May '18

For the Business of Apparel Decorating

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38 || P R I N T W E A R M A Y 2 0 1 8 E very day is a blank canvas, and nowhere does that analogy get more real than when we choose how we're going to look when we go out to meet the world each day. Historically, for the active woman, the outfit selected in the morning was pre- determined by the day of the week or the range of activities planned for the following 12 hours. In today's world, that's a waste of precious time better spent doing literally anything else. We're busy––we want to feel like we look good while not thinking twice about whether we should "just change real quick." Women have called for the apparel industry to better integrate fashion and function, and today's trends showcase how the market is answering. RUN THE WORLD (GIRLS) It's not hard to explain why manufacturers and retailers should be focused on the fe- male market. Making women a top priority in every phase from concept to execution is the only way to stay relevant, both on the rack and in the market. "Women are the most powerful consum- ers we have," acknowledges Merriah Moore, ENZA. "The undeniable strength of wom- en's buying authority is playing a huge role in the apparel industry, as they make up al- most 80 percent of the purchasing decisions in every household." And because they serve as the primary caregivers for children and the elderly, Moore explains, women Jennifer Elgin is a freelance writer and broadcaster, covering fashion and sports beats for various media outlets. She at- tended the School of Journalism at the Uni- versity of Colorado at Boulder, where she earned her Bachelor of Science in broad- cast journalism. She loves fashion, fishing, the color red, traveling, and sports. She currently resides in Denver. Woman ' s World Trends in Women's Apparel B Y J E N N I F E R E L G I N Colors like mint, mauve, and ma- roon hold a strong presence right now. (Image cour- tesy ENZA)

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