Apparel Hot Sheet.indd

E D U CAT I O N
*
T R E N D S
*
P R O D U CT S
*
T E C H N I Q U E S
A P PA R E L
Hot
Ho
H Sheet
Sh
BY MATT HISTAND
B
KEEP AN EYE ON
Oversized
Sunglasses
Y
oung American
women are in love
with oversized
sunglasses. Some observers
say the look is just another
example of the retro-inspired
mania of modern fashion,
which harkens back to the
day of Jackie O. Others credit
today’s trendsetters such as
the Olsen twins and their
popular hobo chic aesthetic.
Whatever the reason, the
look seems to be here to stay.
Promotional sunglasses
can be found in a whole range
of styles and price points,
but until recently, oversized
glasses were not available.
Now, more and more companies are beginning to
introduce their version of the
oversized look. One reason
for the resistance may have
come from the decidedly
female look of the glasses,
whereas traditional promotional styles catered more to
the unisex look that made
ordering and carrying inventory much easier.
One company that’s had
early success with oversized
Inside:
Price Point:
Ladies’ Baseball Tees 72
Available from Fields Manufacturing Inc. (asi/54100); (800) 654-1517;
[email protected]
sunglasses is Fields Manufacturing ((asi/54100). Last year,
for the first time, the supplier
introduced four styles to its
line. “We brought them in
just to take a different spin on
sunglasses,” says Sue Tobias,
vice president of sales. “We
just weren’t sure if it made
sense to bring them in. We
didn’t know if they would be
popular in the short-term and
then next year there would
be something different. They
proved to be very popular,
and we’re seeing some nice
responses on them.”
This year, Fields is adding
three new oversized styles to
what it’s calling its Glamour
collection. Each style is available in only one color, but
on orders of 2,500 or more,
distributors can have them
customized in just about any
color, frame or lens needed.
And, what is especially nice
about this style is that the
wider temple allows for even
more room for an imprinted
message or logo.
The large-frame look
also signals another trend
in sunglasses: a demand
for more ladies-only styles.
“Distributors are telling us
we need more female-styled
glasses,” says Tobias. “Most
of our other sunglasses tend
to be more unisex in style,
which is not what they
want for events such as a
women’s conference or golf
outing. They said we needed
some new styles, so we
responded.” *
Leg Warmers
74
Fashion Find or
Faux Pas
74
Getting To Know:
Doug Stayman
76
How To Sell...
Ladies’ Wear
80
Resort Wear
82
Fast Food Market
86
S WATC H WATC H
Green
It seems the growing popularity of environmentally friendly
products is translating into a
renewed interest in the color
green. While green has been
one of the popular jewel-tone
shades this year, expect to
see even more versions of this
earth-friendly color in clothes
and fashion accessories. Of
course, it’s also an easy color
to imprint clearly on, so promotional buyers are also drawn to
the neutral-color tone.
www.counselormag.com APRIL 2008
Apparel Hot Sheet.indd Sec1:71
71
3/13/08 12:56:30 PM
H Sh
Hot
Sheet
S
COUNSELOR
PRICE POINT
• WHAT’S HOT AT RETAIL
Must-Have Item:
The V-Neck
T
he V-neck has made
a major splash in the
fashion world over
the last year. In women’s wear,
the V-neck has long been a
feminine alternative to the
mainly crew neck style. Today,
the look can be found in force
on all types of garments, from
T-shirts and blouses to sweaters and dresses. You can credit
some of the explosion to the
recent layering trend. Just as
important is the need for a
versatile item that is appropriate for the office, paired with
a jacket, but sexy and flirtatious enough to act as a standalone item for happy hour.
Men’s adoption of the Vneck is especially surprising.
Usually the look is limited to
sweaters, but T-shirts sporting the plunging neckline
have become increasingly
popular with trendy younger
men. What’s nice about
the V-neck is that it can be
worn by itself as a midpoint
between the classic tee and
the far-too-casual tank. The
V-neck can also be layered
over another T-shirt or under
a blazer or cardigan.
Few fashion trends straddle both men’s and women’s
styles – and almost never
across so many styles. Usually, the genders each go their
own fashion way, but every
once in a while the planets
align. It looks like that time
is now for the V-neck. *
From The Runway
Perfectly Plaid
Two-time Oscar winner Daniel Day
Lewis sure does like plaid. While
the plaid look has returned, albeit
in a sparser manner than this, the
question is: Can plaid make it as a
hot promotional apparel pattern?
