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gifts and decorative accessories | may 2018№ 76 giftsanddec.com

Are Hats Back?Hats have fallen out of mainstream fashion over the past few decades, but that may be getting ready to change. BY A L E X H E R R I N G

From fascinators and berets to bowlers and cloches, the hat was a prominent fashion accessory for a long time;

one would barely leave home without it. But somewhere in the 1960s, hats began dropping o� the radar. One theory blames the shi� on automobiles, as smaller interior compartments meant passengers no longer had the headroom to wear hats. Others point the � nger at President John F. Kennedy, the � rst modern president to forego wearing hats. Still, others say it was a casualty of ’60s youth rebellion: when kids of the counterculture movement wanted to di� erentiate themselves from previous generations, they did so by rejecting a fashion staple of their parents’ wardrobes.

Regardless of the real cause behind the hat’s decline, several signs suggest that they are making a comeback. During the fall 2018 Paris Fashion week, hats were everywhere; berets, caps with veils and even clear PVC rain hats appeared at the show. A 2017 article published in The New York Times reported that retailers both international and domestic are seeing “a clear uptick in hat sales,” and even went so far as to dub hats “the new ta� oo” in terms of self-expression. And just last month, the Great American Hat Show in New York showcased millinery art that embodied the theme “Hats to the Future,” an imagining of how hats will be reinvented for generations to come and further implying that hats are returning.

Saying it with a HatDuring the heyday of hat fashion in the late nineteenth and early parts of the twentieth century, top hats were a symbol of the upper and middle classes; cloth caps generally represented the working man. In today’s world, hats are no longer an unspoken emblem of status and more a form of self expression.

“(Hats) are making a comeback as people realize that a good hat means fashion meets function," said Mazal Abena, communications coordinator for Kyi Kyi. “All accessories call for a� ention but the hat is what everyone sees at eye level, and they are the item that � nishes o� an out� t.”

Julie Kaupert, marketing director of DM Merchandising, agrees. “Look

Oversized pom-poms add fun flair to the classic beanie and are available in

fur or faux-fur. Kyi Kyi. kyikyi.comCIRCLE #850

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may 2018 | gifts and decorative accessories № 77giftsanddec.com

A top seller, the Floral Wire Brim Bucket hat has an extra-wide brim and a floral wrap around the crown. Mad Style. mad-style.com CIRCLE #853

Kyi Kyi’s wool beret is a bestseller item ac-centuated with a fur or faux-fur pom-pom for a look that’s both stylish and bold. Kyi Kyi. kyikyi.comCIRCLE #851

at social media; everyone is screaming for a� ention. A well-placed hat can exude a sort of con� dence that no other accessory can,” she said.

It is, perhaps, the desire to grab a� ention and express self-con� dence that have made hats a popular fashion choice with Millennials—the 2018 Gi� Book Consumer Survey reports that 32 percent of Millennials are likely to buy hats, highest among all generations. Another surprising � nd of the survey: When asked what types of fashion accessories they were most likely to buy in a gi� store, 24 percent of consumers chose hats, above slippers, wraps, tights, tunics and vests.

It makes sense, considering the versatile value they o� er a customer throughout di� erent seasons. Winter hats provide warmth and comfort, while summer hats provide shade. “Plus, the right hat can keep you looking fabulous on a bad hair day. Now that’s purpose,” Abena said.

Meghan Madden, marketplace manager for Mad Style, added that hats o� er value to the retailer as well as the customer. “If you carry a hat as a retailer, you are giving consumers something they want and need,” she said.

To encourage consumers to make a hat purchase, Madden advises displaying the accessory in a place where customers will feel comfortable trying them on. “Everyone has di� erent feelings about hats, so trying them on with access to a mirror to see how it looks is key in sell-through,” she said.

Hats Off to HealthIn addition to adding character to an ensemble, hats provide something few other fashion accessories can—a health bene� t. “Today’s consumer is more educated than ever, and I think UV rays have a lot to do with the (hat’s comeback),” Kaupert said.

General Merchandise Manager Mollyanne Fleming and Executive Vice President of Design and Development Joey Fallon, both of Sunday A� ernoons, agree.

