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Corporate Apparel: Premium Fabrics Driving Market

2/13/2017 | PromoJournal Staff, Product Feature

There are so many products and items in the promotional products industry that take their cue from the retail market, and corporate apparel is no exception to this rule. Companies are seeking out high-quality retail brands from distributors. These garments must be fashionable and fit well—anything less will not be worn and therefore not be worth purchasing. Promotional products suppliers are responding to current demand with an array of products like golf shirts, T-shirts, polos, athletic apparel, outerwear, hoodies, and even sweaters in a wide array of styles and colors.

According to Hilary Kleese at Rivers End Trading, the company is finding that more and more brand-conscious, growth-conscious companies are seeking out high-quality retail brands that are known by and meaningful to their end-users, like Columbia, Brooks Brothers, Lacoste, and others. “These brands are hot in the consumer marketplace, and our distributors say that they’re getting more requests for well-known, high-quality brands from their business customers,” she emphasizes. “It is apparent that what’s driving this trend is an increased understanding by businesses that it’s not just about cost. It’s about return on investment. A cheap, unknown polo or fleece jacket isn’t really much of a deal if it never gets worn—or worse—gets tossed or shoved to the back of the closet before it gets used at all.” She adds that the distributors that Rivers End works with and their customers are becoming increasingly savvy about giving quality items that will be appreciated and used by the employees and customers who receive them.

This trend toward high quality is also seen in the application of company logos, Kleese continues. “There is a subtle, higher-end application of the company logo, whether its on the shirt cuff, on the sleeve or in a subtle pocket location,” she explains. “Customers often want to use tonal thread for a high-quality look that makes a statement while remaining sophisticated. In the case of athletic gear, unique decoration techniques like sublimation or heat transfer using unique materials like 3M Reflective material or glitter material is becoming increasingly popular. Brands want to stand out without being gaudy, and that’s what we help them do.”

Rick Phillips of aphabroder can also speak to trends in the athletic apparel market when it comes to corporate wear. “Performance and innovation is definitely the dominant trend in the promotional market right now,” he affirms. “At first, this trend was driven purely from the popularity of the athletic apparel industry, and the looks that were being produced were clearly active-influenced in terms of design and styling—with lots of color blocks, contrast stitching, contrast zippers, and other dramatic looks in the same vein

“However, now these same principles in performance are being adopted in more corporate-type looks,” he continues. “Fabrics with innovative weaves and finishes (stain repellant, no-iron, moisture wicking, etc.) are being engineered into classically-styled polos, woven shirts and even layering pieces.” This shows that even if the customer is a traditional corporate-minded individual, they still want the latest technology that’s driving the apparel industry, Phillips adds.

At Next Level Apparel, Mark Seymour agrees that better-made products with premium fabrics and fits are hot in the corporate market. “If you take the time to decorate, you must use a product that will be worn and loved,” he urges. “The corporate market has embraced the Next Level Apparel vision for color, comfort, and fit. This is the best start to the year ever and the last quarter was also strong.”

Sweaters are the top promotional corporate apparel product at Edwards Garment Company. Taraynn Lloyd notes that sweaters are worn throughout the year regardless the weather. “Event coordinators are looking for alternatives to a woven shirt or a polo as part of their corporate apparel program,” she says. “Sweaters provide another layer that is functional and fashionable. They can be worn casually or dressed with accessories like neckwear. Demand remains strong for sweaters in all yarn types including cottons, cotton blends, and acrylics.”

Promotional products suppliers are rolling out high quality corporate items in response to demand. Next Level Apparel has added two new ideal women’s styles—a dolman and a contrast racerback, as well as five new new styles in a garment dyed collection that Phillips reports are super soft in a retro pastel color pallet. “The other hot trend is our new mid-weight fleece collection,” he comments. “Hoodies and crews in fabrics that crossover from T-shirt weight to fleece silhouettes.”

Rivers End Trading has seen an increase in demand for well-known consumer brands like Columbia and Brooks Brothers, in addition to the company’s own Page & Tuttle brand of golf shirts, layering pieces and outerwear. “Our customers have found that they can get the same technology of high-end golf apparel at an unbeatable value,” Kleese says. “We’ve introduced new colors, a broader range of styles and new fashion collections in Page & Tuttle, and in sizes for everyone from S-4XL and for both men and women. Our customers have told us this has made it possible to find entire event packages or staffing programs for the whole team in one spot. And our quick-turn, in-house decoration means time and cost savings for our customers, which they appreciate.”

Last fall, alphabroder launched a layer piece companion to its one-quarter zip style in the DRYTEC20 polo family. Phillips notes that the DG479 and DG479W were created with the same great DRYTEC20 fabric technology with EZ Cool wicking, as well as no-shrink, no-fade, no-pill and no-wrinkle performance its customers have come to expect from a DRYTEC20 product. “Made from incredibly soft, 100 percent cotton interlock, these one-quarter zips are a must-have for any DRYTEC20 fan, or just a fan of natural cottons in general,” he adds.

Quarter-zip polos in an array of styles and colors have also been added to Vantage Apparel’s corporate line. A number of jackets and polos are also new for 2017. Moss and aquamarine have been added to traditional color offerings of black, white, gray, and navy. Quarter-zip sweaters are also hot ticket items at Dunbrooke, in addition to pique and jersey polos and outerwear. At Blue Generation, red, plum and heathered red are among the new colors added to the company’s offerings, which include pullovers, colorblock polos, and athletic Ts.

Best sellers at Edwards Garment Company include the ladies’ open cardigan sweater as well as more traditional styles in the cotton blended fabric. Lloyd adds that cotton blend sweaters remain in high demand because of their versatility and color array. Men’s and women’s crewneck and V-neck cardigans, sweater vests, and pullovers have also been added to Dress Code Sweaters’ 2017 offerings.

Recommending corporate apparel to customers is a matter of taking the initiative, notes Rivers End Trading’s Kleese. “When offering higher quality brands with a higher price tag for customers, the distributor customers we’ve seen be the most successful are those who proactively suggest solutions, rather than simply waiting for customers to ask for a brand,” she elaborates. “The company won’t know you have it until you suggest it. You never know when a well-known consumer brand is on their mind until you let them know you can get it for them. Business customers are more time-starved than ever, so serving up new ideas and solutions make savvy salespeople trusted partners.”

Lloyd at Edwards Garment Company recommends including a sweater when creating a presentation flyer for a client. “They may not select it immediately, but you’ve made a suggestion that no one else has and your client is always looking for something special for their events,” she states.

A sample in the customer’s hand—or better yet—as an addition to their wardrobe is the key to selling corporate apparel, Next Level Apparel Seymour asserts. “They will experience the superior aspects and demand these products for their project. The retention and repeat business is also impressive when their customer’s appetite for better-made products is engaged.” 

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