Anything is possible, but the likelihood that plaid will be the next hot
thing in promotional apparel is about
as slim as Day Lewis appearing on a
best-dressed list wearing this outfit.
The verdict: Thumbs Down
72
Ladies’ Baseball Tee
Three styles, three costs
Good – The HY103
Hyp Neptune Cotton Raglan T-Shirt is
made from 100% fine
cotton jersey. It is garment-washed and has
contrast stitching and
raw-edge sleeves. Available in sizes S-2XL and
in six color combinations.
Better – The
HY140 Hyp Miami
Tomboy Cotton Jersey
T-Shirt is made from
100% cotton jersey.
Details include 1 x 1 rib
V-neck and contrast
sleeves. Available in
sizes S-XL and in four
color combinations.
Best – The AA1740
Alternative Gauze
Baseball Jersey is
made from a 2.9-oz.,
50/50 cotton/polyester
blend. It features a
regular fit with slightly
scooped neckl
length raglan s
and set-in coll *
Starting at …
$699
$958
$1600
Available from Alpha Shirt
Co. (asi/34408);
(800) 523-4585;
[email protected]
APRIL 2008 www.counselormag.com
Apparel Hot Sheet.indd Sec1:72
3/13/08 12:57:01 PM
H Sh
Hot
Sheet
S
ASK THE APPAREL GUY
If The
Shirt Fits …
Our apparel guru
offers learned
advice on all
wearables topics.
Y
a know what they
say, all wearables and
no play makes the
Apparel Guy a dull boy. That’s
why in my spare time I run
a youth soccer program and
have been coaching soccer
and baseball since 1989. While
my cover is safe with most
people in this sports organization, there are some people
who’ve heard that I know a
COUNSELOR
thing or two about wearables.
Just last weekend, our
baseball commissioner said to
me, “I have to order uniforms
for our T-ball and coach pitch
teams and I hear that you are
the guy who has figured out
the sizing. Everyone says, you
are the master when it comes
to this.”
Kudos Ed, you have
touched the apparel guy
where it matters – his ego.
But, the question is valid.
How do you size shirts for
young kids, who come in a
variety of sizes?
Since our club only uses
colored T-shirts and matching
caps for our youngest players, sizing isn’t too much of
an issue. For starters, we can
always inventory those sizes
that don’t fit and blow them
out the next season. Our
shirts are screen printed with
our club’s baseball logo, but
unfortunately this year it’s
changed, which is why we’re
back to square one.
So to answer Ed’s question, the ideal sizing for fiveyear-olds is a third each of
children’s small, medium and
large. For the 6- and 7-yearold league, it goes to a third
each of children’s medium
FASHION FIND OR FAUX PAS
The Knit-Style Tie
Ties always seem to be in transition
from wide to thin and long to short.
The latest change is the squared
bottom look that resembles a knittie from the 1950s but is still made
from traditional tie materials such as
silk and polyester. But will the look
translate to the promotional/uniform
buyer? Here’s what two industry tie
experts have to say:
74
and large and adult small.
The most important thing
though, is to maintain a good
relationship with your vendor
so if an out-of-inventory size
is needed he’ll be more than
willing to help. Finally, talk
to your sports organizations
and tell them to urge coaches
not to give out uniforms until
all players are present. Then
arrange them by height and
dole out the clothes. And, if a
shirt is too big, well, the only
one who’s going to care is the
parent. *
Joe Haley is managing editor
of Counselor.
STYLE ALERT
Legg
Warmers
A
re you a maniac? Are
you sure? Because it
seems that the most
flashdance-like of fashion
accessories, the leg warmer,
crept back into fashion favor
when someone wasn’t looking.
Leg warmers never went
out of style if you were a
dancer, but for the rest of
America, they disappeared
around the end of Ronald
Reagan’s presidency. After the
appropriate 20-year rest, they
began appearing again. As
best fashionistas can guess,
they first appeared again on
an ironically dressed New
York hipster before spreading to trendy college girls and
finally a high-fashion model
in Milan.
This time around there
seem to be two styles of leg
warmers: the traditional,
baggy version of olden days
and a new type with a drawstring that resembles the leggings worn by Native Americans. Either kind is worn with
sneakers, flats and – believe it
or not – high heels.
