Performance Apparel: Retail-Inspired...

When it comes to performance apparel, consumers want their garments to be comfortable, functional, and fashionable. More and more people are looking for clothes that can go straight from their workout to running errands and socializing. Since these garments are so prevalent in everyday life, they are an important part of the promotional products industry. In addition to typical performance wear such as hoodies and joggers, apparel made of moisture-wicking fabrics is also gaining in prominence.

According to Andrea Cancellieri of GAME Sportswear, Ltd., performance apparel is becoming more sophisticated to address body temperature regulation. “Our optimal internal temperature range is very narrow and anything outside that range can be anything from annoying all the way to causing serious health complications,” she explains. “Perspiration and the rapid evaporation of it upon contact with air are critical to the cooling process, but you must be wearing the right apparel. Fortunately, high-tech options are available.

“Breathability and moisture control are perhaps the most important breakthroughs in Hi-Vis Safety wear in the last 10 years, which is a category that promotional product distributors are selling in ever-higher numbers,” she continues. “It has long been a complaint of people who are required to wear ANSI compliant Hi-Vis that they were having a hard time staying cool and dry, with no other options available not too long ago.” Fabrics such as cotton would become soaked with sweat—sticking to the body for an uncomfortable feeling and not evaporating; and polyester would trap moisture, not allow for proper ventilation or evaporation, and be very hot to the wearer, she explains.

Cancellieri reports that all of that has changed with the design of new fabrics. As an example, the recently introduced “birdseye knit” polyester material—also known as “no hole mesh”—is being used on safety T-shirts. “It is an innovative, soft-to-the-touch, lightweight, highly durable fabric that allows for more air passage and breathability, while still maintaining ANSI compliant color standards,” she emphasizes. “This new type of moisture wicking helps the garment actually pick up moisture, carry it away from your body, and spread it across the surface of the material, so it evaporates quickly.”

Vantage Apparel’s Gina Barreca also notices this natural performance trend. “In this grouping, fabrics are blended with natural fibers or specially engineered to create a comfortable-as-cotton feel,” she comments. “In both cases, the goal is to provide the wearer with effortless comfort and feel-good fashion.”

Over at BELLA+CANVAS, Summer Barry reports a spike in fleece sales. “Fleece trends easily translate from streetwear to performance while still offering a lot of variety in products,” she notes. “We are seeing more joggers, hoodies, and cropped fleece on the retail market than ever.” This rise in demand has resulted in the company introducing these key fleece trends to the market—which have been met with an overwhelmingly positive response.

The retail trend is also one seen at Gildan, according to Linda King, in addition to heather colors. She points out that end consumers requesting something different from their decorators also plays heavily in this trend. She expects to see “significant growth” in the performance apparel sector.

Cynthia Liu at Expert Brand believes that sustainability is the driving trend for this market segment. “The demand for performance wear is not taking a rest,” she asserts. “There is a growth for activewear and performance apparel.”

There is an array of new performance apparel that distributors should be presenting to their clients. Vantage Apparel has rolled out the Vansport™ Cypress Vest, which Barreca describes as “a true natural beauty made of a performance, twill knit blend that’s super soft, anti-pill, and wicks moisture. While this piece is perfect layered over a polo for golf events, it can also be suggested as an add-on to a woven shirt for office casual attire.” Barreca adds that Greg Norman has introduced a new Foreward Series Polo (available for men and women). “This is also a great example of cutting-edge tech with a comfortable touch,” she notes. “The lighter, resort-inspired color palette is also right on point for warmer days.”

Barry at BELLA+CANVAS reports that the company’s Fast Fashion products—such as the jogger, cropped hoodie, and coaches jacket—are really turning heads. “These are exclusive pieces that really tie brands to an aesthetic that millennial consumers crave,” she states. “Our joggers and cropped fleece hoodie were both the first of their kind in the promo space, and since the jogger performed so well full distribution picked it up.”

At Expert Brand, Liu reveals that the company has introduced two new collections. American MoCA™ is geared toward fashion and comfort; and Siro™ highlights performance wear and items made with moisture-wicking fabrics.

Gildan has added a Performance Jersey Hood 46500 and a Performance Jersey Tank 46200 to its offerings this year, King says. “The Core Adult and Youth tees 46000 and 46000B are still our top-sellers but between the two new styles the 46500 Hood is selling better,” she states.

Providing samples is key to selling performance wear, according to Gildan’s King, “Get it into the customer’s and/or the end consumer’s hands,” she stresses. “This helps with awareness—they can compare it to like products they may buy retail and experience the quality firsthand.”

Barry at BELLA+CANVAS recommends focusing on trends. “Take the time to curate the perfect blend fashion forward piece while staying true to your brand,” she relates. “Your customers will notice your unique product and will return for a stand-out product.”