February 2007

From Haute Couture to Promo Wear

Wearables suppliers weigh in on some recent runway looks, from whimsical and romantic, to glittery and retro. Guess what trends are going to be appearing in promotional apparel this year?

By Joan Chaykin

When you think of classic fashion icons for women, these names probably spring to mind: Audrey Hepburn, Grace Kelly and Jackie
Kennedy Onassis. The little black dress Hepburn wore in the movie Breakfast at Tiffany’s, the handbags and silk scarves that Kelly immortalized, and Onassis’ pillbox hats and big, dark sunglasses are items that will forever be associated with these style stars.


In decades past, the world of haute couture seemed out of reach for the average American. Today, however, with the advent of TV shows such as Project Runway and America’s Next Top Model, the average American has gained access to the exclusive clubs of the New York and Paris fashion houses. And, thanks to Sarah Jessica Parker’s character on Sex and the City, women were turned on to mile-high Manolo Blahnik stilettos. Designer names are household words, and anyone can surf the Net to find a great deal on a Balenciaga bag.

With catwalk looks seeming less and less alien to us everyday folks, we relate to the latest trends and designs. And, we’re even able to look past the sometimes over-exaggerated runway looks, and incorporate a style, color, pattern, fabric or accessory into our wardrobes. Or how about into promotional apparel?
Wearables Business asked a few apparel suppliers to take a look at some recent runway snapshots to see what trends they think will appear in promo wear this year.

Casual Corporate Talk about a new twist on corporate meets casual. Not everyone would attempt this combination, but it does have an appealing, fun side. Fitted T-shirts can be layered with dressier fabrics “for a more modern appeal that’s sure to wow on and off the runway,” says Christi Pack, marketing manager for Winston-Salem, NC-based Hanesbrands Inc.	Florals A flouncy and feminine floral dress won’t work for everyone, but Mary Ellen Hudicka, director of marketing for Philadelphia-based Bodek and Rhodes says floral patterns will appear “more subtly on casual resort wear such as camp shirts.” However, she adds that floral will not make a big showing in traditional logoed apparel “where the logo must be the showcase.”	Stripes The baby-doll dress would be hard for most folks to pull off, but the stripes are certainly something to look for in promo wear. “Stripes and plaids are the hot, young trends for 2007,” Hudicka says. “Most fashion and designer brands have added at least one striped polo, or striped or plaid woven into their mix, despite previous fears of ‘not perfectly aligned’ logo placement.” Hudicka feels strongly about this trend and says it’s “what young metro buyers are craving from retail, and what we owe to those new buyers to earn their brand loyalty.”
Metallics This sexy, shiny shift may not be the ideal piece on which to imprint your corporate logo, but the metallic sheen does have a promotional function. “Metallics are gaining prominence in the decoration mode,” Hudicka says, “Look for items like studs, metallic inks and threads.”	Neons This poofy, taffeta skirt and blouse would look at home on someone in a Parisian nightclub, but check out the bright colors for inspiration. Hudicka says that they’re happy colors. “They’re reflective of the bold, exuberant, ‘notice me,’ feeling-fine economy we’re experiencing right now,” she says. “Youthful thinkers of all ages are donning brave, bright colors like never before in tees, polos and wovens – alone and in layers under sweaters and blazers.” “The hot pink fluff and lace look – my read on this is that feminine looks are definitely ‘in,’ whether it’s lace, fluff, shirring or body hugging. Unisex is out,” says Gabrielle Rohde, vice president of St. Louis Park, MN-based Rohde Royce Inc. “Our shirts have even gotten a little ‘sexier,’ if I may use the word very loosely.”	Vests Men, you may want to wear a shirt under this vest when going to the office to cover up those tattoos! A fashion show just wouldn’t be complete without the prerequisite black garment. In promotional products, black and white are by far the most popular and in-demand colors for both men and women, says Larry Ramirez, president and chief executive of Independence, MO-based Dunbrooke Apparel Corp. “We have a more conservative base and the colors reflect that. I find that our industry doesn’t jump on the trends from the fashion shows like retail does.” “I wouldn’t say we can count on ties being on their way back. However, the cleaned up vest and tie do seem to go along with the ‘dressier-is-back’ trend – a trend that’s slowly making its way back,” Rohde says. “I think neatness is what really counts right now and that will naturally lead to dressier.”
Layers This layered, ’80s retro outfit mostly attracts the younger set, but this outfit still does have features that could capture a wider audience. The black-and-white combination as well as feminine pastels have a strong appeal to the current market, Pack says.	Plaid This plaid dress looks as though it could double as a tablecloth, but there’s a definite market for plaid in the promotional apparel world. Ramirez says that there has always been, and there will always be, a demand for plaid. There may be some differences in the color combinations, but the plaids live on. What’s important to note is the chocolate/aqua combination. “It’s very in. It certainly applies all over our industry from soft goods to hard goods,” Rohde says. “We show chocolate with aqua, salmon, honey and green tea. Chocolate really is the new black.”