7 Guidelines for Selling Women's Apparel
We ladies can be particular about our clothing. It's not that we are not willing to wear uniforms, it's that we want to wear uniforms that makes us feel comfortable. We are often cautious of the words "unisex" and "companion styles," because in the past these meant men's styles in smaller, boxier cuts. I am writing May's feature on women's wear and I am happy to report that "unisex" and "companion styles" no longer mean oversized and unflattering. The industry is redefining women's wear and I am excited about it.
I received thoughtful, detailed responses from my sources for the women's wear feature. I am disappointed I cannot include all of them in the magazine. Below are a few of the tips and quotes that did not make it, but are worthy of note.
1. Corporate Apparel Drives Revenue
"Women's corporate wear is a very important sector of the industry," said Elson Yeung, product line manager, Ash City USA, Lenexa, Kan.
2. Women Like Warmth
"Fleece and variations of fleece styles remain very popular every year thanks to the comfort it offers," said Yeung.
3. Consider Many Imprint Options
"A customer may want to consider heat transfer if the logo requires a gradient effect or a customer may want to consider embroidery if decorating on a fleece piece to achieve a more 3-D effect," Yeung said.
4. Target Charity Events
"Charity events are extremely popular for women's corporate apparel," Yeung mentioned. "For example, charity runs can take advantage of Ash City's performance features on garments such as moisture-wicking and antimicrobial polos and tees that will suit the active environment that is being purchased for."
5. Fit Matters with Companion Styles
"A correct fit is always in style. We engineer both men's and women's shirts to enhance not only their performance, but their body shape as well," said Florence Wong, public relations and marketing associate, Tonix Teams, Fremont, Calif.
6. Faded Colors Mean No Reorders
"Some of our shirts are treated to be colorfast, and some are treated to have UV protection. It's crucial that fading doesn't happen, as with many sports, the apparel is worn outdoors in the sun, rain and wind. It's important to have a piece that is not only comfortable, but one that can last a very long time, " Wong explained.
7. Add Luxury for a Memorable Promotion
This is not a part of my women's wear story, but I believe it is a fitting addition. If you want to add extra panache to your women's wear program, try including wellness gifts. The TheraPED from Health Enterprises is the perfect accouterment to performance wear or corporate styles. After a conference or game, ladies can pamper their tired feet with this spa product.