A Game of Fashion

David Bowie penned a song about it, Ralph Lauren made a career out of it and, most importantly, your customers want more of it. We’re talking about fashion—a welcome addition to the $5.51 billion promotional apparel sector, where beefy tees once ruled. Interested in dressing up a little business of your own? Our sister publication, Promo Marketing (PM), has been hard at work reporting on this industry over the last year. From sizing demands to color trends, check out PM’s bargain bin of tips:

ON T-SHIRTS

1. Take a trip to the local mall.
Want to know what’s new in tees? You’re better off looking to the rack at Macy’s than the runway in Milan. “Consumers are looking for shirts that have the same style, features and benefits of what they are finding at retail,” said Rachel Newman, director of marketing and sales for Hanes Branded Printwear, Winston-Salem, N.C. “That includes lighter-weight fabrics, more fashion-forward styling and interesting fabrications. It also means styles that span both casual and performance—T-shirts that can be worn to work out and then to eat out.”
– From February 2015’s “Cross Your Tees”

(From left to right): Next Level Apparel's 1533 (Ideal Racerback Tank), 1800 (Men's Ideal S/S Crew), 1510 (Ideal Crew).

2. Remember, there’s no “I” in customer.
Success in the T-shirt market hinges on how well you can keep up with trend shifts. Yes, the market is huge, but that means there’s lots of competition. If you’re only focused on selling the stuff that was popular last year while your competitors have moved on to the newest styles, or you’re hoping to push your own style agenda on clients, you could lose out on sales.

“A big tip is to know and understand your market,” said Nathan Lucrisia, MBA, marketing director for Atlantic Coast Cotton, Gainesville, Va. “If you personally like a beefy tee, but your market likes lightweight, thin V-neck T-shirts, then sell to your market and don’t force a product that is not in demand in your market.”

Newman agreed. “Understanding what defines success for your customer is first and foremost,” she added. “Whether that is style, color, gender-specific sizing, quality, comfort, rapid replenishment—what factors are driving their decision[s]? You have to provide value to your customer[s]. Present products that truly fit their needs and services that set you apart. Increase your value.”
– From February 2015’s “Cross Your Tees”

3. Have a back-up plan.
With so many different style trends, complex sizing demands and new cuts, selling women’s apparel can be intimidating for the uninitiated. The good news? A little research goes a long way. Mark Seymour, vice president of sales and marketing for Next Level Apparel, Gardena, Calif., recommended giving options. Bring a basic example that captures what the customer requested and an additional piece that goes beyond the initial vision. “A customer had a challenging logo with lots of color and wanted a basic women’s crew tee. We suggested the 6610 CVC Crew made from a 60/40 cotton/poly blend using a soft-hand plastisol print,” Seymour recalled. “We also recommended the 6044 poly/cotton V made from a 65/35 poly/cotton blend matched with a sublimation print,” he said. “They chose the 6044 because they preferred the neckline and loved the soft-hand treatment.”
– From May 2015’s “What Women Want”

4. Color in the lines.
According to Margaret Crow, director of marketing for S&S Activewear, Bolingbrook, Ill., shades of jade, mint and teal are performing well. “With that core color is a family of beach-inspired blues, yellows and corals,” she added.

Margo Scavone, director of marketing for Philadelphia-based Bodek and Rhodes, agreed, and also noted the steady popularity of classic white. “A great-fitting, super-soft white tee never goes out of style for men or women,” she said.

As for decoration, a few looks are trending. Jeff Scult, owner of Golden Goods USA, San Francisco, pointed to tonal prints with pop color accents, smooth glossy prints and rayon-based fabrications.
– From June 2015’s “Fashion Sense”

5. Mix and match.
T-shirts and tanks aren’t just for warm months. Layering, a longtime popular trend where a tee or tank is worn with a button-down or outerwear piece, keeps tees and tanks saleable even when cooler temps prevail. “A comfortable tee or tank is an essential layering piece no matter what time of year it is,” Scavone explained.

Scult expanded on this point. “[Trendy tees and tanks] are becoming staple, year-round, layering pieces under high-fashion blazers,” he observed. “Items and silhouettes that were typically workout or sleepwear are now becoming fashionable to wear on the street.

“And just like in interior design or architecture, the juxtaposition of mixed materials, or in this case, fashion top with high-fashion bottom or layering, is hotter than hot,” he continued.

All it takes is a little bit of imagination. Pairing a fitted club cotton tank with a pair of dress slacks is a great example. In doing so, users get a mix of the “smart casual” and high-end feel that Scult described above. “It works when one might perceive it wouldn’t,” Scult said.
– From June 2015’s “Fashion Sense”

ON ATHLETIC AND PERFORMANCE APPAREL

1. Play it cool.
John Perez, marketing associate for Tri-Mountain, Irwindale, Calif., named moisture-wicking and venting as two of the most sought-after features for golf apparel, as users want gear that provides an edge on the green. “When on the course, comfort and body temperature is huge. Getting a shirt that helps regulate these factors is important,” he explained. “Also, pros are wearing slimmer fits—loose and hanging material could potentially hinder movements on the course.”
– From March 2015’s “Fairway Fashion”

