FOR A LONG time, outerwear has been somewhat on the outskirts of the promotional apparel landscape. Much more attention had been given to its business-ready, corporate casual counterparts. These days, however, promotional outerwear is charting its own course and marching to the beat of its own drum. With a rise in environmental awareness and a greater focus on fabrication, outerwear has redefined its role in promotional apparel, and thus distributor profits.
“Fabrications are the big story in promotional outerwear,” noted Cathy Groves, vice president of marketing at Overland Park, Kansas-based Dri Duck Traders. “Bonded soft-shell fabrics, cotton canvas waterproof and fabrics with any type of performance feature,” are all the rage, she added.
Various apparel suppliers have taken the environmental sustainability cause by the horns, creating whole new lines of organic or eco-friendly apparel. Outerwear suppliers are no different. “Developing out of the consumer demand for cotton products are the organic cotton products,” continued Groves. “The promotional products industry is moving away from synthetic nylon golf-type jackets into cotton jackets that are inspired by the outerwear/lifestyle/work jacket looks, which have a broader appeal as far as styling and functionality,” she explained.
Like Groves, Doree Wendling, director of marketing at PremiumWear, Minnetonka, Minn., said fabrication in general, as well as performance features, are the latest and greatest in outerwear. “We are introducing several new styles … in the 2008 line, including soft-shell jackets with woven twill outside bonded to fleece inside lining,” she explained. In addition to the aforementioned styles, such new features as reverse zippers, laser-cut and fused components will be added to PremiumWear’s outerwear offerings.
IN FOR THE LONG HAUL
Jackets and outerwear serve promotional purposes well. The primary function of any promotional item is to keep advertising messages or logos in front of end-users. “Jackets last … so the investment in their purchase will be repaid over [an extended] period of time,” said Wendling. The average life for jackets is three years—double that of the typical promotional product, added Groves. “The items are functional and they have a perceived high value—perfect for client appreciation gifts,” she said.
Fairly new to the promotional products industry—four years and counting—Dri Duck Traders, whose product line consists of a full range of jackets and headwear with the active worker and outdoor enthusiast in mind, has joined forces with a number of the larger apparel suppliers. “Our business model is such that we distribute our jackets through an extensive network of wholesalers,” explained Groves. The company’s garments can be purchased through S&S Activewear, TSC Apparel, River’s End Trading, Thinc Actionwear and Bodek and Rhodes.
To that end, Dri Duck Traders has experienced significant increases in the sales of its jackets and recently opened a new distribution center to house its inventory. PremiumWear, too, has experienced growth in the category. “Our sales of Page & Tuttle outerwear have steadily increased as more distributors have become aware of the brand and the quality of the product,” noted Jeff Wright, design director. “Every year, we have expanded the outerwear collection to make it more comprehensive.” And 2008 is no exception. Next year, the company will introduce 12 new Page & Tuttle styles suitable for corporate clients.
Increased market share notwithstanding, there are obstacles in manufacturing jackets and outerwear. For Dri Duck Traders, timing is everything. “Our biggest challenge is to make sure we service our customers and their end-users in the most timely and efficient manner,” said Groves. To ensure this, the company has an inventory-management business model in place, “which allows us to be in stock with the proper styles, colors and sizes,” she added.
Conversely, PremiumWear cited an issue that seems to be foremost on the minds of most apparel suppliers. “One challenge we face is offering the market trends that reflect the current retail trends and being able to offer these products at moderate price points,” lamented Wright. However, the company has been able to circumvent those obstacles. “Our fabrications come from one country and we have our products sewn in another at a vendor that works specifically on outerwear and is able to produce high-quality garments at reasonable price points,” he explained.
Contrary to popular notions, jackets and outerwear aren’t only good for education or sports-related markets. Groves said her company’s jackets are ideal for construction, trucking, automotive, heavy equipment and landscaping markets. “Some industries that should be interested include mortgage and insurance companies,” she added. “[Agents] are outside a lot and in the case of insurance, [they are] working on house, car and disaster claims.”
Groves related two case histories that showed Dri Duck Traders’ products in all their glory. The company was privileged to supply the construction staff of ABC network’s “Extreme Makeover: Home Edition” reality show with its Agility jacket—an element-proof/waterproof, soft-shell garment ideal for a construction site. In addition, after Dri Duck Traders developed a proprietary waterproof canvas, a national sprinkler company approached the company about a promotion for its technicians and sales staff. “As they called on potential customers, they were wearing the jacket and then had some fun demonstrating the waterproof feature,” explained Groves. “If [the potential customer] purchased a sprinkler system, they received our Storm jacket.”
It turns out, selling jackets and outerwear is not difficult. First rule of thumb: Sell quality. “Outerwear needs to last and last, and if you suggest a cheap garment, chances are it won’t hold up to continued wear, and that lack of quality and durability will reflect poorly on the company and on you,” implored Wright.
Groves agreed. “Obviously, to get the longevity of the promotional product and ensure that your brand is represented in the best way possible, you want to make sure that you purchase quality,” she stressed.
Wright also pointed out a second, and equally important, consideration when selling outerwear: Know the customer. “Have a thorough understanding of how the outerwear is to be used and the kind of people that will be wearing it,” he advised. “That way, you will be better able to choose the styles that will best fit their needs and lifestyles.”
Wendling also said showing actual garment and spec samples with embroidery is an excellent approach to selling outerwear. “When making an investment in outerwear, it’s very beneficial for the buyer to be able to see and feel the garment and try it on for themselves,” she noted.
Jackets and outerwear will not wear out. “We see outerwear as a very important part of our business and an area for continued growth,” noted Wendling. “The market is becoming more and more sophisticated and looking for high-quality, high-performance outerwear.”
As cooler days approach and bodies crave warmer gear, outerwear will gain many cool points with customers and bulk up distributor’s bottom line.