What this new trend says
about American culture and
the sanity of youth is too
frightening to think about.
It’s best to just place your leg
warmer order and move on
with your life. Some things
just can’t be explained. *
Available from Fox Run Sports
(asi/55233); (828) 397-5244;
[email protected]
This is a very trendy item, but I don’t feel that it would make
it in this market. I feel that this item will be out almost as
fast as it was in. My experiences with ties have been that the
majority of people are looking for a classic look or a basic
solid polyester or silk tie.
– Erin Frawley, sales and customer service, Wolfmark ((asi/980855)
Squared-off or “blocked” ties had some popularity in the
’50s and ’60s and are now considered part of retro fashion.
In their heyday, these ties were notorious as a boys’ accessory. Although certainly not everyone’s cup of tea, there’s
no denying retro is always hot.
– Lawrence Schleif, president, Designs by Anthony ((asi/36290)
APRIL 2008 www.counselormag.com
Apparel Hot Sheet.indd Sec3:74
3/13/08 12:57:46 PM
H Sh
Hot
Sheet
S
COUNSELOR
• GETTING TO KNOW …
Doug Stayman, In Your Face Apparel ((asi/62494)
This year, for the first time, distributors
are getting requests for all-over print
shirts from their customers.
Doug Stayman is president
of In Your Face Apparel
(
(asi/62494
4).
You started out as a distributor first?
Actually, I was in the printing
industry, and like a lot of those
people, the synergies were very
much there to sell promotional
items. So I began selling items
through my company, which
led me to the apparel side.
That’s where I had my first
opportunities to sell apparel. I
no longer own that company.
weren’t a lot of back then [the
company was formed in 2003].
Also, different construction
detailing, like exposed stitching, contrasting threads, colormatching fabric and general
fashion-forward styles.
What was your biggest initial
challenge?
It’s the same thing that it is
today, and that’s company
awareness and capability
awareness: making sure that
people know of your capabilities, and then go out and
maximize their knowledge of
your company and capabilities to turn that into a sale. A
lot of the orders I get are
from distributors that say it’s
How did In Your Face form?
The idea was inspired because
I was starting to manufacture
my own apparel for customers
as a distributor. I did a lot of
research on the products that
my customers were starting to
request. There were no promotional products suppliers that
actually were doing the trendy
retail products, embellishments and custom cut-and-sew
that my customer wanted.
the first time they’re doing
rhinestones, so tell me how
it’s done. So each call where
we are doing custom apparel
becomes a project.
What kinds of trendier apparel
items were you getting
requests for?
I was getting asked for cottonspandex T-shirts, which there
You are known for your Referee Product Line. How did
that come about?
The line started as conceptual
idea with a picture of a woman
76
in a referee shirt with a zipper.
The distributors sent it to us
and asked if we could make it.
So we designed the shirt and
actually knitted the fabric,
which was a microfiber polyspandex. We got the order and
sold a 9,000-piece order to
Miller [beer]. That single piece
has evolved into eight SKUs
and a fashion shirt line.
You have another niche in allover print shirts?
When we first introduced this
large-format, all-over print
shirt, we would quote $10, and
the distributor would say that
their customer would never pay
that. That’s because there is
up to an 18-month lag behind
The market thinks of In Your
Face first for unique decorating and
all-over prints but we also offer a
wide range of blanks.
retail for what’s trendy, and
what’s been trendy are all-over
print fashion T-shirts which
sell between $49 and $125. This
year, for the first time, distributors are getting requests
for all-over print shirts from
their customers. What has
happened is that the end-user
now understands that it’s not
the same product category as
a basic screen-printed shirt,
so the $10 cost compares to a
$40 retail fashion shirt. We are
selling more and more of these
types of products.
What does the recent licensing deal with Rohde Royce
mean to your customers?
We took over the Rohde Royce
line in January. I did it as a strategic move because one of our
goals for longevity is to become
a legitimate player in the promotional apparel market. The
market thinks of In Your Face
first for unique decorating and
all-over prints, but we also offer
a wide range of blanks. The
Rohde Royce line has a more
corporate look that increases
our SKUs but also gets us a customer base that’s buying blanks.
What’s new for 2008?
