P26,27 Trends:Layout 1 21/12/2009 12:59 Page 26
SPECIAL REPORT
Back to the future
In the second part of our feature looking ahead to what's in store for 2010,
we asked some of the major brands to do a bit of crystal ball gazing…
A return to what customers know
consumer testing laboratory manned by expert fabric technologists. We’ve just
invested in a new state-of-the-art manufacturing plant. And our T shirts and
in-house sweats are manufactured only from Belcoro certified
yarns.
Alison McKenzie, brand director, Fruit of the Loom 2010 is going to be a massive year for promotional
clothing linked to sporting events, and
Simplicity is the key to success in 2010. The garments that will secure orders especially the South Africa World Cup
are those that offer added value. Buyers are looking to maximise their Finals. The tournament represents a big
promotional budgets as much as possible and they are demanding affordable, opportunity for everyone in the
proven products that represent genuine value for money. business to increase sales.
Buyers won't want to take risks; they will want to know that every pound they Fruit of the Loom is already
spend will lead to a demonstrable return on their investment. They will be preparing for the inevitable
looking to corporate and promotional clothing that they know and trust. For surge in demand for our
many, if not most, that will mean the T shirt. imprint garments during the
Our market research suggests that T shirts will sell especially well in 2010, as run up to the World Cup.
people return to what they know and trust. T shirts offer a relatively The extra production
inexpensive yet highly effective means of promoting a business or brand. They capacity afforded by our
have the broadest appeal, being worn by men, women and children of all new Moroccan plant and its
ages. Most importantly, customers know from experience that people proximity to the European
appreciate and value receiving a well decorated promotional T shirt. markets mean that you can
Fruit of the Loom’s heritage is founded on the T shirt. We will become even rely on Fruit of the Loom to
more focused on our T shirt offering in 2010 in response to our research. The have the stocks in place to
fact is that T shirts have never made more sense, in terms of their value and meet all your World Cup
effectiveness as a promotional medium. clothing requirements.
We also expect a growing demand for brighter colours. Fashions from the 80s We will also be launching a new
are having a big influence on the high street at present, especially bright, bold exciting service to coincide with the
colour schemes. Fruit of the Loom will be adding ‘brights’ to many of our run-up to the Finals. Fruit Extra offers
activewear lines in 2010 to meet our customers’ changing requirements. We Fruit of the Loom customers the opportunity
will also be introducing a new colour, ‘K2 Yellow’ to the men’s and kids’ to add that personal touch to their activewear.
Valueweight T. It offers a brighter, punchier alternative to our classic ‘34 The new made-to-order garment manufacturing
Sunflower’ colour option. service, which will operate out of our Moroccan factory,
The challenges from 2009 will continue into 2010. Companies will continue to opens the door to private labelling, special colours and selected
be under pressure to meet customers’ expectations over quality of service, special styles based on our best-selling Ts and sweats. It’s perfect for
reliability of supply, etc. Customers will be looking to minimise their risks by promotional campaigns and supporter wear linked to the South Africa World
working with companies and brands that they know and can rely on. In an Cup and we are expecting a massive demand once our customers learn about
increasingly competitive market, trusted suppliers will continue to prosper. the offer.
Fruit of the Loom enjoys a high level of trust and goodwill within the industry, Fruit of the Loom is launching five new styles in 2010, four of which are T
built up over more than 150 years as a leader in textile manufacturing. We shirts. For men, there is the Fitted Valueweight T and Heavy Pocket T; for kids,
will be working harder than ever to deliver not just the quality and choice of the Long Sleeve Valueweight T and Girls Valueweight T; and for women, we
products, but also the quality of support and service that our customers have are introducing the Lady-Fit Jog Pants, a complete redesign of our previous
come to expect from us. Our new state-of-the-art manufacturing plant in model. We will also be adding two new colours: the aforementioned, K2
Morocco is operational now and it will enable us to consolidate our position Yellow and the vintage-look 87 Charcoal.
as the number one activewear brand in Europe. Our target, as always, is to
give our customers what they need to be successful by delivering product
quality, availability and value that are second to none, while operating in as
environmentally and ethically responsible way as possible Giving everyone what they want
Promotional and marketing budgets will remain under review in 2010. So the
main challenge for garment manufacturers is to supply products that are of a Kirsty Macdonald, brand manager, Skinnifit
high quality but also affordable. The downward pressure on prices has led to
increased competition during 2009. However, ‘value’ means more than the After a long and rather strenuous 2009 for all, there are signs that the
lowest price. The value of a promotional item must be measured not only on economy is at least thinking about turning a corner…or at least that’s what
how much it costs, but also on the number of times it is viewed, the response the market is hoping. 2010 is undeniably going to be tough for many and it’s
from the person wearing the garment and anyone else that views it, etc. A vital that brands and customers understand and are equipped for what the
promotional garment that is treasured, worn repeatedly and that is seen by as end user wants and needs.
many people as possible represents much ‘better value’ than a similar Skinnifit has always stood for style, design and quality and we’re determined
garment that costs a few pence less, but which falls apart on washing, is to stick to our principles. However, that doesn’t mean the brand have ignored
uncomfortable to wear, loses its shape and generally detracts from, rather many of the economic challenges and are introducing a new 100% cotton
than enhances, the brand it is promoting. women’s T which perfectly balances cost, style and quality. The name of this
Fruit of the Loom takes its product quality seriously. We operate an in-house one? Aptly, the brand have called it “the Perfect T”.
| 26 | January 2010 www.printwearandpromotion.co.uk
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