2012 Style Preview
Perennially Popular: Men need jackets to take them from winter chill to spring rain, so Cocco suggested a lightweight full-zip water-resistant jacket like the one to the right.
JUNIORS' APPAREL
Trends: According to Mindy Anastos, vice president of marketing and production planning for L.A. T Sportswear Inc., Ballground, Ga., the best way to use juniors' apparel effectively in a promotion is to reference pop culture. "You can definitely see trends from movies, music and celebrities filter down into the fashion of youth," she said. Be careful not too make the logo too obvious though. "Juniors don't want to be seen as advertising for a corporation, so incorporating the logo into an artistic design is a great way to get juniors to help promote your brand," Anastos explained. In addition to pop culture and trend followers, you will find a good number of juniors who want the exact opposite of a trend. Anastos referred to these as "rebel trends" and mentioned the importance of catering to both demographics. As for new styles, Anastos mentioned cropped shirts, "flowier" garments with dolman sleeves and overall looser-fitting looks. If you want these now, be warned, you might have to wait. "These will start to filter down into our industry in 2012, but I think you'll see a much larger impact in 2013," she said.
- Companies:
- Kavio!
- L.A. T Sportswear
- Vantage Apparel