February 2009
Technological Breakthrough
Ladies ¼ zip microfleece (L102) is
constructed from an ultra-fine yarn nearly twice as dense, yet light in weight with superior softness, warmth and weather protection. Available from SanMar
A new generation of versatile and wearable outerwear has evolved into a formidable selling tool.
When it comes to the most cutting-edge jackets, more really is less. That is, more technology means less heavy layers – good news for outdoor enthusiasts who can shed some of the layers they’ve been conditioned to wear during their cold-weather pursuits. Where an end-user would have to put on multiple articles of clothing to stay warm in the past, now that individual can be prepared for anything in Mother Nature’s arsenal with one jacket.
Thanks to the newest technologies, many companies are incorporating multiple features into their selection of outerwear apparel. Advancements continue to occur in fabrications, designs and functionality. And with new additions to jackets being introduced year-round, water-wicking and moisture management is considered a necessity. “Added features boost the outerwear garment’s wearability and versatility,” says Lee Strom, senior marketing manager of SanMar (asi/84863). “While comfort is key, customers are looking for designs that have lifestyle appeal.”
This fullzip men’s rainwear jacket (8031) from Sunderland of Scotland (asi/90145; RSN #154) features 4-way stretch, is waterproof, breathable, has radial sleeves and is embroiderable.
But it isn’t just technology that’s making significant strides; it seems the designs for performance outerwear are endless. The promotional wearables marketplace now offers a lot of high perceived value to the end-user – a trend rooted deeply in manufacturers designing outerwear pieces that are more flexible, fitting and slimmer than ever.
One technique that SanMar has accommodated in its apparel is a different spinning process. Its Activo Microfleece is crafted from an ultra-fine yarn with a process that allows the pile of the garment to be shorter and tighter. Strom says the end result is a lightweight fabric that cuts the cold effectively and even withstands the pilling that occurs as a result of daily wear.
These technological advances in fabrics and finishes are what make outerwear apparel so appealing to clients. Today’s garments are not only comfortable, they are extremely durable. “The popularity of these outerwear products comes from the never-ending changes in the apparel industry,” says Becky Lamken, corporate account
specialist at Geiger (asi/202900). “Regular jackets are becoming more obsolete because moisture-wicking and performance pieces are now the styles customers are requesting.”
Lamken points out that as the technology of the fabric increases, so does the demand for the product. Customers are becoming more sophisticated regarding product knowledge and are asking for more performance pieces in the corporate environment. Many industries are paying more attention to the retail business, so when these products become more popular, they can offer end-users exactly what they are looking for.
Featuring an outer shell of 100% waterproof nylon with 100% taffeta lining and an inner jacket that includes a 100% polyester zip-in/zip-out fleece, this ladies hard shell jacket (23435) is available from Heritage Sportswear Inc.
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And in the current conditions of an unstable economy, buyers are looking to get more out of every dollar spent. It becomes very beneficial to purchase a higher quality jacket that won’t need to be replaced for a number of years. “Across the economic board, people are willing to pay a bit more for a jacket that will serve their needs for multiple uses, multiple seasons and a longer period of time,” says James DeHoff, national sales manager for Heritage Sportswear, Inc. (asi/60582). “A new coat every year is no longer necessary with the addition of features such as zip-out linings, detachable sleeves and so on.”
DeHoff also says when the economy gets softer, consumers look for lower price alternatives for promotion and uniform purposes. There are certainly all kinds of price points available to accommodate their needs. But in many instances – as end-users are discovering higher quality products can have better value because of the extended life of the product. That notion of quality is reinforced through jackets that offer more options and companies that can deliver customization.
For example, many jackets are being made to feature compartments for customer’s belongings. “Consumers are looking for high returns with a limited budget and to make sure the items they are purchasing will be worn by the recipients,” says Lamken. “Not only are they looking for an apparel item that has high visibility, but one that features designed pockets to hold their iPods, cell phones or other accessories to add value.”
Making outerwear apparel more personalized will continue to attract clients. When a jacket can be altered to be worn in any type of weather, or when a fleece comes with customized pockets to hold the buyers’ personal belongings, those items will continue to sell. And their popularity will increase even more with manufacturers creating ways to make them more end-user friendly.
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