Scult expanded on this point. “[Trendy tees and tanks] are becoming staples, year-round, layering pieces under high-fashion blazers,” he observed. “Items and silhouettes that were typically workout or sleepwear are now becoming fashionable to wear on the street. “And just like in interior design or architecture, the juxtaposition of mixed materials, or in this case, fashion top with high-fashion bottom or layering, is hotter than hot,” he continued.
All it takes is a little bit of imagination. Pairing a fitted club cotton tank with a pair of dress slacks is a great example. In doing so, users get a mix of the “smart casual” and high-end feel that Scult described above. “It works when one might perceive it wouldn’t,” Scult said.
The Retail Effect
Whether it’s the runway or Beyoncé’s video, fashion inspiration can be found in multiple places. Your best bet, however, might be to check out the racks at Macy’s and other retailers. “The line between the promotional apparel industry and retail continues to blur,” Crow said. “Promotional apparel customers want T-shirts that they will wear in ‘real life.’ Consumers have gotten used to the super-soft T-shirts at retail, and they want the T-shirts that they wear for corporate events or that they buy as souvenirs to be soft and flattering, too.”
Scavone echoed this sentiment. “We all want quality details and great-feeling fabrics with style options that are current,” she remarked. “The influx of a variety of silhouettes, necklines, textures and stitching are a direct influence from what is happening in retail.”
A stylish, great-fitting tee or tank is likely to be the go-to item in a user’s closet, which means your client’s marketing message will be seen on a regular basis. “The cost per impression becomes minuscule,” Crow said.