Most Americans must face the cold this winter and early spring, going to work, and performing myriad errands. Sure, one can don promotional thermals. But that’s not enough for Homo sapiens to brave frigid temps, wind, snow and sleet. A promotional jacket or coat can keep those icy fingers that generate chills at bay.
Of course, persuading any client to invest in such a purchase takes more work, and anyone will almost immediately recoil from a high price tag. But knowing what key factors are currently affecting potential outerwear purchases will go a long way in closing successful sales of this garment sector.
Danny Tsai of Tri-Mountain views one main factor is the slower economy, which generally means a smaller budget to spend on advertising and therefore, fewer promo products. “So we’ve developed jackets that are more affordable, without compromising quality,” he notes. Tri-Mountain also provides outerwear at higher price points, and there are differences in design and development between the two price points. But in this economy, Tsai says, the supplier and its distributors are catering to different audiences with different products. Tri-Mountain provides its distributors with resources like a GBB Guide that compares different price points side-by-side, so they and their customers can compare quickly and easily. “And usually, when using our GBB, distributors can upsell their customers,” he adds.
Doug Burkett of Burk’s Bay agrees that budgets do continue to be tighter and buyers are demanding value not just in the garment but in the experience you as a distributor can convey the outerwear can provide. For example, he says, Burk’s Bay leather apparel is a garment “that excites and motivates an audience. The opportunity to earn a leather jacket, a highly valued item, that for many represent the first leather jacket they will own, motivates. When given as a Sales, Service or Safety Award, it is the type of premium that generates value.”
Elyse Bonner of Simplex Apparel believes that availability can affect your promotional outerwear sale. Suppliers, she observes tend to go light on inventory for more expensive outerwear. She explains, “When demand increases during outerwear season, manufacturers often can’t keep up causing the distributor to lose out on a potential sale, causing the buyer to either cancel the purchase or go with a body that doesn't meet their original needs. This can either be a more expensive purchase, affecting their next outwear purchase, or a cheaper, less efficient purchase, that can affect the supplier/end-user experience.”
This season, agrees Kara DiBiase of Trimark, your buyers are looking for quality and durability. Product information is at everyone’s fingertips, she points out, so your clients are likely more educated about what constitutes quality in outerwear than ever before. Stick with brands that have the retail reputation for manufacturing “well-built garments. Your clients want to ensure that the branded product they are supplying lives well beyond the standard lifecycle of a promotional item. Outerwear does that because consumers recognize the value of a reputable outerwear piece.”
From the client’s perspective and ultimately, the recipient’s, DiBiase believes that distributors should be persuading clients to put their spend toward nicer, better quality products, such as outerwear, instead of giving a handful of inexpensive items. The higher perceived value and the comfort provided will make the company stand out favorably in that recipient’s mind.
While some clients will opt for classics, others want to be on point with current trends. According to Mark Seymour of Next Level Apparel, there is a noticeable trend towards mid- and lightweight outerwear. “Softness and texture along with printability and value are driving buying decisions,” he comments. Next Level Apparel offers three mid-weight French terry styles with a soft print face that is very suitable for decorating. The pullover and zip hoodies come with the option of a jersey-lined contrast hood and matching draw-cord for a pop of color. “The hood drapes well and isn’t bulky,” he describes. “Along with the raglan long-sleeve crew all three styles represent a great value and an option with an extended wearing season.”
When it comes to outerwear, Bonner says, clients tend to favor classic basics. “A trendy body can age over just one year’s (season’s) time and wouldn't be the ideal choice for such large expense,” she asserts.
Ideal choices can be provided to clients at any time they venture outerwear, or a promotion where outerwear would be a most suitable fit (pun intended). There are some clients, though, who will leave all of that up to you, which can be either or both frustrating and intimidating. But even then, you have to start somewhere.
“Here’s some basic information for distributors to find out before they begin their search,” advises Tsai. “First, of course, what is the budget? What weight jacket are they looking for, e.g, lightweight, bonded, insulated, 3-in-1, etc. What attributes does the jacket need to have, e.g., hood, waterproof, etc. What color, size, and range/quantity do they want?”
Tsai refers once again to Tri-Mountain’s GBB, which helps take the guesswork out of this process for distributors by identifying the company’s three styles at varying price points for popular apparel categories.