We have lots of additions this
year. We have an organic shirt
for men and women that’s a 30
singles tee in six different colors. We have eight colors now
in our cotton-spandex line. We
added a new SKU in the Ref
Line; a long-sleeve women’s
style. We also added thermals
and youths’ and toddlers’ cotton-spandex tees, which are
really great for the youth and
gymnastics markets. And we’ve
also expanded some of our
microfibers with some different solids. *
APRIL 2008 www.counselormag.com
Apparel Hot Sheet.indd Sec7:76
3/13/08 1:05:09 PM
H Sh
Hot
Sheet
S
COUNSELOR
WHAT’S NEW: Ladies’ Warm-ups
Made from
soft
com
spun
poly
blen
Features contrasting
striped rib
sleeve.
The hem has
raw bottom
dge and 2 x 2 rib
aistband with
ide elastic.
The pant has a low-ris
drawstring waist and
open flare legs.
Available from Royal Apparel (asi/83731); (866) ROY-AL1S; [email protected]
Available from Broder (asi/42090); (800) 521-0850; [email protected]
Velour full-zip front with hood
and pockets with contrast trim.
Dual-contrast striping d
leg that matches jacket.
Available from Roochi Traders Inc. (asi/83569); (888) ROO-CHIT; [email protected]
78
e with 10.5 oz.
ester, tricot knit
l.
The tricolor design with
inserts and piping give this
suit a fashion flair.
Available from Holloway Sportswear
Inc. (asi/61430); (800) 331-5156;
[email protected]
APRIL 2008 www.counselormag.com
Apparel Hot Sheet.indd Sec10:78
3/13/08 1:05:43 PM
H Sh
Hot
Sheet
S
COUNSELOR
• HOW TO SELL IT
Ladies’ Wear
W
omen’s wear is
a very intricate
and specific
area, where much attention
to detail is necessary. Styles
change yearly, sometimes
monthly, and the ad specialty
suppliers follow these trends
to ensure end-users enjoy and
want to wear their clothing.
This year, trends and styles
continue to change to focus on
the wants and needs of women
more closely than ever.
“Everything is trimmed
down in styling,” says Gina
Barecca, marketing director
at Vantage Apparel ((asi/93390).
“This year, you can look for
more exciting silhouettes that
go beyond just the traditional
polo or the traditional shirt.”
In other words, say good-bye
to the boxy, generic fit of
the past and hello to sleeker,
trimmed garments. Fitted
tees and jackets are popping
up everywhere and helping to
make women’s fashion much
more feminine and personal.
Longer-length styles are
also becoming much more
popular, says Brinden Asher,
director of marketing at BellaAlo ((asi/39590), as are various
types of necklines. “Necklines for a basic T-shirt for
women have really evolved,”
she says. Different kinds of
treatments will be found on
necklines, such as binding and
open-seamed, or lower, more
scooped-out necklines.
Three-quarter-length
sleeves are very popular in the
80
industry, says Barecca, as are
key buttonholes on cuffs and
turn-back cuffs. With many
companies lending themselves
to the more corporate-casual
style of dress, these relaxed
sleeves are what women really
want. Hemmed shirt bottoms
add versatility to a wardrobe
and the workplace, giving
wearers the option of tucking
the shirt in or leaving it out.
In 2007, Time magazine
listed the vest as one of its
fashion “must-haves,” and
the industry agrees. Vanessa
Keefe, marketing director
at Charles River Apparel
(
(asi/44620
), says one of its
hottest items is a soft-shell,
companion piece vest. “A
vest bridges the gap between
outerwear and indoor wear,”
she says. “Our women’s soft-
Green Glossary
Go green or go home. The eco-friendly initiative is a big part
of the apparel industry in 2008 and will only continue to
take on a bigger role.
• Recycled: A product made from materials that have
been used before. Some clothing has even been made of
recycled plastic soda bottles and cotton.
• Sustainable: Products made to last indefinitely and that
have the least negative effects on environmental health. Sustainable materials in clothing are easily recycled and/or last a
long time.
• Organic: Products made while emitting very little or no
pollution into the environment. These products are grown
without the use of synthetic fertilizers, pesticides or hormones.
• Post-Consumer Material: Materials that have been
discarded and used again in other products. Essentially, a
fancy term for recycled materials.
• Biodegradable: Materials that decompose naturally.
