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SPECIAL REPORT
Skinnifit are also seeing a continued demand for all things hooded though knows what is going to sell when? However ensuring that we are ready
forecasting customer demand for garments that offer the customer something for the upturn when it happens will be key.
more than the most basic hood possible. In these times customers are indeed The key influences will be quality, continuity and consistency.
more discerning and looking for garments that last better that offer the
customer that bit more and reflect a much better value for money principle. MUMBLES
It’s undeniably going to be an interesting new year – and one which requires Quirky is also good – we are seeing great interest in the Mumbles
a much closer contact with the customer than ever before. Every step and Collection throughout the UK and Europe which is good to see. Covering
stage in the marketplace needs to be carefully analysed to ensure that we’re a wide price range there is always something to suit all budgets which is
offering the customer the best possible solution to their needs. Skinnifit are in important in this current climate.
no doubt that quality and style will carry on being a key customer deciding
factor and so, these being at the core of the Skinnifit business, the brand are OKARMA
being sensibly and cautiously confident about the year ahead. Organics, recycled and anything good for the planet is still very prevalent.
The increased number of cut-price brands and lower quality products that are
now flooding the marketplace will undeniably form a challenge – but we’re TOUR COLLECTION
determined to ensure that our stance on offering a quality product stays With the World Cup on next year in South Africa and England qualifying,
strong. Value for money isn’t necessarily all about who’s the cheapest; it there will be a huge demand for the Tour Collection products specifically
involves product durability quality, availability and often the with the England Emblem. There are 30 different products to choose from
potential to re-buy as and when required. the England Collection and a further 16 Union Jack styles offering
The T shirt market is constantly evolving in both enormous scope and marketing opportunities.
fabric and shape terms. It’s not so long ago
that there were no women’s T shirts at all LARKWOOD
in the marketplace and now we’ve They always say that there is a baby boom during a recession and The
got a plethora of styles, shapes, Larkwood baby and toddler range is going from strength to strength.
fabrics and forms. In addition, With the addition of the Rock Baby Sleepsuit in black, 2010 will
we’ve now got a firmly continue to see growth.
established men’s T shirt
sector that encompasses a TOWEL CITY
more modern fit. Towel City continues to see growth. The Egyptian Cotton range was
Admittedly, the original added a few years ago and has been a great addition to the range. In
oversized, chunky and subtle hues and super soft 100% Egyptian yarn it is the luxury end of
square-shaped T shirt the market but at an affordable price. The luxury range is available in 16
market does still exist but colours so every colour scheme is catered for and the classic range in
customers are increasingly navy and white has always been a popular choice. New for 2010 is the
waking up to the fact that soft handled textured waffle robe with a kimono collar and deep patch
shapeless forms are not the pockets with a matching pair of waffle mules. Both available in white.
best option for many a
customers’ needs. FINDEN+HALES
Skinnifit, Skinnifitmen and 2010 is looking to be the year for teamwear with the sector continuing
Skinni Minni are all seeing new to gather momentum as it has been even throughout the current
product introductions for 2010 economic climate. There is something of a demand for increased
including the much requested Kids personalisation within the marketplace today with many customers
Dance Pants which are being launched due seeking garments that set them apart from the mass of plain and
to customer demand. Skinnifit (women’s) is ordinary garments out there. It’s becoming more and more apparent
seeing new colour introductions in addition to new that teamwear is not limited to those in the sporting arena with
styles. For those who love fuchsia, the brand is keen to customers just as likely to be from a utility company as an athletic
suggest having a look at their new Hot Pink which extends the team. Customers also benefit from the increased focus on speciality
popular pink palette. And for those who love their hoodies, have a look at the fabrics that tend to be within the teamwear sector, with many now
new and lighterweight (but still cosy) Beach Hoodie for women which is requiring a wicking fabric or fibre such as Coolplus (wicking) as a “must
available in luscious Spring Green and a dazzling Bright Purple. have” for their garments.
Finden+Hales are well positioned to take advantage of the increased
customer demand with a bigger and bolder collection than ever before.
Give them the feelgood factor
The brand have introduced confident and striking new designs in
Coolplus for both men and women which tie in with the surge in
awareness for performance fabrics and also a more contoured and
Katie Stewart, managing director, Henbury, athletic styling. The brand are keen to point to point out that Coolplus®
takes a look at what's on the horizon for some of is a technology that is inherent within the fibres and not a chemical
Henbury's brands in 2010. finish. This means that their moisture management aspect will continue
to stand the test of time long after any chemical treatments, sprays or
Anything different, new and exciting will be hot. If people are going to buy finishes have washed away. If wicking is important to you, and
then they want to buy well and wisely but also with a bit of excitement, customers are telling us that it is, it’s important to be knowledgeable
leaving them with that feelgood factor you get when you have bought about what you’re purchasing.
yourself a treat which gives you little butterflies inside – well it does for me. The brand’s confidence can be seen in their 2010 product launch of a
I think it is still going to be a very tough year next year. With a record total of 13 new products across men’s, women’s and kidswear, tops and
number of people declaring themselves insolvent (up 27%) and the bottoms and T shirts and outers. Much of this has been the result of the
continued losses from the main banks, next year is going to be tough for brand getting out and about on the road and talking to customers
all. More unemployment means less people in the workforce which means about what they want and what they’re missing from the marketplace.
less products needed, however we believe that companies who had We’re seeing an incredible growth in customer awareness across the
previously bought bespoke merchandise will now be looking at cheaper breadth of the teamwear sector from kids up to adults and from T shirts
alternatives and with the wealth of products now on offer "off the shelf", to warmer weather jackets. 2010 is going to be a fascinating year for us
they will be spoilt for choice. We will continue as a company to offer and we’re already looking forward to progressing the brand into new
something a little different from the mainstream, quality being paramount markets and areas. The market’s still evolving and will undoubtedly
as well as service and supply. continue to do so. It’s proving to be the most exciting sector around
One of the biggest challenges for 2010 will be reading the market. Who today.
www.printwearandpromotion.co.uk January 2010 | 27 |
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