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The holiday season may be over, but bargains are still going strong. We’ve packaged up a collection of hot-ticket apparel tips, courtesy of our sister publication, Promo Marketing, to help your company grow revenue. So, read, reflect and take advantage of all that the $5.51 billion promotional sector has to offer.

ON ATHLETIC AND PERFORMANCE APPAREL
1. Play it safe

In recent years, athletic apparel has promoted versatile fabrics and styles that look good on the running trail and at the mall. This trend, dubbed “athleisure,” takes a fashion-forward approach to activewear. Now, more suppliers are thinking about the most important rule for being active: safety first.

Vicki Ostrom, senior apparel designer for SanMar, Issaquah, Wash., said the company has researched ways in which exercise and social life have changed to find out what is driving trends. Bike-share programs are sweeping cities nationwide, and new sports, such as night golf, are gaining popularity, she said. This has led SanMar to adopt more safety features for its collections. “Reflective fabrics and trims are now sought-after elements when making an apparel purchase,” she said.

SanMar’s new OGIO Endurance Flash Jacket follows the trend with an office-friendly, silver gray color that flashes bright white when reflecting light in a dark setting.
– From December 2016’s “2017 Apparel Preview”

2. Think outside the course

End-users don’t have to be on the green to wear golf apparel. “Golf apparel, especially polos, are very corporate, so they are excellent for promotional usage [and] trade shows, as well as for staff wear, for a great, professional look,” said Mike Chen, general manager for Tonix Corporation, Fremont, Calif.

Gina Barreca, director of marketing for Vantage Apparel, Avenel, N.J., explained that golf apparel works for any situation where end-users will be active. “So, really, any outdoor activity, any place where people are going to be active and want something that is comfortable or sports influenced,” she said. “When you see golf apparel, it’s a trade show uniform.”
– From March 2016’s “Winning the Promotion”

3. Give them options

John Perez, marketing associate for Tri-Mountain, Irwindale, Calif., brought up the importance of having options for styles and pricing when looking for a supplier to work with. For example, with athletic and performance apparel, your clients might have specific team colors in mind, and you would need to make sure the supplier could provide them. “Styles should be offered in multiple color options and traditional sports team colors,” Perez said. “Tall sizing is also necessary. Distributors also should make sure suppliers have styles at different price points so they have options when trying to make a sale to the end-user.”
– From January 2016’s “Don’t Sweat It”

ON T-SHIRTS
1. Look around you

Walk down any bustling city street and you’ll see an urban zoo of eclectic fashion trends on display. Casual streetwear styles are going to have a big impact on promotional apparel collections in 2017, said Mark Seymour, chief sales officer for Next Level Apparel, Gardena, Calif.

Streetwear is dominating the T-shirt marketplace, he said, with casual wear moving to a fashion-forward urban trend. Seymour said Next Level Apparel is adding tons of street-savvy styles to its collection next year, including a muscle tank, tank dress and jogger pant. Expect softer, stretchier fabrics to dominate the casual wear marketplace.
– From December 2016’s “2017 Apparel Preview”

2. Go green or go home

T-shirt promotions have changed over the years due to the more environmentally conscious client. “We are finding our customers are more socially aware, and want to make a difference,” said Glen Brumer, sales director for Royal Apparel, Hauppauge, N.Y. “They choose our products to represent what their companies’ values are.”
– From February 2016’s “Not Your Father’s T-shirt”

3. Open your mind to customization

With the changing of fabrics, customization trends have shifted, too. Brumer referenced several printing techniques that are gaining rapid ground. “Direct-to-garment printing is fast-growing,” he said. “Water base and discharge printing continue to gain momentum, as clients want the soft hand. We have many requests for custom colors, which we are able to do with our dye house.”
– From February 2016’s “Not Your Father’s T-shirt”

ON OUTERWEAR
1. Stand out with textures

This year, look for apparel to trend toward bolder, bouncier colors, and textures that add pizzazz to a solid color option. “A trend we’ve seen pick up steam this year, and shows no sign of slowing down, has been the use of more heather and mélange fabrics,” said Cameron Niederhauser, sales executive for Overland Park, Kansas-based Dri Duck Traders. “In crowded categories, these fabrics add visual depth and tend to read as high-end, premium products.”

