ccreative outure

FASHION SHOWCASE

Creative CoutureMen’s and women’s fashions in the promotional industry continue to follow retail trends. In this apparel showcase, check out industry products that look as if they were pulled straight from the runway.

By Andraya Vantrease

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a ccording to the U.S. Bureau of Labor Statistics Consumer Expenditure Survey released in October 2010, American consum-ers spent more than $208 billion on apparel and related products and services in 2009. While women continue to out-spend men by nearly two to one, the aggregate money spent on fashion has declined over the past few years, forcing retailers to use their creativity and clever marketing tech-niques to increase customer demand.

As the big companies think of ways to rise above their competition and reach more customers, so too must ad specialty distributors. “People in our industry buy what’s marketed,” says Jim Franklyn, vice president of sales and marketing for InkHead Promotional Products (asi/231159), which drives its sales almost exclusively through the Web. “If they’re spending their marketing dollars on a prod-uct, you can bet there’s going to be a bump in sales.”

As suppliers and distributors have tried to expand apparel offerings for end-users, the promo-tional market is more closely mirroring the styles found on the latest fashion runways. In this product showcase, we show off the latest men’s and women’s fashions for spring and summer 2011. What follows are 10 product trends for 2011, each one paired with a recent runway shot that embodies the latest style – in the ad specialty and retail markets.

FASHION SHOWCASE

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Stomping GroundsThese combat boots can be worn by both men and women and are the per-fect accessory for the tough biker trend. Made by the original manufacturer of the U.S. Airforce, Ranger and Special Forces gear, the boots are purely authen-

tic. Available from Cockpit USA (asi/43022); (212) 575-1616; [email protected]

Bad To The BoneThis jacket keeps the wearer

comfortable in the end-of-winter weather with its black lambskin leather sleeves, collar and trim; deep fleece-lined pockets and anti-pill black virgin-wool body. It’s a perfect item for corporations looking to keep their employees cozy and fashionable. Available from New Z Lander (asi/73788); (800) 397-7499; sales@newz lander.com

Sweater Swagger

Biker DuDe

Men’s sweaters have been popping up on the runways more frequently in the past couple of years, and the Perry Ellis spring 2011 line is no exception. Onlookers welcomed light-weight sweaters of all styles and colors from the designers at Mercedes-Benz Fashion Week in New York. Mix and match sweaters with casual or more professional clothing and discover how versatile they can be.

The Vest ValueThis navy sweater vest adds a scholarly touch to any outfit. Made of an acrylic wool blend, the V-neck pullover can be paired with sneakers and jeans or dress pants and a bow tie – take your pick. Available from Edwards Garment Co. (asi/51752); (800) 253-9885; [email protected]

While many trends begin with celebrities and trickle down, this tough look originated from motorcyclists and made its way into the closets of the famous.

It has hit mainstream America hard in the past few years with its leather boots and gloves, and with the right accessories and the perfectly rebellious attitude, anyone can pull it off. Here, a model struts his tough look at the Brix Smith and George Lamb fashion show of the Vintage at Goodwood Festival in Chichester, England.

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FASHION SHOWCASE

Safe TanThis 100% organic cotton club jacket features adjustable snap cuffs as well as two inside and two outside pockets. It has a cotton poplin body lining, nylon taffeta sleeve lining and an inside storm flap to keep wind out. Available from Broder Bros. Co. (asi/42090); (800) 521-0850; [email protected]

the PrePSter

CuCkoo

For khaki

The preppy-boy trend allows guys to be cooler than school with its Ivy League style shirts, ties and high-water, colorful pants. Plaid garments play a huge part in this look and add to the Southern frat-boy appearance. Tommy Hilfiger’s spring/summer 2011 show at New York Fashion Week displayed this look to perfection.

King Of PrepSuggest this adjustable bow tie to clients who want to give off the Harvard graduate impression. Made of polyester satin and offered in over 10 solid colors, it adds a pop of prep. Available from Wolfmark (asi/98085); (800) 621-3435; [email protected]

Dress For SuccessThis long-sleeve plaid shirt comes straight out of Lisa Birnbach’s The Official Preppy Handbook. Pair it with shorts and boat shoes for clients to look their best. Now all they need is a trust fund and a BMW. Avail-able from Broberry Mfg. Inc. (asi/42057); (330) 995-0736; [email protected]

Spring collections continue to mix bright colors with neutrals like khaki and white. Not only is the cotton khaki fabric lighter and more breathable than heavy winter wear, but it looks better against sun-kissed skin and matches the airy atmosphere of the season. This khaki suit is part of the Tommy Hilfiger spring/summer 2011 fashion show at New York Fashion Week.

