Apparel Trends Takeaway - PPAI Expo East Apparel Trends Ex… · • ^Athleisure is not just a trend —it's a fundamental shift in how Americans dress. Fortune •While athletic

Apparel Trends Takeaway

©Copyright 2017 Mary Ellen Sokalski, MAS… The Scarlet Marketeer

Hey, where’s my handouts?

How far behind retail?

1997 2017

Fashion Trends from the Runway

Fashion Trends from the Runway

From Runway to Brand Way

From Runway to Brand Way

To Takeaway!

Retail Trends

What they are, why, who’s buying it?

Athleisure

WHY?

• “Athleisure is not just a trend — it's a fundamental shift in how Americans dress.” Fortune

• While athletic wear was created for a specific use, athleisure clothing isn't. Its versatility has attracted many consumers.

• Can be worn in most offices and social situations without causing anyone to bat an eye.

• It's also generally more durable, with properties like wrinkle and odor resistance incorporated into its tech-infused fibers.

• "People want less maintenance of their clothes.”

• "Technology is such a pervasive part of our lives. To want it in our clothes is simply natural.“

Why?

• “Yoga pants are the new jeans.” Business Insider• It’s a whole day’s wear from a single outfit. A new meaning to the term

“uniform.”• Who to blame? Mostly millennials, the largest demographic in the U.S.

comprising 28% of the population. Their increased health consciousness, and a cultural shift in the workplace, has made it more acceptable to wear sneakers and sweatpants to the office.

• 72% of millennials prefer to spend their money on experiences, rather than material things. As athleisure clothing is typically worn for an experience, more often an outdoor experience, such as working out or hiking, they are more likely to spend their money on it. Harris poll

• Embrace the trend!

WHY?It has been the lone star in a waning apparel industry, with an estimated market size of $44 billion in the US alone, according to research firm NPD Group. While the apparel sales, as a whole, increased 2% in 2015, the rise in activewearsales was a whopping 16%.

Market was predicted to double in 12 years and is on trend.

Who’s buying it? EVERYBODY!

TREND: Athleisure

TREND: Athleisure

TREND: Athleisure

TREND: Super Brights

TREND: Super Brights

TREND: Super Brights

TREND: Super BrightsWhy?

Who’s buying it?-Trade shows

-Shops/Retailers

-Uniform programs

-Banks

-Healthcare

-Creative Services

TREND: Street Chic - Utilitarianism

TREND: Street Chic - Utilitarianism

TREND: Street Chic - Utilitarianism

Utilitarianism

Why?• People like to be equipped

• We are accustomed to building technology & utility into garments today

• We like features

• We lose stuff

• It’s cool

Who’s buying it?

• Sports folks of all ages

• Active lifestyles

• Clubs & resorts

• Urbanites

TREND: Minimalistic

TREND: Minimalistic

Minimalistic/Monochromatic

Why?• They like a simple look

• Easily coordinated

• Multiple purposes

• Muted colors blend in for a soothing, stress-free look

Who’s buying it?• Urbanites

• Artistic types

• Techies

• Many companies because most logos go well on neutral backgrounds

TREND: Stripes

TREND: Stripes

Stripes

Why?• Bold, makes a statement

• Fashion-forward

• Stands out

Who’s buying it?• Mostly men

• Women trend toward ombres

• Younger, slimmer physiques

• Traditionalist males

TREND: Outdoor Lifestyle

TREND: Outdoor Lifestyle

Outdoor Lifestyles

Why?• Many folks long to be outside in

their spare time and dress for leisure

• People choose outerwear that supports their free time activities

• Garments built for outdoor versatility are more practical, comfortable

Who’s buying it?• Outdoors-loving individuals

• Country & city dwellers

• Active lifestyles

• Avid Travelers

TREND: Camo

TREND: Camo

Camouflage

Why?• It fits serious outdoor lifestyles

• It gives the feeling of the outdoors even when not in that setting

• Back to nature

Who’s buying it?• Outdoor clubs

• Outdoor enthusiasts

• Hunting and game groups

• Teams on outdoor adventures

TREND: Heathers

Heathers

Why?• It’s something different

• People get tired of “the same old”

• Adds a look of texture

• Higher perceived value

• A high fashion look

Who’s buying it?• All ages

• Athletic types & groups

• Fashion forward

• Those craving softness

• Teams who want an alternative look

TREND: Tech

Tech

Why?• Tech is HIP

• Tech is integrated into most of our lifestyles today

• Higher perceived value

• Sometimes bonus convenience features

• Style

Who’s buying it?• All ages

• Younger generation who are tech natives

• Older generations who are digital adopters

• Techies

• Those who want more from garments than just appearance

TREND: Retro

TREND: Retro

Retro

Why?• It’s fun

• Great memories

• It starts conversations

• Makes people feel comfortable

• Adds a theme to a branding campaign

Who’s buying it?• Clubs

• Schools

• Teams

• Reunions

• Rallies

• Resorts

TREND: Denim - Light

Denim

Why?• Comfort

• A casual look

• Classic styling

• Rugged appearance & wear

• Nostalgia

• It’s back!

