Impressions - August 2017 - 23

Fleece currently is a real winner at retail, as
consumers continue to dress in comfortable,
fashion-forward, crossover apparel. Instead
of more formal jackets and sweaters, they're
looking to fleece to meet their needs.
"Obviously, the increase in performance
fleece and athleisure apparel is still a big trend
for all age groups," says Jeanene Edwards,
vice president, activewear marketing and merchandising, Fruit of the Loom/JERZEES.
"These fabrics offer performance features such
as wicking, plus they are terrific at taking rich,
vibrant color [from embellishment processes]."
Given contemporary styling, that means
consumers can wear the same outfit as they
transition from work to workout and play to
leisure. "One interesting thing we see emerging
is 'performance sportswear,'" Edwards says.
"This is apparel that looks like it's made for
the gym, but really isn't - as it mixes fleece
with wovens, for example."
John Spivey, marketing manager, Champion, says the market's development has made
fleecewear that once was cool for a parent
interesting for their kids.
For example, Champion's sueded fleece
pullover hood is the essence of retro style.
The 8.5-ounce, 80/20 cotton/poly threeend fleece provides warmth and comfort,
while an all-cotton face allows for screen or
direct-to-garment (DTG) printing. The
flat, woven drawstring and oatmeal-heather,
jersey-lined hood add to the classic look and
feel, while the heritage styling of the external
jocktag located on the lower hem ties back to
the Champion Originals collection.
"Retro-style touches provide a way to update
your fleece look," Spivey says. "These touches add a fashion flair that help sweat shirts
crossover to both social and active occasions."
In terms of fabrication, sueded fleece brings
a soft, sophisticated hand and ideal print platform to the market. "The re-emergence of
French terry gives flexibility to new styles
with lighter-weight silhouettes," Spivey says.
Another influence driving today's fleecewear
is weight - or lack thereof. "The popularity
of soft fabrics in the fashion tee market that
started six years ago has transitioned into fleece,
with several blends and combed, ring-spun
cotton becoming very popular," says Marcia
Cumberledge, vice president, merchandising
and purchasing, TSC Apparel.
TSC carries tri-blend fleece from US Blanks,
Sponge fleece from BELLA+CANVAS and
combed, ring-spun cotton blends from Anvil,
just to name a few. In addition, Cumberledge
says washes have become important, as is evident in vintage washes from J. America and
garment dyes from Comfort Colors.
For value-priced fleece, TSC's best sellers are Gildan's 18000 series and the Tultex

Suppliers Step Up
With so many fleecewear options available in the marketplace,
what's a decorator to do? It's important for decorators to understand blends so that they can be knowledgeable about printing
techniques and how premium fabrics affect pricing, says Jeanene
Edwards, vice president, activewear marketing and merchandising, Fruit of the Loom/JERZEES.
"Brands and fabrics can be narrowed down based on price point
and styling, given what the decorator knows about his customers'
preferences and previous purchase history," she says.
Some suppliers offer retail programs and initiatives aimed at
helping retailers stay in step with the fleecewear market. "We're
always working with retail leaders and merchants to bring innovation to the market that exceeds their customers' expectations
and drives sales," Edwards says. "It used to be that trends would
launch in the retail channel and then slowly transition into the
wholesale or printwear channel. That's no longer the case, as
trends are hitting both markets simultaneously."
Fruit of the Loom leverages its proprietary insights across
its retail and wholesale channels on key sales drivers, especially with regard to styles and colors for current and future
product design.
"These relationships are key, as the retail consumer often is
also the consumer that ends up with apparel from their local
screen printer," Edwards says.

Today's hoodies are made of blended
poly/cotton fabric, but can feature
retro styling such as flat, woven
drawstrings and external jocktags.
Photo courtesy of Champion.

AUGUST 2017

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Impressions - August 2017

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