Double Gun Journal's Last Volume

[rookhawk]

Anyone seen the social media of some of gun pages swapping over to boutique clothing shop and non sense photos as part of them?

This business strategy has been happening for about the last 25 years.

Orvis - Lifestyle clothing (made in China) at 400% profit margin has supplanted their hunting and fishing lines significantly. They only sell guns and fly rods as a loss leader because it is in support of the broader clothing and home sales.

Holland & Holland and Purdey - Both are owned by luxury groups now. You can't make enough money selling custom firearms, especially at their prevailing wages. The goal is to sell $300 pairs of socks rather than $250,000 shotguns. I believe they are owned by Chanel and Louis Vuitton respectively.

Abercrombie & Fitch - Full blown metrosexual clothing store. The fishing and hunting that were the anchor to their brand was fully phased out by 1988.

Barbour - Their hunting clothing line has been reduced to only three "heritage" jackets they offer for sale. They've moved on into women's fashion and motorcycle lifestyle with their partnership with the estate of Steve McQueen.

Dozens more examples, but its about profit margins and a broader target audience for lifestyle sales rather than for actual sporting goods. They are all catering to "posers" as they say.

 

[WAB]

This business strategy has been happening for about the last 25 years.

Orvis - Lifestyle clothing (made in China) at 400% profit margin has supplanted their hunting and fishing lines significantly. They only sell guns and fly rods as a loss leader because it is in support of the broader clothing and home sales.

Holland & Holland and Purdey - Both are owned by luxury groups now. You can't make enough money selling custom firearms, especially at their prevailing wages. The goal is to sell $300 pairs of socks rather than $250,000 shotguns. I believe they are owned by Chanel and Louis Vuitton respectively.

Abercrombie & Fitch - Full blown metrosexual clothing store. The fishing and hunting that were the anchor to their brand was fully phased out by 1988.

Barbour - Their hunting clothing line has been reduced to only three "heritage" jackets they offer for sale. They've moved on into women's fashion and motorcycle lifestyle with their partnership with the estate of Steve McQueen.

Dozens more examples, but its about profit margins and a broader target audience for lifestyle sales rather than for actual sporting goods. They are all catering to "posers" as they say.

I believe that H&H is now owned by Beretta. Chanel sold them.

 

[rookhawk]

I believe that H&H is now owned by Beretta. Chanel sold them.

Well, its sort of the same story. There is a beretta store in my area of the country. It's 100% clothing and accessories. Even Beretta is trying to sell a "lifestyle" as evidenced by everyone running around town wearing those navy blue or olive green sweaters by Beretta with the suede shoulder patches. It's all part of the metro-hipster desire to look like Seal Team Zero.


From their fall catalog:

 

[WAB]

Well, its sort of the same story. There is a beretta store in my area of the country. It's 100% clothing and accessories. Even Beretta is trying to sell a "lifestyle" as evidenced by everyone running around town wearing those navy blue or olive green sweaters by Beretta with the suede shoulder patches. It's all part of the metro-hipster desire to look like Seal Team Zero.


From their fall catalog:


View attachment 485023

Yep but at least they’re a gun company at heart. I never felt that Chanel was a good fit, although they did leave the gun making alone for the most part.

 

[ET1775]

You can educate an individual, you cannot educate a generation.

Progressive, communist/socialist run public schooling, media and politics all wholeheartedly disagree with you.

 

[VertigoBE]

Well, its sort of the same story. There is a beretta store in my area of the country. It's 100% clothing and accessories. Even Beretta is trying to sell a "lifestyle" as evidenced by everyone running around town wearing those navy blue or olive green sweaters by Beretta with the suede shoulder patches. It's all part of the metro-hipster desire to look like Seal Team Zero.


From their fall catalog:


View attachment 485023

Beretta (and other companies) might indeed be focusing more on the clothing, accessories, lifestyle, (and honestly, if that means these companies can survive in the future, I can live with that) but I know for a fact that the ‘models’ are not always professional models.

One of the stalkers in Scotland I hunted with was asked to participate in such a catalog and he is the real deal. A hunter through and through, made of iron and a steel will.

He embodies the anathema of the metrosexual.

 

[Fixfire]

Well, its sort of the same story. There is a beretta store in my area of the country. It's 100% clothing and accessories. Even Beretta is trying to sell a "lifestyle" as evidenced by everyone running around town wearing those navy blue or olive green sweaters by Beretta with the suede shoulder patches. It's all part of the metro-hipster desire to look like Seal Team Zero.


From their fall catalog:


View attachment 485023

Hahaha I hear ya, but I DO shoot 500 rounds a month in that same sweater (weather contingent)!!

 

[mark-hunter]

I wonder if a non-hunter, and non gun owner, would start buying Beretta clothes, get into "beretta lifestyle", and following the thread buy the gun and start hunting?

 

[Wishfulthinker580]

I wonder if a non-hunter, and non gun owner, would start buying Beretta clothes, get into "beretta lifestyle", and following the thread buy the gun and start hunting?

