Impressions - January/February 2025 - 29

T
o measure the popularity of the placket and woven categories
in today's promotional apparel market, we must
consider where these styles fall behind the tried-andtrue
T-shirt. While a comfy T-shirt continues to lead
the way as the largest selling category, in its wake are
wovens, polos and placket designs. These styles continue to secure
their respective niches through a marked resurgence in 2024 that is
expected to continue in 2025.
Though they may account for smaller pieces of the proverbial pie,
wovens and plackets are holding their own. An increase in a return-to-office
environment and an uptick in versatility and comfort-driven details
are big reasons why.
" T-shirts and polos are always in high demand, since they are versatile,
comfort-driven wardrobe staples, " says Katie Hoffman, marketing
manager for SanMar. " With a focus on stretch and ease of
movement, wovens are providing a fresh new look in the office, with
all the benefits needed for an active workplace. "
Emily Quilter, product design director for Momentec Brands, seconds
the staying power of the polo: " Polos continue to be very popular as a
comfortable and versatile workwear option, particularly when done in
performance fabrics, " Quilter says. " Performance polos also continue
to be a go-to sideline option for athletic coaches and staff. This style is
gaining in popularity with racquet sports, such as pickle ball, as well. "
The sales trend in the placket and woven categories as seen at the
end of 2024 was expected to hold steady, even with an evolving shift
of the workforce back to the office. However, the formal office dress
we remember has been modified. Habits of the office dress code have
changed as the need to " keep it formal " is no longer as necessary.
The work-from-home trend that resulted from the COVID-19 pandemic
most definitely continues to leave a mark on the sales volumes of
wovens for the office. That trend, coupled with an overall relaxed dress
code in many office cultures, contributes to a steady sales projection.
" I would have to say the sales trend will meet in the middle, " says
Jose Garcia Botello, founder and executive manager of YazbekUSA.
" Bigger companies are asking their employees to go back into
the office, but I don't think it will mean a return to the same formal
dress as before. "
The shakeout of four-plus years of a work-from-home mentality
has also created a diversion from more formal dress codes to more
casual attire-sometimes much more casual.
" The formal dress code has changed a lot over time, " Botello says.
" Wovens were the go-to piece for corporate environments and organizations
with very strict dress code guidelines. Nowadays, the trend
is more relaxed and casual. T-shirts and jeans are more popular than
ever and widely accepted in new corporate environments. "
The Untucking
The untucked trend in plackets and wovens remains popular, even in
the corporate space. This trend has only strengthened over the past year
and is sure to gain in popularity.
" Untucked shirts remain extremely popular, " says Eric Rubin, CEO
of Blue Generation. " The trend took over the woven shirt market, and
now with its more casual appearance, we still see tremendous strength
in the category. "
To be sure, companies are paying attention to the untucked trend.
For example, specialized brands in the retail market are laser-focused on
this style, creating a garment that is longer than a regular cut to achieve
the untucked look when worn out over the pants.
This is the perfect option for companies in the corporate space that
still need their employees to portray a more corporate image. The look
is polished, yet casual, checking all boxes. And it's versatile.
" It looks great and can be dressed up or down, " Botello says. " It is
versatile, and I'm positive the trend will translate into the blanks. "
Jan./Feb. 2025
P.29
An Opportunity?
Up-selling from T-shirts to a more structured style of shirt absolutely
can be a viable way to increase margins, says Botello.
" In any supplier's catalog, wovens represent a higher ticket, " he says.
" The cost can range from three to five times the cost of a T-shirt. The
margin is higher, and it helps. "
While up-selling is one way to boost margins, the budget of organizers
from church groups and families holding reunions to corporations
and companies holding events, also comes into play. Another
consideration may be the overall objective for the shirts. A corporation,
for instance, might consider a high-end, long-lasting gift for its
employees versus a cost-effective T-shirt for a church's 5k run or a
family's annual reunion.
" Although I would love to see customers step up to a polo shirt instead
of a T-shirt, it is usually driven by a lower budget, " says Rubin.
" T-shirts tend to be more casual than a polo or woven shirt. "
We know that wovens always have been popular in the hospitality
and uniform markets. A woven shirt is simply dressier than a polo and
typically projects a more upscale image. However, we also are seeing
exciting innovations in woven shirts-both in fabric and styling-that
Made from Recycled Green Circle
Polyester, performance meets luxury
with the Point Grey Shirt. Photo
courtesy of Edwards Garment
Impressions - January/February 2025

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