FASHION SHOWCASE

who wearS

the PantS?Don’t ask why wide-leg pants give off a “head of the household” vibe – they just do. Take advantage of it, women. Pants like these, which appeared in Carolina Herrera’s spring/summer 2011 collection at New York Fashion Week, portray power and elongate wearers’ legs. This trend certainly plays by the well-known motto: Go big or go home.

Loungin’Help your clients and their customers relax with these wide-leg French terry pants for women. Made of a cotton/spandex blend, these pants are low rise and feature a ribbed waistband and flare legs for a flattering fit. Available from Bella-Alo (asi/39590); (877) 727-2001; [email protected]

emBraCe the LaCeApparel embellished with lace always appears feminine and free, two qualities women aim to show off through their style. Pastel-color garments with subtle lace intri-cacies are a fresh choice, and even better when made of light, barely-there fabrics that help combat the heat. Model Caroline Brasch Nielsen walks the runway at the Anna Sui collection presentation for spring/summer 2011 during New York Fashion Week.

Kitchen CoutureWomen can look their best while they cook in this lace apron. Coated for stain resistance and easy care, this apron features an adjustable neck strap, making it com-fortable for chefs of all sizes. This cotton item is a staple in any kitchen. Available from Two Lumps of Sugar (asi/92389); (212) 966-1303; [email protected]


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FASHION SHOWCASE

You can always bet on spring clothing collections to be filled with vibrant colors that lure customers into their lines. Many designers, including Tommy Hilfiger, incorporate yellows into their selections for spring 2011. This women’s jacket debuted at New York Fashion Week.

FLoraLFanatiCS

Say yeS

to yeLLow

Floral prints echo nature and can be found blooming across the runways each spring. Designer Vivienne Westwood exhibited this floral dress as part of her Red Label spring/summer 2011 line presented during London Fashion Week. Paired with a sun-protecting straw hat, the warm-weather attire has never looked better.

Perennial PickThis 100% cashmere wrap is decorated with an intricate floral design. Its elegant camel and beige color combination makes it a great addition to any end-user’s summer ensemble, because the fabric will keep her cool during the day but warm when the chilly night air rushes in. Available from Eternity Design (asi/52778); (630) 579-5884; [email protected]

No Place Like ParisThis poly/cotton blend shirt is decorated with a yellow, red and black screen-print design and has a tapered waist and reverse seams for a vintage look. It’s a great piece to express the funky, cultural side of any woman’s wardrobe, and the perfect fit makes it comfortable throughout the day. Available from Eternal Apparel; (314) 995-3742; www.eternalapparel.net

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FASHION SHOWCASE

Full skirts offer timeless elegance for just about any wearer. Their unique silhouette leads the way in today’s jeans-and-shorts world and conveys a bohemian, laid-back style when paired with a form-fitting shirt. Dresses like this one from Milly by Michelle Smith spring/summer 2011 collection presented at New York Fashion Week, are flatter-ing and summery for the upcoming warm seasons.

Bamboo BombshellThis women’s skirt is made from 70% bamboo and has an elongated waistband that can be rolled over or worn long. The six-panel skirt creates a graceful sweep and is breathable, antimicrobial and easy-care. Available from Brandwear Basics (asi/41545); (866) 339-1122; [email protected]

PaSSion

For PurPLe

FuLLSkirtS

Eggplant PantThese leggings can be paired with a long shirt, skirt, dress, jacket – you name it. The deep, rich tone adds the perfect amount of color to a bland outfit, and they can pass for casual or cocktail when worn with the correct accessories. Available from Alternative Apparel (asi/34850); (888) 717-3988; [email protected]

Purple is all the rage for the upcoming season. From eggplant to lavender, the color is accepted in just about all of its various shades. It can be worn in bold garments or subtle accessories. Either way, the purple palette is a win-win. Max Mara’s spring/sum-mer 2011 ready-to-wear collection displayed loads of purple hues during Women’s Fashion Week in Milan.

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