Any decent label knows that the best way to entice balky consumers to open their wallets is to give them something genuinely new. So it's no surprise that a number of brands have put on their thinking caps and come up with some fresh ideas for this season's MAGIC.
Whether its a technology story, like Jeep's Teflon-coated workwear, or a hip-hop label with a global perspective, like Madsoul, there's something out there to give your sales floor some zip. No more excuses, it's time to take some risks -- here are five picks to get you started.
Black & Orange by Ben Sherman
The sport shirt market needs more than a little pepping up, and Ben Sherman is up to the task. The Brit brand is introducing its premium Black & Orange shirt and denim label at the show and for those retailers looking for something fresh on the sales floor, this is it.
The better-priced shirt line reprises the bold colors and prints of the '60s with intricate detailing and high-staple-count cottons sourced in Europe. Some of the attention-grabbing items are a ruffled-front shirt in an archived cotton from the Hammerle mills in Austria; a shimmery black-on-black houndstooth; and a dandified flower print shirt with contrast-striped collar and cuffs.
Throughout, the line creates interest with its meticulous attention to details like contrasting gussets, chevron yokes, triple-button collars, bias-cut fabrics and hidden plackets. The shirts, which are priced to retail between $129 and $250, will also be packaged in shiny black boxes with orange interiors.
'We see it hanging with labels like Hugo Boss, Zegna or even D&G, depending on the store,' said Vince Gonzales, vice-president of sales for the new line. 'Our customers have been asking for us to produce a better-priced product, and this is opening a new tier of distribution for us.'
Black & Orange also has a denim component,including two jeans cuts in rinsed, vintage and destroyed finishes.
National Geographic
Who better to come up with an apparel line that protects would-be explorers from snake and insect bites, ghastly storms and nasty humidity than National Geographic?
The National Geographic Society recently licensed D.E. International, a manufacturer of outdoor-related apparel based in Torento, Italy, to launch an outdoor-oriented apparel collection for men and women.
The collection has four major categories: Desert, Sailing, Mountain and Tropical. It also includes a Vintage category. Prices range from $50 for a shirt to $1,500 for an adventure sailing jacket.
What makes this collection different is that it's field-tested by National Geographic's explorers, writers, filmmakers and photographers..
'Every day,' said John Dumbacher, senior vice-president of licensing for National Geographic, 'we have over 250 explorers and photographers in the field developing story lines..'
IMC Brand Management has exclusive rights to sell the line in the U.S. and Northern Europe.
Madsoul Clothing Co.
Madsoul emerged when founder Marc D'Amelio set out to fuse his love of graffiti with his experience in the apparel industry. Now the year-old T-shirt, tops and hat company will be exhibiting at MAGIC along with the New York City Breakers collection, named after the legendary '80s breakdancing troop.
Fabrications include polyester fleece, nylon and wool. Its wholesale prices range between $10 and $90. Madsoul is looking to attract 13- to 24-year-olds in tune with all elements of hip-hop culture. Current retailers include shops such as Yellow Rat Bastard (New York City), Reggae Wear (Miami) and Ozone (Boston).
According to D'Amelio, he created Madsoul because he wanted a company where artists would be paid for their talent.
'Through the Internet, I was able to establish agreements with [graffiti] artists all around the world,' he said. 'In just a few months Madsoul was born.'
Jeep Workwear
Jeep, which has already been selling Teflon-treated denim, is taking toughness to the next level with a workwear line.
The label, which is produced by Old Toledo Brands under license from DaimlerChrysler, is getting its hands dirty with a line of outerwear and bottoms designed to stand up to hard use. The line includes a canvas duck coat with a snap-on hood, a canvas zip-front jacket, a waxed-cotton barn coat, a duck vest, carpenter and cargo pants, and jeans and jeans-jackets.
All the denim items, along with the carpenter and cargo pants, are impregnated with a Teflon coating from DuPont that makes the workwear water- and stain-resistant. The line also features sturdy, riveted construction and heavy-duty zippers.Tops are available with either blanket linings or six-ounce quilted fill.
'Workwear is a perfect fit for Jeep's reputation for ruggedness,' said Marc Kaufman, president of Old Toledo Brands. 'And we think it's going to appeal to a younger customer than some of the other workwear brands.'
A.P.C.O.
Launched two years ago, A.P.C.O. is looking to capture its share of the mass market.
'We are offering active-inspired looks for bottoms buyers that won't compete with activewear,' states Gene Uy, vice-president of design and merchandising, American Public Co., A.P.C.O.'s parent.
Known as a private-label manufacturer, the eight-year-old American Public Co. decided to launch A.P.C.O. to compete against brands such as OTB, Plugg and Wear First, said Paul Seltzer, president of sales and marketing.
The fall line will be broken into five groups -- varsity, outdoors, utility/workwear, snowboard and skate. Fabrications will include cotton/nylon blends, cotton denim, twill, canvas and corduroy.
Novelty styles include cotton/nylon track pants with terry-cloth and mesh lining, belted twill utility pants, as well as cotton jeans with denim number appliques. Wholesale price points are $12 to $17 for bottoms and $10 to $15 for tops.
