February '16

For the Business of Apparel Decorating

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2 0 1 6 F E B R U A R Y P R I N T W E A R || 41 J J uniors' apparel can be a tricky market to keep up with. At first glance, you would think that the clothes teens wear are fairly similar to offerings made to adults, but that is in fact false, especially for the younger end of the spectrum. Even more, juniors' styles seem to change almost over- night compared to apparel for other age groups, thanks in part to how quickly fashion trends circulate on social media. It might seem like a daunting market to break into for members of the wholesale industry, from decorators all the way up to the blank suppliers, but it also has the potential for a world of op- portunities. CHANGING CHANNELS Although it might seem like the pace at which juniors' apparel trends updates is faster than most other markets due to the in- fluence of the fast-fashion phenomenon, according to Ivy Mai, Kavio!, that isn't quite the case. She explains that because the pro- cess of adaptation in wholesale is overall slower than that of retail, juniors' apparel develops at the same pace as almost any other age group. "We do a substantial amount of research on popular trends in top brands and designers in the retail world before we go into mass-production," Mai says. "These styles usually are very adapt- able and can be brought over to the wholesale side and last for years to come." However, the juniors' market has a few more quirks of its own that make it an entirely different beast, right down to the shapes Decorating in the Fast Lane How to Keep Up with JUNIORS' APPAREL B Y S A N D R A S E P A N I A K

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