Socks are no longer just the layer of clothing that comes between your feet and your crocs (no judgment). These days, socks are a fashion statement. Believe it or not, they’re taking the style world by storm, and we’re predicting that promotional socks are going to change the promotional game, too.
In fact, promotional socks are already a big deal. According to our data, socks have consistently ranked atop search queries on Promo Marketing product search, suggesting that distributors (and by extension, their clients) are on the lookout for footwear.
This trend will continue to surge. How do we know? It’s huge in retail, runway and streetwear, and end-users are continuing to look for promotional apparel that meets these trends. According to Business of Fashion, fashion’s major brands and influencers are turning the sock into a huge fashion statement. Gucci pushed its crystal-embellished logo sock in its Resort 2018 collection (at a $1,000 price tag, by the way). Off-White and Thom Browne have been promoting their fashionable socks. And, Vetements, Loewe and Fendi created shoes that are meant to look like, (you guessed it) socks.
Don’t believe us? Check out J. Lo sporting Gucci’s logo socks:
https://www.instagram.com/p/Bdv8pqhFNUM/?utm_source=ig_embed
So what’s up with consumers asking fashion brands to “sock it to me”? According to Chelsea Power, a buyer at MatchesFashion.com, people like socks because they’re accessible to everyone.
“Two years ago, there were absolutely no socks at Gucci,” she told Business of Fashion. “Designers now understand that it’s a big opportunity in the same way that sunglasses are—it’s accessible for those who can’t afford a runway look, but also appeals to those who want the full runway look.”
In addition, because consumers are all gravitating toward the same sneakers, i.e. Stan Smiths, Vans and Nike, it’s a good chance to give your footwear game an edge and a chance to stand out.
https://www.instagram.com/p/BZqcwZpjLig/?tagged=vetementssocks
Of course, Logomania has an influence as well. Consumers want to show off their favorite brands, and a logo sock is the perfect way to showcase your fashion game.
You don’t have to get fancy, either. Bombas, a New York-based socks startup, is on track to make $50 million in revenue this year, and approximately 45 percent of those sales are from its iconic double-striped, logo-branded athletic sock.
https://www.instagram.com/p/Bg4bO-YFIK5/?hl=en&taken-by=bombas
This is a promotional dream. Make your client’s logo pop and put it on a good quality white or full-color sock. Now you’ve got a fashion statement, and a promotional powerhouse.
