Women are different than men—we just are. You know, sugar, spice, everything nice, all that stuff. We think differently. We process information differently. We love sappy chick flicks, which is why men must suffer through so many of them (and we are sorry about this, kind of). One of the biggest differences, if your promotional campaigns haven’t picked up on it yet, is that our bodies are completely different than a man’s. From our flawlessly cut and colored hair to our perfectly pedicured toes, we are different. We like it that way and more than anything, we’d like our promotional apparel to be stylish, trendy and always accentuate the positive.
Dollars & Fashion Sense
So, what is hot this season? It can be distilled down to a just a few words: sexy, elegant and athletic. In this tough post-recession era, the message that designers are sending to the world via the latest fashions is that women are strong. It is almost a hearkening back to the WWII-era superwoman, Rosie the Riveter. But there is one vital difference—today’s strong female warriors may be supporting the family due to layoffs, battling to keep their homes or just plain busy from being everything to everyone, but they aren’t putting on denim shirts or wrapping their heads in bandannas. 2010s’ superwomen are wearing this year’s “cut-to-fit-their-bodies” feminine styles and are still sexy and strong.
“[It] is all about mixing the extreme with the elegant,” said Alisa Buckner, merchandise and marketing director for Dunbrooke, Independence, Mo. Explaining what the industry should be looking for in order to keep up with the styles for the 2010 spring/summer season, Buckner continued, “As we emerge from the global financial crisis, we can expect to see a new standard of fashion. This spring it is about classically inspired, but with a serious mixture of sexy looks paired with athletic and delicate style.”
During times where money is too tight to mention, multifunctional pieces also are very popular. “Women want versatile pieces,” said Kristin Hoffman, marketing brand manager for ALO, Los Angeles. “Something they can wear to … their yoga class, then run to the grocery store, or to pick up their children from school.” In tough economic times, the ability to stretch a dollar when it comes to clothing budgets is important, but feeling stylish is also a must. “[Women] want to be able to wear fashionable pieces … while still being functional,” Hoffman added.
Color is the Crystal Ball
Color trends in fashion are often predictors of economic shifts. They sense the mood of the collective. Over the course of the last 18 months, color trends have been serious and gloomy. 2009 spring/summer designs were filled with black—elegant and minimalist—as well as neutral beiges—all business and serious. These colors are always a staple in every woman’s wardrobe and will not completely disappear in 2010. “A big color for this season will be the gray color pallet, neutral tones … and any opaque fabric,” said Buckner. “The upside to the neutral tones [is they] will transition into the fall/winter 2010 season seamlessly.”
However, something else will be bursting on the scene this summer season and it is a burst of something we haven’t seen in awhile—color. With the economy heading back into positive territory, there is a great deal of optimism in the air and there are some fabric swatches ready to support an economic upswing. This year’s color pallet is full of enthusiasm for a new beginning. Including some vintage inspiration from the ’60s, ’70s and ’80s, vibrant blocks of color will be making an appearance in the spring and summer collections. Hoffman mentioned trends at ALO supported this notion. “Patterns and color are what is hot right now. People need color, especially now more than ever. Color represents change and people are drawn to that,” she said.
Looking for the exact tones you will have to choose from this year? Buckner shared some colors that will be making a splash this coming season. “If you are looking for color, turquoise, tomato, coral, violet, pale yellow, Malibu blue and pink champagne are hot for spring/summer 2010,” she said.
Tee for Two
What emerging trends can distributors look for this season? The T-shirt still reigns queen in the promotional marketplace. But at long last, choices for the ladies are plentiful and many echo trends from the retail side of town. Buckner explained, “As you may have noticed, most ladies’ shirts have had a makeover. They are now a slub cotton, have a washed process, heather colors … even the cut is unique. For the promotional products industry, Dunbrooke has had a huge upswing in selling our crystal/mineral-washed and crew neck heather tees.”
If a T-shirt isn’t quite the look your promotion is going for, Hoffman noted that loose, flowing tops, which make for cute coverups, are also on the top trend list this season.
Where Do We Go From Here?
On April 30th, the U.S. government reported that the country’s gross domestic product is on the rise and consumer spending also is increasing. With this type of positive data coming in, it is clear that the economy is kicking back into growth mode, which in turn will lead to a growth in sales.
For the apparel industry, the bottom-line trends are no different. Sales are increasing and the women’s lines are having an impact on the wholesale apparel industry. “The apparel market has been hit as a whole, but [in this] rebound women’s wear has been a big push. When companies are placing an order there is more than likely a request for a ladies’ cut, companion piece or something that will appeal to men and women,” Buckner said.
And so with life beginning to stabilize, Americans will start spending again. Mocha latte and makeup purchasing will once again surge and with this uptick promotions that support this kind of spending will also increase. “Women are returning to their routines before the recession hit,” Hoffman said, citing increased spa visits, gym memberships and dining out as examples.
With cash flow starting to trickle back into the promotional apparel market, what exactly can a distributor do to get in on the action? “Always think out of the box,” Buckner said. “You always want to present the customer with non-safe items. Most distributors stick to knits or wovens, but don’t be [afraid to] present the lower-cost tee with a twist. It could put you ahead of the pack.”
