April/May 2007

Pamper Yourself

By Regina P. Ciardiello

Relaxing and pampering ourselves has become a huge industry. With the multibillion-dollar spa industry experiencing a boom in the mid 2000s, a new
market opened up. Distributors can take advantage of “me time” by talking to managers of spas, hotels and resorts, salons and gyms about options for logoed spa wear and accessories.




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Consumers want to feel relaxed and refreshed after their day-long
(or sometimes overnight) spa visits. In addition, many spa-goers want to take home a souvenir once their stay ends. Logoed robes, stylish T-shirts and sweatshirts, soft socks, slippers and tote bags are perfect reminders of a positive spa experience.

Wrap up in robes
Bathrobes are at the top of the spa set’s list of must-haves for a day of pampering. For example, robes are one of Colorado Trading & Clothing Co.’s most popular bath wear items, says Tina Schmitt, director of sales, special markets, for the Denver-based company.

The company’s SoyBu line, which includes robes, throws, spa apparel and loungewear, is the newest addition to its product line. Not only is the line stylish and durable, the line’s fabrics are “green” – not just because of their color.
“SoyBu is a new fabrication in the green/organic/eco-friendly category,” Schmitt says. “We’ve developed the fabric over the last four years. The soy fibers give the fabric a silky smooth hand, while the bamboo adds durability for easy care, wash and wear.”

Thinner, textured fabrics have also become very popular for the spa scene, says Gina Barreca, director of marketing for Avenel, NJ-based Vantage Apparel. The supplier offers two different styles designed for spa-, resort- or travel-oriented promotions. The company’s plush terry velour robe is made from 100% cotton, and features a kimono-style front, three-quarter sleeves, and a wrap belt with belt loops and patch pockets. And, new this year, the company added a waffle spa robe, made of 60/40 poly/cotton; it’s available in classic white and feminine pink. Both robes are one-size-fits-all.

The whole package
While items such as robes, tote bags, jewel-toned velour yoga pants and crystallized T-shirts can be offered as stand-alone items for purchase at spas, resorts and hotels, many times these pamper centers will want to group together some of their best-selling items for a spa package and/or corporate incentive. Whether the aim is to provide gifts to clients and/or employees to show appreciation, or to package a basket of specific items that customers will enjoy for years to come, it’s a matter of what best fits the market focus.
“Value-added packaging options are becoming very important for all types of promotional items, especially apparel,” Barreca says.

Vantage packages its robes in a nylon sport tote or a clear briefcase-style tote that allows a company to add in a meeting agenda or other promotional literature. The supplier also pairs up items within the package that correspond with each other, by offering a robe, along with a complementary screen printed T-shirt and embroidered cap, Barreca says.

Schmitt sees footwear being introduced in spa packages as well. “We’ve had great success with our micro chenille flip-flops, sandals and socks, and we just introduced a micro chenille massage-table throw for treatment rooms in spas,” she says.

Canyon Country, CA-based Spotlights recently commissioned one of the largest tote manufacturers to create a custom, 18 oz. canvas tote, which according to Tony Vece, director of sales, has durability like rhino hide and is something that can be used for years.

“This is a very nice tote that accepts crystal well, and there’s a growing marketplace for these items,” he says. “It’s water resistant and designed to fit in with a spa or beach tote.”

Theme baskets, such as a yoga or lifestyle gift basket, are good sellers. “The lifestyle basket could include sunscreen, spa towels and even a wrap to be worn poolside, and the yoga package might include a yoga CD, clothing and soothing lotions such as eucalyptus and mint,” says Roberta Hughes, CEO and president of Avidare, a Salt Lake City-based image consulting firm. “This is great etiquette from an image standpoint.”

T-shirt craze
In the past few years, the trend of embossing T-shirts has caught on. Spotlights, which works with Swarovski crystals, has taken this concept a step further.
Established in 1985 as a provider of high-end wear for employees at Disney theme parks, Spotlights branched out to the spa industry between 2003 and 2005 – just when the market was heating up. According to Vece, the company hasn’t looked back since. “We provide apparel for the tops spas in the United States, Mexico and the Caribbean, such as the Ritz-Carlton and the Four Seasons,” he says.

While the concept of a jeweled logo on a shirt or tote bag or hat isn’t just a passing trend, there are other apparel suppliers, such as Los Angeles-based Bella and its Alo brand, that focus on jewel-tone-colored clothing, rather than on the jewels themselves. Brinden Asher, director of marketing for both brands, says this season’s hot colors are deep, rich jewel tones in greens, pinks, reds and midnight blue.

Bella’s velour hooded sweatshirt paired with its velour pant was designed to provide the wearer with a lounge-like feel. “The low-rise, drawstring pant isn’t baggy, and it has flat pockets,” Asher says.

Bella also introduced its CoolFit line in January, which allows the fabric to breathe, drawing moisture away from the body so the wearer stays dry and cool. The company offers a performance apparel line that can be used for working out and at the spa, but is versatile enough to double as everyday apparel, Asher says. The company’s selection goes beyond the velour set as well, with its 100% cotton all-season fleece shirts, pullovers and zip hoodies.