SS: Quality, function and value are all important. People want great value and they want their apparel to be well made. In the case of ScentBlocker, they are looking for extreme functionality in the specialized area of scent control. They want the latest camouflage patterns in the latest and greatest fabrics and finishes. They understand quality and attention to detail, immediately recognize it and appreciate it, too. They look for garments that are made to hunt. They want a good fit, so the garment moves with them, it needs to be "ergonomically correct." When they raise their arms to shoot overhead, they don't expect the whole jacket to go with them. The pants need to be cut to enable a leg lift to climb into a tree stand. Layering is important-it gives more options for just one garment. They want high-performance fabrics in each layer, from wicking and moisture transfer, antimicrobial treatments in the next-to-skin layer to clean lines and added insulation without added weight. Even phase-change technology, very high-tech stuff, is used in the thin inner layers.