One of Dri Duck Traders’ best-selling products, the Motion soft shell jacket, is getting a new splash of color and texture this year, with a black-and-gray heather fabric option. “Sometimes it doesn’t always take a pop of color to get a consumer’s attention, just a pop of texture,” Niederhauser said.
– From December 2016’s “2017 Apparel Preview”

2. Make it last

Remember the episode of “Seinfeld” when Jerry spent an unknown, but supposedly hefty, sum on a nice jacket? No? Well, to paraphrase, he decided that it was worth his money to get a jacket that looked nice, was made of quality material and fit perfectly.

Your end-users feel the same. Because of this, it’s worth the end-buyer’s money to invest in a long-lasting jacket over a cheap product. That way, the end-user will hold on to it for a long time, and your clients will be thrilled with the brand exposure over the years. “Many promotional items are novelty toys or souvenirs,” said Carthage Barry, national sales manager for Landway International, Hayward, Calif. “They are fun for a short period of time, and that feeling of excitement wears off pretty quick. For outerwear [and] jackets, it’s an investment for the end-users. They are often used for a longer period of time, and if you select the right jacket, it’s worn in public. This category provides a deeper impression and relationship for the end-user.”

To meet end-users’ expectations and desires, distributors should take extra time shopping around to make sure they’re providing the perfect product, rather than just the first one they see. “This means selecting a quality product that is a close reflection of the company is very important,” Barry added. “As we all know, first impressions are often from the outfit we present ourselves in. Distributors should approach the product selection process much like the way consumers walk into a mall and shop for clothing that represents their style and personality.”
– From September 2016’s “The Right Fit”

3. For rugged and safety gear, consider special features

When cooler temperatures prevail, Craig Smith, vice president of sales for Park Ridge, New Jersey-based Rugged Outfitters, recommended looking into apparel with extra features, like water-repellant finishes and durable construction, in addition to the usual warmth and comfort that workers want. He specifically mentioned Carhartt’s durable, water-resistant finish. “[Workers] can stand outside and the rain just beads off, which is a great feature,” he said. “Rain Defender is on every single heavyweight Carhartt sweatshirt that they produce now. Not only are they warm and durable, they are now completely water-resistant.”
– From August 2016’s “Toughen Up”

4. Get a good feel for the product

Samples and prototypes can go a long way for any sale, but it’s especially true of fleece. The ability to touch the piece will reinforce the distributor’s product pitch. “When you’ve got excellent product with great fabric and construction, getting the customer to feel the product is really important,” explained Niederhauser. “Have a customer move around in a four-way stretch jacket or feel the warmth of a well-insulated puffer. When selling a really well-conceived and developed product, take the time to let the piece do some of the talking for you.”
– From July 2016’s “The Softer Sell”

5. Layer it on

Emphasize the apparel’s versatility—but tailor it to what best benefits the client and end-user. “Showcase its application in a scenario applicable to the customer,” explained Danielle Nicole Burrage, sales administrator for Dri Duck Traders. If a client in Georgia is leaning toward a fleece product, don’t only focus on its heat-retention qualities, she cited as an example. Customize the product for the end-user’s experience.

Similarly, distributors should showcase the many ways the item can be used, and the many apparel options it could be used with. It could lead to bigger sales. “Show the multi-functionality of a product throughout the year; this will not only highlight the product, but also showcase additional products that can be bundled with it,” Burrage said.

“Layering is an excellent way to add onto sales with additional pieces, offer product bundles and build relationships with return customers,” she continued. “... Not only does [layering] promote the versatility of a single piece, but it also showcases other supplementary products in the line.”

As such, fleece is a great vehicle to lead to add-on sales. Margaret Crow, director of marketing for Bolingbrook, Illinois-based S&S Activewear, recommended coordinating T-shirts, knit caps, scarves, outerwear and matching fleece items as good options.
– From July 2016’s “The Softer Sell”