What does Sir Thomas More have to do with coats? Nothing, actually. But, to get literary for a second, “A Man for All Seasons” was the title of a play about him, written in 1954 by Robert Bolt, and naturally, brought to film in 1966. Neither one of these have anything to do with coats, though, either.
The phraseology surrounding him, however? Well, that’s another story. Should coats somehow become personified, the idiom so closely associated with More could very easily apply. Why? Because, simply, they allow companies to advertise year-round with their employees as spokespeople, affirmed Alisa Buckner, merchandise and marketing director at Independence, Missouri-based Dunbrooke. Promotional products
for all seasons? That’s a marketing masterpiece.
ONE FOR ALL …
The concept of a “seasonless” style is apparently not fashion fiction. With the growth in popularity of vests for the in-between months as well as adaptable looks for increased promotional versatility, distributors now have the option of choosing one style to get end-users through a variety of weather patterns. And for an item that already has high perceived value,
multipurpose styling ups the ante all the more. “Consumers know that a good outerwear piece is an investment, and when they see their company or organization giving them a jacket, they think that their company has made an investment,” noted Christina Rubbicco of Medford, Massachusetts-based Charles River Apparel’s marketing department.
By extension, outerwear can last quite awhile. “Most jacket styles are timeless and will be used again and again in coming years,” she added. Couple enduring style with all-in-one construction and distributors have the opportunity to stretch promotional dollars further than ever before. The trick to seasonless outerwear is all in the construction: these items are sometimes referred to as “systems” jackets, which implies design components that work cooperatively. Since neither distributor nor end-user can predict the weather, providing a contingency plan—just in case—is an important selling point. A few key words to look for are “reversible,” “detachable” and “convertible.”
According to Rubbicco, the company’s Trekker design has polyester on one side and fleece on the other, either of which works when the forecast begins to cool down.
Similarly, removable linings give the option of a coat within a coat. Buckner describes Dunbrooke’s Apex as having an inner polyester vest that can be zipped out and worn alone. With the item’s fully lined, detachable fleece section, Ash City, Ontario, boasts a similar feature in its Ladies’ 3-in-1 Mid Length Jacket.
Convertible options are another way to keep a jacket working throughout the year. Buckner pointed to Dunbrooke’s Drive, with zip-off sleeves and a hidden hood, as one such example. PremiumWear, Minnetonka, Minn., also offers a Ladies’ Convertible Quilted Jacket from Page and Tuttle, which has removable sleeves for a versatile look.
… AND ALL FOR ONE
But sometimes the “jack-of-all-trades” mentality doesn’t quite fit the bill. Approaching the seasons with specialized items opens yet another door for distributors, enabling them to sell four styles in one year. Here are a few season-specific design necessities of which to take note:
• Winter. For obvious reasons, warmth is the name of the game when it comes to winter gear. And for those who work outside in the harsh weather, this is especially true. “Our workwear line is great for the winter months,” Buckner said, adding, “The jackets are specially made to withstand the cold, yet hold up in an outdoor work environment.” Both wind- and water-resistant technologies are good for the cold, as well as quilted, insulated linings. The men’s and women’s Alpine Parkas from Charles River Apparel, for example, are quilted with 3M’s Thinsulate insulation, which provides warmth in temperatures down to -9 degrees Farenheit, Rubbicco maintained. “Plus, they feature adjustable Velcro cuffs and storm flaps to seal out the elements,” she said.
• Spring. “Jackets that are water-resistant or waterproof are great for spring outerwear sales,” Rubbicco affirmed. Fabrications such as polyurethane help to keep water rolling right off end-users’ backs, and with new advancements, it’s less rubbery than before. “It has a soft, smooth feel that is great to wear and looks stylish,” she noted. Distributors should also consider taped seams, which helps keep water out.
• Summer. OK, it’s a little hard to imagine actually needing a coat in the high heat and humidity of mid-August, but let’s not forget how quickly the temperature can drop over the course of a summer evening. “Our best lightweight jackets are fabricated with our Softex polyester,” Rubbicco said. She pointed out the company’s Pack-N-Go Pullover as well as its Islander Jacket utilize this fabric to provide just enough coverage and protection, without overwhelming the wearer. “These unlined styles are perfect for use in warmer climates around the country,” Rubbicco maintained.
• Fall. Ever the fall favorites, leather and denim are considered by Buckner to be essential to every apparel line. “The market for leather and denim comes and goes with trends, but you can be certain they will always be around,” she said. Leather, which can be embossed or debossed with a logo, is great for a high-end marketing strategy, as quality is always a top consideration, Buckner maintained. On the other hand, denim is a good choice for embroidered logos and can be used for more casual promotions. One thing to note: “You find you need a men’s and ladies’ cut,” she said.
