March 2007 - Cover Story

Go Corporate

Stepping up a notch from polos and uniforms, women’s corporate wear now is stylish, comfortable and tailored specifically for hard-working women. n Mitch Emoff,

By Tonia Cook Kimbrough

Mitch Emoff, executive vice president at Nashville, TN-based Goldner Associates Inc., is up to his ears in apparel samples. He’s in the middle of re-merchandising one of Goldner’s largest corporate apparel programs and sees a need to focus more on women’s wear. “It’s outselling men’s apparel by almost 2-to-1, so we want to introduce many uniquely ladies’ styles,” he says. “We’re also really moving away from companion pieces. It used to be the way to make sure the ladies were equal to men, but we feel it’s important for women’s fashion not to be held back by men’s styles.”

There are plenty of clients looking for ways to coordinate their men’s and women’s corporate looks, without losing a stylish flair – so it’s lucky for Emoff that in 2007 he has lots of unique women’s choices. Manufacturers took note of this client demand, and are now providing feminine garments full of special detailing. For example, Outer Banks recently introduced a women’s garment reflective of its men’s Oxford Dress Shirt (OB40) but, rather than exactly replicating the male garment, has created a piece to better fit women’s tastes.

While the Outer Banks men’s shirt is 100% wrinkle-resistant cotton, the women’s Stretch Poplin (OB41) combines cotton with 3% spandex for that stretchy give that women love.

In addition, front darts and a tapered waist with a buttonless forward point collar flatter the female figure with delicate styling. A French placket, two-button barrel cuff and single-needle stitching along the armhole and shoulders offer that dressier appearance many companies are re-introducing after years of business casual.


Even lines that traditionally have been considered a bit more sports minded, such as the Greg Norman Collection, have taken note of a need for dressier office attire, creating women’s corporate wear that has a traditional, yet ladylike, appeal. “Some great choices are our women’s diagonal stripe woven dress shirt, solid oxford dress shirt and our Pima cotton quarter-zip mock neck pullover,” says Dave Capano, vice president of marketing at New York City-based Greg Norman. “These are casual pieces that can be dressed up or down and are appropriate for an office environment.”

Much of this upscaling comes down to fabrication. Look for fine gauge cottons, silk blend and even cashmere. “Fabric quality is extremely important because, at the end of the day, all promotional products represent the respective end-user,” Capano says.

Finally, encourage your clients to think diversity. “Women’s wear responds to a business reality. When you’re outfitting men and women, providing apparel that fits both groups is one step in ensuring a happy, thriving workforce,” says Lee Strom, senior marketing manager for Seattle-based SanMar Corp.

Get gender specific
Choosing styles built with each gender in mind is part of what helps build a unified team. It’s as important as offering extended sizing. “Men, women and people of all sizes should receive the most flattering silhouette available,” Strom says.
If your clients balk at the idea of complicating their ordering and stocking process with women’s wear, explain the importance. “It’s less complicated than having a disgruntled workforce. Most of your promotions are going to include female end-users, so approach it naturally, the way you would discuss sizing,” Strom explains.
Embrace the opportunity to sell not just a piece, but an outfit. Merchandise a women’s wear program the way you would your own wardrobe, for example, thinking in terms of mix-and-match separates. When you do so, promotional apparel becomes less of a chore to wear for the end-user because she has choices in her closet. She can put together corporate logoed outfits that also represent her individuality.

Recognizing this need, SanMar created a tool to assist distributors in helping their clients to visualize the possibilities. It recently introduced a printed guide, Women’s Edition: Seven Days of Style. “Our style guide takes its inspiration from fashion magazines and retail brands, pushing logoed apparel and uniforming options from ‘have to wear’ to ‘want to wear’ outfits,” Strom says. “This guide is a creative means of engaging buyers by visually emphasizing the unique strengths and versatility of each style.”

When you combine style with versatility and function, you’ve got a recipe for women’s wear beyond the traditional companion piece – and that’s when corporate wear success will really take shape.