Some people are shoe lovers and have quite the collection, but more and more are cap collectors. And there are individuals who love to top off their look with a hat.
According to a market research report from Mordor Intelligence (“Headwear Market—Growth, Trends, COVID-19 Impact and Forecasts 2021-2016”), the headwear market is projected to register a CAGR of 6.45% during the forecast period.
The report’s analysis has yielded key observations that can help distributors select more appropriate styles to present to clients. For example, caps are more than just for baseball but are considered sports essentials among all athletes, and also for the athleisure lifestyle devotees. Non-cap styles, such as knit hats and even beanies, are now favorably perceived as fashion accents among consumers, leading them to wear them more as a style statement than just a necessity. This paradigm shift observed in the buying behavior of consumers is anticipated to foster the headwear market during the forecast period.
Additionally, according to the report, with the growing personalization trend among Millennials and Generation Z, these consumers are “increasingly customizing their headwear, along with their apparel, to stand out and develop their eccentricity.”
The baseball cap remains king of headwear. And, according to Hatheaven.com, there are five key trends:
1. PREMIUM: Caps made in a minimalist design from textured and high-end fabrics.
2. SPORTS: The most traditional and recognized style, a staple cap style for people of all ages.
3. 5-PANEL: Launched in the 1990s in the skateboarding community, this cap has a low, round profile with a seamless front allowing for more bold, larger artwork.
4. SNAPBACK: This flat-brimmed, fitted baseball hat style can be adjusted by the small snap buttons on the back and is said to be extremely popular with the hip-hop community.
5. THE DAD HAT: A soft, unconstructed, and casual cap with a curved peak design.
There is surely a cap or hat to fit every single client and prospect you have.
Construction companies, including building supply/hardware stores, as well as road workers. Safety colors can figure prominently for crew members, for example. And you may want to show headwear with performance attributes such as UV protection and moisture wicking. According to CapAmerica, camo and Americana color options are popular within this industry. Other options that appeal to this segment include full-fabric and mesh-back caps, and knits for companies whose workers are outdoors in the cold.
Caps for sports teams, such as community leagues and corporate teams, are a natural promotional fit. Just ask your business clientele if they have a company team and inquire at municipal recreation departments about any leagues. Online sources such as Facebook are also excellent sources for local running/walking groups. They can also be sold to indoor sports complexes, fitness centers and gyms, as well as dance and yoga studios. According to CapAmerica, when honing on styles to present, especially for ball teams, look at what professional sports teams are wearing. The NFL, for example, tends to introduce a new cap look each season.
Automotive businesses such as auto repair and towing, dealerships, and rental agencies can use caps as part of their uniform. Towing personnel will benefit from reflective colors and a sturdier fabrication as well as performance features. In the case of dealerships, more trendy headwear can be provided as customer appreciation gifts.
Other customer types that can use headwear include municipal and emergency services, the financial industry (insurance, investment companies, accountants, and banks), and the agriculture industry, such as ranches, farms, and equipment/feed retailers.
Emily Potter, former content marketer for Outdoor Cap (and now content marketing manager at Brotherton Holdings Inc.), explained that headwear is a popular part of a business casual uniform for tradeshow exhibitors, especially in the tech industry. She writes, “Statistically speaking, most engineers and programmers are young males. They value comfort and versatility in their apparel. They want clothes that can go from day to night and from the gym to the office. High-tech performance fabrics and trendy styles are important to them.” And because there is a high number of tradeshows each year for all aspects of the technology market, distributors can have a high reorder rate.
Potter adds that other uses of headwear are for enticing new talent, growing teams, and as “milestone” gifts for employees, as well as for college and vo-tech schools.
Beyond caps, other headwear styles include Puma Driver’s Cap, Callaway Headwear Bucket Cap and Adidas Reversible Beanie (Pro Golf Premiums Inc.), Foam Uniform Cap (Foamworx), Acrylic Beanie (also with LED Light) from Athena Promo (aka Flash Drive Line), Western Cowboy Hat (The Beistle Co.), Elf Hat (WOWLine), and Folding Headwear Umbrella (Youth Sourcing Group). There is also a variety of gaiter masks.
To get an idea aout who’s wearing what topper, spend a day taking random photos (unobtrusively of course) or taking notes, with particular attention to logos on the headwear, such as what companies/brands they are advertising and other factors such as size and placement.
Headwear will never go out of style – there’s a hat for every head!
Case Studies
HIT Promotional Products: A distributor was working with a fireworks manufacturer whose business is seasonal (summer months being the busiest) and who wanted to get its brand on a gift-with-purchase that would keep its name visible throughout the entire year. The distributor chose a high-end cap that would be given to customers who purchased $100 or more of fireworks. Working with the buyer, the distributor designed a cap that combined a custom visor, 3D embroidery with the manufacturer's brand, and the manufacturer's private label in each cap. HIT Promotional Products manufactured over 12,000 of these caps for all the various Fireworks outlets.
HIT Promotional Products: A major national racing event was looking for giveaways to hand out to attendees in suites as well as VIP sponsors. Full custom caps were provided in the suites, placed on the end tables upon arrival. The caps were very well received and worn around the venue during the main event.