You’ve heard it before and you’ll continue hearing it — at least for the foreseeable future: Athleisure garments, hands down, have been crowned the undisputed runway champion in all markets and demographics. Athletic-inspired in appearance, the clothing is comfortable for easy movement and built for active lifestyles.
The category has seen such profound growth that not only are designers and industry press outlets proclaiming it king, but even Fortune magazine recently touted: “Athleisure is not just a trend — it’s a fundamental shift in how Americans dress.”
Why? Athleisure styles are created for multiple uses. The pieces usually are more durable and made with tech-infused fibers. Consumers also have become more health-conscious, and their “one-outfit day” and “not-settling-for-anything-but-comfort” outfitting mantras make it more acceptable to wear yoga pants, leggings, tech fabrics and sneakers to the office than in previous years.
“There’s more and more yoga apparel selling,” says Craig Weiss, a 17-year promotional-apparel veteran and vice president of sales for San Diego-based Initial Impression. “[This includes] pants, tops [and] even jackets in wilder designs and fabrics. Studios are buying these to resell to their clients.”
Fast-dry wicking polos and tees, and stretchy and quick-dry wovens are leading the style pack with active consumers of all ages. In fleecewear and jackets, high-tech silhouettes crafted with stretch-poly materials and breathable, movable textures with super-lightweight protective features are trending.
Daryll Griffin, founder and president of woman-owned, Norcross, Georgia-based promotional products firm Accolades Inc., says brands are increasingly important to consumers, especially Millennials.
“When we are asked if we carry Dri-FIT [apparel], they are really asking if we have Nike Dri-FIT,” she says. “Next Level [Apparel] is another requested brand to this market in softer fabrics in grays, heathered colors and black.” Griffin also says the line’s more fashionable cuts and fits appeal to younger consumers.
Weiss agrees, but also says, “Ultimately, it comes down to price with my clients. I can present a similar polo to a Nike at 25% less cost and they will go that route. The difference in design and materials is not that much anymore.”
Tees Still Rule
When it comes to fashion tees, Millennials and the generation that follows — Gen Z (ages 13 to 22) — also prefer brand names, which they already trust and know what to expect. Softness also is a major factor, Weiss says, with buyers opting for more luxurious, lighter blends for all body types.
“Trends that I see are tri-blends, as well as super-soft blends, and the other is plus sizes in fashion tees,” he says.
For more urban, artsy and techie consumers, minimalist styles are popular in neutral colors and heathers, such as grays, khakis, blues in all hues, navy and black. Retro tees, such as ringers, two-tone baseball tees, and garment-washed and distressed fabrics also are popular with certain kinds of programs.
“Retro styles are popular with all ages right now, as well as overall imprint locations,” Griffin says.
With mass-merchandise programs — think giveaways and fundraisers — where budget is king, 100% cotton and cotton-blend tees remain top choices. “There will always be the demand for the basic tee for promotional use/industrial use, but they are no longer the only game in town,” says Paula Gossett, a Florida-based branding veteran of more than three decades and senior brandologist of Geiger. “Today’s corporate market demands style, comfort and fit. The athletic market looks for performance fabrics.”
Usage and the market play a big role here, she says, adding, “Each fabric has a unique set of features — all the more reason to work with a professional rather than purchase online. [Professionals] can guide you. For example, ring-spun cotton offers a soft and supple hand, chosen for younger wearers. But it is not as colorfast as a shirt that has some [polyester] content in it. [A] 100% polyester [garment] is thin and drapey, and therefore not as ‘modest’ as other choices. The pros know.”
In today’s cause-focused society, “statement tees” — which can showcase anything from political messages, pride and anti-bullying campaigns, to fundraising and event sponsorships — are popular. Humorous T-shirt messages and images also are in demand by brand fans. These statement shirts often are so popular that the designs spark retail trends.
Indoor & Outdoor Comfort
Whether consumers are in the office or on a camping trip, fashion garments with built-in comfort currently are selling well for sales reps. In woven shirts, garments crafted from stretchy or easy-dry, no-wrinkle fabrics are chosen for uniform programs of all types — executives, sales teams, service workers, technicians, etc.
Multiple shades of blue and gray are popular with tech teams, with subtle checks making a strong play with sales and executives. Light denim — the softer, worn-in shade conveying an ultra-casual lifestyle look — also is returning to popularity.
In addition to tech-oriented outerwear styles, outdoor-inspired styles, including camouflage prints, are trending, even among urban dwellers. Because younger adventurers treasure their free time more than ever, they revel in donning outerwear that expresses this passion — even to work.
Non-Wearables & Hardgoods
Backpacks continue to thrive as young users take them from school into leisure. For tote bags, 4XL styles are trending on runways and brand billboards. The bigger they are, the more they accommodate.
Industry pros agree that tech products top the list for office products, business gifts and giveaways. “We sell lots of power banks, power kits with power bank and charging cables, cell phone fans and any tech items that allow the person to be mobile,” Griffin says.
Gossett predicts new USB devices that are more compatible with today’s tech products soon will enter the market. ”I expect the new USB Type C converters to become hot very soon, as the old USB connectors/ports are phased out with the new generation of products.”
Retail-inspired drinkware, such as Yeti and Swell originals and hybrids, also are in demand. Other novelties, such as the Fidget Spinner, are expected to be today’s fad but gone tomorrow. Griffin, however, is bullish and sees positive sales, even if only in the short term.
“We’ll take it!” she says.
Mary Ellen Sokalski, a 36-year veteran of the promotional products industry, also is an author, speaker, and creative marketing and event-planning guru for suppliers and distributors. For more information or to comment on this article, email Mary Ellen at [email protected].