Any product made from biodegradable materials will
decompose naturally without risk of emitting toxins into the
environment.
shell vest in raspberry has been
a huge hit, due to its bodyconscious styling and great
soft-shell breathable/bonded
fabric.”
Taraynn Lloyd, marketing
director of Edwards Garment
(
(asi/51725
5), says that in order
to accommodate the latest
fashion trends the company
has done “over two years of
measuring and testing, but the
result was worth it.” New in its
2008 catalog will be a pant that
is designed to fit “virtually all
women.” It has a classic waist, a
shaped hip for women’s curves,
a straight-leg opening that has
slight width from the knee
down and a shorter zipper.
Performance wear continues to stay popular and lend
itself to the corporate-casual
atmosphere by adding more
versatility with comfortable
and practical attributes. A lot
of women’s clothing is made
either entirely of spandex, or
with spandex as part of a blend,
Barecca says. This makes the
clothing much more comfortable and helps to achieve a better fit overall.
Polyester is back in a big
way, too, and growing in the
golf shirt and polo markets.
“These new, technical polyester
polos are great, and they’re
gaining momentum I expect
continued on page 81
APRIL 2008 www.counselormag.com
Apparel Hot Sheet.indd Sec9:80
3/13/08 1:06:47 PM
H Sh
Hot
Sheet
S
to see those doing really well,”
Barecca says. Stain-resistant
or -repellent materials are also
growing in popularity within
the industry, and Lloyd says
that fabrics with these treatments will be in high demand.
Staying true to the go-green
initiative, eco-friendly products
are popping up everywhere.
The great thing about all of
these products is that fashion
and style can go hand-in-hand
with recycled and sustainable
materials. The same fitted
silhouettes and cuts are found
with eco-friendly apparel as
well; it just so happens that
the eco-friendly products are
also mindful of environmental
fragility.
Barecca says that Vantage’s
COUNSELOR
eco-friendly line has a lot of
clothing made from organic
cotton and some from bamboo.
Asher agrees that the ecofriendly aspect of the industry
is becoming wildly popular. “In
Bella and Alo, that’s a big thing
for us right now,” she says. People at trade shows that she has
attended have been “constantly
asking for organic.”
When it comes to colors,
the eco-friendly apparel is
appearing in a lot of earth-tone
and natural colors. “Anything
that’s kind of inspired from the
earth” is going to be coming
up big this year, Barecca says.
Vantage has dark sea glass, aloe
green, browns and that creamy
color of “cotton in its natural
state.” Asher says that Bella has
colors such as leaf green and
ocean blue to go along with the
go-green trend.
Outside of this trend Asher
says there was “a time when
everyone was doing really
bright colors and kind of going
in that ’80s neon direction. I
feel there’s becoming a more
sophisticated palette.” Still,
Bella is maintaining a lot of its
bright colors and has some very
rich ones, like raspberry, a rosy
pink and plum, “the new black.”
With the wide variety of
styles and colors this year,
marketing is a cinch. “I think
there’s a home for organic in
pretty much every market
now,” Asher says. Barecca
feels similarly, saying that
because the eco-friendly trend
is so big right now it can be
marketed to any company or
person trying to “reduce their
environmental footprint.” She
suggests targeting the natural
foods industry, whole foods
supermarkets, green energy
companies and even automotive dealers.
When it comes to sales,
Asher, Keefe and Barecca all
concur that product knowledge is key, especially with the
organic trend and the need to
show the difference between
organic and regular products.
Barecca says that labeling products as organic is also important. “It might be important for
the person getting an organic
polo to know it’s an organic
polo,” she says. * – MLH
• MARKETPLACE
Lightweight, soft-shell vest
is designed to be wind- and
water-resistant as well as
breathable. Perfect for any
weather.
Available from Charles River Apparel
(asi/44620); (880) 225-0550;
[email protected]
A 100% organic cotton tank
in “leaf ” color saves the environment and feels just like
regular cotton.
Available from Bella-Alo (asi/39590);
(877) 727-2001; [email protected]
This twill shirt feels super
soft but is designed for working hard.
Available from Edwards Garment
(asi/51752); (877) 355-0183;
[email protected]
Polyester jersey with color
blocking style offers wicking
capabilities, UV protection
and is easy-care.