2. But bring the heat, when it comes to decoration techniques.
Screen printing remains popular with high- to medium-volume orders that have one- or two-color imprints; however, heat transfers have risen to the favorite decoration method, Mary Blondell, promo marketing manager, Stahls’ DFC, Masontown, Pa., said. “With the performance wear and technical fabrics, the go-to decorating method would be heat transfers of full-color or special-effect designs and logos,” she said. “Heat transfers continue to increase in popularity due to the ease of application, durability and mess-free decorating when screen printing and embroidery are not an option, due to fabrics and/or location.”
– From April 2015’s “Creating the Right Look”

3. Mix it up.
Tsedenia Kiros, director of design for Charles River Apparel, Sharon, Mass., shared a trend that ties into lifestyle. “‘Athleisure’ is a hot trend in both men’s and women’s apparel that mixes a broad category of clothing like athletic apparel, loungewear and business casual, making it appropriate for everyday wear,” she explained. “This is not a trend that will dissipate anytime soon, because it has such a strong appeal and creates a lifestyle aesthetic for the wearer.”

Popular retailers, like Lululemon, Athleta and Loft, have incorporated this look into their product lines, offering everything from designer leggings to cashmere wraps. Charles River Apparel has responded to the demand with a selection of yoga pieces, better sweaters, lightweight jackets and a cardigan wrap, Kiros said.
– From May 2015’s “What Women Want”

4. Resolve to sell style.
One standard New Year’s resolution is “workout more often.” No matter how long people stick to this resolution, they want to look and feel good while they do—so it should come as no surprise that activewear remains a staple in the world of promotional apparel. Cynthia J. Baker, PR and promotions manager for Heritage Sportswear + Virginia T’s, Hebron, Ohio, is particularly excited about activewear and performance apparel this year, with Heritage Sportswear + Virginia T’s offering new workout items, like color block capris with contrast inserts, fully reversible shorts and a reversible racerback sports bra—all practical, stylish additions.
– From December 2015’s “2016 Apparel Preview”

ON JACKETS AND OUTERWEAR

1. Always prepare for the unexpected.
The very word “golf” conjures up images of sunny, blue skies and gentle spring breezes, but if you’ve ever watched an event staged at St. Andrews (or anywhere else in the U.K.), you know the weather isn’t always so cooperative. Even in good-weather markets, golfers are going to need outerwear for the occasional chilly day or sudden rainstorm. And while that has typically meant a windbreaker or jacket, Joel Freet, CEO of Cutter & Buck, Seattle, has noticed increased demand for knit outerwear. “Times change and what people are expecting for a layering piece has shifted considerably to what we call overknits,” he said. “These layering pieces can have a variety of technical features—we have added water repellency to many of ours—and are great lifestyle pieces that are as comfortable inside as outside.”
– From March 2015’s “Fairway Fashion”

2. Pitch “domestic chic.”
When trying to reach a younger demographic, looking at what items are selling at retail stores can give you a clue into what clients want. Getting the right look, whether it’s a design or color scheme, or a specific style or fit that is in at the moment, is key to selling any apparel. “Many of our new fleece items are designed with a similar look and feel of what one might find in retail stores,” said John Perez, marketing associate at Tri-Mountain. “Stripes, slim fitting hoodies, contrast zippers and drawstrings.”

Morey Mayeri, president of Royal Apparel, Hauppauge, N.Y., said that it also helps when end-users see the benefit of high-end material and products made in the U.S. “The end-user has to see the upside in at least one of these aspects in order for the distributor to close the deal,” he said. “We always tell distributors that our products work great with the ‘premium’ end-users.”
– From July 2015’s “Warm and Toasty”

3. Peel away the layers.
Nadia Santoli, manager of corporate communications and media relations for alphabroder, Trevose, Pa., said that 3-in-1 jackets have always been a practical source for the fall and winter months. “If a wearer doesn’t want to sport a heavier jacket, simply removing a layer will do the trick,” she explained. “As of late, 3-in-1’s have evolved to interactive jackets (with both a lightweight piece and fleece component). A corporate active wardrobe can be enhanced with a versatile and stylish interactive jacket that features a loop system. Loops secure both layers together, and usually can be found at the neck and sleeves.
– From August 2015’s “Merging Merchandise”

4. Keep your eye on the size.
This isn’t a product you’ll find firing out of a T-shirt cannon. Outerwear has to fit right, user-to-user. “Forecasting inventory has always been the biggest challenge,” said Terry Chen, general manager of Landway International, San Francisco, Calif. “Whereas most other promotional products are one-size-fits-all, outerwear suppliers need to stock every size from XS to 5XL, and talls, too.”

Norman Bishop, president of Bishop Custom Clothing, Vancouver, B.C., agreed with Chen, naming sizing as one of the most overlooked aspects of outerwear. Every supplier’s sizing fits differently, so it’s important to get feedback on how the jackets should fit and what they’ll be used for. “Perhaps they are trying to outfit truck drivers or perhaps they are trying to fit a European division; these fits will be significantly different,” Bishop noted.
– From September 2015’s “Take It Outside”