| Posted in | Posted on
Jomashop coupon code
Although the camo craze has cooled down to a low simmer, there's no hiding the continuing appeal of the military look in casual fashion.
While camo patterns such as Woodland, urban, ACU and monochromatic continue to adorn the landscape, military styles in solid colors now tend to predominate.
John Ottaviano of Rothco has learned that as (hip-hop artist) Kanye West goes, so goes the nation.
"The shemagh is the hottest item in our line right now. Soldiers are wearing it in the Middle East, and it's a huge fashion item in general apparel stores. Even Kanye West is wearing one," said Ottaviano.
The shemagh is a traditional Arab headdress/scarf. In its indigenous environment it is worn more for function that for fashion, since it keeps swirling desert sands away from the face while offering shelter from the intense desert sun.
"It's a huge fashion item, not only in military colors like foliage green, desert sand and O.D., but also in black & white, red & black, navy & white and red & white. None of the latter colors have any military application," said Ottaviano.
Ottaviano noted that the industry rarely sees an item enjoy equal popularity among soldiers and civilians simultaneously.
"The shemagh sells just as well to our army/navy stores as it does to our non-military retailers," he said.
Of course, there is a knack to properly wearing a shemagh. There is a tutorial on this subject on the Rothco web site (www.rothco.com).
Ottaviano also described an increase in interest in the fur flyer's hat, with its retro appeal.
"It's kind of Elmer Fudd-ish. The older guys like it but now you'll see them being worn by hipsters and other youth trend-setters," Otttaviano noted.
If you need a visual on that hat, think Marge "Son of a" Gunderson in the film Fargo.
Outerwear that's in
The good old peacoat is riding a new wave of popularity, according to Harold Hirsch of Schreck Wholesale.
"We've got a large inventory of peacoats in stock and we're moving them all," said Hirsch.
Schreck is enjoying bold sales of the basic, U.S.- made black/navy peacoat, buying mostly from Sterlingwear of Boston.
Hirsch noted that the peacoat surge appeals to all of the genders.
"Everybody's buying them. It's our hottest jacket," he confirmed.
The enduring item in the outerwear category is the M65 jacket, in genuine and faux-military styles, mostly in O. D.
"We've already sold more M65s this year than we sold all of last year," said Ottaviano.
Both vintage-style and standard M65s are selling well for Rothco. The company also offers a lightweight version that is also a strong seller.
"Printed hoodies should be dead by now but they're not," said Ottaviano. Black, OD and navy hoodies are still the most requested colors.
The printed hoodie with a full-bodied graphic pattern is still in vogue.
"The imprint stretches from left to right, top to bottom on the hoodie. The more esoteric the graphic, the better," he noted.
He noted that the beer hoodie is becoming popular. It is designed with a pocket on the front that is sized to hold a can/bottle of beer.
Ottaviano has observed a trend in which buyers are retrofitting their vintage apparel with rhinestones and other decorative adornments.
For Alpha Industries, leather is outselling the weather.
"We've never re-ordered leather this late in the season," said Hy Slavin of Alpha.
Slavin noted that much of their leather outerwear business is coming in small order from small retailers - but the orders are coming in steady and sure.
"Their customers seem to be looking for quality, since sales of our higher end leather coats are doing very well," said Slavin.
He admitted that the strong sales of high ticket items is difficult to explain in light of the poor economy.
Anything wool will do well according to Slavin, and the peacoat is first and foremost in the wool overcoat line for Alpha.
"Sales of our peacoats are phenomenal," he said. "Everybody is into the peacoat business."
Black, gray and navy are the hot peacoat colors. Sales are even across the board for men, women and children.
Wool weight is a consideration for buyers of peacoats, according to Slavin.
"Most people want a lighter weight peacoat, unless they're in a particularly cold climate. The lighter weight coat is less bulky and easier to wear when driving," said Slavin.
Alpha is one of the leading purveyors of the M65 jacket. Solid colors are on the upswing, while camo brings up the rear for Alpha.
Don't forget the t-shirt
"We're doing a bright green t-shirt for the Spring. It's a safety green that's ANSI- approved. It's becoming a fashion item and can be used for work apparel," said Ottaviano.
Solid-color tees are preferred these days to camo tees, with the exception of the basic Woodland t-shirt. OD, navy, black, reds, browns and greens are the hot colors.
Printed tees, with wall-to-wall coverage are still good sellers.
Forthcoming fashion
The blue jean has seen enough of the spotlight, according to the tea leaves that Ottaviano has been reading of late.
"Chinos are coming back, at the expense of denim," said Ottaviano.
Demographics and trends
The children's market remains strong for military- style apparel.
"When things get tough, the children's, women's and even the pet apparel markets continue to grow," said Slavin.
The military look is still strong and will always be present, albeit in ups and downs, according to Slavin.
He suggests that retailers should constantly change and upgrade their window and in- store displays. Retailers should be aware of their local demographics, and they should be sure to set up displays of merchandise that appeal to every age group that they cater to.
Accessorizing the look
Keeping in mind that an army/navy store enjoys a sterling reputation as the civilian's PX, the retailer not only offers the last word in apparel authenticity, but also a full line of real- world military accessories such as patches, insignia, medallions and other apparel add-ons.
Army/navy retailers should be studying youth-oriented publications and television programs to capture trends from head to toe.
Also working in retailers' favor is the ongoing effort by the populace to show support for our armed forces by emulating the clothing and style of our military personnel.
Especially prevalent among the younger set is the desire to fall into line with what their peers are doing, saying and wearing. Once a trend has been established, count on a mass following that will make it easier for the retailer to invest in enough inventory to fully supply an eager customer base.
