Impressions - January/February 2024 - 25

Patterns, White Collars
and Other Neutrals
Because people seek versatility in their clothing choices, core neutral
colors are going to dominate the market: bone white, grey, brown and
black. " Th ese neutrals are balanced, nature-inspired hues, and easygoing
mid-tones will [remain] popular, with a focus on versatility and
wearability, " says Quilter. To look " put together, " consumers will also
want to fi nd " statement pieces, " including items that layer well and
even mix and match, another reason that neutrals remain central-
from core neutrals to enhanced neutrals, with such colors infl uenced
by the natural world.
Th ere's also still a place for pastels, which dominate spring and summer,
and non-classic shirts continue to be off ered in a variety of colors
and patterns: case in point, And Color's tropical series, with beachy
colors and those that are brighter on the color palette.
Big picture, Nielsen says that when it comes to style in this apparel
category, the market goes through cycles, where sleek and simple
gives way to fl ashy. Currently, Nielsen says that the patterns trend toward
the fl ashy and the bold, which could be a post-pandemic eff ect.
Ostrom adds there is continued interest in creating " well-edited
capsule wardrobes " as well. " Prints, patterns and the energy of bright,
joyous colors are peppered into this capsule for the sake of seasonal
Go from the offi ce to the golf course in
fashionable performance polos. Photo courtesy
of Augusta Sportswear
variety and personalization of our looks, " Ostrom says. " Th e choice of
pattern is individual and varied. Small prints add the subtle energy of
visual texture to work outfi ts, and traditional plaids add a satisfying
and grounding heritage vibe to elevated basics. "
Botello notes that while the continue advance of technology has led
to the creation of new patterns, classic patterns will continue to be in
constant demand, while busy designs are waning in popularity. " Th e
trend for plackets is to improve their look and feel, make the necks less
rigid and much softer in their fi nishes, along with styles and fabrics
that can be comfortable for casual or more formal wear preferences, "
Botello says. " Th ere will be an expansion in colors and combinations,
but most of all the focus is on the touch of the fi nished piece. "
Social Media and Marketing
Social media undoubtedly plays a huge role in these days, as consumers
garner much of their information this way. Companies that want
to stay competitive need to have an active presence, with continual
updating with relevant messages that recognize consumers' needs
and want to help them solve their problems. Simply put, Botello
says. " Brands have to capture the potential client's attention and keep
them engaged with content that brings value to their end customer. "
" If you're placing advertisements on social media platforms, it's easier
to hit specifi c target markets and demographics. Th ese platforms are
big. Th at is where consumers are spending their time, " Nielsen agrees.
When thinking about markets, however, it is important to keep
in mind that offi ce workers are not the only potential customers for
plackets and wovens, as the market has the potential to expand to
other niches, including religious organizations, clubs, schools, sporting
events or any organization that wants to display its company name.
" Th ese niches have been growing and have relevance because they
are our client's customers. As a brand we limit ourselves to provide
information, show what colors we off er, the fabric and the blends and
to listen the feedback we get from our customers-they are the ones
who get the information fi rsthand, " Botello says.
" Polo shirts are the ideal step-up from a T-shirt and off er greater
fl exibility of wearing occasion and off er a more polished look than
a basic tee, " agrees Quilter. " Th us, polos are the perfect option
for a variety of end-use customers including corporate events,
clubs, teams - any customer looking for an elevated look. "
In this same vein, And Collar's Nielsen says that even though
dress shirt are its bread and butter, the company is able to upsell
to ties, polos and pants once consumers gain trust in the brand.
Similarly, Nielsen says that with his company's poly-spandex
blend, there are many markets still waiting to be tapped.
" We had a funeral home reach out, " Nielsen says by way of
an example. " Th ey needed dress shirts for folks who didn't
have dress apparel for the deceased. " Other markets he says
his company has reached are golf shops and staff at a water
park, where they outfi tted 250 people in their polos. Additionally,
And Collar recently launched an eff ort to increase
its share of the kids' market, including such organizations
as private schools and summer camps.
As part of its commitment to inclusivity, the company
has also started entering plus sizes and big and tall. " Th e
biggest thing is, there are thousands of diff erent industries
you can tap into that all need decorated apparel, "
Nielsen says. 
Hilary Daninhirsch is an award-winning freelance writer based
in Pittsburgh. Her work has been featured in a number of lifestyle
and trade magazines. She can be reached at hdaninhirsch@gmail.com
or hilarydaninhirsch.journoportfolio.com.
Jan./Feb. 2024
P.25
has also started entering plus sizes and big and tall. " Th e
biggest thing is, there are thousands of diff erent industries
you can tap into that all need decorated apparel, "
Nielsen says.
http://hilarydaninhirsch.journoportfolio.com
Impressions - January/February 2024

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