The blue collar worker is the All-American. The person working with their hands is the definition of what it means to be reaching for, holding up the American Dream.
Workwear is perhaps the only segment of the industry capable of straddling socioeconomic, geographic, and political fault lines.
Workwear's gender neutrality, of-the-earth authenticity, affordability and hard-wearing
The 1889 founded Carhartt brand, the most recognizable and authentic labels, dominates the workwear market. Its savvy luxury market collaborations have propelled its most iconic silhouettes from the farm to fashion runways. From the guy next door, the to guy on our TV and movie screens. It's distrubution also makes it the most accessible workwear label. Both Carhartt and Dickies are beloved by music performers spanning genres of country to hip hop. Workboot, outdoor and women's workwear brands also thrive, straddling markets and reinvent themselves as quickly as images are uploaded to Instagram.
CAPSULE: Workwear
Farm to Fashion. Country to Hip Hop. Midwest USA to Manchester UK.
Impact # 1
The beanie. Cover the head in ribbed cuffed beanies. Fine gauge to chunky fishermans' ribs. Micro cuff to deep wells.
Impact # 2
The jacket. With a hood, collar, sleeves or sleeveless this jacket is statement hardcore - its expanded in color and size, gender neutral, and stretches the age gap.
The cargo. Pockets over zips and the more the better. Function and fit are as essential as the weight of the canvas or twill used.
Three pieces offer year round sales opportunity for both men's and women's.
CAPSULE: Workwear
Are these capsules the same? For the 161M outdoor active US participants (as polled by Outdoor Insight), outdoor is a lifestyle. The brands and products purchased for their outdoor activities are reliable and fashion forward enough for everyday life. Casual brands look more like outdoor brands in styling, while outdoor brands continue to push innovation, technology, sustainability, and transparency to elevate and differentiate themselves. Outdoor brands offer an experience, building products with a solution intent. A solely casual brand may not offer as much functionality, weighing product features and price to meet a customers value expectations.
CAPSULE: Outdoor | Casual
Both the Outdoor and Casual markets are up trending. Activities that helped people endure through the pandemic and the clothes that we wore while at home working, are our new uniform.
Comfort, versatility, and long-wear are expected while performance benefits, natural fibers and sustainability give our consciences ease. These categories are evermore intertwined and prevalent within all classes of trade.
For retailers that exited firearms and in many cases their hunting apparel business, they fill this space with outdoor-centric brands and private label gear. Retailers that offer authentic brands, and they themselves show a dedication to outdoor plights create a loyal following. They aim to meet the customer at as many touchpoints as possible. Often national/global brands have their own online store, and are sold on go-to sites like Backcountry.com.
Be true to your client. Consider the activities they are likely to participate in, and how your assortment outfits and provides solutions for those activities.
Are your consumers some of the 55M that are now fishing, a 9% increase over 2019? (Outdoor Insight)
Are they skiing, biking, sledding, hiking, trail running, walking?
Is your assortment versatile, adaptable to different end uses?
Patagonia is leading the pack with its commitment to authentic outdoor gear, sustainably and public lands initiatives. They also lead in providing full transparency to consumers in regards their product sourcing and carbon footprint. Their efforts to consider Earth doesn't diminish their ability to design functional, fashionable and long lasting products. In the outdoor outerwear arena, The Northface, Montbell, Marmot, Mountain Hardware continue to be strong brands. Cotopaxi, and Fjällräven are fresh. L.L. Bean, Eddie Bauer and Columbia are classic. Sporting goods stores are the primary venue, but online direct brand purchasing threatens the B&M sale. Customers want to research their products, their development and consider reviews before purchasing. Each of these brands and many more offer apparel lines in addition to their outerwear offering.
Down
dominate.
PATAGONIA
View impact: https://www.patagoni a.com/product/mensdown-sweaterhoody/84702.html?
dwvar 84702 color=PI GN
Plasma 1000 MONTBELL
Read about Down: https://www.montbell. us/about/technicalinfo/materials/down/
COTOPAXI
Read Review: 5 out of 5 stars. "Excellent jacket, packs nicely into its own pocket. Exceptionally warm. True to size."
View features: https://www.marmot.c om/men/jackets-andvests/rainwear/mensprecip-ecojacket/AFS 88916958 5401.html? actionPoint=Show&bvr rp=demandwareen US/reviews/produc t/5/SP 219949.htm
True Story: While researching, this specific jacket was being viewed by 23 other people and sold 100 pieces in the past 48 hours.
Bugaboo II COLUMBIA
View Video: https://columbia.scen e7.com/is/content/Co lumbiaSportswear2/18 00661_258_v
We each have the opportunity to make small changes that add up. Think of it as an Earth savings account. How is your company taking small measures? If every employee recycles their paper, what is the impact? How do you tell your customer? If the company partners with one group or brand with sustainable focus, how does this message contribute to your retail brand?
Good news is welcome, who doesn't need it, who doesn't love a good story? Tell your stories. Corporate strategies, community outreach, and goals. Transparency induces trust, trust means loyalty. Give your customers to a reason beyond their purchase to only shop with you, to care about your causes, the brands you sell. You want them to follow your brand as their retailer.
Can any of your items become boarder to include a size you may be missing? Could you add colors to engage all genders? Can you market products showing a wider range of ages or product end uses?
Expansion doesn't mean adding more choices but rather focusing on key items that have wider potential; giving them the water they need to grow.
