Men’s and women’s fashions in the promotional
industry continue to follow retail trends.
In this apparel showcase, check out industry
products that look as if they were pulled
straight from the runway.
according to the U.S. Bureau of
By Andraya Vantrease
Labor Statistics Consumer Expenditure Survey
released in October 2010, American consumers
spent more than $208 billion on apparel and
related products and services in 2009. While
women continue to out-spend men by nearly two
to one, the aggregate money spent on fashion has
declined over the past few years, forcing retailers
to use their creativity and clever marketing techniques
to increase customer demand.
As the big companies think of ways to rise above
their competition and reach more customers, so
too must ad specialty distributors. “People in our
industry buy what’s marketed,” says Jim Franklyn,
vice president of sales and marketing for InkHead
Promotional Products (asi/231159), which drives
its sales almost exclusively through the Web. “If
they’re spending their marketing dollars on a product,
you can bet there’s going to be a bump in sales.”
As suppliers and distributors have tried to
expand apparel offerings for end-users, the promotional
market is more closely mirroring the styles
found on the latest fashion runways. In this product
showcase, we show off the latest men’s and women’s
fashions for spring and summer 2011. What follows
are 10 product trends for 2011, each one paired with
a recent runway shot that embodies the latest style
– in the ad specialty and retail markets.
www.counselormag.com JANUARY 2011 103
PHOTOGRAPHER FRAZER HARRISON
104 JANUARY 2011 www.counselormag.com
Bad To The Bone
This jacket keeps the wearer
comfortable in the end-ofwinter
weather with its black
lambskin leather sleeves,
collar and trim; deep fleecelined
pockets and anti-pill
black virgin-wool body.
It’s a perfect item for
corporations looking to
keep their employees
cozy and fashionable.
Available from New
Z Lander (asi/73788);
Men’s sweaters have been popping up on the
runways more frequently in the past couple
of years, and the Perry Ellis spring 2011 line
is no exception. Onlookers welcomed lightweight
sweaters of all styles and colors from
the designers at Mercedes-Benz Fashion
Week in New York. Mix and match sweaters
with casual or more professional clothing
and discover how versatile they can be.
The Vest Value
This navy sweater vest adds a scholarly touch to
any outfit. Made of an acrylic wool blend, the
V-neck pullover can be paired with sneakers and
jeans or dress pants and a bow tie – take your pick.
Available from Edwards Garment Co. (asi/51752);
(800) 253-9885; email@example.com
While many trends begin with celebrities and trickle down, this tough
look originated from motorcyclists and made its way into the closets of
It has hit mainstream America hard in the past few years with its
leather boots and gloves, and with the right accessories and the perfectly
rebellious attitude, anyone can pull it off. Here, a model struts his tough
look at the Brix Smith and George Lamb fashion show of the Vintage at
Goodwood Festival in Chichester, England.
These combat boots can be worn by
both men and women and are the perfect
accessory for the tough biker trend.
Made by the original manufacturer of
the U.S. Airforce, Ranger and Special
Forces gear, the boots are purely authentic.
This 100% organic cotton club jacket features
adjustable snap cuffs as well as two inside and
two outside pockets. It has a cotton poplin body
lining, nylon taffeta sleeve lining and an inside
storm flap to keep wind out. Available from
Broder Bros. Co. (asi/42090); (800) 521-0850;
106 JANUARY 2011 www.counselormag.com
The preppy-boy trend allows guys to be
cooler than school with its Ivy League style
shirts, ties and high-water, colorful pants.
Plaid garments play a huge part in this look
and add to the Southern frat-boy appearance.
Tommy Hilfiger’s spring/summer 2011 show
at New York Fashion Week displayed this
look to perfection.
King Of Prep
Suggest this adjustable bow tie to clients who
want to give off the Harvard graduate impression.
Made of polyester satin and offered in over 10
solid colors, it adds a pop of prep. Available from
Wolfmark (asi/98085); (800) 621-3435;
Spring collections continue to mix bright colors with neutrals like khaki and white. Not only is
the cotton khaki fabric lighter and more breathable than heavy winter wear, but it looks better
against sun-kissed skin and matches the airy atmosphere of the season. This khaki suit is part of
the Tommy Hilfiger spring/summer 2011 fashion show at New York Fashion Week.