Available from Vantage Apparel
(asi/93390); (800) 221-0020;
[email protected]
www.counselormag.com APRIL 2008
Apparel Hot Sheet.indd Sec8:81
81
3/13/08 1:07:16 PM
H Sh
Hot
Sheet
S
COUNSELOR
• HOW TO SELL IT
Resort Wear
T
here are enormous
opportunities in the
tourism industry for
distributors. If you’re not
sure, consider this: In 2006,
the Travel Industry of America estimated the lodging
industry reaped revenues of
$133 billion; the cruise industry took in $16.2 billion; and
the country’s airlines reported
revenues of more than $116
billion. On total travel expenditures, Americans dished out
more than $699 billion.
Overall, travel and tourism is a $1.3 trillion industry
in the United States. This
industry provides a mountain
of opportunity to sell apparel
to hotels, resorts, cruise lines,
airlines, touristy gift shops,
spas and more. Plus, the more
stylish and unique the apparel
that you show your clients,
the better chance you have
of getting your foot in that
revolving hotel door.
Whether distributors are
trying to break into hotels
and resorts, cruise lines or
spas and gyms, Catesby Jones,
president of wholesale and
retail supplier Crispies
Co. Inc. ((asi/47432), says
buyers are all looking
for the same thing:
products that set their
companies apart from
competitors.
Vacation-themed
companies want their
guests to purchase logoed
apparel and accessories, and
wear and use them long after
82
they’ve returned home from
their trips.
From small-town, seaside
resort gift shops to national
hotel chains, Jones says the
drive to differentiate as discretionary dollar amounts
shrink couldn’t be stronger.
And, with such wide customer
demographics (gender, age,
size and style preferences),
Crispies has found success in
capitalizing on unique tees.
The biggest shift in T-shirts
is the demand for organic cotton and other sustainable fabrics such as soy and bamboo.
“In the past, organic T-shirts
were too cost-prohibitive to
decorate and resell, except at
retail,” says Margaret Crow,
marketing director for S&S
Activewear ((asi/843588). “Now
Getting The Sale
Even if you’re armed with quality apparel and cool add-on
products, the hardest part of selling to resorts and other
vacation-themed companies is getting the buyers to listen to
what you have to say. Here are three suggestions:
• Work your contacts. For example, if you’re making a
cold call, a client would be much more willing to listen if you
mention other clients you already have or other people in the
business you both know.
• Up-sell current customers. If you supply promotional
products, such as pens, mugs or lanyards, to a client, try
using the next follow-up visit or phone call to ask about their
gift-store wearables or employee uniform program.
• Do your homework. See what the company currently
offers, and then think about what garments it could potentially need. If the clientele is upscale, show them brand
names, if not, show them quality industry apparel at an
affordable price.
manufacturers can make them
with better pricing.”
A big boost for organic
shirts comes from the fact
that they’re no longer limited
in color. Improved dying
techniques using soy-based
dyes allow manufacturers,
most notably Anvil Knitwear ((asi/36350), to provide
a range of colors but retain
the shirt’s environmentally
friendly tag.
Bamboo T-shirts might
prove especially popular,
given the way this material
straddles two trends at once:
sustainable fabrics and naturally occurring performance
features such as its moisturewicking and antimicrobial
properties.
From a fashion angle,
expect T-shirts in the pro-
motional market to follow
retail’s lead with a move
toward lighter and softer
fabrics. Sheer fabrics are one
aspect of this. Bella ((asi/39590)
has released a sheer jersey in
several styles, in addition to a
basic T-shirt. “The sheer jersey
has an amazing feel, and can
be layered with other items,”
says Brinden Asher, director of
marketing for Bella.
Vintage and burnout styles
are also growing in popularity.
At retail they’re huge sellers in
the fashion T-shirt arena. For
women, longer-length shirts
will continue to be popular,
along with the gauzy or billowy styles.
And women’s wear is a
huge seller in resort markets,
especially when it comes to
continued on page 84
APRIL 2008 www.counselormag.com
Apparel Hot Sheet.indd Sec6:82
3/13/08 1:08:01 PM
H Sh
Hot
Sheet
S
plus sizes. “We’re definitely
seeing a trend where resort
companies are buying more
full-cut women’s products
rather than our smaller-cut
juniors’ products,” says Mindy
Anastos, marketing and merchandizing manager for L.A. T
Sportswear ((asi/695488).
