March '15

For the Business of Apparel Decorating

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Page 49 of 118

W hen dreaming of a beach vacation, it's hard not to picture yourself lounging in laid-back, breezy apparel styles. Festive camp shirts transition from a poolside breakfast to an evening luau, bright colors nod to island inspiration, and decorated terrycloth adds a memorable touch. For times like this, comfort and functionality are important, and today's performance fab- rics keep wearers cool in the tropical heat while looking sharp. Considering the many looks in this market, decorators are in a great position to serve the various apparel needs of resorts. RESORT WEAR STYLES When outfitting a resort staff and filling the souvenir shop, finding the right look comes down to demographics, says Elson Yeung, director of private label design and merchandising for alphabroder. While one resort might focus on a younger crowd with more of a party scene and relaxed style, another resort may target more mature demographics, calling for a higher-end, dressier look. A decorator needs to understand the resort's client base before providing outfitting options. "With resorts going after different seg- ments of the market, image is always top of mind," Yeung says. "Even under one hotel chain, you may have different resorts in a similar area targeting different visitors and demographics." Of course, retail trends also influence many of today's resort looks, says Juan Davis, CEO of Fast Lane Clothing Company. Even the basic T-shirt follows hot retail styles in terms of colors and cuts. Geometric patterns and bright jewel tones are particularly popular in the resort wear market as they evoke a va- cation-like feel while following mainstream trends. Given the level of ac- tivity at many resorts, performance fabric is in high demand within this market, especially when it comes to staff, Yeung says. Not only is performance fabric trendy but it's also functional. Dirt doesn't eas- ily absorb into this fabric, and moisture-wicking prop- erties keep employees clean and dry as they run in and out of the air conditioning all day. Of course, retail trends also influence many of today's resort looks, says Juan Davis, CEO of Above: Maintenance workers might be more comfortable in a perfor- mance polo or henley. (Im- age courtesy alphabroder) Below: Bright jewel tones are especially trendy in the resort market this year. (Image courtesy Fast Lane Clothing Company) 2015 MARCH PRINTWEAR | 45

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