As I set out to write this blog, I thought to myself if there is one thing the promotional apparel market never, ever talks about, it’s moisture-wicking fabric.
OK, I am clearly a liar. In fact, the moisture-wicking capabilities of any given shirt might be the most discussed, written about and promoted feature in any apparel article in both retail and promotional apparel sectors. While I was doing some research for this blog, one poster on the net went so far as to say that moisture-wicking fabric is one of the top 10 inventions of the twentieth century. (Really? This may be a stretch.) So why on earth is moisture wicking apparel so important?
Answer: Because it is indeed useful technology and, more importantly, it sells. What you should know about the selling season of moisture-wicking performance apparel products (say that five times fast) is that it does not end when the summer ends. With products like Dunbrooke’s Long Sleeve Player Polo, you can sell throughout the cooler months as well. Alisa Buckner, director of merchandising and marketing for Dunbrooke noted, “There is not a particular market as these polos are extremely versatile and are good for office settings or the manual labor force.” That being said, important selling point No. 1—performance apparel can be sold winter, spring, summer or fall.
The perceived value on performance shirts, polos, jerseys and T-shirts is high, and why shouldn’t it be? Not only are these pieces practically wiping your brow while you work(out), they are also wrinkle-resistant and fast-drying, with ultraviolet protection, anti-microbial properties and stain resistance. Cripes, it’s like having Alice from the Brady Bunch with you at all times!
Buckner agreed (maybe not about the Alice part, but definitely about my other point), “Performance apparel is perceived as [having] a high value because of the touch and feel aspect. Engineered fabrics create enhanced comfort and breathability, thus giving the shirt a leg up on the basic polo.” Important selling point No. 2—we all could use an Alice in our lives and performance apparel may be as close to Alice as some of us ever get, so it is a great product.
Buckner speaks the truth about engineered fabrics offering enhanced comfort and breathability. You may be asking yourself, “Why should I believe you on this?” One solid bit of proof is that the United States military outfits our soldiers in moisture-wicking fabrics. As you know, these guys and gals have been pretty busy in some hot places (temperatures in both Iraq and Afghanistan reach upwards of 120 degrees), not to mention the sweat-inducing situations that can come up in the trenches. Important selling point No. 3—it gets hot out there, and fabric that is going to keep you cool and dry is going to enable the wearer to focus on the serious tasks at hand, like delivering that proposal or sinking the 18th hole.
All joking aside, both performance apparel and live in maids do come at a price. Buckner confirmed this with important selling point No. 4—“Performance apparel does run a bit higher than most non-performance apparel, but for those who are looking for a shirt that will hold up and perform over time, choose performance apparel,” she said.
