Impressions - June/July 2016 - 33

Alternative begins its
design process with
inspiration and concept
sketches before going
into development. Photo by
Chris Burdern.

large impact on wholesale. More on-trend styles
are accessible to wholesale than ever before. It is
forcing suppliers to create products more quickly
to meet the demand.
Mark Seymour: The nature of our supply chain
is to choose the best of the new retail fashion
trends that are sustainable over time and provide
a great platform to decorate on. Speed to market
is a key component.

trend that became prevalent a couple of years ago. A return to basics,
pared-down dressing, a focus on comfort and styles that easily transition from fitness wear to daywear. People don't want one style for one
occasion; they want one style to carry them through the day.
MS: Two trends that come to mind are soft and stretchy fabrications
with texture and tank tops for women.
JS: The popularity of pastel hues is driving retail sales and new opportunities within the decorated apparel market. Retail brands such
as Vineyard Vines, Guy Harvey and Southern Tide continue to fuel
the popularity of this coastal-inspired look.

This tried-andtrue sector's
growth will keep
the pace in 2016
and beyond.

Impressions: What is the relationship between your
retail and wholesale divisions?
JE: Our retail and wholesale divisions are intertwined
because the foundation of our business started with
wholesale - it's in our DNA. Styles offered at retail
that translate to wholesale can be adopted into our
line. Photography for our co-branded distributor
catalogs and wholesale email marketing appear
on the retail website and social channels globally.
There is an abundant amount of cross-pollination
between the two divisions in terms of creative assets and design.
MH: Our best sellers are best sellers across all
channels. We do create some seasonal items, with
no limits on "decoratability," for our wholesale to
retail and consumer-direct businesses. We have a
completely integrated design team that is involved
with every detail for both retail and wholesale.
John Spivey: Consumers want and expect to find
our products in every market and across many different touch points. Our retail and wholesale teams
often work hand in hand, all focused on bringing
the best products to market.
Impressions: Does retail drive trends in wholesale?
JE: We focus on creating fashionable basics and inspiration can come
from everywhere. For example, our popular bodysuits are directly inspired by actual dancewear and are offered both at wholesale and retail.
I don't believe in our situation that trends move in a one-directional
pattern, where retail dictates what we see in wholesale.
MH: Yes, retail business does drive trends in wholesale. We begin our
design process with inspiration and concept sketches and then go into
design development as though we are developing a fashion collection.
JS: Once a product is developed, we create a go-to-market plan based
on production, flow-in, seasonality and other factors. So a product could
launch at wholesale first, as it did with Hanes Cool DRI T-shirts, or it
could launch at the same time, as it did with the Hanes X-Temp T-shirts.
MS: Absolutely. For example, we recognized the trend in tri-blend
and sueded fabrics that provide an ultra-soft hand and have built many
successful styles with these fabrics.
Impressions: What are the biggest retail-inspired trends you see in the
wholesale industry right now?
JE: Athleisure, which somewhat stems from the "normcore" fashion

Impressions: How have you seen retail's influence on the wholesale
market evolve over the past 10 or 15 years?
MH: Fast fashion has forced everyone to move faster. The impact of
that has trickled down into wholesale. However, at the same time, people are no longer looking for a one-time-use apparel item. Consumers
want less disposable fashion and marketers want their messages to be
seen again and again. With the changing and unpredictable economy,
fashion becomes more fickle and pushes consumers to find the products that have the most value for the price.
JS: Consumers today want and expect what they see at retail to be
available in the wholesale market. Technology and social media have
compressed what was once two distinct markets, with a year to two years
separating product launches, to what now is a blended environment
with less and less demarcation. In addition, online retailers and the
popularity of personalized apparel, a trend driven by Millennials' desire
for truly customized clothing, continue to transform the marketplace.

At American Apparel,
the same designers and
manufacturing teams make
styles that are available to
both wholesale and
retail clients.
JUNE/JULY 2016

P.33

Impressions - June/July 2016

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