May '16

For the Business of Apparel Decorating

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62 || P R I N T W E A R M A Y 2 0 1 6 WOMEN'S WEAR As women have become increasingly busy, striv- ing to cram work, play, and keeping fit into their daily routines, the old rules have simply evolved and become more relevant to their hectic life- styles. Accordingly, sweatshirts and leggings are now likely to be worn all weekend long, wheth- er they're going for coffee with friends, hitting the gym, or eating out at a local restaurant. Not only are women spending an increased amount of money on workout clothing because of the comfort factor, but their desire for these garments signifies an increased loyalty towards maintaining a fit and healthy lifestyle. The preoccupation of being healthy and maintaining a balanced routine is considered hip, on-trend, and chic. Popular sports brands are focused on selling fashionable and feminine yoga/gym clothes that are both stylish and comfortable. The rise in the availability of these attractive-looking sportswear pieces also means that women are using these items for both sports and leisurewear, which feeds the need for more multi-purpose styles of cloth- ing in everyday life. Athleisure is certainly impacting a woman's day-to-day wardrobe, and has a strong presence in the promotional apparel world as well. "This is a fast-growing segment for our business, as we service hundreds of yoga-affiliated brands and studios," says Morey Mayeri, president of Royal Apparel. For many wholesalers, their goal is two-fold: apply the athleisure trend in a way that keeps women comfortable during their daily active lifestyle, while ensuring that the chosen fabrics, styling details, and colors make them look and feel good. WANTED: SOFT FABRICS AND FIT The athleisure trend is impacting many manufacturers on the fabric side. High-quality, lightweight premium fab- rics with stretch and recovery are highly requested by wholesale customers, as are spandex jersey, tri-blend, burn- out, and lightweight French terry. "The surprise is in the fashion fabrics that work so well in this market, be-

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