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JACKETS
– The R124 Ripstop soft shell jacket
from Result
– Below the JC Branding soft shell
from Russell Europe
Its a cover up - with style
Printwear Today takes a closer look at the current trends in jackets, highlighting how the demand for more technical fabrics and
fashionable styles are becoming even more prevalent across the promowear industry, and asks about the decorating properties...
Technical, quality, performance are becoming more informed in the increase in quality (as well as the
the three most often used words technical performance of fabrics. As budget brands), I really do believe we
when discussing the current trends in explained by Emma Wood, Russell are going to see more and more
Jackets. And no wonder, with Europe, “We have seen more products emerge as the market
increasing demand for high sophisticated, technical performance continues to mature.”
performance jackets within the garments influenced by the retail
corporate wear, promotional sector (such as the use of Gore-Tex) Although many will argue that
industries and of course children’s becoming far more prevalent in the within the corporate wear arena,
(school wear and leisure wear) that decorating arena. This in turn price plays a key role, the ability to
are closely aligned to what can be provides more innovative ways in select jackets that have a multi
purchased on the high street. how decorators can sell the functional purpose and are so closely
garments. And since jackets are high aligned to popular high street brands,
In fact, the increasing level of high value items, we provide advice and such as Berghaus, TNF, Columbia etc.,
performance outwear, yet at marketing support to help with sell decorators are set to capitalise.
promotional wear prices, is certainly through.” Investing in stylish, functional
good news for decorators. As garments that can also be used in
explained by David Sanders-Smith, “For instance Russell Europe places leisure wear are becoming
Result, “Over the years we have a lot of emphasis on marketing in increasingly popular with major
forged an unrivalled reputation for corporate wear magazines, to help corporations. (And not forgetting the
innovation, quality and expertise. increase the demand for our high growing number of leisure activity
Today, Result offers a unique performance outerwear.” clubs such as sailing, kayaaking,
collection of classic and trekking and so on - each of which
contemporary multi-functional David Sanders, Stormtech Europe demand high performance clothing
jackets that will support any agrees, “It is becoming increasingly suited for the activity undertaken).
corporate or leisure activity. All of more apparent that the brand and
which are designed and introduced quality plays a fundamental role With the ability for each of these
with garment decorators in mind.” within the promotional industry.” market sectors to now be able to
– The Stowe performance jacket from
purchase jackets akin to what is
Teamwear
– Newman II, a classically designed
The growth in demand is also being He added, “The market is certainly available in the high street, but
jacket from Regatta fuelled by the fact that the wearer is evolving, with more diversity, personalised with the club name and
12 P R I N T W E A R T O D A Y AUGUST 2007
www.mayerhousebusinessmedia.co.uk
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