In the outerwear market, there is not a single trend that stands out in the promotional products market; rather, several factors are influencing this product segment. As with most other sectors of this industry, outerwear is driven by retail brands. Fashion, fit, and function are key. Jackets, vests, and hoodies are also now available in light- and mid-weight versions to accommodate warmer climates and demand continues to be strong for outerwear.
According to Shoo Passey of Polyconcept North America/Trimark, versatility is crucial in the outerwear market. “This season you will see outerwear that can move in and out of seasonal weather changes with features like water resistant or waterproof fabric, but is still lightweight and portable,” she comments. “Weather patterns have been changing and that is playing a large part in purchase decisions. Customers are looking for more mid-weight outerwear that can be versatile enough for weather shifts.”
Charlie McGuinness at MV Sport notes that the company is experiencing a “tremendous” season with its ladies’ and mens’ packable down jackets and vests. “The packable down jacket trend started two years ago and is going strong!” he states.
Brand awareness plays a key role in both retail and promotional products markets, McGuiness continues. “From a promotional products perspective, distributors are looking for retail brands for their clients, particularly in apparel,” he comments. “For example, the 32 Degrees label has a strong foothold in both segments. So, I would say that fashion from the retail side and a strong brand awareness helps drive the trends.” He adds that the core colors of black, navy, and dark pewter continue to drive the numbers, but the company also offers fashion colors such as neon pink for ladies and royal blue for men and women.
Fashion is also the main driving force at BELLA+CANVAS. Summer Barry reports that the company has added several items in response to retail demand such as a bomber jacket and cropped fleece hoodie. “Our outerwear releases perform incredibly and there is such a demand for fleece in all silhouettes,” she notes. The company sold out of its bomber jacket in just a few week’s time.
Leather is the fabric of choice at Nucom/Burk’s Bay. “Leather is a classic and is always a great choice in outwear but what we see trending now are jackets that combine fashion, function, and form,” Joy Nelson comments. “We are also seeing a trend in western wear.”
This new leather Brushed Napa 2 in 1 jacket has benefited from these trends, Nelson continues. “It carries a two-in-one look,” she explains. “The removable faux fur collar gives it a warm, cozy, laid-back western feel and when the collar is removed, you have a new contemporary look with its stand-up collar. The Brushed Napa 2 in 1 jacket has an almost suede look to it that is soft and comfortable—and the color brown is appealing and particularly popular at retail.”
The latest offerings from Polyconcept North America/Trimark incorporate fabric and and finishes coupled with innovations such as softshells. “Softshells continue to be a best seller,” Passey says. “Customers are looking for a classic essential with an on-trend design.” Softshells not only offer protection from the elements, but feature a waterproof breathable membrane and water-repellent finish, she adds.
The new bomber jacket from BELLA+CANVAS is suitable for heat transfer, screen printing, and embroidery, Barry says, and is made from lightweight nylon taffeta with ribbed cuffs, collar, and hem. This jacket comes in military green and black. The poly/cotton, brushed fleece cropped hoodie features a raw edge and dyed-to-match drawstrings that make it fashion forward, while the poly cotton brushed fleece brings an unmatched level of comfort, she adds. It is available in military green, storm (gray), peach, and black.
Due to the success of MV Sport’s packable down garments, the company is adding a Hooded Packable Down Jacket and Packable Down blanket in 2018, McGuinness says, adding that this trend will continue to see success over the next year.
Promotional products suppliers agree that to sell imprintable outerwear items to clients, distributors should focus on the features and functionality of these garments. McGuinness of MV Sport recommends distributors educate themselves on some of the items’ technical features. “For example, our jackets, vests and blankets are 90/10 duck down, water/wind resistant, and machine washable,” he comments. “I would also note that embroidery on these jackets works best for decoration.”
Passey of Polyconcept North America also urges distributors to suggest branding opportunities. In agreement is Nucom/Burk’s Bay’s Nelson. “For us, the program business has been a particularly popular avenue for our better-quality products,” she explains. “From Safety to Years of Service, awarding a decorated leather jacket is a highly appreciated incentive. Another example is the John Deere technicians that meet certain education goals and qualify for a decorated leather jacket—a jacket they wear with pride—and is an incentive that has over the past six years become a reflection of the excellence associated with the high level of service they provide.”
Case Study
Charlie McGuinness, MV Sport
We offered the packable down jacket to a large restaurant chain. They requested that we customize the zipper pull and incorporate their company logo. The add-on cost was minimal but made the jacket unique and didn’t take away from the “retail look” they were going for.