Printwear Q&A Article

June 2010

I'd like to sell more outerwear this coming fall and winter season. I live in the Southwest, where it doesn't get as cold as the Midwest and East, but people still occasionally need to put on a jacket to keep warm. What products do you recommend?

Figure-flattering and performance-driven technologies are a staple of any best-selling soft-shell outerwear. People today tend to like jackets that are breathable and wind and water-resistant. Ladies like ones with princess seams, which accentuate and compliment their bodies, and are more flattering than a bulky jacket that covers it up.

Everyone from alcoholic beverage companies to women's cosmetic companies to more traditional insurance and financial firms are using these styles for employees and promotions. Jackets that have a great, youthful, mid-30s appearance have been a huge attraction in the technology sector. High-end yachting and car companies take advantage of these types of jacket, due to the rich look of the fabric.

Within the athletic sector, warm-ups and pullovers continue to dominate. Popular colors range from black to navy to royal and scarlet with white trim, with the majority of end-users being youth and sports teams. Features such as front concealed zippered pockets, locker loops and elasticized cuffs make jackets like these a must-have for any hardcore athlete.

I've recently been asked by my neighbor to show his motorcycle club some jackets that they can customize. Any ideas?

If your customers are die-hard Harley Davidson fans, don't fret. Leather is always the rage. And while jackets like these tend to be on the pricey end, it's the durability that counts. A leather jacket is going to last 10 years, while a cloth or wool jacket might only be good for two years worth of wear. Your client is spending more money to get a lot more longevity with a leather jacket. Also stress the high-perceived value of leather. But it must be great quality. If it's not made well, the higher cost of leather is not going to be worth it to your customer . Logo decoration on these types of jackets tends to center around the back neck (between the shoulder blades and up toward the collar) as opposed to a full- or middle-back design. Another neat technique is embossing or debossing the sleeves. Many people like the raised look of the embossed design, which is pushed out a quarter of an inch.

I'd like to sell more apparel, other than golf and t-shirts. Is there an apparel sector I'm overlooking?

Sales in kids' wear are booming. Show plain shells and 365-gram fleece jackets year-round to elementary and high school students. It insulates when wet; its performance-to-weight ratio is unrivaled; and it has a warm feel in all incarnations. Fleece at its most basic is a sweatshirt and thanks primarily to the hip-hop influence among the youth market, the hoodie dominates sales charts. From big, heavy sweats to thinner, lightweight versions, from pullover to full-zip shirts, this is an activewear craze that keeps on growing. Navy tends to be the most popular color, followed by gray and black. Start watching your Inbox for supplier ads for youth fleece garments, as we get closer to fall. There will be a full range of prices that you can use to your advantage when calling on schools and local sports teams. While properly digitized artwork looks great on fleece, steer customers away from screen-printing on this fabric and you'll both be satisfied with the end result.

Could you clarify some of the terminology associated with outerwear fabric treatments?

There are performance buzzwords that relate to fabric treatments that would be good for you to know. Being aware of them helps you sound knowledgeable and gives you more ability to guide your client toward the best jacket selection for his or her specific needs. Here are few of my favorites:

• Water resistance/waterproof: repels/stops water from penetrating the garment, keeping the wearer drier.

• Wind resistance: prevents wind from penetrating so the wearer is warmer.

• Moisture management: draws perspiration to the exterior of the fabric where it can evaporate, again keeping the wearer drier.

• Stain resistance: withstands most spills to keep the garment cleaner.

• Wrinkle resistance: resists creasing of the fabric to maintain its crisp appearance longer.

• Flexibility: usually supplied by spandex, allows the fabric to stretch and move, giving greater comfort through a range of motion.

• Antimicrobial: inhibits the growth of bacteria and, consequently, odor.

• Anti-pilling: minimizes fraying of the fibers for a better-looking, longer-lasting garment.

Have you seen anything really new and different in the way of a jacket or fleece? I sell apparel to a very upscale school district that's always looking for the next great thing.

Just when I think I've seen it all, someone comes out with an all-weather stadium jacket that has a built-in seat! Here's how it works: The built-in, hidden seat stays neatly tucked away until you need it, at which point you simply flip it down and presto, instant comfort. When you're ready to leave, flip the seat back up, and you're good to go! The seat also opens and turns into a handy built-in carrying bag. It's a hooded and fleece-lined jacket that is perfect for fundraising activities, corporate events, sporting events, to name just a few applications. It's called the Outwrap and was voted the “Most Popular Wearable” at a recent major trade show.