As a mom of two active, athletic teens… my, has that wardrobe-in-the-gym-bag changed in the last 10 years! The clothes I find crammed in their backpacks today are all performance clothes. Some silkier, some stretchier, some mesh. Even less stinky in some cases. All faster drying, easier care. So how did that change happen? How did this performance craze evolve?
It all started with the big three athletic brands: Nike, Adidas and Under Armor. Their strategy was, “Let’s outfit professional athletes, and the fans will follow.” It was genius. First, they’d attract the golfer set, who has more disposable income, and really care about their performance on the green. Next, they’d lure amateur athletes, who want to score like the pros… then schools, travel leagues, rec leagues. Then they captivate the rest of us who want to be cooler, drier, and overall more comfortable too. (Oh, and hip. The athletic look is hip. Always hip.)
And so 10 years later, our closets have transformed. Our drawers are bursting with polyester garments. (Who woulda ever thought?) And those polyester garments are the ones that are remaining at the top of the pile as our new favorite tees and polos and tops and shorts and warm-up wear.
And that’s been the case with promotional apparel, too—our performance sales have soared. Trends show these categories have increased like gangbusters over the last 5 years with no stopping in sight. Experts estimate the performance category will grow another 19% over the next two years. What other category is doing that?
Our polo collection here at Bodek and Rhodes is now 69% performance. Our tees? 22%.
So what does that mean for you, our friendly reseller? Ride the wave. Always carry some basic performance garments with you… even when the client only wants a basic tee or a value polo. Because you presenting the trends, and having them touch and feel them, may be your ticket to upgrading your sale to performance goods.
And as we all know, no one minds paying more if they’re getting more. And you don’t mind making more, do you?
Great selling…
Mary Ellen Nichols, MAS
Director of Marketing Communications
Bodek and Rhodes
