T-shirts are probably the most versatile piece of clothing one can own. They can be dressed up or down, and worn for work or play. This year, retailed-inspired T-shirts, heavier knits, poly knit blends, moisture management/performance wear, and athleisure styles are still growing in popularity. Consumers want fashion — and comfort — as well as the ability to go from the gym to the store! Promotional product suppliers continue to respond to this demand with an array of retro, raglan, higher collar, and dolman styles.
Summer Barry of BELLA+CANVAS believes the promotional products in this industry will always be driven by impression. “When a product can leave a lasting impression on the end consumer, they will never forget your brand,” she emphasizes.
According to Michael Cohen at S&S Activewear, customers are looking to updated retail styles and fabrics. “The demand has originated from surf and skate, music merchandising, and boutique retail niches but are emerging into everyday business,” he says. “Traditional customers now request these products. Much of music and liquor merchandising has moved away from 18 singles, 100 percent cotton T-shirts into these better fabrics and updated styles. From Beyoncé and Metallica, to Hanger One and Cuervo, and to wineries and breweries — these are the products we see selling successfully.”
Cohen continues that blends have also made a resurgence — along with lighter weight fabrics and more modern silhouettes. Additionally, in the performance/athletic category, the major shift has been to 100 percent polyester/moisture management fabrics, he reports.
Next Level Apparel’s Mark Seymour also sees athleisure styles as a significant trend. “We have launched two new styles in a mock twist fabric and both are hot sellers,” he notes. “Customers want garments that are soft, stretchy, comfortable, and can multitask. Decorators love them because they are easy to print. Customers love the great value.”
Demand has also been strong for women’s dolman styles, Seymour continues. “Our heathery tri-blend dolman has been a consistent top seller so we added two new styles in solid colors,” he reports. “Both have the flowy comfortable feel and large print area that define the dolman style. They can be worn off shoulder or loosely fitted for that generous ‘boxy chick look.’”
Heavier fabrics in knits and fleece are huge at TSC Apparel, in addition to poly-rich blends and tri-blends for heathers and softness, Marcia Cumberledge says. Muscle Ts and soft colors such as mauve, peach, and olive are also popular.
Dov Charney at Los Angeles Apparel also acknowledges that thicker knits are on the rise, as well as higher collars on T-shirts. “Demand on the higher end side of the T-shirt industry is strong,” he comments.
Promotional product suppliers have rolled out Ts in an array of new styles and colors that are guaranteed to generate excitement in 2017. S&S Activewear’s new offerings focus on new fabrics and silhouettes, including 50/50, 60/40, 65/35, and Tri-Blends, Cohen says, and are selling as much as 100 percent cotton styles. “In the performance area, with the popularity of Under Armor, Nike, Adidas, and Champion all expanding at retail, as much of the basic athletic business tries to shift to the 100 percent polyester fabric,” he adds.
At Next Level Apparel, customers have been requesting a long bottom cotton crew in the company’s 100 percent combed ring spun cotton so it added style 3602 to the line in three colors. “Demand is so high we are expanding to more colors,” Seymour enthuses. “The extra length and longer sleeve along with a slightly curved bottom has been a huge success with the millennial market.” Also doing well is Style 2021, a mock twist raglan hoody which Seymour calls a perfect co-ed garment. “The fabric is super soft with a snowy look and tri-blend feel. The companion piece is style 2050, a raglan short sleeve crew. Both are perfect from workout to street.”
Barry at BELLA+CANVAS says the company’s most recent releases include a cut neck tank for women and a unisex poly-viscose T that is great for sublimation.
Retail-inspired offerings from TSC Apparel have been best-selling this year, including Tultex 241 poly-rich blend T; Ei-Lo 3600, 100 percent combed ringspun cotton T; Los Angeles Apparel BB401, poly/cotton T; Bella 8803, Flowy Muscle Tank; LAT 6937, Football T; and Anvil 6750 Tri-blend T. Los Angeles Apparel’s Charney adds that Style 1801 of the company’s new garment dye T-shirts is showing momentum.
Suppliers agree that samples are a must when it comes to selling these products to clients. Barry at BELLA+CANVAS believes T-shirts speak for themselves when samples are provided. TSC Apparel’s Cumberledge also sees the importance of having depth in inventory to service customers and a broad selection of styles to appeal to many different customers.
In agreement is S&S Activewear’s Cohen. “You should be offering these products to all of your customers,” he affirms. “When they shop at retail stores, this is what they buy for themselves. If a traditional customer uses a better product to promote themselves, they will get a higher ROI, because the apparel is more likely to be worn. Explaining this to them, will help you sell this fashion oriented apparel to their clients.”
Charney of Los Angeles Apparel also weighs in, adding, “Introducing new products to your client by providing them examples of the product and even giving it to them for free is important. You have to make them feel comfortable outside their comfort zone.”
Expanding on Charney’s sentiments is Seymour at Next Level Apparel. “It is important to get samples in your customers’ hands so they can feel the unique fabrics and understand and appreciate the detailed styling,” he explains. “All of these options represent another opportunity to reach trending markets at a value that will work when decorated. Showing new fabrics and styles with decoration will help the customer break out of their current routine and visualize new opportunities.
“It’s exciting to witness the basic T-shirt body, that we all know and love, morph into fashion forward, retail-inspired garments that can be worn in almost any setting,” Cohen continues. “Shake up the market with fabric, fashion and value and your customers will love you for it.”