point of shoulder to bottom hem.

     SIZE

    S

    M

    XL 

    XXL

    CHEST

    19

    20.5

    22

    24

    26

    HEIGHT 28 29 30 31 32

     

    Womens T-Shirts

    All Measurements are in inches.

    Height is measured from highest point of shoulder to bottom hem.

     SIZE

    S

    M

    CHEST

    16.25

    17.25

    18.25

    HEIGHT 25.375 26 26.625

    Girls Xena Hardshell, Swissie Convertible Bib Pant

    All Measurements are in inches.

     SIZE 4 5 6 S (8) M (10) L (12) XL (14)
    CHEST 22 - 23 23 - 24 24 - 25.5 26 - 27.5 28 - 30 30.5 - 32.5 33 - 34.5
    WAIST 21.5 22 22.5 - 23 23 - 24 24.5 - 26 26.5 - 28 28.5 - 29.5
    HIP 22 23 23 - 24 24 - 27.5 28 - 29.5 30 - 31.5 32 - 33.5

     

    Girls Seamless Baselayers

    All Measurements are in inches.

     SIZE XS/S (4 - 6) S/M (8 - 10) M/L (12 - 14)
    CHEST 22 - 25.5 26 - 30 30.5 - 34.5
    WAIST 21.5 - 23 23 - 26 26.5 - 29.5
    HIP 22 - 24 24 - 29.5

    30 - 33.5

     

    Boys Duke Hardshell, Ridgeback Convertible Bib Pant, Malamute Insulator

    All Measurements are in inches.

    SIZE 4 5 6 S (8) M (10) L (12) XL (14)
    CHEST 22 - 23 23 - 24 24 - 25.5 25.5 - 27 27.5 - 29.5 30 - 32 32.5 - 34
    WAIST 21.5 22 22.5 - 23 23.5 - 24.5 25 - 26.5 27 - 28.5 29 - 30
    HIP 22 23 23 - 24 24 - 27.5 27.5 - 29 29.5 - 31 31.5 - 33

       

    Boys Seamless Baselayers

    All Measurements are in inches.

    SIZE XS/S S/M M/L
    CHEST 22 - 25.5 25.5 - 29.5 30 - 34
    WAIST 21.5 - 23 23.5 - 26.5 27 - 30
    HIP 22 - 24 24 - 29 29.5 - 33