T-shirts 2015: Fashionable, Functional and Retail-inspired!

Crew-neck. V-neck. U-neck. Raglan sleeves. Cap sleeves. Fitted. Endless color combinations. Lightweight or heavyweight. T-shirts are not only wardrobe staples, but are so versatile every client can find a style that suits their promotional marketing campaigns. Today's T's are worn for work and play, exercise and as fashion statements. Some end-users collect T-shirts from favorite places — which means distributors should have a wide variety on hand to show to their clients.

According to Mike Brown of Keya, the 2015 market conditions continue to be consistent to last year’s numbers even though the weather conditions slightly delayed some of the normal spring buying trends.

Mark Seymour of Next Level Apparel observes that demand is very high. “The market is realizing the value in using a garment that the end-user will love and wear multiple times," he says. "When the customer falls in love with the shirt, the repeat sell is easy.”

Promotional products suppliers note that the retail trends seen overall in the promotional products industry also holds true for T-shirts. MV Sport/Weatherproof has had tremendous success with its Custom Pocket T-shirts, which Charlie McGuinness attributes to the retail market. “Decorated pocket Ts can be found in ‘big box’ department stores as well as specialty retail shops and appeals to all demographics,” he says. “They are popular in our corporate market as well. My suggestion is to go after your corporate customers and clients. It is a great, low cost way to gain brand awareness and exposure.”

Rachel Newman of Hanes Branded Printwear agrees, noting that customers want shirts that have the same style, features and benefits that they see at retail. “This includes more fashion-forward styling, lighter-weight fabrics and interesting fabrications,” she describes.

Fashion forward is also evident at Next Level. Seymour says that the current hot trend is toward "fashion basics utilizing soft fabrics with stretch and recovery and a fit that is comfortable with good length and realistic sizing." Specifically for women, tanks are very hot as well as the Tri-Blend Dolman, he adds.

The trend toward lighter weights as well as tri-blend and performance fabrics continues this year. Mary Bostwick at Delta Apparel sees continued demand for the lighter weight, ringspun Ts for both men and women. “We have also seen a high demand for performance Ts, in both a blend of cotton and poly and 100 percent poly,” she adds.

Lighter weights, heather colors and softer fabrics dominate T-shirt sales at Keya, according to Brown. "Differentiation of the normal is a big driving force," he emphasizes. "Trying to find a niche that is appealing but still in a price point that is within budgets. In terms of color and fabric, 30 singles fabric, heather colors and bright colors are in high demand."

The year 2015 brings an array of new styles and colors in T-shirts. At Next Level Apparel, team colors and pastels are trending — with mint being a hot new color, Seymour notes. “We added a new super soft sueded fabric and a lot of women’s tank tops,” he says. "The Racerback tanks are driving a lot of volume." Best sellers for the company are its new 6410 Premium Fitted Sueded Crew and 6440 Sueded Crew. "The sueded finish has an exceptional soft hand that is unique in the market," Seymour remarks.“It is becoming a new benchmark for super softness. Another example is the 6633 Jersey Racerback Tank made with combed ring-spun cotton/poly/spandex. It has exceptional stretch and recovery, great color selection with a generous long cut."

According to Bostwick Delta Apparel has released the most new items this year than ever before. "Our new product lines are our Delta Soft, French terry fleece and a heavyweight option, 100 percent poly short sleeve Ts for both adult and youth, a new Juniors V neck and a super trendy new fabric we call Snow Heather," she explains.

Hanes Branded Apparel is also boasting new offerings in performance Ts. “The Hanes® X-Temp® T-shirt collection balances the comfort and softness of ring-spun with wicking power of polyester,” Newman elaborates. "The X-Temp® tee is lightweight and has a super-soft feel. The 60/40 ring-spun fabric has the softest hand in the performance category. The patented X-Temp® technology adjusts to your body temperature to keep wearers comfortable all day long.” This collection is available in men’s, women’s and youth styles and comes in 11 colors, including a selection of fun neon heathers."

Speaking of neon, hot pink is a hot new color at Keya. Brown adds that best sellers are the company’s 5.3-oz. and 4.4-oz. Ts. At Kavio, a white/flamingo (pink) striped jersey, contract back, high low short-sleeve shirt is among the company’s new offerings, along with a women’s sheer jersey V-neck raglan Sleeve T in 10 color combinations.

In the basic T category, American Apparel has unveiled a unisex mock twist ringer T in marine/royal blue; a unisex, power wash V-neck in black or white; a women’s power wash, deep U-neck top in black and white; and a men’s mixed, ottoman stripe T in heather grey/natural/forest. Also making its debut in 2015 is a men’s Tri-Blend short sleeve Henley T with a three-button placket, available in tri-indigo, tri-black and athletic grey.

In the performance T category, Gildan Activewear is introducing a Gildan DryBlend adult T-shirt in eight colors. It features 50/50 cotton/DryBlend polyester jersey with DryBlend technology that delivers moisture-wicking properties. Additions to the Gildan Premium Color T line include a 100 percent ring spun cotton jersey ladies V-neck T-shirt with a semi-fitted contoured silhouette with side seam, offered in 11 colors. A sublimation adult T-shirt in white is also new in 2015.

Offering competitive price points and having inventory are key to promoting and selling T-shirts to your customers, Brown points out. Seymour adds that matching the fit and fabric to what the customer needs and matching the art to the correct blank are important. “With the new soft fabrics, it is important to show a variety of styles and I suggest showing a size range, not just medium,” he elaborates. “Listen to the customer and offer one basic example for what the client has asked for and then another choice representing a unique element – going above and beyond their initial vision.”

Newman at Hanes Branded Printwear concludes, “Understanding what defines success for your customer is first and foremost,” she emphasizes. “Whether that is style, color, gender-specific sizing, quality, comfort, rapid replenishment – what factors are driving their decision?