Fashion-driven. Form-fitting. Figure-flattering. Retail-inspired. Detailed. Versatile. Colorful. These are just some ways to describe the evolution of women’s promotional wear over the past year. Promotional products suppliers overwhelmingly agree that now more than ever, the design of ladies’ wear complements the shapes and curves of a woman’s body. Previous staples for women, like heavyweight T-shirts and boxy collared Ts and polos have definitely fallen by the wayside.
Demand has been strong for new ladies’ styles, according to Elson Yeung of alphabroder. "The ladies' promotional apparel market has further been promoted recently from some of sportswear’s biggest brands via multi-million dollar marketing campaigns that involve star athletes, actresses and models," he points out. "It is no coincidence that these ladies'-specific marketing campaigns follow a very strong trend of successful brands that have solely focused their efforts in markets such as yoga and/or lifestyle apparel. We all look for styles that can keep us comfortable for our active lifestyles throughout the day — whether male or female — but we also want to make sure we look good during these activities too!" Therefore, active wear with performance functions combined with appealing style details and comfortable fabrics is on the rise.
Yeung adds that when designing a ladies' style it is vital that the design flatters the silhouette of the body, and one of the ways to achieve this goal is through style lines as they are a key element to complementing the shape of the body. "Imagine a piece of fabric with a flat two-dimensional surface; in order to create shape and contours, seams and curves are sewn together," he describes. "Through expertise pattern-making and repeated stages of fitting, these two-dimensional fabrics will be turned into three-dimensional garments. The style lines on ladies’ apparel utilize more curves versus the more angular lines of a men’s style."
According to Andrea Cancellieri of GAME Sportswear, Ltd., a woman's promotional garment must fit and flatter a woman's shape. The challenge she sees is that there are various body types of the American woman. "Any distributor with a deep selection of ladies' fit apparel that also has quality construction, moderate to high-end fabrics to withstand regular laundering, in a wide array of colors, finishes, and even prints — will see the most repeat business and who will build a loyal customer base."
The use of princess seams and darts help to contour the body and further create a flattering silhouette. According to Yeung, other methods that are less permanent come in the form of cinched systems, where an adjustable shock cord is used to create customizable fits. "These are commonly seen at the hem of many jackets but particularly, some ladies’ designs also utilize this detail at the waist, to draw in the jacket and create a complementing shape."
Beyond the fit — which Yeung points out is less visual but more theoretical — styling details that have figure-flattering elements become the difference between a garment with masculine appeal and one that is suited specifically for women. These elements include ladies'-specific necklines on knit tops, polos, wovens, layering pieces and even jackets. "Even something as minute as the placement of decorative or reflective details on a ladies' garment versus the men's, plays a key role in the design process," he elaborates. "As an example, imagine a reflective print on a men's style placed on the center back, compared to the lower back of the ladies’ style. This now accommodates the visibility of the reflective element for ladies with longer hair."
Garments must also be more multi-functional as transitionwear, says Lauren Cocco at Vantage Apparel. "The combination of performance and fashion silhouettes or transitional pieces that you can wear day to night or work to weekend is important, and layering is key," she says, adding that new fabrics include dye-sublimation prints, more polyester/spandex blends to improve fabric hand and fit, space-dyes, peached heathers, textures and quilting, all which can serve for work and social gatherings.
When it comes to transition wear, not only is comfort a factor, but the fabric must hug and flatter without being too provocative, adds Cancellieri. "Women want to look sexy and fit at the gym and the right workwear can do that – even if the workout doesn't," she notes. The same holds true for loungewear. "Women love nothing more than showing their true colors after hours or on the weekend – whether it’s after a full day of work, working out, and/or parenting. Sometimes they just want to chill in comfortable fabrics and loose yet flattering fit; loungewear is a staple in every woman's closet. These days when women lounge they are still running errands and they want to do it looking good while being comfortable."
Ivy Mai of KV Collections has noticed more styles offered in a variety of different fabrications, cotton blends, lighter and sheerer garments with a soft hand, vintage heather colors, and richer dyes offered in different sleeve lengths and necklines. "Trends that were once considered casual take a new spin and can now be worn at work, at the gym, or just lounging at home. Comfortable yet versatile, women want fashionable basics that can be easily dressed up or down from day to night," she describes.
This trend is carrying over into the promotional T-shirt market. "Women want to look sexy and edgy," Cancellieri asserts, which has led to the emergence of Ts with a fitted cut, low cut scoop or V-neck, and in a burnout or heathered fabric. Also up-and-coming are off-the-shoulder, wide neck blousy cotton Ts.
Yeung notes that details are providing more comfort and functionality. These details include the use of back pleats on a woven top to create added range of movement, vent designs to help with breathability of a jacket, stretch storm cuffs with thumbholes to prevent drafts from entering the sleeves and something that’s become more prevalent — the use of moisture wicking fabrics as the lining or body of a jacket.
Bright colors are dominating this market. Cocco reports new colors include indigo, purple deep maroon and orange, and adds that all shades of grey, berry pink, white, black and navy continue to be favorites. Crystal quartz, rust, coral heather, mulberry purple and charity pink (geared more toward events and charity runs) elevate the look and flattery of a ladies’ piece, as they are designed with that specific target group in mind, according to Yeung. Cancellieri says current top-selling colors are bright colors in hot shaved of purple, yellows, pinks and greens, as well as floral prints, and all shades of nautical blues, from teal to navy. Mai says that softer Pantones, bright neons, light heathers and richer solids are trending.
There are also a number of new women’s styles available. Vantage Apparel offers the Perfect Polo®, The Air-Block jacket and Vansport™ Melange ¼ Zip Tech Pullover. “A few of our best-sellers that play into the lightweight layering trend are the Women’s Vansport™ Performance Pullover, the Women’s Vansport™ Long Sleeve Melange Tech Tee and the Women’s Brushed Back Micro-fleece Full-Zip Jacket," Cocco says, adding that specialty decoration is an important part of selling women’s apparel. "You can take advantage of more showy options such as sparkle applique or sequin embroidery or special placements such as the hip area, color blocked panels, sleeves or collars.”
alphabroder's North End® Ladies’ Excursion Nomad Performance Waffle Polo comes in five crossover colors — black, crystal quartz, dark oakmoss, navy and stone — and includes features like moisture-wicking performance to keep the wearer dry and comfortable in all conditions, waffle textured fabric that adds visual interest, and a Y-neckline with matching flat knit collar that creates a feminine look and fit, Yeung states.
Also new from alphabroder is the North End® Ladies’ Excursion Ambassador Lightweight Jacket with fold-down collar, which is suitable for uniforms, outdoor activities such as travel and trekking, and team-building events. "It is the perfect complementary garment for women," Yeung asserts. Features include a longer jacket length that offers warmth and protection from the draft, inside adjustable shock cord at waist for a flattering silhouette and printed mesh lining for added breathability. The jacket is available in four crossover colors, with one additional color for ladies (crystal quartz) in sizes XS-3XL.
Kavio's spring line includes five new styles, which are easy-to-layer and comfortable styles, Mai notes. Best sellers include the company’s scoop neck, high-low long sleeve top a V-neck raglan — available in a number of colors.
These are just a few examples of what's new in this vast category of garments. Addressing style, comfort, and multi-use (transitioning) for your variety of clients will be greatly appreciated by the women who matter to them.