It is safe to say that for most people, the year 2020 has been one filled with trials and tribulations. Those that have been working remotely and/or hunkering down at home while juggling multiple tasks may have COVID fatigue. Fashionable garments and accessories can provide a boost to one’s morale and add a touch of brightness or sparkle to one’s day—especially during the colder months. It’s also no surprise that masks are surging in popularity and also becoming a fashion accessory during these challenging times.
Wayne Cimperman of Foxyware, Inc.—a manufacturer of rhinestone/sequin tumblers, apparel, and accessories—says the company just started designing customized sublimated face masks. “In the last few months, this market has changed for Foxyware,” he says. “Customers recognize the mask business is here to stay. They are now spending more on custom-decorated masks. Foxyware has come out with custom logo sequin masks and custom rhinestone logo masks, which have only recently surpassed our sublimated mask business. Demand is borderline overwhelming. Our custom sequin and rhinestone mask business has unexpectedly become our most popular product—out-selling our sublimated styles.”
Tekweld’s Ray Rodriguez agrees that while masks are in high demand at the moment, the company is also seeing a couple of encouraging trends happening that are attempting to show people the possibilities for masks that span beyond their use as PPE items. “First up is embracing the creative opportunities that these full color, walking billboards present,” Rodriguez elaborates. “Whether it's masks or gaiters, after a person's eyes, these blank canvases are often the first thing that comes into view when you see another person. Fun patterns, cute sayings—masks are becoming a great way for people to express themselves and their ideas and/or show support for the artists, brands, and causes they are passionate about. Distributors are helping their clients get more creative and do more than just putting a logo on them. It's a great use of ad space!”
Rodriguez adds that as the nation makes its way into the colder months, masks and gaiters are not only a way to potentially slow the spread of viruses, but they also provide protection from the elements such as cold or wind.
This chill in the air has scarf/pashmina sales spiking at Wolfmark. “Our higher end accessories are popular as a way for end users to show their appreciation to their employees during these difficult times,” Bruce Everakes notes. “We were concerned in September and early October, however as soon as the cold weather started things have definitely gotten busier.”
Sparkle and shine are the top go-tos in new and best-selling fashion and accessories. Cimperman at Foxyware reports that sequin and rhinestone face mask are top sellers, especially the company’s new sequin and rhinestone masks. “Now we see companies offering matching sequin or rhinestone logo shirts to go with the masks,” he says. “Our apparel business has increased substantially in the last few months.”
Over at Wolfmark, Everakes reports that the company has a new blanket wrap in four patterns, and there has been a lot of interest in these fashion accessories. “They can be embroidered and given as gifts or awards,” he states. “Many accounts have been asking for a higher end fashion accessory for women and this fits the bill.”
Tekweld has created a Ski Kit to help generate more selling opportunities for its popular gaiters and masks, Rodriguez reports. “It's great for all seasons, but in particular geared toward hitting the slopes in the winter months,” he says. “It includes a full color gaiter, full color lip balm, full color sunblock, and a pair of our award-winning sunglasses, all packaged together in a one convenient EVA bag with full color label. With the strategic mix of products and the selling idea to accompany them, this kit is brand new and already a huge hit.
“Of course, sunglasses are a popular item all their own and are a fun and functional item for nearly every day of the year,” Rodriguez reports. “We have a number of on-trend styles to choose from—including both wood tone frames and the new reflective, rimless options—that are all the rage.”
With the prevalence of masks, it is vital that distributors offer customers something new and unique to separate themselves from the competition, Foxyware’s Cimperman urges. “Offer them a shirt with a free matching mask,” he recommends. “This gives the customer a free mask for their employees and customers while outfitting them with a fresh new shirt that goes with the mask.”
Fashion garments and accessories can transform a company’s logo and leave a lasting impression. “In colder climates, everyone can use a scarf,” Everakes at Wolfmark comments. “They get daily use and if it has a logo, it is a daily positive reminder of that organization.”
Rodriguez at Tekweld agrees with the power of a logo that is prominent in one’s daily attire. “Whatever the season and for whatever the reason, any ad that can be worn on a face helps keep brands in your face and top of mind.”
Case Study
Bruce Everakes, Wolfmark
Every year we have a client choose from our selection of bamboo winter scarves. They are given to a group of employees who have completed a training class in November. Because they are unisex, everyone receives the same gift. Price with embroidery lists for around twenty-five dollars.