Impressions - January/February 2022 - 17

Younger Consumers
Crave Comfort
Though consumers are driving T-shirt trends, the COVID-19 pandemic's
effect on the workforce (more remote workers than ever before)
also has affected the market. This means comfort reigns supreme for
T-shirt wearers. The younger generation especially is driving this trend.
" The Gen-Z and Millennials will lean into the comfort trend more
than ever for 2022, " says Kristen Vincent, merchandise manager, JERZEES,
Fruit of the Loom, Russell Athletic. " Athleisure was becoming
a way of life pre-pandemic, and the pandemic accelerated this trend
into the workforce. These demographics will have a hard time moving
away from the 'work-at-home' uniform for future seasons. "
Michael Johnson, director of printwear, HanesBrands, agrees that
there's a continued, palpable youth movement affecting the industry.
" We have younger consumers who take their eco-citizenship seriously,
as well as young, creative talent responsible for designing and manufacturing
apparel, " he says. " As consumers, they tend to be brandloyal;
make purchase decisions based on sustainable practices; and want
options - silhouettes, weights, sizing. For example, women are still
leaning toward a more relaxed fit, and this could mean an upsizing in
women's apparel or unisex styles. But, either way, they want the choice. "
While comfort is non-negotiable, Johnson asserts, younger wearers
may be more flexible when it comes to other characteristics. " While
we are still seeing a trend toward unisex styles and fits, consumers do
want options, " he says.
Jason Buchanan, president of sales, Next Level Apparel, agreed that
comfort is king. " Work from home has really divided people's closets
into flexible, multi-use items and a couple of standout pieces, " he says.
COVID's Supply-Chain Effect
The pandemic and its resulting supply-chain challenges have disrupted
many industries on a global scale, and the apparel industry hasn't
been spared.
" The lead times in securing fabric, as well as port congestion in
the USA, has made it challenging for the raw materials and finished
goods to arrive as planned, " Buchanan says. " On top of the logistical
challenges, we are still seeing the costs of cotton, transportation and
labor at very high marks. We expect these challenges to be in play for
the greater part of 2022. "
To date, demand is unsurprisingly continuing to outpace supply.
" Companies have historically sourced from overseas countries such
as Asia, but are now looking to source in Central America, causing
a constraint on our supply chain, " Vincent says. " This has caused an
increase in demand for tees and fleece throughout the pandemic. "
Sustainability &
the Supply Chain
Sustainability has been a buzzword for several years, increasingly ramping
up in importance as time passes. It's a consumer-driven movement
that has been recognized and embraced by both manufacturers and
distributors.
" While it'd be hard to say if we 'caught up,' we're certainly taking
measures for change, " Buchanan says. " From a product-development
standpoint, we've also noticed more apparel options made with natural
fibers such as hemp, bamboo and organic cotton. "
Johnson adds that not only is sustainability a driving factor, but
it also soon could become the standard for entry into the industry.
" Companies, schools, organizations and events that put their names
on printed apparel want to know that garment was sourced and made
responsibly, " he says.
Demand for eco-friendly fabric is fueling fabric innovations. Despite
best efforts and intentions to develop more sustainable products,
however, the supply chain is the weakest link in the process.
" At the moment, sustainable raw materials, such as organic cotton,
are just as hard to get and have risen in cost by as much as, if not more
than, industrial cotton " Buchanan says. " The slowdown in logistics and
supply chains has made it tougher for new entrants [into the industry]
to develop sustainable apparel options. "
In the T-shirt category specifically, recycled polyester demand has
increased even for those manufacturing in the Western hemisphere,
forcing manufacturers to bring yarns in from the east, thereby pushing
out sustainable-product lead times.
New-Year Style Trends
Vincent says soft, ring-spun fabrics combined with relaxed silhouettes
are a must, as are heathers. She adds that garment-wash and tie-dye
treatments will continue in 2022.
" Consumers will make more conscious buying decisions; better, versatile
products that will last longer [will be in demand], " Vincent says.
Soft whites, light khakis and very
light greens are among the colors seen
as upscale and appealing by Millenial
and Gen-Z consumers, according
to HanesBrands' Michael Johnson.
Photo provided by HanesBrands.
The pandemic hasn't necessarily spelled complete doom and gloom
for the industry. Next Level, for example, has noticed many accelerated
trends, particularly as the movement toward a casual workplace met the
work-from-home movement. " The creator economy was kicked into
high gear as more entrepreneurial-minded individuals created their
own brands and printed gear for sale online, " Buchanan says. " We also
are seeing a large rise in affinity-branded merch as consumers want to
wear tees that support their passions. "
JAN./FEB. 2022
P.17
Impressions - January/February 2022

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