Anastos suggests that when
distributors pitch to resorts,
hotels and shore-side gift
shops, they show a woman’s
garment, such as a nice polo,
racerback dress or light jacket,
from extra small up to plus
sizes. That way, all customer
demands can be met, and a
resort, for example, can send
all of its guests home with a
logoed garment because of
COUNSELOR
its diverse selection.
Another big seller is polos,
but gone are the days when
they were nothing more than
a basic, cotton piqué piece. It
has undergone a series of revolutionary, performance-driven
makeovers, from antimicrobial
to moisture-wicking to bodymapping technologies. In fact,
this trend seems to be all the
rage for 2008.
“Everything we’re coming
out with this year is performance-driven,” says Tom
Flippo, vice president at Dunbrooke (asi/50930
(
). “The issue
is huge. You can’t talk about
a basic fabrication all day if
it doesn’t perform in some
manner.”
Brand-name polos will continue to fare well, with endbuyers demanding popular
labels such as IZOD, Tommy
Hilfiger and Phillips-Van
Heusen. “Many customers are
looking for higher-end polos
that they know they can trust
for quality, fit and style,” says
Lori Anderson, marketing
manager at River’s End Trading Co. ((asi/82588).
Anderson also expects
polos made from easy-care
fabrics to be a mainstay.
Features such as wrinkle
resistance, colorfastness and
shrinkage control allow polos
to be adapted for a variety of
uses in resorts and hotels.
Color in 2008 won’t stray
too far from what was already
established in 2007. Muted
colors, such as brownish yellows, grayish blues and burnt
oranges, will stay strong as
will the jewel tones that have
emerged this past fall, such
as plum, raspberry and dark
pink.
And don’t forget those ski
lodges. Winter resorts crave
subtler shades, but Anastos
says the garments themselves
don’t have to vary from resort
to resort. “T-shirts still work,
because people will buy them
so they can wear them throughout the year,” she says. But, do
think about what customers in
winter resorts want: outerwear
and accessories. * – AL
Handmade in Bali, this sarong
measures 58" x 44" and gives
any promotion that tropical
feel.
Nothing says beach bum like
this 100% chino cotton twill
bucket hat.
• MARKETPLACE
This tricolor hoodie features
a zippered front, raw-edge
seams and ribbed waistband
and cuffs.
Available from S&S Activewear
(asi/84358); (800) 523-2155;
[email protected]
84
This Hawaiian shirt is made
from 100% cotton and features coconut buttons to
round out the tropical theme.
Available from Fast Lane (asi/53753);
(800) 959-0126;
[email protected]
Available from Crispies Co. Inc.
(asi/47432); (800) 447-3223;
[email protected]
Available from Magic Headwear Inc.
(asi/68463); (888) 869-6777;
[email protected]
APRIL 2008 www.counselormag.com
Apparel Hot Sheet.indd Sec5:84
3/13/08 1:08:35 PM
H Sh
Hot
Sheet
S
COUNSELOR
• HOW TO SELL IT
Fast Food Market
A
merica loves fast
food, and everywhere
you look there are
more and more establishments opening up. That’s why
it’s no surprise that according
to the National Restaurant
Association, quick-service
(aka fast food) restaurants
racked up more than $142
billion in sales in 2006, up 5%
from the previous year.
The fast-food industry
provides consumers with
exactly what it advertises
– fast food. What its members sometimes overlook are
employee uniforms. Some
companies settle on the
most basic and inexpensive
wardrobe they can, without
considering its effect on
the buying public or their
employees’ morale. With just
a little extra time and effort,
the right uniform can really
make a difference.
Case Study:
Toppers Pizza
Scott Gittrich is something of
a celebrity in southern Wisconsin, home to the popular
chain of Toppers Pizza shops
he founded 15 years ago.
But he never really felt like
one until the day when he
unveiled a dramatic new uniform – and got a standing ovation from his employees.
“We finally got it right,”
Gittrich says. “All this time
we had been making these 20year-olds dress up in church
clothes. Now they get to wear
the clothes they like to wear.
They’re pumped.”
So is Gittrich and the rest
of his Toppers team, because
the uniforms are a small but
New Toppers uniforms (left)
improved employee morale and
the company image by appealing to its main consumer, college
students.
86
crucial element of a massive
re-imaging campaign that is
taking the chain back to its
roots as a college campus icon,
helping it rebuild a magnetic
corporate culture and – best of
all – driving sales growth.