“In our industry, we are seeing more and more focus on protection from the sun and the elements—people are wearing hats not only for fashion, but as a way to enjoy their activities longer and stay safe and energized,” they said.

All of Sunday A� ernoon’s hats are rated for UPF (Ultraviolet Protection Factor), for instance, and many have a UPF of 50+, the highest rating achievable. Hammacher Schlemmer’s NASA Strength Sun Hat was speci� cally designed with UV protection in mind. Using the same barrier technology that’s worked into spacesuits to protect astronauts from extreme temperatures and radiation, the NASA Strength Sun Hat can block up to 99.8 percent of harmful UV rays and re� ect up to 80 percent of sun’s heat away from the body.

“Everyone knows the risks associated with excessive sun exposure,” said Hammacher Schlemmer’s general manager Nick DiMarco. “We are always looking to provide products that help protect our customers against harmful rays, yet

gifts and decorative accessories | may 2018№ 78 giftsanddec.com giftsanddec.com

>fashion

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still allow them to enjoy the outdoors.”Though not to the same degree as a NASA Sun Strength Hat, other wide-brim styles such as straw sun hats, baseball hats and visors also provide shade for areas susceptible to sunburn. Helping customers realize these bene� ts can be e� ective in moving sales, especially when cross-merchandised with other sun protection items such as sunglasses and sunblock sprays and lotions.

Hat Trends for 2018In 2011, the British royal wedding between Prince William and Kate Middleton shone a spotlight on the fascinator. Interest in the hat picked up just a� er photos of the wedding hit the Internet, but the fad soon died down again. With the wedding of Prince Harry to Meghan Markle this summer, expect to see an interest in fascinators pipe up once more.

The beret, a French hat historically associated with military, political and revolutionary � gures, is also reclaiming its status as social media and today’s climate encourages political activism.

Beyond these, laidback hats that o� er shade from the sun, such as sun

hats and baseball hats, are currently on-trend for both men and women. Brimmed hat styles such as felt and fedora hats are also showing up, especially as the freely expressive Boho-chic fashion movement continues to be strong with consumers. When paired with a � owing maxi dress or fringe-detail handbag, felt and fedora hats help pull o� a stylish look that’s o� en rocked by celebrities, music-festival goers and free-spirited individuals.

Just as we’re seeing in resortwear trends this year, travel convenience continues to be important to customers. That’s why the Sunlily Roll-n-Go Sun Hat has been a strong seller for some retailers: Its � exible, anti-wrinkle design and braided leather strap allow the hat to be clasped and tightly rolled into a suitcase, making it an easy choice for travelers with limited packing space.

“The whole world is moving toward a more convenient lifestyle. That’s precisely why we invented this sun hat,” Kaupert said.

Beanies are also increasingly popular for their convenience and low-maintenance style. “They are an easy hat to own. You can throw them in your bag and pull them out when needed, and they won’t look disastrous,” Abena said.

Although usually associated with colder weather and climates, don’t be surprised to see beanies being sold and worn in the warmer months as well.

“Beanies in August may not sound ideal, but trending grunge fashion statements—circa 1995—have become year-round fashion accessories for celebrities, fashion in� uencers and style bloggers,” said Bob Ricciardi, president of About Face Designs. “Beanies speak to the nonchalant a� itude of Gen Z and younger Millennials who are not afraid to roll out of bed, throw on a hat and let the world know that their hair is messy and they don’t care.”

Since beanies are usually made from stretchy materials, they can also accommodate a wide range of head shapes and sizes, making them a great choice for retailers wishing to maximize sales and reach the widest audience possible. •

A first wholesale order of the Sunlily Roll-n-Go Sun Hat comes with a free counter display so customers can clearly see its roll, snap and go convenience. DM Merchandising. 247dm.comCIRCLE #857

CIRCLE #856

Say What?! Girl Gear beanies are made out of a lightweight, acrylic-knit material that can be worn both indoors and outdoors and during all seasons. About Face Designs. aboutfacedesigns.com CIRCLE #859

So are hats really back? We say yes.