Who’s buying it?• Millennials

• Denim die-hards

• Corporate programs

• Clubs and organizations

• Uniforms

• Restaurants

TREND: Blue Shirting

TREND: Blue Shirting

TREND: Performance Wovens

Performance Wovens

Why?• It’s a dress shirt that does more

• Easier care

• Protective features

• Moves with you

• Dries more easily

• Some are stain resistant

Who’s buying it?• All corporate executives

• Sales organizations

• Service companies

• Trade show outfitters

• Colleges & universities

• To dress up technicians

TREND: Checks

Checks

Why?• It’s hot in retail

• Still a subtle background for the advertiser’s logo

• Fashion forward

• Hip yet casual

Who’s buying it?• Executives

• Trade show outfitters

• Sales forces

• Uniform programs

• Corporate stores

TREND: Unique Neck Fleece

Unique Neck Fleece

Why?• I like to be different

• Changes up the standard hoodie

• More fashionable

Who’s buying it?• Schools

• Colleges & universities

• Teams

• Booster clubs

• Alumni

• Clubs & Associations

TREND: Lightweight Outerwear

TREND: Lightweight Outerwear

Lightweight Outerwear

Why?• You can move!

• Innovative fabrics keep in heat yet allow you to breathe

• More versatile for changing weather conditions

• More comfortable

Who’s buying it?• All ages

• Travelers

• Outdoor lovers

• Commuters

• Urbanites

• The new “award jacket”

TREND: Creative Decoration

TREND: Creative Decoration

TREND: Creative Decoration

TREND: Creative Decoration

TREND: Statement Tees

TREND: Statement Tees

Statement Tees

Why?• Economical way to show your

feelings and affiliations

• Great fundraisers

• Quick turnaround

• Everybody wears ‘em

Who’s buying it?• All groups

• All clubs & organizations

• All ages

• The ultimate giveaway

TREND: Childhood Memories & Humor

TREND: Childhood Memories & Humor

Childhood Memories & Humor

Why?• Everybody loves to laugh

• Conversation starters

• Nostalgia

• Endearing

• Memorable

Who’s buying it?• Young users

• Delivery companies like pizzerias

• Schools & colleges

• Sororities and fraternities

• Reunions

• Clubs and associations

Accessories Trend: The Dad Cap

The Dad Cap

Why?• It’s retro

• It’s trendy

• Celebrities are doing it

• Economical (a value!)

• What is old is new again

Who’s buying it?• Everybody!

• Fashionistas

• Sports teams

• Clubs and associations

• Sales groups

• Retail

• Resorts

Accessories Trend: Bandannas

Accessories Trend: Bandanas

Bandanas

Why?• Inexpensive

• Pop of color

• Makes a bold statement

• Absorbs sweat

• Versatile – can be worn lots of ways

• Humans and pets

Who’s buying it?• Teams

• Races

• Charities

• Pet rescues

• Causes

• Church and religious groups

• Schools & colleges

Accessories Trend: Bucket Hats

Bucket Hats

Why?• Fun

• Says “I’m chillin’”

• Resort friendly

• Different than the norm

• Ties in with nautical & resort-themed promotions

Who’s buying it?• Schools & colleges

• Resorts

• Teams

• Causes

• Fundraisers

• Clubs & Associations

• Sailing & fishing groups

Accessories Trend: Backpacks

Backpacks

Why?• It’s the young person’s

“briefcase”

• Fits everything

• Today’s overnight bag

• Pockets for everything

• Easy to travel with

Who’s buying it?• Young people of all ages

• Students

• Adventurers

• Travelers

• Urbanites

• Clubs & Associations

Accessories Trend: XXXXL Bags

XXXXL Bags

Why?• Ladies live large

• Stores everything

• Room for more

• Versatile

• Encourages more visits at a trade show

Who’s buying it?• Trade shows

• Companies wanting to have their bag as “the bag” at a trade show

• Resorts

• Retail shops

• Festivals, special events

Accessories Trend: Flatforms

Accessories Trend: Flatforms

Accessories Trend: Socks

Flatforms & Socks

Why?• Footwear is unique

• Makes a bold statement

• Once was overlooked

• Everyone can wear them

• Totally comfortable

• Unique ways to decorate them for total creativity

Who’s buying it?• Progressive marketers

• Fashion houses

• Marketers targeting young audiences

• Resorts

• Teams

• Schools & colleges

Accessories Trend: Patches & Pins

Patches & Pins

Why?• A bold 3-D statement

• Highly sought after by collectors

• Higher perceived value

• Adds dimension and additional decoration area

• Profitable for you!

• Great repeat sale opportunity

Who’s buying it?• Clubs & associations

• Schools

• Causes

• Teams

• Resorts

• Retailers

Branded Apparel Colors for 2017

Pantone Color Trends for 2017

Other Trending Colors

Other Trending Colors

Other Trending Colors

TREND: White Tees, Light Denim

Colors Moving in the Branded World

So what does knowing these trends mean for you?

So what does knowing these trends mean for you?

Guess what percentage of clients buy what you suggest when they

believe you are the expert?

Guess what percentage of clients buy what you suggest when they

believe you are the expert?

95%

You’re the EXPERT!You know the trends.

You know the styles.

You know who’s buying them and why.

Now go make that expert commission!

Your Apparel Trends Takeaway Diva

©Copyright 2017 Mary Ellen Sokalski, MAS… The Scarlet [email protected]

www.scarletmarketeer.com