Dress For Success
This long-sleeve plaid shirt comes straight
out of Lisa Birnbach’s The Official Preppy
Handbook. Pair it with shorts and boat
shoes for clients to look their best. Now all
they need is a trust fund and a BMW. Available
from Broberry Mfg. Inc. (asi/42057);
(330) 995-0736; firstname.lastname@example.org
108 JANUARY 2011 www.counselormag.com
Don’t ask why wide-leg pants give off
a “head of the household” vibe – they
just do. Take advantage of it, women.
Pants like these, which appeared in
Carolina Herrera’s spring/summer
2011 collection at New York Fashion
Week, portray power and elongate
wearers’ legs. This trend certainly
plays by the well-known motto: Go
big or go home.
Help your clients and their customers
relax with these wide-leg French terry
pants for women. Made of a cotton/
spandex blend, these pants are low
rise and feature a ribbed waistband
and flare legs for a flattering fit.
Available from Bella-Alo (asi/39590);
(877) 727-2001; email@example.com
Apparel embellished with lace always appears feminine
and free, two qualities women aim to show off through
their style. Pastel-color garments with subtle lace intricacies
are a fresh choice, and even better when made
of light, barely-there fabrics that help combat the heat.
Model Caroline Brasch Nielsen walks the runway at the
Anna Sui collection presentation for spring/summer
2011 during New York Fashion Week.
Women can look their best while they cook in this lace
apron. Coated for stain resistance and easy care, this
apron features an adjustable neck strap, making it comfortable
for chefs of all sizes. This cotton item is a staple
in any kitchen. Available from Two Lumps of Sugar
(asi/92389); (212) 966-1303; firstname.lastname@example.org
PHOTOGRAPHER GARETH CATTERMOLE
Floral prints echo nature and can be found blooming across
the runways each spring. Designer Vivienne Westwood
exhibited this floral dress as part of her Red Label spring/
summer 2011 line presented during London Fashion Week.
Paired with a sun-protecting straw hat, the warm-weather
attire has never looked better.
This 100% cashmere wrap is decorated with an intricate
floral design. Its elegant camel and beige color combination
makes it a great addition to any end-user’s summer ensemble,
because the fabric will keep her cool during the day but warm
when the chilly night air rushes in. Available from Eternity
Design (asi/52778); (630) 579-5884; email@example.com
You can always bet on spring clothing collections to be filled with vibrant colors
that lure customers into their lines. Many designers, including Tommy Hilfiger,
incorporate yellows into their selections for spring 2011. This women’s jacket
debuted at New York Fashion Week.
No Place Like Paris
This poly/cotton blend shirt is decorated
with a yellow, red and black screen-print
design and has a tapered waist and reverse
seams for a vintage look. It’s a great piece
to express the funky, cultural side of any
woman’s wardrobe, and the perfect fit
makes it comfortable throughout the day.
Available from Eternal Apparel; (314) 995-
www.counselormag.com JANUARY 2011 109
PHOTOGRAPHER CHRISTOPHE SIMON
110 JANUARY 2011 www.counselormag.com
Purple is all the rage for the upcoming season. From
eggplant to lavender, the color is accepted in just
about all of its various shades. It can be worn in
bold garments or subtle accessories. Either way, the
purple palette is a win-win. Max Mara’s spring/summer
2011 ready-to-wear collection displayed loads of
purple hues during Women’s Fashion Week in Milan.
These leggings can be paired with a long shirt,
skirt, dress, jacket – you name it. The deep, rich
tone adds the perfect amount of color to a bland
outfit, and they can pass for casual or cocktail
when worn with the correct accessories.
Available from Alternative Apparel (asi/34850);
(888) 717-3988; firstname.lastname@example.org
Full skirts offer timeless elegance for just about
any wearer. Their unique silhouette leads the way
in today’s jeans-and-shorts world and conveys
a bohemian, laid-back style when paired with a
form-fitting shirt. Dresses like this one from Milly
by Michelle Smith spring/summer 2011 collection
presented at New York Fashion Week, are flattering
and summery for the upcoming warm seasons.
This women’s skirt is made from 70%
bamboo and has an elongated waistband
that can be rolled over or worn long. The
six-panel skirt creates a graceful sweep
and is breathable, antimicrobial and easycare.
Available from Brandwear Basics
(asi/41545); (866) 339-1122; email@example.com