Although the camo craze has cooled down to a low simmer, there's no hiding the continuing appeal of the military look in casual fashion.
While camo patterns such as Woodland, urban, ACU and monochromatic continue to adorn the landscape, military styles in solid colors now tend to predominate.
John Ottaviano of Rothco has learned that as (hip-hop artist) Kanye West goes, so goes the nation.
"The shemagh is the hottest item in our line right now. Soldiers are wearing it in the Middle East, and it's a huge fashion item in general apparel stores. Even Kanye West is wearing one," said Ottaviano.
The shemagh is a traditional Arab headdress/scarf. In its indigenous environment it is worn more for function that for fashion, since it keeps swirling desert sands away from the face while offering shelter from the intense desert sun.
"It's a huge fashion item, not only in military colors like foliage green, desert sand and O.D., but also in black & white, red & black, navy & white and red & white. None of the latter colors have any military application," said Ottaviano.
Ottaviano noted that the industry rarely sees an item enjoy equal popularity among soldiers and civilians simultaneously.
"The shemagh sells just as well to our army/navy stores as it does to our non-military retailers," he said.
Of course, there is a knack to properly wearing a shemagh. There is a tutorial on this subject on the Rothco web site (www.rothco.com).
Ottaviano also described an increase in interest in the fur flyer's hat, with its retro appeal.
"It's kind of Elmer Fudd-ish. The older guys like it but now you'll see them being worn by hipsters and other youth trend-setters," Otttaviano noted.
If you need a visual on that hat, think Marge "Son of a" Gunderson in the film Fargo.
Outerwear that's in
The good old peacoat is riding a new wave of popularity, according to Harold Hirsch of Schreck Wholesale.
"We've got a large inventory of peacoats in stock and we're moving them all," said Hirsch.
Schreck is enjoying bold sales of the basic, U.S.- made black/navy peacoat, buying mostly from Sterlingwear of Boston.
Hirsch noted that the peacoat surge appeals to all of the genders.
"Everybody's buying them. It's our hottest jacket," he confirmed.
The enduring item in the outerwear category is the M65 jacket, in genuine and faux-military styles, mostly in O. D.
"We've already sold more M65s this year than we sold all of last year," said Ottaviano.
Both vintage-style and standard M65s are selling well for Rothco. The company also offers a lightweight version that is also a strong seller.
"Printed hoodies should be dead by now but they're not," said Ottaviano. Black, OD and navy hoodies are still the most requested colors.
The printed hoodie with a full-bodied graphic pattern is still in vogue.
"The imprint stretches from left to right, top to bottom on the hoodie. The more esoteric the graphic, the better," he noted.
He noted that the beer hoodie is becoming popular. It is designed with a pocket on the front that is sized to hold a can/bottle of beer.
Ottaviano has observed a trend in which buyers are retrofitting their vintage apparel with rhinestones and other decorative adornments.
For Alpha Industries, leather is outselling the weather.
"We've never re-ordered leather this late in the season," said Hy Slavin of Alpha.
Slavin noted that much of their leather outerwear business is coming in small order from small retailers - but the orders are coming in steady and sure.
"Their customers seem to be looking for quality, since sales of our higher end leather coats are doing very well," said Slavin.
He admitted that the strong sales of high ticket items is difficult to explain in light of the poor economy.
Anything wool will do well according to Slavin, and the peacoat is first and foremost in the wool overcoat line for Alpha.
"Sales of our peacoats are phenomenal," he said. "Everybody is into the peacoat business."
Black, gray and navy are the hot peacoat colors. Sales are even across the board for men, women and children.
Wool weight is a consideration for buyers of peacoats, according to Slavin.
"Most people want a lighter weight peacoat, unless they're in a particularly cold climate. The lighter weight coat is less bulky and easier to wear when driving," said Slavin.
Alpha is one of the leading purveyors of the M65 jacket. Solid colors are on the upswing, while camo brings up the rear for Alpha.
Don't forget the t-shirt
"We're doing a bright green t-shirt for the Spring. It's a safety green that's ANSI- approved. It's becoming a fashion item and can be used for work apparel," said Ottaviano.
Solid-color tees are preferred these days to camo tees, with the exception of the basic Woodland t-shirt. OD, navy, black, reds, browns and greens are the hot colors.
Printed tees, with wall-to-wall coverage are still good sellers.
Forthcoming fashion
The blue jean has seen enough of the spotlight, according to the tea leaves that Ottaviano has been reading of late.
"Chinos are coming back, at the expense of denim," said Ottaviano.
Demographics and trends
The children's market remains strong for military- style apparel.
"When things get tough, the children's, women's and even the pet apparel markets continue to grow," said Slavin.
The military look is still strong and will always be present, albeit in ups and downs, according to Slavin.
He suggests that retailers should constantly change and upgrade their window and in- store displays. Retailers should be aware of their local demographics, and they should be sure to set up displays of merchandise that appeal to every age group that they cater to.
Accessorizing the look
Keeping in mind that an army/navy store enjoys a sterling reputation as the civilian's PX, the retailer not only offers the last word in apparel authenticity, but also a full line of real- world military accessories such as patches, insignia, medallions and other apparel add-ons.
Army/navy retailers should be studying youth-oriented publications and television programs to capture trends from head to toe.
Also working in retailers' favor is the ongoing effort by the populace to show support for our armed forces by emulating the clothing and style of our military personnel.
Especially prevalent among the younger set is the desire to fall into line with what their peers are doing, saying and wearing. Once a trend has been established, count on a mass following that will make it easier for the retailer to invest in enough inventory to fully supply an eager customer base.