Anything is possible I guess but I find that unlikely.

Running shoes are popular (for the most part) because they are comfortable but I sincerely doubt most people that own them actually run. I should know as I own a pair and I don’t run

 

[Mark A Ouellette]

A dozen years ago another retired US Marine who then worked for Chevrolet educated me on the "flagship concept". For Chevy, their flagship is the Corvette. He informed me that Corvette sales must at least break even or Chevy would discontinue their production. Okay fine, I said but isn't that true for all car models offered? More info followed to included, Corvette barely made a profit (then). Corvettes were to Chevy their marketing flagship to draw customers into the showroom. The family guy would lust over a Corvette as he sat in the driver's seat in the showroom. He would however buy the Impala for his family.

Beretta probably makes a larger profit percentage off clothing than their firearms. But, with every article of over-priced outdoor lifestyle clothing a customer buys, they are accepting the Beretta branding. Will those customers buy a Beretta gun? Who cares as long as the concept of "Beretta" keeps them buying clothing. That concept is rooted in their firearms.

Now, what those luxury holding companies are doing with old Bespoke gun makers is beyond me. I think however those companies have a reason. Maybe it's personal for their board of directors or executives? "We own Holland and Holland" would be billionaire bragging rights as they mingle over cocktails on $25,000,000 yachts.

 

[rinehart0050]

I was sad to hear DGJ is ending. It will be missed.

That said, I'm optimistic that our sport and a love for fine guns will remain. You have magazines like Modern Huntsman that are at a similar level of quality as DGJ, just slightly different subject matter.

And it's always interesting where you run into other fine gun enthusiasts. At my office, I had a copy of DGJ laying out on my conference table. One of my coworkers sees it and starts taking about how he's got his eye on a WW Greener. Who would have guessed that in an office of 140 folks there would be at least two people interested in fine firearms?! That's actually a pretty good ratio- and besides, we don't want too many getting into the hobby, buying up all of the supply and driving up prices!

 

[Kevin Peacocke]

Beretta (and other companies) might indeed be focusing more on the clothing, accessories, lifestyle, (and honestly, if that means these companies can survive in the future, I can live with that) but I know for a fact that the ‘models’ are not always professional models.

One of the stalkers in Scotland I hunted with was asked to participate in such a catalog and he is the real deal. A hunter through and through, made of iron and a steel will.

He embodies the anathema of the metrosexual.

I agree, there is nothing wrong with brand association business to keep the lights on, but as Chanel found to their detriment if you don't stay close and feed the core ideal the identity soon loses the flavour and the frilly ad-on's don't sell either. Association products like clothes need to be in support of the core, not supplant it. There is a balance, a delicate one and in my opinion Beretta are close to losing it too.

 

[VertigoBE]

A question for owners of the double gun journal. Would you recommend purchasing the past issues? Or are they too much linked to their time of publication?

I’ve been looking on eBay, and might buy a few as reference work.

 

[Wyatt Smith]

Progressive, communist/socialist run public schooling, media and politics all wholeheartedly disagree with you.

I believe I am an exception to my generation. My friends probably hate hearing me say “why did you buy that piece of junk, the grandkids won’t fight over that.” When they get a new savage axis.
I am 25 I am not sure what generation that makes me.

 

[Marc Ret]

A question for owners of the double gun journal. Would you recommend purchasing the past issues? Or are they too much linked to their time of publication?

I’ve been looking on eBay, and might buy a few as reference work.

Most definitely worth picking up a few issues to see if the content appeals to you, Vertigo. Given the vast majority of the firearms related articles focus on older/vintage guns, the info is timeless.

Attached is a pic of the TOC from a randomly pulled copy. As you can see, a broad range of topics are covered.

 

[VertigoBE]

Most definitely worth picking up a few issues to see if the content appeals to you, Vertigo. Given the vast majority of the firearms related articles focus on older/vintage guns, the info is timeless.

Attached is a pic of the TOC from a randomly pulled copy. As you can see, a broad range of topics are covered.

View attachment 491535

@Marc Ret Thank you for this. Could you show a sample article as well? To see quality of pictures and such.

I'm contemplating in purchasing a large bulk of them, but as they are in the US, transport will be the issue I believe.

 

[mark-hunter]

@VertigoBE
Watching your posts from joining the forum, till today, I can say I admire your passion!

 

[VertigoBE]

@VertigoBE
Watching your posts from joining the forum, till today, I can say I admire your passion!

Thank you Mark! I do not come from a traditional hunting family, but have always been intrigued by hunting and (fine) arms. I’m fortunate that at 34, I can also indulge in this passion.

 

[mark-hunter]

At age of 34, the (hunting) world is your oyster! Bravo!

 

[Nevada Mike]

As a long-time accumulator of quality double guns, I am sorry to see this news. I subscribed to the magazine since the 90's and saved each issue, which I enjoy re-reading.