Beyond attaining an understanding of the budget and outerwear details, says Burkett, find out the objectives – how is it going to be used? Is it for an event? An award? For men and women? What’s the age group? “With a better understanding of the audience, we (the supplier) can help identify product's that will excite and motivate,” he points out.
When asking what the outerwear garment will be used for, says DiBiase, this is a terrific way to narrow down your search. For example, she offers, “If it’s for an outdoor event taking place in winter, they will most likely want something insulated. If it’s to be used as a warm-up outfit for a basketball team, they will most likely want something more lightweight and breathable.”
She adds to also ensure to provide some decoration concepts too. “Be sure to get virtuals created so you can have some clear ideas for both product and decoration included in your follow-up email,” she advises.
Seymour recommends you try to find and show something new and unexpected at a great value. One example he provides is Next Level Apparel’s PCH Hooded Pullover Sweatshirt, featuring an open bottom and pocket detail in heather colors “for vintage vibe,” he describes. Another example is its Denim Fleece Zip Hoodie with a denim-inspired look and texture with an antique brass zipper.
Meanwhile, he reveals, Next Level Apparel has been previewing its new 2017 line at trade shows where two styles seem to have created quite the buzz. The women’s and men’s denim fleece joggers marries the popular jogger style with the company’s new denim-inspired fleece. “It is an on-trend style matched with the great look and feel of our new denim fleece,” he says. Next Level Apparel’s new unisex mock twist raglan hoodie is a soft, printable 60/40 cotton/poly blend with a snowy textured look that is “perfect for athleisure and lifestyle markets. This garment has a super soft hand with great drape and flow,” he notes.
For 2017, Tri-Mountain launched 12 new outerwear styles, the most in its history, Tsai says. The collection includes two lightweight, value-priced jackets, the men’s and women’s (J1400/JL1400), as well as a couple companion soft-shell bonded jackets (J6350/JL6350), part of Tri-Mountain’s popular Vital Series of apparel.
“We also have some on-trend fleece jackets,” Tsai says. “Our companion styles (F7370 and FL7370), are designed in a very cool heathered pattern; we also have one in a static pattern (F7455). We have four heavyweight jackets as well. Our J8890 is a 3-in-1 system jacket with attractive color blocking and is temp rated down to -7 degrees Fahrenheit. There are also two companion heavyweight jackets (J8920 and JL8920) both with stylish color blocking.”
Simplex Apparel, said Bonner, launched its first outerwear piece earlier this year. Its unisex Tri-Blend Zipper Hoodie (style 3670), offers a soft, slightly heathered finish with a comfortable brushed fleece interior. Additional features include a flat draw cord, double-layered fleece hood and a quality YKK zipper. This style is available in five classic colors in sizes XS-2XL.
Lightweight warmth is a major trend for Trimark this winter, DiBiase reports. The company has a variety of such outerwear styles that can withstand harsh winter elements while remaining lightweight and comfortable. “The goal was to create styles that people could wear outside in below freezing temperatures but also wear into and around the grocery store or while running other errands without feeling too warm or bulky,” she describes.
Trimark also offers insulated and 3-in-1 jackets, that are also on-trend, she says. The Lexington Insulated Jacket provides lightweight warmth “with an urban executive flair.” This style was designed for wearing to the office then to a night on the town.
The Mantis Insulated Jacket is comfortably soft and is equipped with a water-repellent coating and ECHOHEAT technology that will reflect body heat right back to the wearer to ensure sustained warmth. The third lightweight warmth outerwear style Trimark launched is the lightweight Delamar 3-in-1 Jacket. This jacket includes a thin outershell that, when combined with the lightweight quilted inner jacket, gives the wearer solid protection from winter elements.
Burk’s Bay has two new lambskin jackets that, points out Burkett, “reflect today's fashion.” These include a ladies’ biker jacket and a men's designer lamb both in luxuriously supple lamb material. Also new is the MA-1 Flight Jacket, which is “as comfortable in the cockpit as on the rack at a department store,” he describes. The point is distributors need to be aware of what their audience is buying now. Not what they were buying two years ago so these three new items are reflecting what's hot right now at retail.”
When it comes to outerwear, there are countless styles, weights, colors, fabrications and added “bells and whistles,” for nearly any client. Think any business that has a delivery service, taxi and limo companies, corporate stores, universities/schools, construction, golf courses, and any service such as HVAC, municipal and road workers, plumbing, flooring, etc. that visits customers at home.
And remember – warm and comfy people are happy people.