Although many distributors are seeing continued demand for retail-branded products, and promo apparel suppliers are adding brand names left and right, not all clients want to pay the premium to add their imprint to a recognized retail brand. (And some retail brands, like Patagonia, restrict co-branding from certain sectors.)
Still, between the “quiet luxury” trend and buyers’ increasing focus on quality over quantity, higher-end apparel – or at least the appearance of it – has become more popular. Many distributors have long adopted a good/better/best approach when pitching apparel, and offering a variety or a name-brand product and a promo dupe of lower price but equal quality are smart strategies when working with cost-conscious clients.
Oren John, author of branding advice website Product World, provides a handy definition of good/better/best and says that “having all three options is proven to sell more across the board” and that “more people choose [the best] category than you’d think, especially in the social media era where ‘best’ brands are statements.”
That’s certainly true in promo. “We are finding that our clients are often looking for apparel that offers enduring appeal rather than solely focusing on price,” says Deborah Gaspar, director of sales and marketing for Zagwear (PPAI 184202, Gold), the No. 45 distributor in the PPAI 100.
“Buyers started choosing ‘better’ or ‘best’ options around 2019 when the fast fashion world was really getting heat,” she adds. “Environmental responsibility has been a priority for our company, and the brands that we work with are adhering to strict standards. It’s important that we share those messages.”
Gaspar works with a diverse client base in the New York City area and uses what she calls a “hot bag” to show current trends. Here are a few examples of the good/better/best approach, starting with some of Gaspar’s go-to garments.“Streetwear is still very trendy right now, regardless of the summer heat,” says Gaspar.
Heavyweight T-shirts
She likes to show this trio of heavyweight tees available from S&S Activewear (PPAI 256121, Platinum):
Gaspar says this Tultex Heavyweight Jersey T-Shirt is popular in retail for surf and skate. Made of 100% ring-spun USA cotton (ash and heathers are a cotton/poly blend), these tees are reactive-dyed for longer-lasting color and pre-washed to minimize shrinkage. Available in 29 colors and sizes XS-4X.
The oversized Bella + Canvas 6-oz. Heavyweight Tee, made of 100% combed and ring-spun cotton (except heather) comes in 10 on-trend colors. These tees are made in a facility that is WRAP and bluesign certified. Available in sizes XS-3X.
This name-brand American Apparel Garment-Dyed Heavyweight Cotton Tee comes in six trending earthy colors and sizes S-3X. Made of 100% cotton in a facility that is WRAP certified, it’s garment-dyed with OEKO-TEX certified low-impact dyes for a vintage, faded look and minimal shrinkage.
Fleece From Head To Toe
Matching fleece sets are hot no matter the season, and Gaspar likes to show capsules from a couple of different brands, also available from S&S Activewear, that offer distinct style and sustainability elements.
These matching garment-dyed lightweight fleece pieces from Comfort Colors offer on-trend colors and styles to mix and match. Each garment is made of 100% cotton and dyed with OEKO-TEX certified low-impact dyes in a WRAP-certified facility.
The Hooded Sweatshirt, available in 10 colors and sizes S-3X, features a jersey-lined hood with natural-colored flat drawcord and a rolled forward shoulder.
S&S Activewear / PPAI 256121, Platinum
The Sweat Shorts and Sweatpants also feature a natural-colored flat drawcord, plus jersey-lined side pockets and differential rise for a better fit. Both are available in six colors and sizes S-2X.
For name-brand appeal, Gaspar likes American Apparel’s new ReFlex Fleece line, also available from S&S Activewear, with tops that feature a retail look. Each piece is made of a blend of cotton and recycled polyester with a 100% combed ring-spun cotton face for cotton-friendly decorating techniques.
The Hoodie comes in 12 colors and sizes XS-4X. It features a drawcord-free, unlined hood and a front kangaroo pocket, plus rolled back and dropped shoulder seams and a back neck patch for added decoration.
The Women’s Fleece Crewneck Sweatshirt offers a modern feminine silhouette with a boxy, slightly cropped fit, dropped shoulders and balloon sleeves. Available in in six neutral, earthy colors and sizes S-2X.
Available in 10 colors and sizes XS-4X, the Crewneck Sweatshirt offers classic styling in updated colorways.
The Sweatpants feature a differential rise for a better fit, plus side pockets, retro-inspired 1-inch covered elastic bands at the ankles and a covered elastic waistband with external, flat, dyed-to-match recycled polyester drawcords.
Preppy Polos
Polo shirts are a promo staple. This trio from alphabroder (PPAI 156993) provides a good example of the good/better/best approach:
The Core365 Men’s Origin Performance Piqué Polo, made of 100% polyester pique, provides a good option, with moisture wicking, antimicrobial properties and UV protection. Available in 16 colors and sizes XS-6X.
Even better is the CORE365 Men’s Fusion ChromaSoft Pique Polo, made of spun polyester with a cotton hand feel. Performance features include moisture wicking, antimicrobial properties and UV protection. Available in 23 colors and sizes S-5X.
The most sustainable option, this North End Men’s Express Tech Performance Polo offers a modern, retail-inspired fit. It’s made with 100% recycled polyester and Coolcore yarn technology that provides mechanical (not chemical) performance features that include moisture wicking, thermal regulating and UV protection. Available in five colors and sizes S-5X.
