For most areas of the country, the humidity and heat have left – the days are getting shorter and crisper nights bring the first chill.
It’s outerwear season.
Although jackets and coats can last for years, fashion plays a huge role in people’s decision to buy new ones.
“The trends coming off the runway are inspired by what is happening on the streets, and the streets are all fleece,” observed Tori Thomas, marketing manager of BELLA + CANVAS. “This trend plays so well into the products BELLA+CANVAS has to offer and with a bit of creativity in design and decoration it’s an easy sell. You can choose from any of our streetwear inspired fleece pieces, from our Unisex DTM hoodie, to our Women’s Cropped Hoodie, and more.”
Lauren Cocco, director of merchandising for Vantage Apparel points to layering as a huge trend in retail right now, and there is also a big push for technical outerwear. “Distributors should look for on-tend, brand-like jackets and coats that are durable and quality made. Additional features to seek out are functional details like pockets for devices and water-repellency, among others.”
Throughout this past spring, mid-weight fleece has been very consistent, notes Greg Brown, chief operating officer for Citadel Brands. With the continual adding of colors and silhouettes, fleece maintains its role as an everyday garment. And as the fall season is here, “we are hearing the need for heavy but with style,” he says.
Doug Burkett of Burks Bay observes that for lightweight outerwear, “a jacket that we see trending (or rather continuing to trend) is the lightweight MA-1 style flight jacket. From pop stars to pilots, this iconic jacket has broad appeal.”
For a heavier option, he adds, the basic cowhide bomber is a popular classic. Both styles play off a military look on models at Department stores and specialty shops.
And as more expensive garments than Ts and headwear, although jackets are serviceable and a garment most people in the US need during cold weather, some clients may perceive an outerwear piece as “too expensive” for a promotional logoed garment in their marketing campaign.
But there are some useful tactics to help get them over that objection. Cocco recommends trying upselling. She also suggests layering pieces together when showing apparel to end-users. For example, she offers, if a client is seeking a woven style, pair it with an outerwear style that would provide a cohesive look. “Just because they don’t ask for it, doesn’t mean you shouldn’t show other ideas when it comes to apparel options,” she asserted. They may not purchase right away, but if it looks good together the outerwear style will be remembered and you increase your chances of the order.
Burkett advises to not just show any outerwear, “but nice outerwear. Offering a high value jacket, like our leathers, stimulates interest and creates a memorable experience. It also serves as an incentive that is appreciated and enjoyed for years,” he said.
Brown suggests stressing the importance of team building and identification, which work well for the school market and corporate brand-building events and programs.
One thing not to do, according to Thomas, is never discount outerwear for a promotional piece because you could thwart the opportunity to make a distinctive impression. “Outerwear is often perceived as expensive, exclusive, and elevated. If clients like the product you give, they are more likely to wear it again and again,” she explains.
There are some great examples of how outerwear can be used promotionally. According to Brown, any business that requires employees to travel, or any business that has employees working outdoors (think utilities, landscape, pool builders) are very likely to purchase outerwear. Respective examples are the Club Jacket (#7162), a water-repellent and wind-resistant garment that packs into the Zocket pocket for traveling, and the Everett Quilted jackets (#7322 and 7323), which are mid-weight that provide another layer of warmth while outside. These also pack into the Zocket pocket for easy stowing on the company truck.
At BELLA+CANVAS, Thomas says she sees outerwear injected into band merchandise and races, but there are many ways to use a lightweight sponge fleece or a nylon fabric in year-round programs. A bomber jacket with an artist’s design could be a nice alternative to the traditional sweatshirt and incorporating a hoodie, or coach’s jacket into a race program completes the look once they have their race t-shirt. “You want the participants to take a product home that will not only be a keepsake for the event but also a product they want to wear again and again, making them a walking billboard for you,” she comments.
Some of Burks Bay’s biggest orders, says Burkett, have been from program business. These include the Safe Driving awards used by UPS and FedEx and John Deere rewarding educational goals accomplished.
What’s New
New from Vantage Apparel are Boulder Shirt Jacket for men and women (#7340, 7341). Each is 100% cotton canvas, 8 oz., with snap-front closure, self-goods spread collar, left and right chest flap patch pockets, set-in sleeves, snap closure cuffs, shirt-tail hem, back yoke, and with 100% cotton plaid flannel lining. It’s available in sizes up to 5 XL for men and up to 3XL for women, in taupe green and dark grey.
Also new from Vantage Apparel is the Club Wind Jacket for men and women (#7162, 7163), available in black/dark grey, dark grey/grey, dark grey/citron, dark grey/sport red, and black/royal. “This has an urban edge,” Robinson describes.
Citadel Brands, says Brown, offers Just Hoods by AWDis, which has expanded the color offering in the Letterman Jacket segment, and added an additional Urban Letterman (#JHA042). “Also, we added a heavy-weight Crossover Hood (#JHA021) that provides a new look with the younger active market in mind. And Just Cool by AWD is added a men’s and women’s Cowl Neck Hoodie (#JCA037, JCA038) that provides comfort for cool weather or layering needed in colder winter months.”
Burkett reveals, “New from Nucom are three Classic Leather styles in our new Textured Lamb material -- a soft, subtle lambskin leather that is available at an attractive price.”
Thomas reports that BELLA + CANVAS has added a Unisex Coach’s Jacket to its Fast Fashion collection to complement its Unisex Lightweight Bomber. Both jackets are classic silhouettes made from nylon “for optimal decoration opportunities,” she says.
It’s always fun to begin to explore garments for the new season and generate interest. One powerful “tool” you may be able to use to help sell or renew outerwear to clients is encouraging them to help a national non-profit collect jackets and coats for people in need – by creating an office-wide or community-wide jacket drive (donating gently worn outerwear).
One Warm Coat is a national non-profit organization that engages in encouraging individuals and businesses to donate coats and jackets for people in need during cold weather. Since 1992, the organization has helped donate 5,600,000 pieces of outerwear, from 31,000 coat drives. Encourage your clients to visit www.onewarmcoat.org.
Now that’s warm!
CASE STUDY:
Lauren Cocco, director of merchandising for Vantage Apparel: “We previously did a custom jacket for a bank’s holiday gifting program. The entire process took about four months. We created both a men’s and women’s hooded jacket that can pack into a pouch so it was easy to distribute. We added a hang tag to the zippered pouch printed with ‘Merry Christmas.’”