Impressions - September 2016 - 25

clothing, jackets have become more comfortable and easy
to move in. Details such as athletic striping, contrast stitching and raglan sleeves have made jackets more comfortable
and flattering."

A Middle Ground for Usage?

While jackets still serve primary functions such as providing
warmth and protecting against harsh weather, much of the
market also has placed an emphasis on the style and feel
of garments. Shelley Foland, CEO of Boxercraft, says the
fashion element of jackets always will trump other factors.
"The end use for jackets will always serve to complete
any outfit," she says. "It's not just about utility or a means
of keeping you warm during the extremely cold winter
months. It's about appealing to fashion. Unique colors
and fabrics allow the recipient to extend their expression
of personality and style with their jacket, in addition to
their clothes underneath. They can be fitted, flared, long
or short, tailored or oversized. They complete the [outfit's]
overall look."
Tsai admits that while fashion has become a factor, the
general use for outerwear - ensuring comfort and warmth
for wearers - has remained constant. Crow says there's a
middle ground between the two assertions, and even adds a
third usage for jackets that includes the workwear category.
"The market for high-visibility jackets has grown dramatically over the past two to three years, and that has not
only added a new use for jackets - work safety - but
it has also increased the use of bright and neon colors to
jackets across all styles," she says. "Jackets are now used

"With the rise in popularity of athletic
and athletic-inspired clothing, jackets
have become more comfortable
and easy to move in."

- Margaret Crow, S&S Activewear
not only for warmth outside, but also as layering pieces
for both comfort and style."

Silhouettes, Colors & Fabrics

This category offers a mixed bag of silhouette options.
Case in point: Tsai says the bomber jacket has become
popular again because of fashion's cyclical nature, but also
asserts that clean lines remain a safe bet. Foland, on the
other hand, says extremes, from flowy, oversized jackets to
long, tailored jackets, are trending. Meanwhile, Crow says
quarter-zip styles outshine the rest.
"Quarter-zips are really popular this year, both in performance fabrics and more traditional cotton fleece, and
they can be heavy and warm or light and fashionable," she

Beyond the High School Hallways
Lettermen's jackets have long been a staple of high school hallways and pep rallies. While
this still is the case, teenagers actually are not the largest demographic for this apparel
type, says Mike Doyle, president, CVC Sports Inc.
"The entertainment industry is by far the biggest [customer base that's buying Lettermen's
jackets]," he says. "[Buyers encompass] TV shows like Glee and Married with Children, crew
jackets for all the behind-the-scenes people, movies like Beverly Hills Cop and Paper Towns,
and the music industry - especially the hip-hop genre."
Among Doyle's clients are corporations that need Lettermen's jackets for top salesmen or
retirees. Car clubs order jackets that match members' automobiles. He says some members have
even sent paint chips from their cars to ensure as-precise-as-possible matching.
Traditionally, Lettermen's jackets have been heavy and embellished with appliqué. High
school and hip-hop jackets still typically are decorated with a combination of chenille and
detailed embroidery.
"The garment is much better than before," Doyle says. "We have been doing this since 1969,
but there are very few true 'made-in-the-USA' jackets anymore. They have been gobbled up
and moved offshore, but the price has not gotten any better unless you go way offshore [to
places] like Pakistan."
Still, it's the wide range of consumers that helps drive the business, Doyle says.
"[Lettermen's jackets] are extremely popular because there are so many more customers, stylewise and worldwide."

SEPTEMBER 2016

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Impressions - September 2016

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