THE COLLEGE DEMOGRAPHIC has long provided inspiration for artists, musicians, activists, sports enthusiasts, and as of late, presidential candidates. This important crowd is also where most designers and fashion-industry insiders who know anything about anything go to for creative guidance. If co-eds are wearing it, talking on it or riding in it, it will surely survive.
In the case of promotional collegiate apparel, which has traditionally been regulated to the all-too-familiar sweatshirt/sweatpants/jeans/T-shirt/baseball cap/sneakers ensemble, there seems to be a rise in a trend toward more fashionable clothing. And these fashions outfit students (and their parents) in stylish selections from dusk ’til dawn.
FROM DUSK …
While today’s co-eds may not be too familiar with the admonition, “Always wear clean underwear in case you get hit by a bus,” they should know a thing or two about what it means to “dress to impress.” And, according to JoAnne Grazzini, national sales director at BedHead Pajamas, Los Angeles, looking good at bedtime is just as important on campus as making the grade (well, maybe not that important). “We’ve got a great hipster PJ, which is a younger, more tailored fit than our classic-fit pajama style,” she explained. “College students especially like the low-rise pants.”
A newcomer to the industry this year, BedHead Pajamas’ line includes a wide selection of high-end, high-fashion pajamas with “fun, bright colors; big polka dots and bold prints,” Grazzini said. And while the company’s items were originally designed for higher-end clientele, Grazzini said many of its pieces translate well for the collegiate market. “We’ve got great sleepwear for all ages,” she said. “Pajamas are always great gifts, especially for college students.” She further noted the company’s clothing has been featured on the Oprah Winfrey Show as well as in People magazine, pop-culture musts that prove there’s nothing tired about sleepwear.
’TIL DAWN …
Another fun idea outside the box for collegiate apparel promotions is camp shirts, according to Jessika Perez, office manager at Savi, an apparel manufacturer specializing in varsity jackets and printed camp shirts based in Santee, Calif.
“The items we carry that would be great for the collegiate market are custom, allover print and woven jacquard camp shirts,” Perez said. But while the shirts could work well for some students’ style preferences, Perez said the garments would better suit parents of college students. “The shirts feature a unique style of displaying school mascots and landmarks, and are great gifts for parents of attending students,” she said.
In addition, Perez said collegiate apparel provides a great promotional vehicle because educational institutions are always looking for ways to display school spirit as well as raise funds. “Funds raised through souvenir sales help keep finances going toward the school stores and shops,” she explained. “Students, parents and friends are always looking for ways to share their [school] spirit with others.”
TAKE CAREFUL NOTE
New to Savi’s collegiate line this year are moisture-management fabrics in men’s and ladies’ companion styles. “Our best sellers are the sublimated camp shirts, traditional rotary prints and custom woven jacquards,” Perez noted. And for fall, Grazzini said BedHead Pajamas has designed an entirely new line of flannels. “[Flannels] have always been a huge hit in the fourth quarter,” she said. “They are cute, comfy and cozy—so they are perfect for college students.”
A key to distributors’ success in selling collegiate apparel has to do with knowing the items offer the schools “a unique, memorable” promotion, noted Perez. She offered distributors a few helpful strategies for selling the garments. “Some creative ways to sell these items are by putting together a display board with the school’s art cut out [depicting] an allover print camp shirt,” she suggested. Furthermore, she said using special mascots or landmarks and making matching mini shirts for stuffed animals in the school’s bookstore is a sure way to gain revenue.
On that note, Perez said the future of collegiate wear in the industry is shaping up to be a great one. “Colleges [and universities] educate our future leaders, and we will always be proud to outfit them,” she concluded.