From the moment Toppers
Pizza was born in 1991, the
chain developed strong bonds
with its target audience –
pizza-craving college students.
But instead of continuing to
focus on what got Toppers to
the top of the heap in pizza,
continued on page 88
Tips From The Trenches
No one knows the good and bad points of a uniform like the
employees themselves. Here’s what one fast-food worker
had to say about her uniform.
Where To Begin …
Gabriella Koenig is a 16-year-old server at Hot Dog On
A Stick in Santa Monica. It’s just one of her two jobs and
the least appreciated uniform. For one, the hat and cap
colors are very garish. While they attract the attention of
potential customers, they also get their share of harsh comments: “obnoxious,”
in the words of one
customer. To make
matters worse, the
short pants are made
from polyester, and
the often overlooked
name tag is located
on the cap. It all
spells disaster to
Koenig. We suggest
limiting the colors to
accent flourishes, say,
on the sleeves or cap,
introducing a polyblend pant for better
comfort and relocating the name tag to
the right or left chest,
where most people
expect to see it. The
cap, well, some things
aren’t worth saving.
APRIL 2008 www.counselormag.com
Apparel Hot Sheet.indd Sec4:86
3/13/08 1:13:15 PM
H Sh
Hot
Sheet
S
the chain began to reach out
to other customer segments,
such as families. This “all
things to all people” approach
to marketing caused Toppers
to lose an important piece of
its identity. The chain began
to look and feel more and
more like those homogeneous
national chains – right down to
its employee uniforms.
“We were wearing polo
shirts and khaki slacks,” Gittrich says. “Our look was Pizza
Hut. We’d have these fanatical college students apply for
a job, and we were making
ourselves out to be the ‘super
fun pizza place on campus,’
but then we’d show them the
uniform they had to wear.
COUNSELOR
We literally had people who
wouldn’t work for us because
of that.”
Gittrich decided that a
new advertising program
might be just the ticket to
help regain the brand’s vitality. And nowhere has Toppers
brand repositioning been
more dramatic – or had a
more profound impact – than
in the company’s choice of
a new uniform. After speaking with employees and
franchisees, all agreed the
key elements had to be comfort, credibility and cool. No
employee wanted to feel like
an idiot when delivering pizza,
especially when it was to a bar,
dorm or frat house party.
So the khaki pants, polo
shirts and the old-fashioned
top-hat logo were out. In came
untucked mechanics shirts
and work jackets, jeans, skull
caps and baseball hats with the
chain’s new iconic crown logo.
A standing ovation at the
company-wide meeting to
introduce the new brand positioning was just one indicator
that, more than any single
element of the campaign, the
new uniforms were a catalyst
for the biggest change in
employee attitudes in the history of the company. Employees immediately began asking
if they’d be able to buy additional uniform sets (yes) and
whether they could wear the
uniform when they’re off the
clock (no).
“Employees are really digging on it,” Gittrich says. “The
uniforms are recognizable
and consistent with the brand
image. They’re really different,
but they’re so connected to
the way our employees want
to dress that it feels great for
them. This time around they’re
saying, ‘You really nailed it.’”
In fact, the biggest challenge Toppers faces with the
new uniforms might be keeping them from walking away.
Stores will keep enough on
hand to accommodate new
hires, but they’ll be in a locked
cabinet. “It’s a nice problem to
have,” says Gittrich. *
This cap is made with a
DuPont CoolMax terry cloth
sweatband that wicks away
moisture three to four times
faster than cotton.
The Tradesman shirt is made
from a 60/40 cotton/polyester blend that resists stains.
• MARKETPLACE
This apron has an adjustable
neck strap and two front
pockets.
Available from BNM Wholesale
(asi/37786); (866) 586-SALE;
[email protected]
88
This women’s shirt has a
wrinkle-free finish and is
Teflon-coated for stain resistance.
Available from Capital Mercury Apparel
(asi/43778); (800) 227-6372;
[email protected]
Available from ERB Safety & Fame
Fabrics (asi/51204); (888) 777-7777;
[email protected]
Available from Tri-Mountain
(asi/92125); (800) 824-6464;
[email protected]
APRIL 2008 www.counselormag.com
Apparel Hot Sheet.indd Sec2:88
3/13/08 1:13:56 PM