May '18

For the Business of Apparel Decorating

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2 0 1 8 M A Y P R I N T W E A R || 41 SHAPE OF YOU Dressing the female frame in today's mar- ket means listening to feedback women have provided by way of shunning extreme takes that were popular in previous seasons. Squat and square shapes that are so imper- sonal they could be mistaken for menswear aren't going to make the cut here. Likewise, extremely form-fitting and body-conscious clingers are hitting the dressing room floor in favor of lines that allow a woman to move and breathe without sacrificing aes- thetics. "Our merchandiser spends a lot of time finding out where exactly our fit needs to be right now," says Mary Bostwick, Del- ta Apparel. "Discussions held with custom- ers in multiple markets found that women want to find products that fit without hav- ing to ask 100 size-related questions when shopping." Ivy Mai of Kavio! reports that the most popular choices that balance both fit and style are those that remain fashion forward. "The trendier pieces do much better than plain T-shirts because women are looking for something more, something interest- ing." She adds that a mix of high-low fash- ion is always going to be a staple in this market as such pieces are easy to dress up or down. Such examples include French terry fabrics and mixed hemlines. To add to a look's versatility, Moore says that we can expect to see movement toward an even more relaxed body styling with lots of layering capabilities, longer body lengths, relaxed shoulders, and flowy hemlines. This fit allows for room in the chest and sweep for customers that have curves. Which, is an important detail. "It is so important to offer apparel that is sized specifically for women with curves–– not just upsized or unisex––but true-to-fit, flattering options," states Marcus Davis, Hanesbrands. A woman who is rounder here and narrower there doesn't want to be forced to buy something she doesn't feel continued on page 79 Career & Uniform Apparel Programs Spring is an inspiring time of year and it's easy to look good and feel relaxed in new rain jackets from Edwards. As your single most reliable source for career & uniform apparel, every product and service we offer is geared toward making your business better and your customers happier. That means the broadest selection of styles, sizes and colors, tailored from fabrics that hold up to daily wear and washing. It means bag-by person and direct shipping to your customers. And it means the best return policy in the business. Our style, your smile. It's why every day for over 50 years, millions of people have gone to work wearing Edwards. 800.253.9885 IN SP(I)RING. RAIN SHOWERS. FREE FREIGHT ON ORDERS OF $200 OR MORE* * Some exclusions apply. Visit our website for details.

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