Impressions - March 2019 - 19

rom distinct cuts and colors to fun slogans and witty
messaging, today's womenswear niche isn't slowing
down. And some industry insiders say the trail is blazing hot as the past comes full circle.
"It's pretty much guaranteed in fashion that certain trends will
come back around again," says Summer Barry, creative and marketing director for BELLA+CANVAS. "Right now, that decade of
the moment is the '90s, and if we could point to one '90s trend you
should be paying attention to, it's crop tops."
These trending-again garments come in many shapes, lengths and
forms, with cropped tees and fleece items reigning supreme. The
gravitation toward this style is the flattering fit, Barry says. "They all
have looser fits and, when paired with high-waisted jeans, they show
just the right amount of skin," she says.
As always, design trends come down to versatility, functionality and
comfort across all product categories. "Iconic styling and throwback
looks are prevalent as brands go to their archives for design inspiration," says Lauren Cocco, director of merchandising for Vantage
Apparel. "Think power suits, bold colors and '90s influences. We're
also seeing streetwear and workwear influences in outerwear."
In the workplace, businesses are continuing a trend toward relaxed
dress codes to appeal to and keep younger employees. Quarter-zips,
fleece crews and tees in premium fabrics are key, giving decorators
an opportunity to brand for business wear. For womenswear, fits are
loose and flowy, with a relaxed, boyfriend style continuing to dominate - but the trends don't stop there.
"Women's choices have exploded in the market, with fits ranging
from classic and more flowy to a slimmer, shaped tee," says Jeanene
Edwards, vice president of Fruit of the Loom/JERZEES Activewear.
"Let's not forget shorter or longer. The boyfriend crop tee pairs well
with the denim trend in high-rise jeans. If a women's tee is layered
The past is coming full circle
in womenswear as crop tops
are making a comeback in
popularity. Photo courtesy of
BELLA+CANVAS.

under another garment, a slim fit or even flowy fit will work, while fit
and silhouette options expand if it's the primary top they're wearing."
Indeed, layering is a foundation of womenswear, and a cropped
fleece is preferred for such a role. "Some people hear the word 'cropped'
and think it's just for younger demographics or a slim body type,
when that couldn't be further from the truth," Barry says. "We see
our cropped fleece layered with form-fitting or flowy tops for varying
looks, and it's such a cool urban, forward look."
With classic-fit tees, customers can diversify with under- and
over-style layers. This means having the flexibility to throw on a
chunky, ribbed cardigan, or dress it up with accessories, such as a
scarf and jacket.
"You can never go wrong with a classic tee and a cute little print
in front to express 'Wine is my favorite color' on a maroon tee, which
will always be a conversation starter," Edwards says.

Staying Versatile

The importance of versatility cannot be overstated. "Versatility is a
key trend, and consumers are demanding clothes that multi-task and
look good all day long, especially in the outerwear/layering category," Cocco says. "Vantage introduced several new styles that work
with professional dress and casual outfits, and gym-studio apparel."
For a brand to be successful, it must remain versatile. Whether it's
the younger Millennial or Gen-Z consumer, understanding that shopping behaviors are different from previous generations is paramount.
"[Younger consumers] tend to be more practical and conscious of
spending habits, so every purchase is carefully evaluated," Edwards
says. "This means that apparel also has to span multiple usage occasions, and versatility is critical. Basic styles in premium fabrics can
really be worn anywhere, and even a black tee can be worn with just
about anything, from jeans to under a suit."
Edwards says that while Millennials and the Gen-Z population
do share some values, they also can behave quite differently. "For
instance, Millennials focus spending on experiences and adventure,
while Gen Z has more affinity for cool products," she says. "Both
groups share an appreciation for design and a desire to showcase
their uniqueness or individual point of view."
This presents an opportunity for women's T-shirts with textcentric designs featuring witty slogans, fun phrases and ironic sayings
in 2019. Nostalgic road-trip graphics, as well as graphical treatments
and fonts from the '70s and '80s, will be prominent.

Shaping Up

Expanded choices in styles and silhouettes are expected this year.
Classic T-shirts still have a place in womenswear, but the boyfriend
tee has come on strong. Cropped tees and fashion fleece tops are on
trend and driving market volume.

"Women's choices have exploded in the
market, with fits ranging from classic and
more flowy to a slimmer, shaped tee."
- Jeanene Edwards,

Fruit of the Loom/JERZEES
MARCH 2019

P.19

Impressions - March 2019

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